Sarah Sharp-Wangaard, vice president of marketing at Hibbett Sporting Goods, told Loyalty360 that officials at Hibbett Sports, a sporting goods retailer founded in 1945 in Birmingham, Alabama, realized their loyalty program needed a refresh.
But, they needed some strategic guidance to effectively redesign the program.
“The voice of the customer and the voice of our store associates were the foundation of the redesign,” Sharp-Wangaard explained. “In the initial phases, we reached out to both audiences and conducted....