Shoe Carnival steps up loyalty effort

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Shoe Carnival steps up loyalty effort

By Louisa Hallett - 07/12/2018
​​​​​​​Shoe Carnival currently owns 419 stores throughout the Midwest, south and southeast regions of the U.S.

Shoe Carnival has joined the slew of retailers revamping their loyalty programs.

Indiana-based Shoe Carnival Inc., one of the nation’s largest footwear retailers, has introduced an updated version of its Shoe Perks customer loyalty program. The new program includes no-receipt returns, a “Spin ‘n Win Wheel” feature, as well as member sales and discounts. There is also a “Gold Tier” feature, where if a consumer earns 200 points within a year, they will also enjoy free standard shipping of online purchases and birthday bonus points and other promotions that are exclusive to Gold members.

“We’re excited to bring an updated Shoe Perks loyalty program to our customers,” said Cliff Sifford, Shoe Carnival President & CEO. “With help from retail marketing agency Customer Communications Group, we were able to tap into direct customer insights to identify their preferred reward benefits. This gives us confidence that the refreshed Shoe Perks program will be well received by our customers.”

The enhancements to Shoe Carnival’s loyalty program come as the company is poised to surpass its annual sales of $1 billion, while struggling to accelerate same store sales growth beyond the low single digit range.

Many retailers offer loyalty programs. According to Coresight Research, some companies generate up to 60 percent of their revenue from loyalty program members. Retailers offering loyalty programs gain valuable insight on their customers, by collecting data that can be used to personalize offers and ensure that the program perks are relevant to each customer.

According to a Synchrony Financial poll, a majority of American adults -- 80 percent -- belong to some type of loyalty program. The poll consisted of more than 3,000 American consumers, and found that the most popular loyalty programs among consumers are related to groceries, dining, drugstores and apparel. Grocers alone account for 86 percent of shoppers surveyed rated programs as valuable -- while dining, drugstore and apparel account for 70 percent, 68 percent and 65 percent were rated by respondents as valuable.

Popular retailers have noted the response from consumers on loyalty programs and many have implemented their own versions. Bed Bath and Beyond just introduced a revamped version of their loyalty program called Beyond+, which allows members to receive 20 percent off of their entire purchase and free shipping. Macy’s changed their loyalty program by introducing a tiered rewards system. Those who spend $1,200 or more a year will receive 5 percent back on whatever they spend as a store credit, along with free shipping.

Shoe Carnival currently owns 419 stores throughout the Midwest, south and southeast regions of the U.S.

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