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Designing an enterprise-level loyalty program from scratch is challenging on its own, but doing so for a large franchise organization like Supercuts—spanning 1,900 locations with over 400 local loyalty initiatives—raises the stakes even higher.

Despite the daunting nature of the project, leadership at Supercuts saw an opportunity to build on the brand’s existing culture of customer loyalty. With a culture centered on customer connections, they leveraged guest feedback as a guide throughout the process. These details- the holistic approach and the culture- are table stakes needed within an organization to lay foundational guideposts to create a successful and personalized customer loyalty strategy.  

Loyalty360 CEO Mark Johnson recently spoke with Michelle DeVore, Sr. Vice President and Head of Marketing for Regis Corporations, parent company of Supercuts, who is responsible for the launch of the Supercuts for Reward Program. Their discussion touches on several fundamental principles in building a successful loyalty program and best practices that can apply to any industry.