Half Price Books shows the way in instituting loyalty
How culture drives innovation

Cementing loyalty with an annual report on the customer's performance

I would certainly wince to see an annual report from some of my favorite places to spend money, but The RealReal and Rent the Runway are emailing customers a personalized annual report that makes them feel good.

Glossy: How The RealReal and Rent the Runway are using personalized email reports to deepen customer loyalty, 2019-Apr-29 by Danny Parisi

“Our clients have told us for years that the sustainability element is one of the biggest motivators for buying or consigning with us, but for the first time, we really wanted to be able to quantify exactly how positive consigning is for the environment,” said Allison Sommer, director of strategic initiatives at The RealReal. “This is our first and biggest effort to translate what the circular economy means in a tangible way to consignors.”

Rent the Runway does something similar with its personalized reports, which break things down by carbon imprint and water waste, equating them to more understandable, everyday measurements — for example, 6,000 bubble baths’ worth of water saved.

Qv190429aa

Comments