Case Study - H&M Loyalty Program
The best loyalty programs are customer-centric, and the Social Media team made every step count in driving the success of H&M Members. Today, our Members spend $4 for each $1 spent by non-members.
Win with it.
My team and I are presented with the task of ensuring winning copy for our prize giveaways, in addition to making our 1:1 moments with our participants pop.
With the team no longer on the office floor, we faced challenges in maintaining consistent communication by over-extending prizes to the incorrect parties, thus compromising our budget.
Our solution did not involve outsourcing a loyalty program software. The magic was in our everyday Microsoft tools. The team configured the apps at our disposal in a way that made our loyalty efforts accessible to multiple hands, keeping the customer first from the moment they “Enter to Win” to the “Congratulations!” email that welcomes them to stay.
Any business, small or reaching a milestone of 20 million members, is capable of supporting a branded loyalty giveaway program using everyday apps.
Grow with it.
Working directly with our Members’ concerns provided me the know-how to push our program forward for our target audience.
Through A/B testing practices, the Social Media and Marketing team work together to fine-tune our landing page for optimal conversion.
Among the small wins were my pitches of: using gender inclusive visuals on our loyalty landing page to support our goal of attracting H&M Menswear shoppers, incentivizing non-members with our sign-up discount by including actionable copy on both our home and loyalty landing page, and including call to action banners on our home page for customers to join our program to enter specific prize giveaways.
I recognize the value of constant improvement when adapting to the customer’s journey, and am comfortable achieving results for the business by applying creative experimentation.