Case Study
Hot Topic

Teen clothing retailer Hot Topic was named as one of America’s 10 Most Trustworthy Retailers according to Forbes Magazine. Customers can purchase Hot Topic’s cultural-influenced line of clothing, accessories and gift items online and in over 681 mall-based stores in all 50 states and in Puerto Rico.

In creating the HT+1 rewards program, Hot Topic aimed to gain insight into customers’ interests, habits, trends and buying behavior.

Objectives

Develop a 360° view of customers to create an overall brand experience.
Gather personal customer profile information using multiple touch points.
Reward members with points for purchases, insider news, exclusive promotions and sweepstakes.

Results

Accumulated 5.3 million members in the program’s first year.
52% redemption rate from issuing 1,118,365 customer coupons.
The online shopping experience became a dynamic environment for customers to also check in on membership status and news.

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