Green Bay Packers - Packers Perks
Incentivize Engagement Through Tailored Fan Opportunities
The Green Bay Packers have been a client of Americaneagle.com since 2014. As one of the most illustrious teams in the NFL, the team’s digital presence is paramount to their goal of providing a sense of community and connection to dedicated fans outside the stadium and across the country. Packers Perks is the official loyalty program of the Green Bay Packers giving users the chance to earn and redeem points for unique prizes and exclusive fan experiences.
Challenges
The Packers wanted to provide fans with additional ways to engage with the brand by earning points across the entire fan experience. The idea was to reward their most loyal fans and enthusiasts with exclusive content and opportunities to win Packers merchandise and experiences. However, the existing Packers Perks website and loyalty management solution had outgrown the capabilities of the current solution and there were additional opportunities to improve the system by pursuing a new system.
Solutions
Having worked with Americaneagle.com for over five years, the Packers knew they could turn to their current digital agency to help advance the project. The goal was to create a loyalty and engagement platform that could scale with the Packers growth plans and efficiently integrate with the rest of their technology infrastructure. To begin, Americaneagle.com focused on revamping the UX and UI of the system, through new creative and fine-tuning the flows that users would take when utilizing the new website.
As the project shifted into development, the focus went from designing to now delivering an improved solution that also adhered to accessibility/ WCAG 2.1 AA best practices. Americaneagle.com integrated a number of features including a customer data orchestration and rich user profiles that introduce new potential for personalized experiences, targeted ad campaigns and improved ability to retrieve and segment demographic data. With Salesforce Marketing Cloud integrated as the email service provider, the loyalty platform is connected with and integrated to another industry best solution which enables targeted, scheduled, or behaviorally triggered campaigns across email, app, web, or SMS channels.
The Packers are now able to more effectively manage and track member accounts, points, rewards, status tiers, and benefits, reducing the opportunity for abuse and fraud. In addition, the loyalty solution is not limited to digital channels, it already powers single-use and closed loop offers that can be redeemed in real time via Point of Sale (POS) transactions (e.g. at the stadium). This gives the Packers the ability to leverage the offer recommendation engine to optimize the offer strategy based on customer’s propensity to redeem, across multiple channels.
Overall, Americaneagle.com assisted the Packers in building and strengthening direct relationships with fans and maximizing the value of those relationships by deploying data-driven, personalized digital experiences and marketing. The custom-built loyalty platform, Packers Perks, offers best-in-breed customer engagement and management that gives Packers a plug-and-play framework supporting a modular deployment of key solutions including: Personalized Offers, Campaign Management and Loyalty Execution.
