“They wanted to consolidate everything into their own platform. If you wanted to use SMS and email with your loyalty program, you had to do it all with their platform. I just don't philosophically agree with that way of managing a tech stack - period.”
The frustrations didn’t end there. OLLY’s program could not effectively communicate a customer’s progression within the loyalty program, leaving out critical information that could otherwise drive program engagement.
In terms of leveraging customer referrals to drive online growth, the results were underwhelming. Their previous program buried referrals as one of many earning actions, instead of embracing the referral program best practices that are necessary for word-of-mouth referrals to emerge as a strategic acquisition driver.
Finally, OLLY experienced a disappointing lack of support from their previous provider. Assistance was minimal and communications were hard to come by, except for when conversations centered around contract renewal or upselling them on new products.
Faced with these compounding frustrations and challenges, it became clear to OLLY’s leadership that a change was necessary to align their program strategies with their business objectives.
Embarking on a new path, OLLY turned to Friendbuy for a platform that specializes in powering loyalty and referral programs, and a partner who embraces integrations with best-of-breed ecommerce technologies.
As Jennifer Peters engaged with Friendbuy, her excitement grew as she learned about the platform’s capabilities that could transform OLLY’s loyalty program.
“After meeting with the Friendbuy team, this is the first time I've ever been excited about loyalty."
Friendbuy's rich integrations with leading martech solutions presented new opportunities for OLLY to elevate their loyalty and referral programs. Specifically, Friendbuy’s seamless integration with Attentive enabled OLLY to send triggered SMS messages to customers after key loyalty and referral events. This included milestones such as a customer moving up a tier in the loyalty program or successfully referring a friend to OLLY.
Furthermore, in stark contrast to OLLY's previous support experience, Friendbuy and Attentive collaborated to ensure that OLLY was well-supported in implementing their new program enhancements. The Customer Success teams from both companies jointly advised OLLY on how to design and optimize their triggered communication journeys.
“We’re thrilled to work alongside OLLY and the Friendbuy team to identify, implement and continuously optimize journeys that will make sharing their referral and loyalty programs through SMS easier and more effective. The Attentive and Friendbuy integration was built to help brands like OLLY increase SMS subscriber acquisition, design personalized journeys, and drive more referrals.” - Carina Shahin, Senior Partner Manager, Integrations, Attentive
Transitioning to a new platform can be daunting, but Friendbuy's onboarding team turned it into a streamlined experience for OLLY. With a tight 30-day transition window due to the end of the contract with their previous provider, Friendbuy's team worked hand-in-hand with the OLLY team to ensure a smooth onboarding process.
Friendbuy was committed to more than just meeting the deadline. They took an intentional, strategic approach with a focus on quality. Friendbuy actively sought Jennifer’s insights on customer behaviors and OLLY’s business objectives.
With this valuable input, Friendbuy guided OLLY in configuring their loyalty earning actions and rewards, and designed the program’s member tiers to align with OLLY’s business goals. Friendbuy also created customer experiences that clearly communicated the benefits of program tiers to OLLY’s customers.
“It's just been one of the best onboarding experiences that I've had… Friendbuy’s team is making sure that we understand the downstream effects of the decisions that we're making as we set this program up."
OLLY took advantage of Friendbuy’s extensive referral program software capabilities to implement referral program best practices. Friendbuy has over 10 years of experience powering referral programs for leading brands. OLLY relied on this experience and the platform’s robust feature set to drive referral program participation.
Furthermore, the enhancements to OLLY’s loyalty program software through the integration with Attentive proved to be a perfect complement to their referral program. Personalized communications, such as tailored incentives to customers, not only strengthened customer engagement but also created a snowball effect for OLLY’s referral program.
“We had literally no way to personalize any communications, or to even indicate to a customer that they were on a loyalty journey. One of the things that was so cool about Friendbuy was seeing all the communications capabilities, and the best practices and learnings from other brands that are in the same space.”
With the challenges of their previous vendor behind them, OLLY is now poised for growth through their rejuvenated loyalty and referral programs powered by Friendbuy. The extensive capabilities of Friendbuy’s platform, coupled with a seamless integration with Attentive and the other tools in OLLY’s tech stack, have transformed OLLY's capacity to engage their customers, increase program participation and help their customers achieve happiness through physical and mental wellbeing.