Rebecca Minkoff Launches Online Loyalty Program
Rebecca Minkoff has debuted a consumer loyalty program for online shoppers in the U.S.
The maker of luxury handbags, accessories, footwear, and apparel, is working with loyalty and customer marketing provider Clutch to deliver a suite of tech services in two phases.
“The customer journey has so much more opportunity now enabled by technology, especially with regard to loyalty,” said founder and namesake Rebecca Minkoff. “We’re thrilled to partner with Clutch on our first-ever loyalty program and look forward to delivering something that’s unique and truly personalized for our shoppers.”
Phase one entails the design and setup of an online program which let visitors to Minkoff’s mobile and desktop websites learn about the perks of the program and enroll. Clutch will handle all facets of membership and operations, and is also responsible for capturing and analyzing shopper data in real-time to better understand program members and tailor operations to meet their wants and needs.
In phase two, Clutch will work closely with Minkoff to fine-tune program strategy, using insights from the live program to drive expansion and modifications. In addition to developing new online elements to help keep shoppers engaged and motivated, the two plan to expand the existing program to incorporate offline shoppers in brick-and-mortar stores.
“For a customer to come back time and time again, the brand has to really understand that customer. In today’s world this means using data to learn what they want and to deliver on their expectations in a timely manner,” said Clutch chief executive officer Ned Moore.
Rebecca Minkoff’s other customer-centric, technology-driven projects include a “Store of the Future” in New York’s SoHo neighborhood, which features RFID-enabled mirrors in fitting rooms that identify garments being tried on and display complementary merchandise. Thirty percent of customers who tried on garments using the touch screen requested additional items. Clothing sales tripled.
The company is also using an RFID-enabled self-checkout system that lets shoppers unlock an item’s security tag and pay via wall-mounted Apple iPad. The system was developed in part by a startup named QueueHop. “We wanted to offer a celebrity VIP experience and provide a private, almost anonymous experience for those who wanted it,” said Uri Minkoff, co-founder and chief executive officer.
In addition to operating its own stores, Minkoff distributes products through major retail chains like Bloomingdale's and Nordstrom.