Customer Loyalty
RPM is Comoto’s premium loyalty program designed to deepen customer engagement and drive repeat purchase behavior across its family of brands. With a low annual fee, RPM provides members with a suite of high-value benefits such as accelerated rewards, free expedited shipping, exclusive promotions, and early access to product launches.
By creating a seamless experience across online and in-store channels, the program not only strengthens brand loyalty but also increases customer lifetime value. RPM serves as a strategic lever for Comoto, reinforcing its position as the leading omni-channel retailer in the powersports industry.
As the leader of this program during some of the most tumultuous years in COMOTO’s history, my team was able to reverse negative net subscriber growth, lead profitable program expansion, and establish the RPM program as the most important revenue engine for COMOTO’s portfolio.
Work sample
Customer Loyalty
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In the summer of 2021 COMOTO launched its first loyalty program. The project was rushed to completion, poorly designed for our most ardent customers, and leadership had invested heavily in all of the wrong places. This lead to a churn rate that vastly outpaced new membership sales and an economic model that was on the brink of failure.
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Though it was the most difficult task of my professional career, it was also the most clearly defined; stop the churn, cut the costs, and create growth.
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I set the program’s P&L w/ Finance to closely monitor fiscal health. Then, I established personal connections and a routine cadence w/ the devs, customer service, and in-store teams who were the heart of the program. From there, we transitioned the program into an auto-renewing membership which drastically cut churn, built a revived marketing strategy, and reinvested back into the sales teams w/ a nationwide challenge that fueled new membership growth.
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My team was able to lift weekly membership renewals by 92%, weekly membership sales by 146%, and weekly total net subscribers by 440%. By focusing on the customer, we increased the program’s Net Promoter Score by 450%. By the time I left the company, the program was generating six-figures per week in membership sales and seven-figures per week in revenue from member demand.