Orgill Case Study | 23 Customer Loyalty STRATEGY With solutions coming into focus for eCommerce, product data, website design and cross-functional branding, the remaining objective was to transition McGuckin's customer loyalty program from the legacy system to its new platform. McGuckin wanted its new loyalty platform to feature: • The ability to own and access their customers' loyalty data to create flexible, customized marketing communications • The ability to provide customers the same experience, whether online or in-store • Streamlined customer access to their loyalty account: Points balances, profile, password changes, etc. A “Fan”-Based Solution While accommodating these requests was a tall order, Orgill’s FanBuilder® loyalty program provided the resource for building out what McGuckin needed. “I had actually seen a presentation about FanBuilder at one of the Orgill markets and I asked Greg [Stine], ‘I know this program is newer, but we want to beta this and make this part of our project.’ And so we made the decision to wrap this all together because we saw the potential in what they were doing with it,” Harrison says. FanBuilder is an enhanced customer engagement system that integrates with Epicor Eagle. Additional POS systems will be able to integrate in 2022. FanBuilder lets retailers completely customize a loyalty program with their own retail brand, including promotions, messaging, rewards and more. “The real key to why FanBuilder was such a good fit for McGuckin was the flexibility of the entire program,” Stine says. “The team at McGuckin can control every aspect of it, and from the customers’ point of view, all of the communication, all the rewards, all of the messaging and branding are coming to them from McGuckin Hardware.” Designed for ease-of-use, FanBuilder provided the McGuckin team with all the tools needed to generate loyalty program messages and promotions. And FanBuilder's integration with McGuckin's POS means salesfloor associates can easily access information about a customer's loyalty account. McGuckin Rewards, its new loyalty program, also provided customers an online dashboard to view their points, coupons, purchase history and more. The retailer promoted this new program across all channels—email, social media, in-store and online. Today, McGuckin has more than 80,000 customers enrolled in the program and full access to the data generated by loyalty purchases. “Our old program was just too restrictive, and this provides us with such a greater degree of flexibility with how we use it, what we can do with the data and how we build our marketing and promotional efforts,” Harrison says. “It has been a big win for us. It was not without its challenges, but we are happy with where it got us and where we can go with it.” One of McGuckin's loyalty-program challenges was getting its data clean before it could be transferred to the new system. Harrison recommended that other retailers should take the time to get that data clean. “It makes the transition so much easier if you do this prior to launch,” Harrison said. “That's where most customer complaints were coming from—we just didn’t have the cleanest data going in. But we are still so much further down the road than we ever were before.” Orgill’s vision with FanBuilder® is to allow dealers to individually target and market to consumers, through a POS-connected loyalty program that gives customers personalized, value-added information.
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