Kristen Findley 2 min

Schuler Shoes: Building a Program

Discover the secrets behind the Schuler Shoes' Heart and Sole Rewards Program. Learn how to build a program that strengthens customer loyalty and drives engagement through exclusive offers and personalized experiences.

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0:00

Discover loyalty in action with Kristen Finley, Schuller Schoes' Digital

0:04

Integration Director.

0:05

The family-owned footwear retailer renowned for its diverse selection of high-

0:11

quality shoes

0:12

prioritizes customer satisfaction through personalized service and expert

0:16

fitting.

0:16

Their heart and soul rewards program, powered by NX Cloud, delivers tailored

0:22

experiences

0:23

to incentivize customer loyalty and drive results.

0:27

Schuller Schoes' I work for is a family-owned retail business in Minnesota.

0:33

We've been around for 135 years. We have 10 stores and an online e-commerce

0:39

presence.

0:40

Our program is the Heart and Soul Rewards program, soul being SOLE.

0:45

We have basically three tiers away to earn $10 off, $25 off, $50 off.

0:54

We run a few other things like sweepstakes that you can enter with loyalty

0:58

points.

0:59

We started our loyalty program almost two years ago. We had one, so like I said

1:04

we've been around for 135 years. We have a very, very loyal customer base

1:09

already.

1:09

We had to sunset a loyalty program in during the pandemic.

1:15

Our existing customers were demanding, we replace it.

1:18

And part of our marketing initiatives are bringing on new customers who maybe

1:23

aren't familiar

1:23

with us. And we know that that target audience expects a loyalty program.

1:28

They kind of demand it in their relationship with a brand.

1:33

Those are the main reasons we knew we had to bring one on, also that we wanted

1:38

the ability to

1:38

collect first-party data. And to have that data to learn about our customers,

1:45

learn what behaviors

1:46

we can impact, we're really driving, we're able to drive the behaviors that we

1:52

want,

1:52

to provide the business outcomes. All of the data we get with our loyalty

1:57

program helps us,

1:59

helps us do marketing better, helps us make business decisions, all of that.

2:03

But some of the challenges we were trying to overcome was we're how to attract

2:09

new customers,

2:10

have something exciting to talk about. We often, we talk a lot about our brands

2:16

, we talk about

2:17

offers we might have available, but a loyalty program also just gave us another

2:22

topic,

2:23

another something to get customers excited about. And we know, like I said,

2:28

those target customers

2:29

enjoy participating in loyalty programs. It's a fun topic to use in that

2:34

relationship with them.

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Schuler Shoes: Building a Program

0:00 - Discover loyalty in action with Kristen Finley, Schuller Schoes' Digital ::: 0:04 - Integration Director. ::: 0:05 - The family-owned footwear retailer renowned for its diverse selection of high- ::: 0:11 - quality shoes ::: 0:12 - prioritizes customer satisfaction through personalized service and expert ::: 0:16 - fitting. ::: 0:16 - Their heart and soul rewards program, powered by NX Cloud, delivers tailored ::: 0:22 - experiences ::: 0:23 - to incentivize customer loyalty and drive results. ::: 0:27 - Schuller Schoes' I work for is a family-owned retail business in Minnesota. ::: 0:33 - We've been around for 135 years. We have 10 stores and an online e-commerce ::: 0:39 - presence. ::: 0:40 - Our program is the Heart and Soul Rewards program, soul being SOLE. ::: 0:45 - We have basically three tiers away to earn $10 off, $25 off, $50 off. ::: 0:54 - We run a few other things like sweepstakes that you can enter with loyalty ::: 0:58 - points. ::: 0:59 - We started our loyalty program almost two years ago. We had one, so like I said ::: 1:04 - we've been around for 135 years. We have a very, very loyal customer base ::: 1:09 - already. ::: 1:09 - We had to sunset a loyalty program in during the pandemic. ::: 1:15 - Our existing customers were demanding, we replace it. ::: 1:18 - And part of our marketing initiatives are bringing on new customers who maybe ::: 1:23 - aren't familiar ::: 1:23 - with us. And we know that that target audience expects a loyalty program. ::: 1:28 - They kind of demand it in their relationship with a brand. ::: 1:33 - Those are the main reasons we knew we had to bring one on, also that we wanted ::: 1:38 - the ability to ::: 1:38 - collect first-party data. And to have that data to learn about our customers, ::: 1:45 - learn what behaviors ::: 1:46 - we can impact, we're really driving, we're able to drive the behaviors that we ::: 1:52 - want, ::: 1:52 - to provide the business outcomes. All of the data we get with our loyalty ::: 1:57 - program helps us, ::: 1:59 - helps us do marketing better, helps us make business decisions, all of that. ::: 2:03 - But some of the challenges we were trying to overcome was we're how to attract ::: 2:09 - new customers, ::: 2:10 - have something exciting to talk about. We often, we talk a lot about our brands ::: 2:16 - , we talk about ::: 2:17 - offers we might have available, but a loyalty program also just gave us another ::: 2:22 - topic, ::: 2:23 - another something to get customers excited about. And we know, like I said, ::: 2:28 - those target customers ::: 2:29 - enjoy participating in loyalty programs. It's a fun topic to use in that ::: 2:34 - relationship with them.