Express Inc, a specialty retail apparel chain, announced the launch of Express NEXT, an innovative new points-based loyalty program open to all Express customers throughout the United States. Inspired by customer feedback and extensive market research, Express NEXT replaces the previous loyalty program that was only available to Express Credit Card holders, and is designed to meet the Express shopper's habits both in-store and online, as well as reward brand interaction via social media.
“Express NEXT is a natural evolution of our loyalty program and aligned with how our customers shop and connect with our brand today. We understand what they love about the brand and designed a program that best engages and rewards them," said Jim Wright, senior vice president of marketing of Express.
This custom-built program gives Express shoppers more of what they love out of their retail experience. Points are earned both in-store and online at express.com, but with Express NEXT shoppers can accumulate additional rewards points as they visit different Express store locations and engage with the brand via social media platforms. This way, points are not only earned when she buys her favorite pair of Editor pants, but also when he posts about the 1MX shirt on Twitter . "Our customer engages with us on many different levels," added Wright, "and we are now able to encourage even greater engagement and reward our customers for these deeper relationships."
A simple registration process provides customers with an elevated level of brand engagement which starts with only an e-mail address and phone number. Express shoppers can instantly begin their Express NEXT membership and track online as they accrue points. Express NEXT members do not have to carry rewards certificates or cards; all accumulated point information is managed electronically and applied to the customer's order directly from the point-of-sale.
Express has taken every effort to prepare for a successful launch, including the creation of an expanded interactive phone menu, a Fall 2011 test of the program in eight key markets to ensure a smooth national launch, and adding a dedicated Express NEXT customer service option that will be available to customers 24 hours a day.
Express is a specialty apparel and accessories retailer of women's and men's merchandise, targeting the 20 to 30 year old customer.
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