Đề thi VSTEP Full B2 — Startup Funding & Customer Loyalty (mẫu 3)

A mid-sized fashion retailer recently overhauled its customer loyalty program after sales stagnated for two consecutive quarters. The original program rewarded customers with points based purely on purchase amounts, but research showed that 60% of members felt the rewards were 'too slow to accumulate' and offered little emotional connection to the brand. The new strategy, developed by head of marketing Linh Pham, shifts focus from transactions to experiences. Members now earn points for activities such as attending in-store styling sessions, writing product reviews, and referring friends through social media. The company also introduced tiered membership levels—Silver, Gold, and Platinum—each offering progressively exclusive perks like early access to new collections and invitations to private shopping events. Six months after the relaunch, repeat purchase rates climbed 18%, and average order value increased by 12%. Pham noted that the program's success demonstrates a broader shift in retail: today's consumers, particularly Millennials and Gen Z, increasingly value experiences and community over pure discounts. The company plans to expand experiential rewards throughout the next fiscal year.