SKS Rewards Reactivation

Designers joined SKS Rewards in droves. Then the brand noticed members were going quiet.

WHAT WE DID

Designer Program Strategy
Email Content Strategy
Email Campaign Development
Sweepstakes Management

SKS, the high-end kitchen brand from LG, crafts elegant, sophisticated, refined kitchen appliances.

Of course, designers love placing SKS products in the kitchens of their clients. And the SKS Rewards Program is chock full of perks. Why, then, had 80% of designers who opted into the Rewards Program gone inactive over the previous 365 days?

SKS called Simon/Myers to reverse the trend.

A stovetop with a cast iron skillet cooking tomatoes and herbs, next to a chopping board with orange peels and small bowls, set on a marble kitchen counter.

Roll out the red carpet.

The emails and touchpoints of the program felt predictable – a cardinal sin in the high-end design game. Designers getting these comms likely skipped right over them, just as they would yet another coupon code from J Crew.

SKS knew they had to deliver something that felt exclusive, not everyday.

Money talks — or yells — when you’re leaving thousands on the table.

By forefronting the amount a designer could be getting for something they’re already doing, we sunk hooks in and got designers to lean in.

A collage of promotional emails from SKS, featuring images of wine, grapes, vineyards, meals, and kitchens, with headlines about visiting Napa, rewards, and membership reactivation.

Keep it simple, SKS.

After talking with designers in the program, it became clear that the process itself was a turnoff. Designers had to follow instructions from an automated email from the program vendor. Any minor errors in info entry caused significant issues and delays. And, thus, abandonment and apathy.

Simplifying reactivation became a priority.

Now, the landing page funnels the reactivation request straight to the SKS team. A streamlined process with a human touch. Easy does it for all involved.

Flowchart compares previous (3–4 steps, more errors) and improved (2 steps, more efficient) reactivation processes, showing simplified steps and reduced troubleshooting in the improved version.

150 Reactivations

The goal of the email campaign was 50-150 reactivations. In just 4 weeks, SKS saw 150 designers reactivate their Rewards account, hitting the top end of the projection right on the money.

That’s ¼ of their designers fully re-engaged with the brand, and well aware of the perks of the program.

A hand holds a black debit card with the text "SKS Signature Kitchen Suite," a chip, and sample card details, including the name "LEE M. CARDHOLDER," against a blurred background.

An email from Donille Perrone to six recipients reads, "Our only regret is not doing this sooner!" The message is dated April 14.

SKS Sr. Brand Manager’s reaction after the results of the first two weeks of the campaign.

SKS Rewards Reactivation

WHAT WE DID

Roll out the red carpet.

Money talks — or yells — when you’re leaving thousands on the table.

Keep it simple, SKS.

150 Reactivations

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