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Merkle delivers groundbreaking loyalty program for hydration experts, Nuun

Challenge

Nuun has nurtured an enviable ambassador and fan community, so launching a loyalty program was a natural evolution for the brand. To build on their community-based mission and infuse even more ways to interact for their growing consumer base, Nuun turned to Merkle to design and implement a rewards program. The company sought to target wellness-focused prospects and customers who buy directly from the brand’s online store – just one of many channels, which include physical stores and digital marketplaces.

Approach

Merkle, which also provides managed services to Nuun, created a tiered loyalty program that rewards purchases with points and encourages referrals, social media activation, and more. But the program not only rewards with points. Free shipping, samples of new products, and early access to Nuun-branded merchandise can be earned, too. An ambassador program recruits and features athletes who serve as evangelists for Nuun products. Members of the community include teams and athletes that support, inspire, and motivate each other. This elite group enjoys its own rewards, including product discounts.  

Teaming with loyalty partner Yotpo, we designed a program that not only starts conversations with customers but creates and reinforces an emotional connection to the brand. Research shows that 95% of purchasing decisions are made by emotions. To help achieve this connection, we analysed customer data to understand personas and the customer journey, and tailored the program with this data.

“We are pleased with the results we’ve seen so far. The collaboration with Yotpo has been strong and Merkle’s rollout of the loyalty program has been very smooth. Everyone on the team has a clear vision of what we are trying to achieve – and they are ensuring that we realise that vision along with high-performance results.”

Emily Baird

Direct to Consumer Manager

Results

Tripled

Customer lifetime value since rolling out the program

13%

of customers referred to the program through other users have made purchases since joining

70%

loyalty program members have made multiple purchases since joining

Keys to success

  • Our partnership with Yotpo gives Merkle – and, by extension, our clients – immediate access to a go-to partner for best-in-class loyalty, customer referrals, and review programs.
  • It is a platform we have worked with in the past for multiple brands and, therefore, have the requisite skills to plan and implement the programs and technology in a more efficient manner. 
  • This efficiency benefits both our clients and Merkle, reducing time invested on solution implementation and ensuring flawless execution based on our skills and experience.

Discover how we did it. Contact us today.

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