A new loyalty program launched by Express attempts to reward consumers for their activity online, be it purchases through the store’s website or product mentions via social media.
An Ohio-based retailer targeting the 20- to 30-year-old consumer, Express’ new loyalty program is called NEXT. The program replaces Express’ branded credit card program, which limited the company’s ability to impact online behavior.
“Our customer engages with us on many different levels,” explained Jim Wright, senior vice president of marketing for the retailer, “and we are now able to encourage even greater engagement and reward our customers for these deeper relationships.”
Express NEXT rewards shoppers with points for products bought both from within Express’ brick-and-mortar stores and online. Customers can also earn points for mentioning Express products on various social media, although a release announcing the new program did not specify a breakdown of how points would be awarded.
To enhance the program’s success, Express has updated its telephone customer service offering, with a new 24-hour menu option dedicated to NEXT customers. Express has also already begun testing the program, having experimented with the new system in eight key markets last fall.
Customers must provide an email address and telephone number to enroll in NEXT, but are not required to carry rewards certificates or cards.
Express operates more than 600 retail stores throughout the U.S. A public company, the firm generated $2.07 billion in revenues in its most recent fiscal year.
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