3 things Vitamix can teach brands about successful loyalty programs

January 4, 2021 | 3 minute read
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In a recent webinar hosted by Oracle, Vitamix, a leading global manufacturer of high-performance blending technology for consumers and commercial settings, shared three ways to elevate customer experience and deepen loyalty. Read on to learn how.

1) Design your loyalty program to foster engagement

Design your loyalty program with your goals and objectives in mind. Vitamix’s goal is to establish itself as a relationship brand given its premium price point and long purchase lifecycle. Their objectives are to increase customer engagement and gain access to better customer data.

The team wanted their program to reward the small brand interactions that foster engagement – not just drive purchases. Since the team didn’t have a CRM or loyalty program in place, they chose Oracle CrowdTwist because of its ability to support a variety of different program configurations, said Sarah Herrmann, manager of direct to consumer marketing at Vitamix.

Moving beyond the typical points-for-purchase structure meant creating small rewards for engagement activities. “Members earn rewards by visiting recipes or articles on Vitamix.com, writing product reviews, completing surveys, and engaging with our social networks. There’s a range of different activities to consider beyond purchases,” says Herrmann. Brands looking at loyalty programs as a lever for increasing engagement can consider the Vitamix model: offer small point value rewards for a wide range of non-purchase activities.

2) Invest in technology to rollout loyalty programs across channels

As you’re developing a loyalty program, consider how different technology elements can streamline delivery and provide digital implementation solutions. One factor driving Vitamix’s selection of Oracle CrowdTwist was the ability to use its robust API to integrate with existing marketing technology solutions to develop workflows with Movable Ink, Bazaarvoice, and other applications the company relies on.

In addition, incorporating engagement activities in your loyalty program helps capture data to drive personalized experiences, which deepens loyalty and forges emotional connections. But collecting and intelligently utilizing those insights requires a strong technical foundation.

For example, Herrmann notes, the company pulls in customer loyalty information such as points earned and points redeemed to create their monthly newsletters. “We’ve seen that personalized communication is really effective in terms of driving engagement with the program,” says Hermann.

3) Keep your content fresh to keep engagement high

A loyalty program isn’t “set it and forget it.” Frequently revisiting rewards and bringing new options to the table help drive program participation. Vitamix continuously updates its catalog 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 bring more value to loyalty program members.

The company’s engagement-focused strategy also created options to redeem small point amounts in order to keep engagement high. “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.

Ultimately, Vitamix has attracted nearly 161,000 loyalty program members since it launched. They’re seeing major results, including a 31% higher average order value for members over non-members, 30% greater average product registrations, and a 52% increase in recipe views since the program launched.

Learn more about how they did it, and watch the full video of Vitamix marketing leadership discussing how they’re using Oracle CrowdTwist here.

This content was originally published on SmarterCX by Oracle. It has been adapted for the Oracle Customer Experience blog.

Liz Alton

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.

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