The Future of Loyalty
The workshop was held by Helena Holmström, Head of Customer and Loyalty at Clas Ohlson, together with her colleagues Emma Ahlström, Consumer Insights Specialist and Lovisa Lannesand, Customer Data Analysts.
The workshop started with a presentation by Helena, who recently joined Clas Ohlson to restructure their loyalty program. The presentation was about loyalty in general and how important it is for the customers to engage and transact with the brand repeatedly. Clas Ohlson's current loyalty program does drive sales and profitability, however, the aim of their future loyalty program is that customers use it as a carrier of conscious consumption. Furthermore, Clas Ohlson experiences a decreased retention rate in their loyalty club, caused by a low recruitment pace of the younger segment.
The workshop case was about attracting members to the next generation customer loyalty program, which is offering more than solely bonuses and offers. The students were divided into four groups to develop a solution to attract customers to become a member of the new loyalty program.
The solutions clearly showed that sustainability issues seem to be extremely important for the younger generation, as well as offering a convenient and efficient way in becoming a member.
Hanna Meesenburg, Key Account Manager, Clas Ohlson Retail Club