Burton Goes Big with First Chair Loyalty Program
For over forty years, global snowboard company Burton Snowboards has reinvented the way people experience the outdoors.
Now, they are focused on creating authentic experiences for their customers both on and off the mountain.
As part of this initiative, they launched the First Chair loyalty program in October 2021. To optimize their loyalty and gift card programs while integrating seamlessly with their existing systems, Burton implemented Clutch Stored Value. This case study highlights how Clutch helped Burton solve their challenges and outlines their collaborative plans moving forward.
"We are already getting new insights from the program about our customers. When we started, offers were largely promotion-based, but we found out from our target consumer- we call them our “radical outsiders” segment - that they were actually more interested in non-promotional benefits.
They wanted the latest and greatest technology, early access to products and things of that nature. So based on this we are already adjusting our strategy"
Challenges and Goals:
Burton recognized the need to upgrade their technology stack and elevate customer interactions to deliver a more immersive brand experience. They aimed to integrate their loyalty and gift card programs with other essential systems, seeking a comprehensive solution that could support their vision. Jason LaMonde, Sr. Director of Global Consumer Technology and Product at Burton, explained, "To improve the way customers experience our brand and what they take away from each interaction, we knew we needed to upgrade and better integrate pretty much everything."
The Solution: Clutch Stored Value Integration:
Burton chose Clutch Stored Value to revamp their loyalty and gift card programs, impressed by its strong integration with NewStore and the combined offering of gift and loyalty capabilities. This decision empowered Burton to consolidate their loyalty base onto a single platform, delivering a seamless and rewarding customer experience. Jason LaMonde commented, "We knew Clutch had a strong integration with NewStore, which was great, and the combined offering of gift and loyalty made perfect sense to us."
Benefits Gained:
Higher Gift Card Redemptions: The implementation of Clutch Stored Value resulted in a substantial increase in gift card redemptions. This drove customer engagement and generated a boost in revenue.
Reduced Customer Churn: By offering personalized loyalty benefits and experiences through the First Chair program, Burton successfully reactivated churned customers and improved customer retention rates.
Increased Loyalty Sign-ups: The streamlined sign-up process, coupled with enticing incentives and rewards, led to a significant rise in enrollments for the loyalty program.
Statistics Highlighting Success:
- Over 100,000 members enrolled in the First Chair Loyalty Program since its launch in October 2021, indicating strong customer adoption and engagement.
- The migration of approximately 30,000 loyalty members onto the new Clutch platform was executed seamlessly, consolidating Burton's global loyalty base onto a single platform.
Early results of the program showcased a higher-than-expected increase in Average Order Value, indicating a positive impact on customer spending behavior.
Future Collaboration and Strategic Goals:
Moving forward, Burton Snowboards aims to leverage the First Chair program to achieve several strategic objectives. Krystal Manganaro, Director of Global Growth Marketing at Burton, highlighted the importance of data-driven insights and customer feedback: "We are already getting new insights from the program about our customers. We call them our 'radical outsiders' segment, and based on their preferences, we are already adjusting our strategy."
Burton and Clutch will continue to collaborate on optimizing the loyalty and gift card programs. By focusing on user experience improvements, expanding sign-up options, and providing training and incentives for store associates, Burton aims to make loyalty ubiquitous and foster stronger customer relationships. They seek to create brand advocates while deepening customer insights and increasing lifetime value.
Conclusion:
Burton Snowboards' digital transformation, powered by Clutch Stored Value and other integrated solutions, has provided them with a strong foundation to deliver exceptional customer experiences. With a focus on authenticity and customer-centricity, Burton is well-positioned to overcome future challenges and reach new heights in their industry. By leveraging Clutch's capabilities and insights
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