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While all other pages within this site refer to current state Rewards program structure, policy and tools, this page refers to the progress we've made as we work toward a revamped Fleet Feet Rewards program. This direction and decision to revamp our program was prompted by a number of things, a few of which include:
Questions raised by the former FAC in August of 2022. The discussion and brainstorming was an important step to kick off this process and further inform the direction and decision making, and local needs for an updated program.
Competitive analysis where we cross reference our program structure and offers with other brands and retailers in our industry.
Current program performance and evaluation, and recommendations based on industry best practices.
REQUEST FOR PROPOSAL
After the FAC feedback, we issued a Request for Proposal in November to nine loyalty providers, including Cheetah, to ensure we were confident in our loyalty partner's capability to help us reach out future state goals. Ultimately, the process reaffirmed that Cheetah Loyalty is the best engine to power our loyalty program. However, this process also help us to identify our data gaps and need for additional analysis before we make changes to the program.
CUSTOMER ANALYTICS
We enlisted the help from Baesman Group, a team of customer engagement experts specializing in loyalty strategy, CRM analytics, email and SMS and more. Baesman Group executed a deep analysis across our customer platforms to identify our customer retention trends and segments, make program recommendations, and model out different scenarios to help us mitigate risk. We presented those findings and recommendations to the BAC in August, followed by more discussions, adjustments, and multiple financial models.
COMING SOON / NEXT STEPS
After finalizing the go-forward plans with the BAC, we presented the new program changes and branding at the Owner's Summit. We are working on a written recap for those who could not attend and for easy sharing across team members, and will update this guide shortly. Please also check ShopTalk, the Brand Update and the Marketing Sprint for updates.
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