If your company specialised in high-end goods, you might be familiar with the following situation: most of your clients come in during the holiday season before disappearing for years, which causes your CRM team trouble. Low purchase frequency has been a problem for the luxury business, but there is a fix in sight. By concentrating on unique tiers, in-store interactions, and brand advocacy, contemporary jewellery business Diamanti Per Tutti was able to close the gap between the first and second purchase.
Increasing the Purchase Frequency of Holiday Shoppers
Diamanti Per Tutti is a jewellery company that promotes reasonably priced but fashionable diamond accessories. The company is based in Antwerp, the world’s diamond centre. The brand’s main worry as a participant in the luxury market was low purchase frequency. Most of their clients came in once a year, usually around Valentine’s Day or Black Friday.
It was a primary objective for DPT to create a system that rewarded loyal behaviour because the majority of customers stop talking after their first or second purchase. The business, however, wished to avoid tarnishing its reputation by offering too many discounts. Instead, the objective was to encourage a community of like-minded individuals through assisting brand supporters and influencers.
Tiered Rewards Promote Recurring Sales
Diamanti Per Tutti requested Antavo’s assistance in creating a multi-tiered loyalty programme named The Diamond Club to address the problem of customer retention. The Diamond Club has three tiers that are open to the public and operates mostly on a point system (called carats) with additional perks at each level.
To indicate the member’s position, the three tiers are named after priceless gemstones: Emerald, Marquise, and Radiant
Carats can be used to level up and exchange rewards for each euro spent.
The Diamond Club uses a multicurrency system to determine carats.
Customers still anticipate discounts, thus they are still offered, but the value of the discount depends on the customer’s tier.
Customers receive birthday surprises, which is a thoughtful surprise-and-delight touch.
Increasing Support by Serving Brand Ambassadors
By providing special treatment to brand champions, influencers, and high-volume purchasers, Diamanti Per Tutti hopes to increase brand awareness and word-of-mouth marketing. A small group of people are accepted to a secret VIP tier with the suitable moniker of “Ambassador.”
Diamanti Per Tutti actively seeks out influencers and advocates and invites them to the programme, even if the Ambassador tier isn’t displayed in the open.
Being an Ambassador comes with benefits like free jewellery, discounts, and the option to rent items for exclusive company events.
Additionally, in exchange for hosting giveaways to promote a business, influencers are given a free piece of jewellery of their choice.
Increase Support and Loyalty Like Diamanti Per Tutti
One of the numerous business KPIs a loyalty programme may influence is increasing purchase frequency. You only need to make sure the programme is developed with the proper mindset.
Regarding The Diamond Club, Diamanti Per Tutti employed a few additional strategies to sway buyers. One tactic the business employed was to retrospectively issue points to users after the launch, which instantly increased engagement rates. However, that’s all for today. Check out our case study for the complete success story of this “diamond” of a loyalty programme.