Sambazon Berry Good Rewards Program Strategy

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Discover loyalty in action with Kira Bixby,

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Samba Zhan's senior marketing manager of digital content and loyalty.

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Pioneering SIE since 2000,

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Samba Zhan offers delicious,

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SIE products with a side of saving the Amazon.

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Their Very Good Rewards program,

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relaunched in 2023 with Annex Cloud,

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is creating results-driven experiences for their members.

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Our previous program were only able to reward with discounts.

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And now with Annex Cloud,

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we've been able to add on the ability to redeem for a donation,

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as well as being able to redeem for physical items,

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like our different swagger that we've developed.

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We're combining both rewarding our grocery consumers

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and our retail storefront consumers into the same program.

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One way that I've found to be really engaging with the customers

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is incorporating it into our events.

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We do a lot of big surf events in Southern California.

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SIE is larger in this market,

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but sometimes it is people's first time trying it.

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And what we've done in the past is we've given them a sample of the product

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in exchange for them signing up for our loyalty program.

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In those situations, you know, it's their first time trying SIE.

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And then we also get the opportunity to continue to communicate with them

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after that first touch point and tell them what grocery stores are nearby

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that they can find our product at and start to reward them

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for different actions that they're taking,

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like clicking on our emails or visiting our website.

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Really starting to build that relationship from day one has been

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a great way that we've started to incorporate our program into events.

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We're able to communicate to people that are visiting us

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and experiencing SIE for the first time in a bowl that's pre-made for them.

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And then if they sign up for the loyalty program by scanning the QR code on

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that cup, they're also going to see that we're available at retailers.

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Located close to them so they can bring that experience

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into their household, into their home, make their own SIE bowl,

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and kind of get the full Sambozon experience.

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Also just showing them that there's multiple ways to engage with us.

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It's not just based on your purchasing behavior.

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It's also based on ways that you're interacting with our website,

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leaving reviews that you're posting on social media.

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So really getting them involved in the conversation around Sambozon

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and making them also feel like they're a part of our mission.

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So one thing that with those points that they earn,

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they can make a donation to the Rainforest Trust Foundation.

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So really finding a way to make it full circle,

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that they feel like they're consuming the brand,

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but they're also part of our mission to get back.

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The loyalty program has helped with our new customer acquisition.

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One way that we've been achieving this is by setting up lead ads with giveaways

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Now we're running one with months supply of SIE,

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and we've found that this has been a really successful way

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of getting people interested and having them sign up for the loyalty program.

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Investing in brand collaborations with brands that we feel like

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are in the same kind of target market that we're looking at.

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We did a branded collab with Murph eBikes,

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and that generated a ton of buzz.

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We got a lot of new people into the loyalty program.

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The loyalty program has helped us with merchandising

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in terms of seeing what items our customers are interested in redeeming their

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points for. And one thing we're really focused on after our first year

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and kind of getting the data back and reviewing what our most popular items are

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is exploring the unique items that feel exclusive to the customer

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where that customer knows they only have a certain amount of time

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to redeem for that item before it's out of stock

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and they're not going to have access to it again.

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The loyalty program has definitely been worthwhile

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in that we're really starting to see the payoff

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in terms of owning that first party customer data.

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We recently conducted a survey for our customers

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and we actually had a 91% satisfaction rate

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and an 87% satisfaction rate with the ease of use of the program.

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We've received just a lot of high praise from our loyal customers

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of new ways that they're being rewarded,

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new ways that they can engage with the brand and earn points

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outside of just purchasing.

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We've actually seen our discounted net sales

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at our flagship location increase 90%

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for our new program versus our previous program over a year basis.

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And so while those discounted net sales have grown that much,

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the amount that we're actually discounting to those customers

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has decreased by 23%.

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So it's really exciting to see that they're purchasing more

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and we're not necessarily having to give as many discounts

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because they're also getting rewarded in other ways.

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They're taking those points and spending it on swag

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or they're spending it on entries to a giveaway

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or donations to the Rainforest Trust Foundation.

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So finding other ways to make the program bigger

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just beyond discounts has overall improved the amount of revenue

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that we're generating from those reward members,

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which has been really exciting to see.

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Definitely a lot of payoff.

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We've really enjoyed working with Annex Club.

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