Situation
Hanes Brands required help to develop a strategy, design and data recommendations for the future of Bonds Rewards. The current Bonds loyalty program was established approximately 10 years ago, and Hanes required help to understand the impact of the current program and if the program should be updated and relaunched. Ellipsis developed a new program design to:
Improve the deeper relationship Bonds has with their customers
Encourage customers to choose Bonds over competitors
Encourage customers to shop and spend more
Increase the Lifetime Value of customers
Action
The updated Bonds Rewards program introduces a points system. Members earn points for every $1 spent on Bonds products, which can be redeemed for exclusive benefits:
$5 Bonds Bucks voucher: Earned after collecting 100 points, usable with no minimum spend, stackable with other vouchers and promotions.
Additional perks: Include free delivery and returns, a welcome gift for new members, anniversary rewards, and more.
This refreshed loyalty program moves away from the tiered structure, offering consistent benefits for all members.
Results
The new Bonds Rewards program was successfully relaunched, delivering real value to members in every single shop.
Meet the team
Services used
Loyalty Program Design
Loyalty strategy development including; design and build of new programs and the evaluation and enhancement of existing propositions
Customer Value Analysis
Data-driven analysis to understand value distribution across the customer base and customer journey.
Customer Insights
Segmentation, customer journey analysis, profiling
Business Case
Financial modelling & accounting to support new program design and loyalty ROI
