H&M tasked TLC with helping drive member acquisition for their new loyalty program, specifically among health-conscious yet time-challenged Millennial moms who shop for themselves, their partners, and their kids – and do so in a way that thoughtfully complements their active lifestyle and increases basket spend.
Storydoing For All
Every loyalty member who spent over $50 in a single transaction was rewarded with a completely free health and wellness experience, in-person through TLC’s National Wellness Network, or a digital fitness membership to use at home. The promotion was so successful we ran a 2nd rewarding every loyalty member with 20 free custom holiday cards at the end of the year.
H&M’s loyal customer base shared this promotion with their friends and family resulting in a strong word-of-mouth communication, only topped by member emails and HM.com’s loyalty platform.
The average transaction among participating loyalty members was $108.62, more than double the required spend threshold.
89% of customers found that the reward offered in this promotion was appealing and on-brand for H&M. 89% of customers were highly certain that they will participate in similar promotions in the future.
While we saw more male participation from the Holiday campaign, the gender demographic tells us that we were still reaching closer to the same women-oriented group that we were aiming for with the Fall campaign.
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