Vitamix, a leading global manufacturer of high performance blending technology for consumers and commercial settings, wanted new strategies to improve its loyalty marketing and rewards initiatives. Their objective was increasing customer intimacy and developing stronger data insights and engagement.
By choosing Oracle CrowdTwist Loyalty and Engagement, Vitamix moved beyond a spend-for-points loyalty model and strengthened relationships in an industry with limited customer or brand interaction outside purchases.
Vitamix wanted to position itself as a relationship brand, given its premium price points and long purchase lifecycle. The brand’s leadership strategies included increasing product registrations, growing their newsletter and website traffic as engagement channels, and driving brand referrals.
They recognized they needed to introduce new ways to allow customers and prospects to engage which the brand and to better understand their audiences, said Sarah Herrmann, manager of direct to consumer marketing at Vitamix. "We didn’t have a CRM or loyalty plan in place. Taking these things on was a bit daunting and we were looking for a tool that would allow us to approach them and be able to deliver on these things on a relatively short timeline.”
They selected Oracle CrowdTwist Loyalty and Engagement and since the program launched over a year ago, it has attracted 161,000 members. And those members have been buying more. “On average, we are seeing 31% greater average order value for members than non-members and members are also adding 25% more units to their orders,” noted Herrmann.
Vitamix implemented a loyalty program design that rewards both customers and prospects for engagement, as well as for purchases. Moving beyond the typical points-for-process loyalty model helped them quickly reach their goals.
One of the key strategies Vitamix relied on is rewarding members with points for small engagement actions. “Members earn rewards by reading recipes or articles on vitamix.com, writing product reviews, completing surveys, and engaging with our social networks. There’s a range of different activities beyond purchase,” says Herrmann.
Fostering engagement activities helps to capture additional customer data that companies can leverage to power more personalized experiences, building further trust and emotional loyalty at a deeper level.
Vitamix takes several key steps to keep engagement up by making it simple to redeem small point values. “Allowing people to enter sweepstakes using a small amount of points to win Vitamix products, partner products, and more offers a wide range of ways that people can engage,” says Herrmann.
Frequently revisiting rewards and bringing new options to the table also offers incentives to members to stay engaged. Vitamix continuously updates their catalog and keeps it fresh to keep the program engaging. They also offer diverse reward options, including Vitamix products, accessories, and options to redeem points for sweepstakes or donate them to charitable causes. Creative rewards and redemption structures can bring more value to loyalty program members.
Vitamix fully leveraged Oracle CrowdTwist Loyalty and Engagement’s robust API that integrates with any solutions in a marketing technology stack. This allows them to roll out content across all brand touchpoints.
For example, the company sends out monthly recap emails featuring points earned, points redeemed, and calls-to-action to visit Vitamix.com and see what’s new in the program. “We’ve seen that personalized communication be really effective in terms of driving engagement with the program,” says Hermann.
Choosing the right partner laid the foundation for ongoing success. “The CrowdTwist team was really collaborative and helped to build the overall engagement economy and strategy for the program,” noted Herrmann. With Vitamix’s commitment and support from Oracle CrowdTwist Loyalty and Engagement, the organization was able to launch the program quickly and immediately begin capturing results.
Vitamix continues to develop its engagement strategy. The company has major plans for the year ahead including a yearend sweepstakes, holiday promotions, and growth-oriented campaigns that will set Vitamix up for an exciting 2021.
See the full video of Vitamix marketing leadership discussing how they’re using Oracle CrowdTwist Loyalty and Engagement here.
Liz Alton is a writer and content strategist specializing in B2B technology, digital marketing, and the customer experience. Her clients include creative agencies, Fortune 500 brands, and venture-backed startups.