To give customers more reasons to shop with Simply Be, in a world where curve fashion is being embraced by mainstream fashion retailers. Simply Be wanted to give all customers something back, simply as a ‘thank you’ for choosing Simply Be, embracing the brand’s inclusive ethos.
The Simply Be brand is all about ‘no compromise’ – whatever your shape or size you shouldn’t have to compromise on fashion…or in life. We wanted to create a loyalty programme called Perks, built on similar principles. It fits customers like a glove (every step is built on data and research insight); it’s not just about fashion it’s about getting out and living life; and it’s about being utterly inclusive.
Loyalty trends told us that Millennials (the core audience) find points-based programmes old-fashioned. So we took a positive decision to make our programme for all on the surface, but to use covert segmentation which would determine who got which rewards, to drive efficiency. The programme combines Simply Be rewards plus partner rewards from brands that would help members look and feel good and get them out having fun with the girls (who doesn’t love a free prosecco?!).