LOYALTY PROGRAM Branding & LAUNCH
ALL REWARDS | ANN INC.
The Challenge
Develop the identity and positioning for one loyalty program that will serve three distinct brands.
MY ROLE
Naming
Brand Identity
Launch Campaign
SUMMARY
Historically, ANN INC. brands (Ann Taylor, LOFT and Lou & Grey) offered loyalty perks only to their private label credit cardholders—leaving a huge group of customers unrewarded for their brand devotion. To ignite the spending power of that untapped population, ANN INC. began the development of its first tender-neutral loyalty program in 2018.
Over the course of a year, I acted as the Marketing lead for all three brands: driving the program naming, developing the brand positioning and identity and creating the launch marketing campaign.
NAME + BRAND identity
The name and brand identity presented the most interesting challenge, chiefly because ANN INC. had spent recent years distinguishing the Ann Taylor, LOFT and Lou & Grey brands from one other. While this loyalty program would tie them back together, it couldn’t dilute their unique identities. At the same time, the program name needed to evoke the idea of choice (among a ton of great benefits) and inclusivity, a pillar of all three brands.
With the name ALL Rewards, we accomplished all of the above. And, in a happy coincidence, we also created the opportunity for endless puns and plays on words. While the acronym (Ann Taylor, LOFT, and Lou & Grey) may be recognized by customers familiar with all ANN INC. brands, it won’t be confusing or arbitrary for those who don’t. And the word “ALL” conjures a feeling of inclusivity, access and abundance. All good things! (See how fun this can be?)
launch campaign
The goal at launch was pure enrollment. To grab the interest of as many current ANN INC. customers as possible, we implemented a robust awareness campaign across all channels: stores, eCommerce site, organic and paid social media, email, digital media and PR. The message was simple: get rewarded for free, on your terms.
RESULTS
We exceeded enrollment goals by 100% within the first week of launch.
