Schuler Shoes: How Loyalty Enables Success

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

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Integration Director.

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

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quality shoes

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prioritizes customer satisfaction through personalized service and expert

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fitting.

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

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experiences

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to incentivize customer loyalty and drive results.

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We measure the success of our loyalty program with three key numbers.

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One would be the number of members. We had goals set based on an economic model

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We knew how many members we had to hit to make some economic impact.

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80 to 85% of our monthly sales are from members in the loyalty program.

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We have a huge adoption rate, which is wonderful.

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And the second number is the average order value or the cart amount, whatever,

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whatever you want to call it,

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but making sure that our loyalty members are at least a little bit above the

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average order value

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and then frequency of purchase.

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This one is tough for us. If you buy good pair of shoes, you probably don't

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need to come back

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for good pair of shoes, but we have so many different kinds of shoes for every

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family member.

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That was a big one for us to be able to drive that repeat visit.

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We also have seen a 4% increase in frequency and just about a 10% increase in

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average order value.

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We know that the customer who knows us, they love us.

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And so once we get them engaged and learn our brand, they become dedicated.

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The SAS model allows us to focus on the communication, the execution, and the

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experience of the loyalty

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program, how we have that relationship with our customers and our members.

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I don't have to worry so much about technical details.

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We do have to do the integration and there's a little bit of that, but it's as

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little as possible.

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I'm really focusing on what's the experience we're building for the customer,

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making it easier for the in-store staff.

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How could we do another campaign that might have a little twist that would be

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more exciting?

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I don't have to think about how to build that out and implement all of it

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because the platform does

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that heavy lifting and I can just focus on that experience or for the member.

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I have also, you know, we've been with Annex Cloud for about two years and

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there have been a few times

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where I've said, you know, it'd be really great if we could do this.

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And it's actually been added to the roadmap and been released, you know, a

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couple months later.

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A feature added to the platform that I specifically want.

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The team's been open and communicative and just great about hearing ideas,

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bringing me ideas

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that others have had success with.

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Annex Cloud has been a great partner as our campaign and as our project, as our

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program got off the ground.

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We are hitting our stride a little bit and I'm really looking forward to new

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developments and new

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executions that we can run on the program to make it more exciting.