How Fiesta Tableware Achieves up to 30% in Incremental Lifts with Loyalty and VIP Rewards
When it came to implementing a rewards and loyalty program, Fiesta Tableware had two missions.
The first was to encourage consumers to buy from Fiesta's direct website instead of third-party retailers. Secondly, to attract new customers and introduce them to the world of Fiesta.
"Our goal was to capture new customers who aren't collectors but bring them into the website, have them buy a product, and get them entrenched in the brand," Lynn Canfield says, who is the Director of Ecommerce at Fiesta.
Because Fiesta Tableware introduces and retires product lines, there is a demand and exclusivity that drive customer interest.
As a well-established brand with collector groups around the country, Fiesta Tableware products can be purchased through other retailers or found on eBay, going for hundreds of dollars more for retired product lines.
Fiesta’s ultimate mission was to bring in collectors and new customers under one tent so that Fiesta could own its strong community and build loyalty directly between their business and their shoppers.
Fiesta Tableware launched its loyalty program Plate Pal Perks, in February 2024, with four VIP tiers - Coaster, Salad Plate, Luncheon Plate, and Dinner Plate. As customers move up through the tiers, they’re rewarded with perks ranging from $5 off to a 25% discount.
Creating a personalized online experience is important to the Fiesta ecommerce team, and VIP tiers have helped them segment customers and offer just that — tailoring specific products for each segment.
One specific example Fiesta Tableware encountered was a surplus of inventory on a specific product found in their warehouse. Instead of heavily discounting the product, and throwing it on its website, Fiesta Tableware segmented its top earners and emailed them on the exclusive product.
"We are able to say, hey who are our top point earners, and we will email, just them and say "limited quantities" and they sold out in 10 minutes," Lynn explained. "We offer products, deals, and customized experiences that we never would have done without Smile.”
Since its launch, Fiesta Tableware has grown its purchase frequency to 2x more than before launching a loyalty program, and there has been a 32% average monthly increase in orders influenced by Smile.
Since launching its loyalty program, Fiesta Tableware has seen a drastic increase in daily traffic, sales, and conversion.
“The first time we realized the value of the program was the very first day when we didnt have anything on the site that was new, just a regular day,” Lynn explains. “We know the baseline of traffic, sales, and conversion. On that first day, and since then our days are now 20-30% higher than prior to the program because people have an incentive to come. Those quiet days are now 20-30% higher than they were historically.”
“Implementing a loyalty program has helped us all the way around because our small days are bigger, and our big days are bigger. It's a win-win. We had a very good year last year that we attribute much of it to our loyalty program with Smile”
Fiesta Tableware’s recent launch exceeded its sales goal due to its loyalty program engagement. “On our latest launch this year, we exceeded our historical number by 20%. When we pulled that data in Shopify to see where those customers came from, it was our loyalty program customers coming in and making additional purchases.”
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