Saksfirst: a Lesson in Customer Loyalty

SAKSFIRST: A LESSON IN CUSTOMER LOYALTY

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Saks Fifth Avenue (the terminus) is a department store that carries the ultimate

luxury reputation. Having visited on a couple of occasions, the displays ar high-end, the merchandise is top quality with a price to match, and the sales representatives are quick to purpose top-notch guest service. SaksFirst is a guest loyalty program for the customer that on a regular basis patronizes the Store. ! As noted on the Store website, there are two ways a Saks customer can be

enrolled in the SaksFirst program. Store credence card holders are enrolled once purchases during a calendar year yield $1,000. Saks MasterCard holders are enrolled upon opening the credit account. Both enrollment events are automatic. There are versatile takes of rewards available, all based on the amount spent on purchases by the cardholder during the year. A plethora of other perks, such as specialized customer service, private shopping experiences, and complimentary topical anesthetic delivery are available for the respective membership level within the SaksFirst program. This builds customer loyalty by giving customers stubs to reach for the corresponding bene?ts. Naturally, the much a loyal customer spends, the more valuable are the offered rewards.



Competitors such as Nordstrom and Neiman Marcus also offer reward programs to loyal customers; however, other big competitors, such as Bloomingdales and Barneys New York, do not. ! For the customer with the right ?nancial situation, the SaksFirst program is a

capacious opportunity. Based on the membership levels shown on the Store website, it is deport that the program is targeted to the wealthier population whereas the most valuable rewards are offered to the customer that spends at least $25,000 in a year. Saks should also target this program to customers falling into the strivers VALS typesetters case. This

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SAKSFIRST: A LESSON IN CUSTOMER LOYALTY

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