Loyalty Program Improves Customer Satisfaction

By bringing its outsourced loyalty program in-house, this shoe retailer can better pinpoint its customers' demands and tailor its marketing campaigns accordingly.

A division of $2.3 billion Brown Shoe Company, Inc., Famous Footwear, operates more than 1,000 stores in 50 states. Along with famousfootwear.com, the retailer sells more than 150 leading shoe brands, catering to families. To succeed in a competitive marketplace and understand its customers, Famous Footwear implemented a CRM (customer relationship management) strategy several years ago. Initially, the CRM platform, which is based on a rewards-driven customer loyalty program, was managed by an outside provider.

A few years ago, Famous Footwear brought its CRM system in-house to gain greater control over the program, get more immediate access to customer and purchasing information, and reduce the program cost. After considering several in-house products, the retailer decided on NSB Connected Retailer CRM solution because the parent company's Naturalizer shoe division was already using it successfully. "The added advantage over and above the cost savings was the ability to view information and run queries instantaneously, allowing us to better understand our customers and enhance our loyalty programs whenever necessary," says Lisa Dyson, Famous Footwear's CRM director.