SMYK / SPIELE MAX
Development and implementation of the comprehensive loyalty program strategy for targeting both regular customers and "gift buyers" – occasional shoppers. The program was recognized with the Golden Arrow award in the B2C Loyalty Program category.
Creating Loyalty Across Generations: SMYK's Child-Centric Approach to Customer Engagement
SMYK is an iconic brand of children's products, its retail network includes more than 240 stationary stores in Poland, an online store smyk.com and a total of more than 40 own-brand stores in Romania and Ukraine. In addition, Cool Club and Smiki private label products are available in more than 160 stationary stores and more than 20 online stores of our retail partners in 20 countries in Europe and Asia. Smyk stands out for its dynamic growth in foreign markets by acquiring other chains of stores with a similar profile. The result of this strategy was the acquisition of the German Spiele Max chain. With the gain of 41 Spiele Max stores, the SMYK Group significantly strengthened its position in the region and became a key player in the German market.
The global baby products market size was estimated at USD 320.65 billion in 2023 and is expected to grow at a compound annual growth rate (CAGR) of 5.9% from 2024 to 2030. One of the primary factors driving market expansion is the shift in consumer preferences toward high-quality, utility-driven, and premium baby products.
Resources:
Baby Products Market Size, Share & Trends Analysis Report By Product
The primary challenge was to engage occasional customers/"gift buyers," in a loyalty program that would typically appeal more to frequent shoppers. SMYK sought to create a program that was compelling enough to not only attract but also retain these customers, thus increasing their shopping frequency and the overall value of their purchases.
After an extensive analysis by our data science team, we were able to offer innovative, out-of-the-box loyalty program mechanics that will appeal to regular and occasional consumers.
Exemplary implementation turned into a long-term cooperation between SMYK and Loyalty Point, in which we provide support not only in the area of loyalty program but also were responsibility for communications and additional promotional campaigns like “Smok za Smoka” awarded at the Golden Arrow.
Customer Analysis
The project began with an in-depth analysis of SMYK's customer base, identifying two primary groups: parents and gift buyers. This segmentation allowed for a more targeted approach in the loyalty program's design.
Program Design and Implementation
From Smyk's point of view, it was important to introduce a mechanism that would increase the frequency of purchases, motivate purchases beyond the visits already made, and permanently bind participants to the brand.
The loyalty program "SMYK & Spółka" was crafted to cater to the distinct needs of each customer segment. The program offer a unique voucher system, ensuring that each customer received at least one voucher per year. This voucher was designed to encourage additional store visits, beyond those planned, by being usable at times when the customer would not typically shop.
Engagement Mechanisms
The program featured a child-centric approach, allowing multiple family members to participate in the united loyalty system. A "puzzle" collection feature incentivized families to shop together, with puzzles contributing towards shared benefits. The program also included a calendar function where parents could add important events in their child's life, helping to guide gift purchases and ensure timely shopping.
Digital and App Integration
The program was seamlessly integrated with Smyk's e-commerce store and mobile app, making it easy for customers to manage their accounts, view rewards, and make purchases online. This integration ensured a cohesive experience across physical and digital storefronts.
Communication and Personalization
We conduct an effective analysis of the child's age and preferences on an ongoing basis. It allows us to tailor e-mail communication to the child's age – the program grows with the child, making it possible to keep the club member for as long as possible. The program utilized personalized communication strategies, leveraging customer data to tailor offers and information. This included personalized messages and offers aligned with customers' shopping habits and the events marked in their family calendars.
“Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.”
Digital Director Lagardère Travel Retail
I highly recommend Loyalty Point as a strategic business partner. Whether analyzing industry dynamics or addressing complex challenges, their team consistently delivers practical and well-founded solutions.
Senior Marketing Manager
Vision Express
Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.
Digital Director
Lagardère Travel Retail
We are very pleased with the results of our cooperation. We especially appreciate the multitasking nature of the team - despite implementing several projects at the same time, complex promotional mechanisms were always ready on time.
Head of Loyalty & CRM
Decathlon
Loyalty Point consistently supports us in navigating various challenges, offering constant, professional and reliable support and tailored solutions that align perfectly with our business needs and capabilities.
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E-commerce, Marketing and Omnichannel Director
Rainbow
The vast majority of our work with SMYK focused on developing a ready-to-implement strategy and subsequent operation of the program, including communication campaigns and additional activations. SMYK and our goal was to increase shopping frequency and basket value among parents of the youngest children and to keep them as SMYK customers for as long as possible, which is why the SMYK program changes with the age of the child.
The Smyk & Spółka loyalty program stands out as a prime example of leveraging customer insights to build a loyalty strategy that not only drives sales but also enhances the customer experience. By focusing on the unique needs of parents and gift buyers, Smyk successfully differentiated itself in a competitive market, ensuring sustained growth and customer loyalty.
“Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.”
Digital Director Lagardère Travel Retail
I highly recommend Loyalty Point as a strategic business partner. Whether analyzing industry dynamics or addressing complex challenges, their team consistently delivers practical and well-founded solutions.
Senior Marketing Manager
Vision Express
Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.
Digital Director
Lagardère Travel Retail
We are very pleased with the results of our cooperation. We especially appreciate the multitasking nature of the team - despite implementing several projects at the same time, complex promotional mechanisms were always ready on time.
Head of Loyalty & CRM
Decathlon
Loyalty Point consistently supports us in navigating various challenges, offering constant, professional and reliable support and tailored solutions that align perfectly with our business needs and capabilities.
E-commerce, Marketing and Omnichannel Director
Rainbow
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