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#463: "Sleep Number" Leverages Loyalty to Drive Advocacy (Short Summary Show)

In this weeks episode of Let’s talk “a little” loyalty Tom reviews the original podcast where Paula was joined by  Lisa Erickson, formally Sr. Director of CRM and Loyalty at Sleep Number, a bed and bedding company that operates over 650 stores in 50 states in North America.


The Inner Circle Rewards program is an award-winning loyalty program for people who value an exceptional night’s sleep!  Tom shares the key discussions points from the original podcast where Lisa shares her vision of leveraging loyalty to create an army of advocates, using gamification, social sharing, digital and traditional channels to connect with her members.


Hosted by Tom Peace.


Show Notes :


1) Sleep Number⁠

2) Lisa Erickson⁠

3) Inner Circle Rewards

4) #266: “Sleep Number” Leverages Loyalty to Drive Advocacy


Audio Transcript


Paula: Welcome to Let’s Talk Loyalty, an industry podcast for loyalty marketing professionals. I’m Paula Thomas, the founder of Let’s Talk Loyalty. Today’s episode is hosted by Tom Peace, Managing Director of the Loyalty People, a strategic consultancy with a laser focus on loyalty, CRM, and customer engagement.

The Loyalty People also runs a free global community for anyone working in the loyalty industry. If you’re working in loyalty marketing, make sure to join Let’s Talk Loyalty every Tuesday, Wednesday, and Thursday to hear the latest ideas from loyalty experts around the world.

Just before we share today’s episode, I want to ask you to sign up to the Let’s Talk Loyalty email newsletter. Our email newsletter is by far the best way for For us to keep you up to date with all of the latest incredible loyalty stories we’re sharing each week. It’s also the easiest place for you to find our show notes with links to everything mentioned in all of the episodes.

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Tom: Hi, I’m Tom Peace, Managing Director of The Loyalty People and presenter of Let’s Talk A Little Loyalty. Welcome to this week’s short summary show. In this episode of Let’s Talk A Little Loyalty, I review the original podcast where Paula was joined by Lisa Erickson, formerly Senior Director of CRM and Loyalty at Sleep Number, a bed and bedding company that operates over 650 stores in 50 States in North America. The Inner Circle Rewards program is an award winning loyalty program for people who value an exceptional night’s sleep. I share the key discussion points from the original podcast, where Lisa shares her vision for leveraging loyalty to create an army of advocates using gamification, social sharing, digital, and traditional channels to connect with her members.

Sleep Number seems a strange name, but this relates to the fact that all the beds are fully configurable to your requirements. So your Sleep Number is the firmness setting of your bed, for example. Sleep Number have developed this over the years so that they now have Sleep IQ that tracks your biometrics and your circadian rhythm.


The bed can measure your heart rate variability and many other factors to give you tips on how to adjust the bed to sleep better with such an amazing product behind them, sleep Number have been able to build that in a circle reward program up to an amazing 1. 2 million people. The program is based around content and educational strategy and also provides members with rewards in the form of discounts on related products, such as new bedding.

Sleep Number, really understand their members and their sleeping habits, through the data collection and all communications are highly personalized. This creates very strong engagement with the brand and an emotional connection based on a very key life essential that of a good night’s sleep. The program creates a lot of very well rested patrons. And the main goal is to create an army of advocates, as Lisa puts it.

This has been extremely successful for Sleep Number and the program and their business continue to grow from strength to strength.

We all know the value of a good night’s sleep, and this program is focused on creating that feeling as a moment of advocacy. Really a fascinating program. You can find the main show at www.letstalkloyalty.com, which first aired on the 24th of August, 2022, episode number 266.


Thanks for listening. I hope you enjoyed my summary show all the best and speak to you soon. Tom.


Paula: This show is sponsored by The Wise Marketer, the world’s most popular source of loyalty marketing news, insights, and research. The Wise Marketer also offers loyalty marketing training through its Loyalty Academy, which is already certified, over 500 executives in 38 countries as certified loyalty marketing professionals.

For more information, check out thewisemarketer.com and loyaltyacademy.org.


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