Customer Retention: Express Launches Loyalty Program to Drive Repeat Purchases

"Our customers engage us on many different levels, and we're now able to encourage even greater engagement and reward our customers for these deeper relationships," says Jim Wright, Express' senior vice president of marketing.

Express NEXT awards different point levels for different actions. If a customer buys an item in an Express store or online, for example, they earn 10 points for every qualifying dollar they spend. If they retweet an Express tweet, they earn 5 points; if they review an item on express.com, they get 10 points. Customers earn 100 points for opting in to receive SMS text alerts from the retailer. Members of Express NEXT get a $10 reward for every 2,500 points earned. Members who aren't Express credit card holders earn $10 for every 2,500 points earned, while cardholders earn $15 for every 2,500 points earned.