“We have two million active customers, and they’re looking for more than just discounts. They’re looking for community orientation,” Joanna Robinson , CMO of The Iconic, told Mediaweek . After her presentation at the ADMA Global Forum on navigating Gen Y and Gen Z through the power of building predictions, Robinson revealed the online retailer’s plans to launch its own loyalty program.
While the program’s name has yet to be unveiled, Robinson said the move has “been a long time coming” for The Iconic. “(Customers) want to be rewarded, surprised and delighted in new ways. They want to be recognised for their loyalty.
” Robinson said she wanted to create a system that shows its loyal customers they are valued and important with money can’t buy experiences, early entry to sales or charitable partnerships. “We’re about to launch a pilot, and we’re inviting a number of our customers across our four different tiers. We are going to spend quite a bit of time unpacking what she wants, what motivates her, what benefits, and what she wants the loyalty program to look like.
“Our point of difference is we’re going to use our customers to design the ultimate loyalty program.” Convenience, brand width and fast delivery are among the pillars of The Iconic, particularly with its women consumers. Research from NielsenIQ earlier this year found that women control an estimated $31.
8 trillion of worldwide spending. The study noted that this number will continue t.