A important growth initiative I spearheaded at LiveGlam was the enhancement of their Loyalty Program. The previous program was quite basic, offering limited ways to earn points and restricting their use to product redemptions only.
Converting Shoppers to Subscribers
The core objective for LiveGlam is to transform one-time buyers into loyal subscribers of the LiveGlam Club (the brand’s subscription model featuring monthly collections). A robust loyalty program significantly enriches this model by adding extra value for subscribers, making it a compelling reason to choose the subscription over one-time shop purchases.
Benefits to Brand LTV
For the revamped program, I designed the structure, including tier levels, point-earning mechanisms, and new features. The goals of the new program were to:
- Increase Repeat Purchases: The tiered rewards system and ongoing earning opportunities motivate frequent purchases.
- Foster Engagement: Points for social media interactions and referrals keep members engaged beyond shopping, enhancing our social presence.
- Enhance Customer Satisfaction: Exclusive rewards and perks improve the overall experience, boosting satisfaction and loyalty.
Key Elements of the Program:
1. Tiers and Perks: The program features four tiers divided into two groups: Silver and Gold for members, and Diamond and Diamond Elite for ambassadors. This tiered system incentivizes members to meet key criteria to unlock additional benefits and redeem more rewards.
2. Ways to Earn Points: I developed four pillars for earning points: General, Social, Subscription, and Shop and each pillar includes four ways for accumulating points. It’s important to note, the ways to earn points were also thought of to benefit the brand, here are some examples:
• Completing Profiles: Provides valuable customer data for persona development.
• Taking Surveys: Offers insights into customer preferences.
• Rating/Reviewing Products: Gathers feedback and enhances social proof.
• Sharing Looks: Generates UGC for social media and promotions.
• Following LiveGlam on Social Media: Expands our social presence and reach.
Referring Friends: Grows our customer base.
• Staying Active for Three Consecutive Months: Increases customer lifetime value (LTV).
• Shopping: Encourages subscribers to make additional purchases beyond their monthly subscription.
The updates described above are just a fraction of the many enhancements made to the LiveGlam website. By integrating effective CRO strategies with a seamless user experience and design, I believe we can significantly influence company growth. This approach is the core principle of my work.
INFO:
Client: LiveGlam
Year: 2024
My Role: Strategy, UX & UI