Vitamix, based in Olmsted Township, Ohio, is a family-owned maker of high-end blending machines and accessories, sold direct and through dealers to both consumers and hospitality companies. Vitamix prides itself on the durability and ease of use of its products, used to make everything from soups, baby foods, and frozen desserts to batters, flour and dough, and sauces.
In an industry with limited customer interactions between sales, Vitamix wanted to create a loyalty program that rewards customers for completing profile information and connecting on its social media channel. Vitamix also wanted a way to collect product registrations to build more robust customer profiles, particularly of retail customers.
The company’s goal is to position Vitamix as a relationship brand.
With Oracle CrowdTwist, we have been able to use loyalty as a mechanism to amplify marketing initiatives, drive resource awareness, and build a community of brand advocates.
Manager of Direct to Customer Marketing, Vitamix
In 2019, Vitamix tapped Oracle CrowdTwist Loyalty and Engagement as its first CRM system and the foundation of the Vitamix Rewards program. Vitamix was impressed with the comprehensive feature set within Oracle CrowdTwist Loyalty and Engagement and its diverse portfolio of clients in the retail, beauty, and media and entertainment sectors. And because Vitamix set a tight deadline for launching its loyalty program, it liked the fact that Oracle’s robust APIs allowed it to easily integrate CrowdTwist Loyalty and Engagement with its third-party apps for reviews, dynamic emails, and other marketing functions.
Since launching Vitamix Rewards using Oracle CrowdTwist Loyalty and Engagement in July 2019, the company has enrolled more than 150,000 members in the program, boosting product registrations by 30% and recipe views by 52%. The average number of units per order for Vitamix Rewards members is 25% higher than for non-members; order values are 31% higher.
Members are rewarded for connecting on social media, writing product reviews, completing surveys or downloading recipes. They earn five points for every dollar they spend on Vitamix products online or at retailers. They can redeem those points for Vitamix and select partner products, as well as to make donations to the Vitamix Foundation and World Central Kitchen charity.
Topical campaigns keep the program fresh. In March 2020, as the coronavirus started to spread worldwide, Vitamix launched a healthy-made-easy campaign to encourage customers to incorporate whole foods and immune-boosting ingredients into their diets, using Vitamix blenders. The company also shared helpful content, including a hand-sanitizer recipe, and offered double points on product purchases. The campaign not only helped Vitamix keep current members engaged, but it also helped attract new customers.
Fostering engagement activities with the help of Oracle CrowdTwist Loyalty and Engagement has enabled Vitamix to capture additional customer data that it can use to deliver more personalized customer marketing, building further trust and deepening loyalty, the company says.