Craveable Brands overhauls loyalty programme after 32% stall at entry tier
The company replaced mass campaigns with real-time, behaviour-based messaging.
Craveable Brands has redesigned its loyalty programme after finding that 32% of members had made at least four purchases without moving beyond the entry-level Red tier.
Members who progress to the Silver tier can have a customer lifetime value up to 16 times higher.
The review led Craveable to replace scheduled, mass loyalty campaigns with real-time communications based on individual purchasing behaviour.
Working with Xenai Digital, the company used Salesforce marketing and personalisation tools to identify customers nearing the threshold for a tier upgrade and target them through email, SMS, push notifications, and its website.
The new approach moved 24% of members identified as ready for an upgrade into the higher tier.
That was 3.5 times the programme's original target.
"We knew our customers already wanted to engage with us,” said Christian Medina, CRM Manager at Craveable Brands. “The opportunity was making better use of our data to recognise intent and act on it."
