Lenati helped Nordstrom evaluate their customer loyalty program to modify the customer experience and attract a younger target customer segment.
LENATI CASE STUDY: CUSTOMER LOYALTY PROGRAM EVALUATION
Lenati was engaged to help Nordstrom evaluate opportunities to reach a younger customer segment and bolster future growth in a changing retail landscape.
Lenati established a methodology to assess the existing customer loyalty and customer rewards program to identify opportunities to acquire and retain target segments. Lenati worked across business and technology teams to identify key levers that enable accelerated engagement across the Rewards Program life cycle. We then worked to modify the Rewards Program experience to suit the shopping patterns and behavior of the millennial segment.
The analysis incorporated all channels (Nordstrom, Nordstrom Rack, Rack.com and HauteLook) for fit with desired customer experience and Nordstrom’s long-term customer loyalty and retention strategy.
Just 7 months after launching the refreshed program, Nordstrom Rewards more than doubled its membership, and 50% of the total 7.8 million rewards members had joined through the newly offered non-tender program.