Zara Insider
Access
- Increase customer spending and drive positive Return on Ad Spend (ROAS) by launching a tiered loyalty program and utilizing multi-channel digital marketing strategies.
- As part of Zara’s marketing team, we were tasked with developing and promoting the Zara Insider Access loyalty program, which featured four tiers: TrendSetter, Star, VIP, and Elite. The primary goal was to increase the Average Order Value (AOV) by 30%, from $50 to $65, within six months. This initiative aimed to improve customer retention and reverse a decline in ROAS caused by rising marketing costs and stagnant customer spending.
- Developed a comprehensive loyalty program designed to incentivize higher customer spending and frequent purchases.
- Executed a multi-channel marketing plan that included paid social, display ads, paid search, and retargeting to reach diverse customer segments and maximize campaign impact.
- Focused on enhancing customer loyalty and creating tailored messaging across marketing channels to boost engagement with the loyalty program.
- A 30% target AOV increase was set, with early indicators of success through increased customer participation in loyalty tiers.
- Implemented strategies to restore positive ROAS across all channels, adjusting campaigns to reflect customer spending patterns.
