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Levi’s® India: Loop CRM

PMO Team,    11 Jun 2010

Background

Levi Strauss & Co., one of the most popular apparel brands in the world, with a large market in India and an established presence of over 250 stores across the country, wanted to roll out a new customer loyalty program—the Levi’s® Loop, specifically designed for this region.

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Objective

Faced with the challenge of penetration reaching a maximum in key cities in India as well as the realization that a bulk of their revenue was being generated by a loyal base of repeat customers, Levi’s® formulated a high-level customer relationship strategy. Through a robust database, analytics, and accurate targeting, Levi’s® sought to gain consumer insights that it could use to solidify existing customer relationships and improve its competitive advantage.

The Levi’s® Loop program, urging customers to “wear what you love and get rewarded,” targeted its primary audience, the youth of India. In addition to providing information on the customary membership tiers and privileges, the digital program highlighted the exclusive “Levi’s® lifestyle,” providing opportunities to be part of “hip” events and the latest fashion.

Execution

The digital CRM program, conceived and developed in line with this theme and branding, covers the customer lifecycle from the first purchase and initiation into the Levi’s® Loop program through ongoing communications and activities, membership renewals, and upgrades. Digital components created for this journey include:

  • The Levi’s® Loop website, with members-only access to information, offers, and redemptions
  • Digital marketing campaigns to create greater awareness and targeted programs for members, based on information and reports from the CRM database
  • Digital welcome kits to educate new members on program benefits and priveleges
  • eDMs to keep members informed of their Levi’s® Loop transactions and latest promotions, and offer them reminders to redeem points, renew, and upgrade their membership
  • Mobile-based information channel to get notifications, reminders and on-demand information regarding membership status
  • Online banners, strategically placed on relevant websites, increasing the popularity of the Levi’s® Loop program

 
Because the Levi’s® Loop program was developed specifically for Indian audiences, the website was designed to be integrated within the Levi’s® India website, giving it an “Indian” flavor and keeping the digital representation of the program accurate. On the technology front, the website was integrated to the Levi’s® POS system to create a uniform view of the customer, as well as to facilitate the consolidation of activities and customer information.

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