Molly TorresLindsey Ferestien

• As of 2010, there were 286.8 Million Specialty Retail Memberships.– A 2011 Loyalty Census by Colloquy's, a marketing firm

• Customers are really looking for great experiences that money can't buy.– Direct Marketing News

• Most importantly, retailers should focus on: lifetime value (LTV) and customer acquisition– Adlucent’s “Retail Paid Search Guide”

LOYALTY STATISTICS

• – Invites biggest spenders to fashion shows, the Cannes film

Festival, and on private tours of its Florence workshop.

• – Offers top customers early access to products for a limited time.

• – Plans to invite top customers to their New York boutique opening

along with celebrities and stars.

• – Tory Burch has a private website for its VIP customers.

• – "SaksFirst” members have access to exclusive products, new

designer goods, and meet-and-greets with designers.

LEADERS IN THE INDUSTRY

FIRST OBJECTIVE

•A new focus on LTV through Theory's exclusive, invitation-only loyalty program based on dollars spent. Benefits improve as the tiers are climbed.

• :– Contemporary– Modern– Luxury

• Once a customer has reached the spend threshold to become an INtheory member, they will receive:– Welcome Letter / Email with link to VIP section of our website– INtheory Gift Card

LOYALTY PROGRAM

MEMEBRSHIP BENEFITS

Contemporary Modern Luxury

ANNUAL NET PURCHASES AT THEORY

BENEFITS $100 - $200 $200 - $300 $300 - $400

Complimentary ServicesConcierge Services

Alterations (for products purchased online)

Personal Trunk Shows / Host a PSN

Birthday / Holiday Gifts

Events & ExtrasConsignment

Tickets to affiliate museums (Whitney), shows, etc.

VIP ”First Look” (invitation to our showroom)

Same Day / Overnight Shipping on all online orders

Privileged AccessPrivate lunch with Olivier

Invitation to our fashion shows

Flying members in for events

WELCOME LETTER & CARD

Dear Jane, Congratulations, we’re rolling out the red carpet for you! You’re vited to Theory’s exclusive loyalty program:

Open the gate to elite VIP treatment, free shipping, private events for you and your friends, wonderful gifts, and so much more! Can you keep a secret? You have private access to a VIP section of our website! Go to: www.vip/intheory.com

Jane Doe

MEMBER

Jane Doe

MEMBERGIFT CARD

SECOND OBJECTIVE

• Currently, we have over 100,000 email subscribers in our database:– How can we keep them coming back to our site throughout the

season?– How can we acquire new customers throughout the season?

• According to Forbes, – We need to reward customers for all of the actions that are taking

place, whether it’s when they're on our website or on social media.

–

NEW CUSTOMER ACQUISITION

• A new focus on customer acquisition through an interactive, point based insider club targeting the “new professional” “modern executive.”

• All of our customers are welcome to create a theory threads username and start earning threads (points). – threads are accumulated through purchases, social media

engagement, and referring friends

• Upon enrollment (entering their name and email address), members will create a username, which they’ll use to log in to view the “theory threads tracker” on our website.– Similar to Helmut Lang’s D

INSIDER CLUB

BENEFITS

How to earn threads: Thread them together for:

•With enrollment

•For every dollar you spend

•For engaging in social media–For every Facebook post, tweet, or hash tag regarding Theory, TT, or 38

•For commenting on our blog or posting a question to our stylist

•Monogrammed GWP (i.e. tote)

•Gift Cards / Promo Codes

•Picking a day (we will offer multiple choices) to go shopping and earn double threads

•UPT Special Days

CONTENT & LITERATURE

• Theory Blog Series:– Possible blog posts include: “What to wear/what not to wear to

an interview” and “How to dress for work, outfits from day to night”

• Access to a personal stylist (a cool young professional guru):– Similar to ’s “Very Personal Stylist” and emails from

their stylist and fashion director, Gayle Spannaus

• Modeled after the

CREATE A ACCOUNT TODAY!

HOMEPAGE

WORKING “BLURB” ON THEORY.COM

ABOUT

THEORY THREADS EVOLVED FROM THE IDEA THAT EVERY THEORY CUSTOMER SHOULD BE REWARDED. WHETHER IT’S FOR ENGAGING IN SOCIAL MEDIA, REFERRING FRIENDS TO THEORY.COM, OR SIMPLY CHOOSING OUR COMPANY’S PRODUCTS, THEORY THREADS IS A WAY FOR US TO THANK YOU!

BLOG/ STYLIST CONTENT

 

APPENDICES

SURVEY AUDIENCE

SURVEY RESULTS

SURVEY RESULTS

SURVEY RESULTS

SURVEY RESULTS

SURVEY RESULTS

SURVEY RESULTS