ColorPlus comes out top of the customer loyalty class with Spectrum, its loyalty program supported by Capillary Technologies.
Bangalore, March 12, 2014: Capillary Technologies congratulates ColorPlus on winning the Asia Retail Congress award in the Customer Loyalty segment. The awards recognise retail excellence in different verticals, retail marketing spanning social media and campaigns, visual merchandising, customer loyalty and retail logistics. This year, the awards ceremony took place on February 13 and 14, in Mumbai.
In 1993, ColorPlus introduced Indian men to a new dress code “Smart Casual.” Since then, the brand has created a niche for itself in the Indian men’s ready-to-wear apparel segment. In redefining prevailing perceptions about cotton and linen apparel, and extending the scope for these fabrics at the workplace, ColorPlus has opened up a whole new prêt segment. Customers have repeatedly given the thumbs up to its innovations like wrinkle-free chinos, golf ball wash, wrinkle-free linen, stain free shirts and other product lines.
Product enhancements are not all that ColorPlus’s customers have given the nod to. ColorPlus has emerged a winner because it has closely aligned product development with the evolution of customer services, with an exceptionally strong emphasis in the last year or so.
In October 2012, ColorPlus rolled out a new avatar of Spectrum, its card-based loyalty programme, powered by Capillary Consumer CRM, Loyalty Manager and Customer Engagement solutions. To send customers a clear message of being committed to improving engagement and appreciation for their patronage, the brand upped the point earning rate for both of Spectrum’s tiers—1.0 Silver and 2.0 Gold. Silver members now earn 3% of their spending while occupants of Gold, the top slot, earn 5% points.
Members of both tiers get exclusive previews to sales, latest collections, store and product launches. But clear differentiators demarcate Gold from Silver membership. Gold members are entitled to additionally receive special offers on their birthdays and other special occasions, free home delivery of altered garments, longer validity of earned loyalty points (3 years versus 2 years for Silver members) and lifetime membership to Spectrum (versus 5 years for Silver members).
The numbers show customers appreciation for these innovations. Since October 2012, member enrolments have increased by 254%. Pointredemption percentage has increased by 8% .
A new initiative which can be described as a stepping stone to loyalty has gone down very well with customers. ColorPlus gives non members of Spectrum the option of signing up to receive offers. Customers must simply share their mobile numbers with the cashier using Capillary’s inTouch solution, which is a breeze—a move that is especially aimed at bringing tech savvy non members into the fold.
Registered customers do not earn any points on their spending even if they take up the brand on the campaign offers. ColorPlus closely monitors customer’s response to the promotional messaging, and makes high spenders hard-to-refuse offers to join Spectrum and be rewarded with bonus points on signing up. The idea is to increase customer engagement in phases. So far ColorPlus has more than 60,000 registered customers, all of whom it sees as potential loyalists. Having a prospective enrolee base numbering more than half of its existing member base in the pipeline, is a huge achievement for this iconic brand which attracts discerning customers with an eye for detail and top notch craftsmanship.
Widening the customer base receiving offers is a double-edged marketing tactic. On the one hand, it marks the first step in building loyalty. On the other hand, it has helped ColorPlus better its campaign response rate in comparison with other players in the industry.
You’ve got to please customers to build loyalty, and you’ve got to please loyal customers to lower customer churn. ColorPlus is doing both very well. Gradually, this futuristic brand is colouring its customers with its many-hued Spectrum. CCI Newswire
