Famously You Rewards
Stepping up Member Engagement
Famous Footwear’s existing loyalty program had been in the market for 20 years and offered many good opportunities for members to engage and earn points. However, member engagement with the program was low as 80% of their members did not earn rewards. Famous Footwear wanted to revamp their loyalty program to be more personal and relevant to today’s customers by rewarding customers where and how they shop with Famous Footwear.
Launching a customer-focused loyalty program for Famous Footwear
The Brierley + Partners team delivered a wholesale rebrand that included a new program name and identity, brand position, design and voice, plus a strategic roadmap to transition existing members to the new program. Multiple rounds of research (in-person/online focus groups, quantitative and qualitative research with customers and competitive customers) were used to hone the program name, tiers, design and positioning.
Famously YOU Rewards launched in March 2019 and features a fun, fresh, engaging look and feel that’s more personal, current and relevant – with a focus on YOU, the customer, in name, copy and design. In addition to the overall branding, the team delivered the core communications across multiple channels and in-store for the program.
Based off an increase in enrollment and second purchase among members, early indications point to the program relaunch achieving its goals.
The new logo visually highlights the loyalty program’s emphasis on celebrating the customer. In addition to a new logo, the color palette was expanded to a spectrum that included the Famous Footwear red to hues that shift toward red/orange and orange.
Voice + Tone
We kept the program voice informal and conversational to foster and strengthen the relationship with Famously YOU rewards members, while engaging them in the world of Famous Footwear.
Guiding principles to all loyalty communications were developed so that there would be a consistent program vocabulary for the program and brand that helped ensure consumer recognition of the benefits.
The hero photography emphasizes Famous Footwear’s relationship with their primary customer and underscores that they understand and celebrate her. These images capture real moments using models who depict Moms customers can relate to.
In addition to the solo shots, we wanted to show our hero Moms plus the important people in her life: husband, sister, best friend, children. These images are used to enhance the emotional connection with her and convey the depth of relationships and interactions she has with the people she cares about most in her life.
We strategically placed signage throughout the shopping experience to communicate program benefits from the moment the customer walks up to the store entrance, as they browse and try on shoes, at the point of sale, to when they leave.
Personalized email communications would guide members throughout their customer experience by providing relevant information and opportunities to earn points.