Analytics Unplugged Episode 6: How to Use Loyalty Marketing Data for Changing Customer Needs

Analytics Unplugged Episode 6: How to Use Loyalty Marketing Data for Changing Customer Needs

Actionable data is the key to creating lasting relationships with customers, transforming them into brand advocates. When you know your customers, you know how to meet (and exceed) their needs.  

Orangetheory's Dave Sims is more than a franchisee - He recruited his daughter to join the movement. Today, she's the Head Coach of her Austin studio. This episode of Analytics Unplugged dives into customer data. Buxton's Marketing Specialist, Katie Wayles, meets with Dave to talk Gym Tinder, fat-splat tattoos and how he uses data to build a loyal customer base who "drinks the orange Kool-Aid." 

Recognizing Customer Milestones 

Tracking customer milestones is a powerful way to utilize loyalty data. If you have been collecting customer data, you probably have this ability within your wheelhouse. Simple gestures are a great way to increase loyalty, utilizing data you already have. 

Orangetheory increases customer loyalty by identifying significant points throughout the customer journey, highlighting milestones like their 50th, 100th, or even 2000th class. By tracking and storing this data efficiently, Orangetheory can organize personalized celebrations. These recognitions make customers feel valued and encourage them to share their achievements, promoting a culture of celebration within the community. 

The Role of Clienteling in Today’s Business World 

Historically, the concept of clienteling has been essential in retail. Clienteling involves personalized customer interactions based on the data collected about their preferences and behaviors.  

Today, with advanced data tools, businesses can adopt these practices more effectively. By using modern tools to analyze and act on loyalty data, businesses can create meaningful interactions that go beyond mere transactions.  

In the fitness industry, for instance, reaching out to members who haven't attended in a while or congratulating them on a milestone can rekindle their interest and engagement. Data is key to improving this process, and Dave mentions the importance of technology to recognize nuances within the customer journey. Data can help you avoid the expensive mistake of calling to reconnect, and instead reminding members they are ready to cancel their membership. 

When done successfully, clienteling can foster a sense of community, telling members that they are missed when they haven’t been to class in a while. This practice can turn casual customers into loyal advocates who feel a deeper connection to the brand. 

Educating Your Team 

Implementing a data-driven approach requires educating the team on using new tools effectively. The data can provide you with great information. But that information is only valuable if it’s utilized by your employees.  

Providing training and incentives, such as contests and rewards, can encourage adoption amongst employees. As team members witness the positive results of their efforts, such as increased attendance and satisfaction, they become more enthusiastic about using the data. 

The Impact of Personal Touches 

Personal touches like phone calls or text messages are crucial for customer retention. Simple check-ins make customers feel cared for and valued, even if they don't respond immediately. This effort shows that the company is attentive and invested in their well-being. 

Orangetheory has a pre-defined call quota that gym leaders are expected to attain. Not only do they add members on social media and connect with them through email, but they are also expected to call those that haven’t been in attendance and check in on them. This can foster a greater sense of community, encouraging members to start attending classes again. 

The Power of Community and Recognition 

Building a community through recognition is incredibly effective. Celebrating milestones and achievements fosters a supportive environment, making customers feel special and engaged. Recognition can be simple. At Orangetheory, they write milestones on white boards that the class takes photos with at the end of every session. Additionally, when a member meets a major milestone, they can write their name on the wall, officially joining the community. 

This sense of community encourages loyalty, as seen when customers proudly share their milestones on social media, amplifying the positive impact. 


Loyalty data is a treasure trove for building an engaged community. Recognizing milestones, personalizing interactions, and fostering a culture of celebration can turn casual customers into loyal advocates. Educating the team and overcoming resistance are crucial for ensuring everyone is motivated to use the data effectively, ultimately making customers feel valued and connected to a larger community. 

Check out the latest episode of Analytics Unplugged to see this concept in action.