Hobbycraft Customer Development Director Katherine Paterson speaking about driving customer loyalty at multichannel consultancy Practicology's 2016 client conference.

1. HOBBYCRAFT

3. Strong Customer Engagement
• NPS 85%
• Community groups in our stores every week
• Vibrant social media community sharing makes & ideas
• BUT
• We can do much more to drive further engagement & sales
• We need to be more personalised and relevant

4. Hobbycraft Club: Customer engagement
To build a community of highly engaged and loyal Club
members, who feel valued and rewarded for their
continued loyalty

5. Exclusive Value
News First
VIP Evenings
Input into Range
Free Products
Competitions
What customers
are interested in
What customers
are buying
Direct Feedback
Who our best
customers are
Offers
Inspiration
News
We Offer
Benefits
We Get Data We Personalise We Drive Sales
Store and on-line
traffic
Increased
conversion
Increased spend
Hobbycraft Club: A Strategic Asset

6. o Recruitment
o Engagement
o Focus on Best Customers
Hobbycraft Club: Priorities

7. 2 Million club members in 2 years

8. Recruitment instore & online

9. Recruitment in-store

10. Engagement: Swiping their card is key

11. Engagement : Linked transactions
43% of transactions linked – 57% still to go!

12. Targeted, relevant email communications
EVERYONE Seasonal updates, news, latest inspiration
PERSONALISED Trigger on lifecycle – Welcome / Lapsed
PERSONALISED Trigger on purchase of key products
PERSONALISED Category news, offers & inspiration
THANK YOU Rewarding our best customers to ensure
they stay ‘Best’

14. Email segmented by craft type

15. o Above industry benchmark O/R and CTR
o Stores:
o Drives 3% of weekly transactions
o Drives 4% of sales per week
o Online:
o Drives 9% of traffic
o Drives 11% of sales per week
o Stores with the biggest clubs and highest
swipe rate achieve up to 5% better LFL sales.
Club Communications Results

16. Focusing on our Best customers
o Getting to know them better
o Accompanied shops
o VIP evenings at local store
o Involve them in shaping “Their Hobbycraft”
o Ranging and buying decisions
o VIP evenings
o Sharing their “makes”
o Feedback panels
o Use purchase behaviour to target more Best Customers

17. VIP evening

18. Club member demonstrations

19. Join up!!