Crabtree & Evelyn launches loyalty scheme
Through a partnership with marketing solutions firm 89 Degrees, the US-based bath, body and homecare retailer Crabtree & Evelyn has launched a new loyalty rewards programme called 'Platinum Rewards' to offer its customers both money back and perks for their loyalty to the brand.
The new programme replaces the earlier 'Crabtree & Evelyn Platinum Membership Programme' and the 'Crabtree & Evelyn Preferred Customer Programme', which were terminated on 31st December 2011. Following its official launch in December 2011, the Platinum Rewards programme provides loyal Crabtree & Evelyn customers with a range of special savings and exclusive offers, such as:
- Instant free membership, both in-store and online;
- A US$5 reward certificate for quarterly purchases of US$25 - US$44.99;
- A US$10 reward certificate for quarterly purchases of US$45 or more;
- A 15% discount to use during each member's birthday month;
- Free subscription to Crabtree & Evelyn's 'Email Exclusives' newsletter;
- Access to various members-only events, discounts and promotions.
Customers can sign up for the new programme via the company's web site, or at participating company-operated stores (but not at other licensed stores or boutiques). Membership is free of charge, and only members who sign up in-store receive a plastic loyalty card (but not those who sign up online). No purchase is necessary to sign up, but a valid email address is required to sign up for and retain membership, and the programme is available only to US residents.
By joining the programme, members are automatically subscribed to Crabtree & Evelyns 'Email Exclusives' and will receive promotional emails on a regular basis, although they can opt out at any time after signing up. A personalised 'Birthday Bonus' email offer is also sent during each member's birth month (if they have provided their date of birth during sign-up).
The member's quarterly purchase total for earning rewards certificates is calculated based on their final merchandise prices after discounts, offers, promotions and coupons are applied. Charges for gift wrap, packaging, taxes, shipping and handling do not count toward quarterly purchases.
When members redeem their Reward Certificates, savings apply only to Crabtree & Evelyn branded products, and exclude gift cards, gift wrap, shipping and handling, taxes, sale items, apparel and accessories. Program rewards, discounts and other benefits are valid only at participating Crabtree & Evelyn stores, and through the company's own website. Rewards and discounts can't be combined with other offers, unless the other offer specifically states otherwise.
89 Degrees was appointed by Crabtree & Evelyn to launch and maintain the Platinum Rewards programme, and to use advanced analytics to help drive better results for the retailer's data-intensive marketing strategy. The company was involved in both the creation of the programme's structure, and helped to define the benefits and business processed needed to support Platinum Rewards, including the provision of database marketing, member communications, and providing programme benefits via email.
Crabtree & Evelyn has specialised in producing botanical formulations for over 35 years, creating luxury bath, body, and home care products. The company has retail outlets in 40 countries, with over 6,000 locations and 500 concept stores worldwide.