Leap Vapor: Leap Smart Rewards Program
Leap Vapor is a consumer device company owned by E-Alternative Solutions, a sister company of Swisher, that produces and sells e-cigarette products, including disposable and rechargeable e-cigarettes, cartridges, and accessories. The company offers a high-quality vaping experience that provides a healthier alternative to smoking traditional cigarettes.
Leap desired to reward its loyal customers and create a greater brand community for vape users. There are few loyalty programs in this industry, and Leap wanted to be among the first to pave the way forward for consumer loyalty and vape products. In 2019, they partnered with 3 tier logic to launch the first-ever Leap Smart Rewards Program to engage and reward consumers in the United States. Based on the program’s success, Leap has continued the loyalty program each year since its inception.
Consumers earn points by uploading codes found in the packaging of Leap products. The products follow a tiered points system, meaning higher-valued products are worth more points. Consumers can also earn points by participating in fun polls, watching educational videos, leaving product reviews, and gaining seven-day streaks for certain activities. Implementing these activities helps Leap to engage its loyal consumers in a meaningful way. As a result, the Leap Smart Rewards Program drives sales, increases purchase frequency, improves customer loyalty, builds brand community, and captures first-party data useful for informing business decisions.
Program Objectives
Reward loyal customers
Build brand community
Improve brand engagement
Collect customer data
Strategy
3 tier logic used PLATFORM³ to configure a consumer portal for the Leap Smart Rewards Program, leveraging the following modules:
Contests & Promotions
Purchase Validation
Dynamic Messaging
Loyalty, Rewards & Gamification
Gift Cards & Rewards
Data Capture & Analytics
Under the promotion, consumers purchase qualifying Leap products from participating in-store or online retailers to earn points and redeem them for rewards. To start, consumers can register on the consumer portal before or after making a qualifying purchase. Through the Purchase Validation technology on PLATFORM³, customers can validate their purchases by uploading a code found in the product’s packaging to the consumer portal. Once their purchases have been validated, consumers are rewarded with points.
With PLATFORM³’s Loyalty, Rewards & Gamification module, consumers can also earn points in other ways. In addition to uploading codes and validating purchases, consumers can watch educational videos about Leap or participate in fun polls about lifestyle and culture. They can also leave reviews for products they’ve purchased or achieve seven-day streaks for specific activities. Lastly, consumers can earn points by pressing a like button at the bottom of videos, polls, or reviews. These activities help to engage consumers, create a sense of belonging to the brand community, and foster customer loyalty.
The points they earn by participating in the program can be redeemed for high value digital rewards ranging from $10 to $100. Consumers can also use their points to participate in a spin-and-win game. Through this activity, consumers can win extra points or physical Leap products.
The program functions with a tiered points system, allowing consumers to move up tiers as they purchase products and earn points.
Smart Rewards Members earn 10 extra points when uploading their first Leap product code.
Talented Members earn one free spin-and-win entry per month.
Gifted Members earn two free spin-and-win entries per month and 5 extra points on top of any points earned on Leap Smart Rewards.
Genius Members earn three free spin-and-win entries per month, 2x the chance of winning when entering sweepstakes or giveaways, the option to customize their program profile, VIP customer support and 10 extra points on top of any points earned on Leap Smart Rewards.
The tiered points system both incentivizes new customers to become loyal and current loyal customers to stay engaged with the program.
Results
Leap also leverages PLATFORM³’s Dynamic Messaging module to send users on-site pop-ups and notifications. These notifications can remind users to redeem points, offer them a discount, remind them to use a free spin and win entry, or congratulate them on reaching a new tier.
Dynamic messaging has been proven to drive users to action. In response to reward-focused dynamic messaging, 44% of Leap Smart Rewards users redeem a reward within 48 hours of seeing a notification, and 83% of those users redeem their reward within 2 hours.
Purchase-focused dynamic messaging, such as a pop-up notification that reads “It's been a minute, you must need a new [insert product here]!” are also shown to drive users to action. 3 tier logic’s statistics show that 21% of users upload proof of purchase within 48 hours of seeing a purchase-focused dynamic message, and 64% of those users upload proof of purchase within 2 hours.
PLATFORM³’s Data Capture & Analytics module allows Leap to track the loyalty program’s progress and growth in real-time and collect valuable insights about their consumers. Not only do they learn about their consumers’ purchasing activity and behavior through their code uploads, but they also can capture meaningful information about their shopping motivations and lifestyles via polls. By understanding consumers’ lifestyles, Leap can segment and target promotions to consumers based on their interests.
Leap Vapor can use this data to make well-informed strategic marketing decisions and better determine how to fulfill its customers’ expectations. It also helps them design future promotions and continue to drive sales, increase purchase frequency and customer loyalty, build brand community and collect valuable user first-party data.