Footasylum is a UK omnichannel retailer specialising in fashion streetwear, sportswear, trainers and apparel for men, women and children. Founded in 2005 and headquartered in Rochdale, it operates more than 60 UK stores alongside ecommerce, targeting youth culture through leading global brands, exclusive ranges and trend-led product drops.
Desafío
Footasylum was planning material changes to Footasylum Rewards, including communications, tier structure and impact measurement. The business needed to explain changes clearly to members, create positive sentiment and protect engagement, while aligning store staff, customer care and public documentation. It also needed to test tier thresholds, assess treatment of existing members, understand financial and behavioural impacts of the changes. Footasylum also required benchmarks and success metrics to guide launch decisions and future optimisation with confidence and transparency.
Solución
Loyalty & Reward Co was engaged to support Footasylum across communications strategy, tiers strategy and impact measurement. The work covered a project kick-off, program and context review, member-focused communications strategy, full messaging suite, A/B testing plan, final communications strategy and deployment support. It also included reviewing tier design against global best practice, assessing benefits, thresholds and existing member treatment, defining ROI, engagement and sentiment metrics, analysing baseline performance and providing strategic recommendations to optimise future phases and improve the member experience, while balancing commercial impact, member fairness and operational readiness.
Impacto
Footasylum successfully relaunched the Footasylum Rewards program which has provided significant cost savings for the business while also managing to mitigate negative sentiment from the changes and maintain program engagement.
