Beddy’s boosts revenue by 9% with their Cozy Club loyalty program

Challenge

Beddy’s, a brand dedicated to improving lives with innovative bedding products, were keen to create a loyalty program that aligned with its mission of simplicity and ease. They wanted it to reward loyal zipper bedding customers and be as straightforward and user-friendly as possible. They also needed something that could operate seamlessly across both their brands, Beddy’s and Nod and Winks, ensuring a cohesive customer experience.

The brand already enjoyed a strong customer base, as evidenced by over 41,000 five-star reviews. However, Beddy’s wanted to deepen this relationship by rewarding customers each time they returned and made a purchase. This would help maintain high levels of customer satisfaction and encourage repeat business, which was absolutely crucial for their sustained growth. They needed a solution that could leverage their existing customer love, while encouraging more frequent interactions and purchases.

Solution

To resolve these challenges, Beddy’s introduced the Cozy Club loyalty program. The program’s design focused on being simple and easy to use, reflecting Beddy’s mission to make life easier for its customers. Understanding that loyalty program members typically spend more and purchase more frequently, Beddy emphasized the importance of incentivizing account creation. By making it attractive and beneficial for customers to join the program, they aimed to increase membership and, consequently, customer engagement and spending.

The Cozy Club is also integrated with Beddy’s social media strategy. Members are incentivized to like and follow Beddy’s on Facebook and Instagram, which in turn extends their reach to the members’ followers. This helps to boost engagement, keeping Beddy’s at the forefront of customers’ minds between purchases.

The loyalty program features tiered rewards, offering members experiential benefits that motivate them to spend and engage more to unlock higher-tier perks. Members can earn more points per dollar spent and enjoy exclusive benefits such as early access to pre-orders and free shipping on all orders. These perks are designed to enhance the customer experience, making members feel valued and appreciated. The tiered structure provides a clear incentive for customers to increase their engagement and spending to access higher-level rewards.

Results

The Cozy Club loyalty program has significantly contributed to Beddy’s success. Currently, 9% of Beddy’s total revenue is attributable to the program. Redeeming members purchase twice as often as non-members, showcasing the program’s effectiveness in driving customer loyalty and repeat business.

By creating a loyalty program that aligns with its mission and integrates with its social strategy, Beddy’s has successfully rewarded its loyal customers, enhanced engagement, and increased revenue.