40 | Orgill Case Study Customer loyalty programs have become increasingly popular with both retailers and consumers. They allow retailers to cultivate a loyal customer base that statistics show will shop more often, spend more in the store when they do shop and are more likely to become brand ambassadors outside the store. Consumers enjoy the personalized attention and rewards they get from these programs. Orgill understands that having an effective customer loyalty program can increase customer retention, boost transaction size and allow retailers to be more effective in their marketing. They also know that no two independent home improvement retailers are alike. Independent retailers value the ability to tailor their operations to meet their customers’ unique needs. A customer loyalty program needs to be highly customizable, easy to use and advanced enough to compete with the best of the best on the market today. With those demands in mind, Orgill, together with its subsidiaries Central Network Retail Group (CNRG) and Tyndale Advisors, partnered with technology providers Feynman Group (now part of the Orgill tech team), POS and eCommerce partners to create FanBuilder®, a highly customizable, digital rewards platform. The main features of the FanBuilder system include: Branding Each retailer can brand the customer interface of FanBuilder to their own business. The online customer portal and mobile app matches the retailer’s brand, logos, colors and fonts. Likewise, all marketing messages carry the same branding, and messages—such as emails or notifications— can be configured to convey a retailer’s unique content. Customer Sign-up FanBuilder makes it easy for customers to sign up to get rewards. It is fast and simple for both the customer and cashier. Cashiers want to encourage customers to sign up for the program, but they also want to keep the line moving. The customer also may not have the time to fill out the form. While FanBuilder allows customers to sign up in store, they can also sign up later online, using their mobile device or computer. To start the process, the cashier will invite the customer to sign up at the register through the POS. Cashiers only need minimal information to get started: the customer’s name and either an email or mobile phone number. Customers will quickly receive a confirmation text or email with instructions to register online and complete their profile at their convenience. They will then receive an enhanced receipt with rewards information included. If a customer hesitates about signing up, they can opt to receive a one-time receipt of their transaction to their email or phone. They must still provide the same minimum information at the register, however, they won’t be targeted for email or rewards until they join the program. When they get their one-time receipt, they will be invited to join the rewards program. Once they sign up, their accounts are fully integrated with Orgill’s eCommerce platform, meaning they will receive rewards for products purchased online as well as in store. HowDoes FanBuilder®Work?
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