Schuh Taps Salesforce to Scale Footwear Loyalty Program

Quick take: schuh, one of the UK and Ireland’s leading fashion footwear retailers, has selected Salesforce to launch a new, company-wide loyalty program. Built on the Salesforce Customer 360 Platform, Loyalty Management will help schuh to create a personalised and customer-centric loyalty program.

Why it’s important: With an online business and over 120 stores, schuh wants to deliver a more personalized journey to its customers no matter where they shop. And as a footwear company with longer repeat purchase cycles than non-specialty retailers, maintaining a connection to the customer when they are ready for a new pair of shoes is crucial to schuh’s success. 

In-depth: The company will be offering unique perks for members who earn points with each purchase. With schuh Loyalty, the company wants to reward their most loyal customers. schuh already scores highly on customer satisfaction and schuh expects that the loyalty proposition will give customers another reason to come back to their stores and website. Customers will qualify for transaction-level discounts, access to special point-multiplier promotional events and other perks that will be added through the project. 

What they’re saying: “We are continually evaluating our customer offering and, for us, Loyalty Management couldn’t have come at a better time. Loyalty Management will allow us to create a loyalty program that we can configure according to our requirements and is flexible enough to introduce new tiers and rewards,” said Paula Nicola, Head of CRM at schuh. “We want our loyalty program to reflect our customers’ needs and provide them with more reasons than ever to spend their hard-earned money with schuh. Loyalty Management will help us understand loyalty customer’s purchases across stores and online, giving us the information we need to tailor our messaging and offers.”

What’s next: To learn how schuh is building its new loyalty program, tune into the upcoming ‘Leading Through Change’ episode on April 15, 2021 at 10 am PT. Registration details here.