Shari’s Berries gets snowball effect from corporate loyalty programs

Although it’s just starting to think about launching its own loyalty programs, Shari’s Berries International already reaps oodles of new and repeat business from the loyalty programs of its corporate clients, the online gift retailer says. "It’s like having our own loyalty program," Chris Schipper, business applications specialist, tells InternetRetailer.com.

Shari’s Berries, which sells chocolate-covered strawberries and other gifts on Berries.com, has held back on deploying its own direct loyalty programs as it considers multiple options and the technicalities of integrating with other sites for coupons or other forms of online loyalty programs, Schipper says. But it has learned that focusing on customer service and quality products can produce a ripple effect from its customers’ own loyalty programs.

In fact, Shari’s is enjoying a snowball effect from the loyalty programs of its corporate clients, Schipper says. When a mortgage company recently ordered 5,000 gift boxes to send as loyalty rewards to its best customers, many of those customers – and many of their employees – soon placed their own orders on Berries.com, Schipper says. "The noticeable ripple effect can last a month or two," he adds.

The ripple effect doesn’t come without extra effort, he says. To assure top service for its corporate clients, Shari’s now dedicates two full-time customer service staffers to assisting its corporate customers in the placement and fulfillment of orders.