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Hollister: Leveraging Loyalty to Engage and Retain Gen Z Customers

CRMC 2017, Chicago, IL

What is it about?

In the last several years, specialty retail has not seen sufficient innovation in loyalty programs. Some retailers in this vertical have implemented private label credit card loyalty programs, while others have continued to build data through CRM platforms without being able to optimize and drive shopper behavior with the masses of data that have been collected. Through a multi-tender loyalty program, Hollister has been able to implement a program to appeal to a broad demographic audience, while offering a unique loyalty program that aligns with the interests of their target markets. The program limits the impact to the store operational model that loyalty programs can have, solves the customer identification challenge, and reduces attrition while providing customer value through recognition and rewards.

Amy Nelson, Senior Director, Customer Marketing at Abercrombie & Fitch and Melissa Fruend, Partner at LoyaltyOne Global Solutions will share how Hollister’s test of their loyalty and rewards program, Club Cali, has been successful in retaining shoppers and growing spend in 2016. Due to the success of this program, Hollister will be expediting the expansion of the pilot program system in January of 2017. Audience members will learn about the opportunity that A&F identified to grow share of wallet through this program, the challenges that needed to be overcome in order to be successful, the solutions that have been implemented and tested, and the approach that was taken in implementing against the goals, and the results, outcomes and key learnings for A&F providing industry best practices.

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Who's Speaking?

Melissa Fruend
Melissa Fruend
Partner, Global Solutions

Where Is It?

Hilton Chicago 720 S Michigan Ave, Chicago, IL 60605, USA

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