Franklin Planner Makes the “Write” Choice for Retention
Industry
Office Supplies
Platform
BigCommerce
Products
Loyalty & Reviews
https://store.franklinplanner.com/
Reduction in call center requests for loyalty redemption
Lift in Repeat Customer Rate
Company
In 1984, Hyrum W. Smith produced the first Franklin Day Planner. Named and styled after none other than the one and only Benjamin Franklin, the Franklin Day Planner was anything but ordinary.
More “time-based planning system” than simple planner, the Franklin Planner consolidates tasks and appointments into one place, leaving space to consider goals and forge a pathway to achieve them. With more than 25 designs and hundreds more products to organize both office and home, Franklin Planner helps over 15 million people across the globe to stay on track and in touch with their real priorities.
Challenges
With more than 80% of Franklin Planner’s sales being completed online, it’s crucial that their tech stack work together seamlessly and harmoniously. When their previous loyalty and reviews provider, Stamped.io, began to decline in their support of BigCommerce, Franklin Planner’s ecommerce platform, there started appearing several gaps in functionality.
Franklin Planner’s customer base, composed mostly of those who are not digitally-native, had a difficult time redeeming their loyalty points because the process was complicated and not integrated into the checkout experience. The Franklin Planner team was fielding several calls a month in their call center about loyalty redemption issues alone. The difficulties weren’t just for Franklin Planner’s customers, either, review moderation was slow and cumbersome for the team as well.
Solution
For better support with BigCommerce and a more seamless experience for customers and the internal team, Franklin Planner made the decision to switch from Stamped.io to SiteVibes. The process of making the switch took a matter of weeks, including features custom-made to suit Franklin Planner’s unique use case.
“Customers are engaged: they track their points, they get excited about hitting the next tier.”
Results
For Franklin Planner, retention is so much more than just lifting online revenue: they use SiteVibes to create engaging (and awarding) opportunities for their customers to have a shopping experience that’s as intuitive as Franklin Planner’s products themselves.
Customer Engagement
In addition there being a dramatic reduction (90%) in call center complaints related to point redemption, Franklin Planner’s customers are engaged and eager to get to the next level of loyalty. Their three-tier loyalty program (Planner, Pro Planner, Master Planner), incentivizes reviews and other customer touchpoints.
Product Feedback
SiteVibes’ Q&A feature further improves customer engagement while providing product feedback that the Franklin Planner is able to access in one place and take action on if necessary. This is not just for product development, but for marketing campaigns as well.
Operationally Intuitive
With SiteVibes, moderation and customer management have been significantly faster and more intuitive, freeing up the team to focus on growth and marketing.
Looking Forward
With SiteVibes, Franklin Planner’s customer loyalty complications are erased, engagement is underlined, and their retention strategy is ahead of schedule.