Tom Caporaso

Tom Caporaso

Tom Caporaso is the CEO of Clarus Commerce, the only company specializing in building, managing and optimizing premium loyalty programs. He has been in the loyalty and subscription space for over 25 years, empowering brands to build better relationships with their top customers for the long-term. A solidified thought leader across the retail and loyalty sphere, Caporaso has been quoted in national publications like CNBC, Reuters and U.S. News & World Report. In addition to his loyalty expertise, Caporaso also has a 100% CEO approval rating on Glassdoor, a 2020 leadership award from The Hartford Courant, and has helped Clarus Commerce earn the Connecticut Top Workplaces award every year since 2013.

What Consumers Expect From Loyalty Programs in 2021 and Beyond

Over the past year, we’ve seen unprecedented disruption in the retail space as COVID-19 forced store closings, disrupted supply chains, and pushed more consumers online than ever before. And with customer behaviors and expectations changing rapidly, their loyalty is becoming more difficult to earn. To better understand consumers’ mindsets at this critical point in time,…

Why REVOLVE is Getting Loyalty Right

The recent surge in online shopping has given e-commerce brands new opportunities to expand their customer base and strengthen relationships with current customers. Online sales increased by 52 percent in Q1 compared to the same time frame in 2019, and the number of online shoppers has grown by 8.8 percent. So when REVOLVE, an e-commerce…

Earning the Loyalty of the Modern Customer

Nearly 70 percent of consumers say their loyalty is more difficult for a retailer to maintain than ever before, according to a recent Clarus Commerce study. And consumers are pinning the blame on retailers — 88 percent say retailers could do more to earn their long-term loyalty. When it comes to satisfying the needs of…

Why the USPS Price Increase Will Mean a Challenge for Retailers

In last year's fourth quarter, the U.S. Postal Service proposed a 9 percent to 12 percent increase in shipping fees for all shippers (including FedEx, UPS, Amazon.com), which could impact retailers in a big way. Consumers expect free shipping, but it’s getting harder for retailers to offer. And it’s already tough enough to compete with…

How Retailers Can Boost Customer Loyalty

Today customer loyalty is much more than a rewards program. It’s about recognizing and reinforcing total customer value and creating sustained personal engagement with customers throughout every step of their brand journeys. Traditionally, loyalty has been achieved through a series of rational benefits delivered to members in exchange for their business. But now emotional benefits have…

How Brands Can Revamp Loyalty Programs to Keep Customers Coming Back

In the age of the consumer, brands need to retain customers more than ever before. Consumers are empowered with all the information they could ever need about products at their fingertips. They can easily use their mobile devices to find the best deals anywhere, anytime. That’s why it’s more critical than ever to differentiate. One of the most powerful ways retailers can do that is through their loyalty programs, and is why many retailers are rethinking loyalty.

How Tiffany's Changed its Image to Engage Millennials, Spark Customer Loyalty

Tiffany’s is a compelling example of an iconic 181-year-old brand that blends its historic past with cutting-edge trends and themes that cater now to a younger demographic, aiming to restore some of its lost radiance. By targeting millennials and using a heavy dose of social media and digital marketing, Tiffany’s has found new life that has…

How GNC's Loyalty Program is Helping Turn Around the Business

In late 2016, GNC, one of the largest nutrition and supplements businesses in the country, made a bold move. With giants like Vitamin Shoppe and Wal-Mart cutting into its profit margins, GNC decided to close all 4,400 of its stores for a day and reset its pricing strategy, offering one simplified price across all channels…

Target’s Plans Highlight the Importance of an Omnichannel Strategy

Target recently announced that it will expand the functions and capabilities of its physical stores. As e-commerce continues to reshape the retail landscape, every legacy retailer has to adjust and adapt its strategies in order to attract and retain a sizable audience. Providing an optimal omnichannel experience for customers will soon be a prerequisite for…

An Amazon-PayPal Partnership Could Benefit Several Parties

The recent news about Amazon.com and PayPal discussing a partnership makes sense on several levels. Both companies possess valuable assets, and their alliance would likely benefit both companies here and abroad. However, the potential deal terms could also raise concerns, particularly but not exclusively among third-party sellers. Offering Amazon customers a PayPal option at checkout…

Prime Day 2016 Pits Amazon Against the Field

Amazon.com celebrated its 20th anniversary in 2015 by creating “Prime Day,” a shopping “holiday” that offered Prime members an ongoing series of deals over the 24 hours of July 15. Although much of the news that day focused on disappointed Prime Day shoppers, Amazon quickly declared victory — and rightly so, from its perspective. Amazon…

Mobile Shopping is Going to the Apps

Mobile commerce, a.k.a., m-commerce, is the fastest-growing shopping platform in the retail industry — faster, in fact, than the e-commerce platform did when it launched in the 1990s. Digital sales during the 2015 holiday season, for instance, rose 50 percent — two-and-a-half times the growth rate of online holiday sales overall.