Esprit “Friends” programme receives award
The customer loyalty programme “Esprit Friends” was awarded the EDDI Award in the category B-to-C on 3 May. The award was presented by the Deutsche Dialogmarketing Verband (German Dialogue Marketing Association - DDV) within the context of the Dialogue Summit.
The “Esprit Friends” programme was launched in 2001 in the course of the strategic realignment and the related development of the omnichannel business model at Esprit under the motto “Direct-to-Consumer”. The consistent roll-out of the programme on all channels and on all markets generated a “first mover advantage” which enabled Esprit Friends to develop into one of the biggest CRM programmes in the sector. Today the customer loyalty programme has over 6.3 million members. It operates in 25 countries and generates more than 70% of Esprit’s total sales.
Esprit pursues a direct and comprehensive communication approach and addresses its customers with personalised campaigns via various media (via mobile app, the online shop, mailings and newsletters) taking the customer activities into account. Esprit Friends benefit from a 3% bonus on every purchase in the form of points (“e-points”) and also receive personalised product recommendations, styling tips, a personal online account to view the orders, and, depending on their status, invitations to exclusive promotions. With the support of scoring models, consistent campaign control is ensured and customers are provided with the right offer at the right time.
Jose Antonio Ramos, Chief Commercial Officer of Esprit, commented on the award ceremony as follows: “The award pays tribute to our efforts over recent years. Under the keyword Direct-to-Consumer, we have very consciously and purposefully aligned our actions to the wishes and needs of our customers. Direct-to-Consumer is not only decisive for our communication or our Esprit Friends customer loyalty programme, it shapes our way of thinking and acting along the entire value chain.”
Caption: (v.l.: DDV-Präsident Patrick Tapp, Christian Seidel (VHV Versicherungen), Laudator Dr. Markus Gräßler (gkk DialogGroup), Gunter Neeb (Esprit) und DDV-Präsident Martin Nitsche).