Smyk Gen Z Loyalty Reward & Loyalty

SMYK

SMYK is a compilation of projects undertaken by Samyak, a New York based, marketing & consumer experience specialist in the luxury, fashion e-commerce space.

Loyalty - smyk.in

Building off the already existing framework of the brand''s currently under-used loyalty program, we developed the initiative further using insights from the survey and identifying key consumer behavior that we believe deserves rewarding. Through all of our research and brainstorming, we developed a simple principle that is at the foundation of the program. The formula is:Gen Z Values + Brand Goal = Loyalty InitiativeOur program was driven by benefits not discounts; a tiered points system that uses gamification so clients can level up from Member to Insider and then Ambassador and unlock additional benefits along the way. Our three segments were designed to make it very easy to enter the program and then quickly level up too, as data has shown us that once someone is part of a loyalty program they are more likely to shop the brand and will spend more, even if there is a better deal to be had elsewhere.Additionally, many brands provide textile donation services and we wanted to weave this into the loyalty program because it has proven to be immensely successful in multiple ways. It addresses Gen Z’s desire to participate in sustainable systems, it helps promote the brand''s sustainability initiative and upcycle programs. It also acts as an additional entry point into the loyalty program. If you’re going to recycle your clothes anyway why not get rewarded for it? Most importantly, it is an experience that actively involves the client and makes them feel good- this increases the brand’s social value.

How-to Point Check

Building off the already existing framework of the brand''s currently under-used loyalty program, we developed the initiative further using insights from the survey and identifying key consumer behavior that we believe deserves rewarding. Through all of our research and brainstorming, we developed a simple principle that is at the foundation of the program. The formula is:Gen Z Values + Brand Goal = Loyalty InitiativeOur program was driven by benefits not discounts; a tiered points system that uses gamification so clients can level up from Member to Insider and then Ambassador and unlock additional benefits along the way. Our three segments were designed to make it very easy to enter the program and then quickly level up too, as data has shown us that once someone is part of a loyalty program they are more likely to shop the brand and will spend more, even if there is a better deal to be had elsewhere.Additionally, many brands provide textile donation services and we wanted to weave this into the loyalty program because it has proven to be immensely successful in multiple ways. It addresses Gen Z’s desire to participate in sustainable systems, it helps promote the brand''s sustainability initiative and upcycle programs. It also acts as an additional entry point into the loyalty program. If you’re going to recycle your clothes anyway why not get rewarded for it? Most importantly, it is an experience that actively involves the client and makes them feel good- this increases the brand’s social value.