Customer Retention: Express Launches Loyalty Program to Drive Repeat Purchases

Specialty retail apparel chain Express has launched Express NEXT, a new points-based loyalty program open to all Express customers throughout the United States. Express NEXT replaces Express' previous loyalty program, which was only available to Express credit card holders. It's designed to meet shoppers' habits in-store and online, as well as reward brand interaction via social media.

The program was tested in eight markets last fall before being rolled out to all Express stores earlier this year. Members enrolled in Express NEXT are rewarded points when they shop in-store and online at express.com. In addition, Express NEXT members accumulate additional rewards points when they engage with the brand via social media and mobile platforms.

"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.

Since Express NEXT launched in April, "customer enrollments have been above our expectations," says Wright, "and we're definitely encouraged with the early trends we've seen."