Challenge

Design and develop a new, high-end brand aesthetic and educate customers on the benefits of ShopYourWay.com’s new VIP pilot program.

Solution

I oversaw internal creative teams in the design and development of a new landing page, in-store signage, and direct mailer assets for a new Shop Your Way VIP pilot program. Multiple pathways were designed for users who fit into different VIP tiers, users who did not yet qualify for a VIP tier, or who were not part of the new pilot program.

Result

During an initial 3-month test, VIP membership and benefit adoption increased 43% and 78% respectively, and the new benefits landing page was adopted by Shop Your Way for site-wide implementation.

Direct mailers with unique member sign-up codes were utilized by several thousand Shop Your Way members and in-store signage was successfully deployed to over 30 Kmart and SEARS stores in key retail areas.