Loyalty is often overlooked in businesses with long purchase cycles. For those retailers, new customer acquisition often reigns supreme. But Sleep Number sees things differently. With the help of Oracle CrowdTwist technology, Sleep Number built InnerCircle Rewards, an exclusive members-only customer loyalty program designed to improve the wellness of its members, increase overall product use and satisfaction, and increase their customers’ likelihood to refer.
Sleep Number’s mission is to improve lives by individualizing sleep experiences. They believe quality sleep is life changing sleep.
Sleep Number first launched InnerCircle Rewards with Oracle CrowdTwist Loyalty and Engagement in 2017. InnerCircle Rewards is an engagement-based loyalty program exclusive to Sleep Number bed owners, where members can earn points by referring friends, completing surveys, voting in polls, and sharing personal sleeping habits.
“I just love the true joy the loyalty program has brought to its members,” said Lisa Erickson in a recent webinar titled, Don’t Sleep on Loyalty. “We get new quotes and stories every day of how much people appreciate the loyalty program and the product.”
By focusing on the customer experience, Sleep Number has successfully driven emotional loyalty, proven to be the most lasting type of loyalty. By combining Oracle CrowdTwist technology with Sleep Number’s Sleep IQ technology, Sleep Number has seen a >48% lift in annual sales driven by InnerCircle Rewards members.
Watch the playback of our discussion with Lisa Erickson, Sr. Director Loyalty and CRM Sleep Number, and Emily Rudin, Head of Product CrowdTwist, to learn how InnerCircle Rewards focuses on building lifelong customer relationships beyond their initial purchase to drive product adoption, satisfaction, sales and, crucially, the best sleep experience of Sleep Number’s bed owners’ lives.
Watch the webinar replay below.
For more information about customer loyalty and digital marketing, please visit:
Lisa B. Erickson
Sr. Director of CRM and Loyalty, Sleep Number Corporation
As the Sr. Director of CRM and Loyalty, Lisa leads the development, execution and management of Sleep Number’s Loyalty program, the InnerCircle Rewards Program, as well as all customer communications via direct mail, email and SMS. She directs the testing of all programs to ensure continued evolution and growth. Leveraging her deep experience in retail, holding positions in merchandising, finance, strategic and promotional planning, and marketing she can activate new initiatives quickly and successfully. Today, Lisa strives to take the InnerCircle Rewards program and all customer communications to the next level of engagement.
Jessica Kaufman is a Senior Product Marketing Manager at Oracle with more than 10 years of industry experience.