Making a successful loyalty program goes past technique and optimization. Profitable companies additionally guarantee their program is a real extension of their model id and messaging, together with visible cues, curated perks, VIP tier names, and extra.
We’ve pulled collectively 10 manufacturers who nailed bringing their persona to their loyalty program. These companies made their packages really feel genuine to their model expertise, starting from skincare to sustainable trend to edible cookie dough.
1. Outside Voices
When creating OV Rewards, Outside Voices wished to ensure their model mission was on the forefront of this system. “The artistic staff wished to offer the OV Rewards program a nostalgic ‘rec membership’ or ‘health club class’ really feel to play off our model mission to assist individuals to get pleasure from Recreation and embrace the Doing Issues mindset. That’s what impressed the chalkboard, notepad, and gold stars aesthetic,” mentioned Bianca Singh, Retention Advertising and marketing at Outside Voices.
This system’s aesthetics and technique mirror their core model values. For instance, out of doors Voices’ perks and reward campaigns encourage members to exit and do. They reward clients for attending OV occasions, from taking part in a race cheer part to attending a yoga class to “plogging,” or jogging and selecting up litter. Gold-tier members additionally acquire entry to an annual Recreationalist expertise hosted by the model. Even the loyalty program’s slogan, “Make Strikes. Earn Factors,” displays OV’s model voice and general dedication to buyers’ bodily exercise, in no matter kind it’d take.
2. Princess Polly
The “it” vacation spot for Gen Z buyers, Princess Polly created a program that resonated with their youthful buyer base. Princess Polly Rewards contains 4 tiers, all themed to live shows and music festivals: Basic Admission, Entrance Row, VIP, and Backstage Cross. Princess Polly additionally gives members many experiential rewards, lots of which play into their target market’s heavy presence on social media. These embrace options on their Instagram and TikTok accounts, entry to their unique Fb group, competition getaways hosted by the model, and invitations to VIP-only occasions.
”It’s so fascinating to see how excited clients are about this system. For a lot of buyers, it’s a dream to be featured on our Instagram with 2M followers — we’re pleased to create that have for them,” mentioned Kim Zorn, Head of Efficiency at Princess Polly.
The model highlights their fashion-forward pondering with the Princess Polly Fashion Quiz, a hub for the newest fashion traits. Prospects earn loyalty factors for filling out data like fashion and aesthetic preferences, then obtain a hyperlink to a curated product web page full with tops, denims, skirts, and clothes aligned to their trend tastes.
3. Doughp
Doughp’s Spoonlickers Membership is a mecca for cookie dough lovers. Every loyalty perk showcases how clients can get pleasure from their merchandise: baked cookies, cookiewiches with ice cream, or straight from the bathtub. Like many manufacturers, Doughp made their VIP tier names. Loyalty members can go from Spoonlicker to Doughp Fanatic.
Versatility and selection are on the coronary heart of the model’s merchandise, which the model’s program design highlights. Doughp clients select from a variety of flavors and benefit from the merchandise as they please. Members can earn loyalty factors by means of a number of campaigns, together with studying baking suggestions from the model’s weblog. Prospects discover ways to bake Doughp cookies to their desire: from ooey-gooey dough to crunchy cookies.
Doughp additionally gives their highest VIP tier members the possibility to create their very own cookie dough taste.
4. Andie Swim
Andie Swim, recognized for his or her no-fuss fits, made positive their clients have enjoyable out and in of the solar with their loyalty program, The Swim Membership. Andie Swim performs into their swimwear line’s performance from their program identify to their VIP ranges. Members can lounge, swim, dive, and extra in Andie bathing fits. And, they will go from The Dive In to The Deep Finish whereas they’re at it.
5. Girlfriend Collective
Girlfriend Collective turns trash into treasure with activewear made out of recycled plastic bottles, fishing nets, and different waste. Their loyalty program, The Collective, retains sustainability and eco-consciousness constructed into every bit. Girlfriend Collective is a inexperienced model, so their tiers’ colour palette contains an all-green theme: Mint, Jade, and Sage. The model additionally units up their VIP tiers by lifetime spend, encouraging members to decide on long-lasting merchandise fairly than fast-fashion options.
Members may earn factors by posting an image of themselves sporting Girlfriend gadgets and doing good by the Earth — planting bushes, taking part in a seashore clean-up — with the hashtag #GoodJobGF.
6. Stix
Stix’s loyalty program builds buyer loyalty and highlights their model mission: giving individuals judgment-free entry to well being merchandise. Even its identify, The Group Chat, displays the openness and candid setting round wellness the model strives to foster.
“We wished The Group Chat to really feel aligned with how the remainder of the Stix model feels — conversational, approachable, and empowering. We let our clients know that we’re right here for them in every step of their journey and that as their relationship and loyalty with the Stix model grows, so will the extent of rewards,” mentioned Emma Henderson, Lifecycle Advertising and marketing Supervisor at Stix.
Lots of Stix’s product choices are thought-about “taboo,” like being pregnant checks and UTI screenings, which makes schooling a significant purpose for the model. To assist buyers distinguish between reality and fiction, Stix rewards members for studying their weblog, Actual Discuss.
7. Tentree
Tentree’s loyalty program, Impression Pockets, relies round social accountability, permitting buyers to play an lively function in combating local weather change. By this system, buyers can see their private influence on sustainability, together with the variety of bushes planted, the kinds of bushes planted, and the quantity of carbon sequestered. There are additionally tiered “Achievements” to encourage clients to take motion, starting from registering a consumer’s first tree to planting 500 bushes.
8. Cuddle + Type
Cuddle + Type, a youngsters’s model specializing in knit dolls, knew they wished to carry their model mission into their loyalty program. With every doll buy, the model provides 10 meals to a toddler in want. Type Rewards provides buyers much more methods to donate, like their $10 sign-up bonus and additional 10 meals donated.
9. Bokksu
Bokksu, the premium Japanese snack subscription service, created a loyalty program that speaks to the distinctiveness of their choices. Bokksu Rewards presents some ways to earn factors: writing a overview, posting on social media, and extra. However the model’s persona shines of their perks. Members can select from a number of gadgets that improve their consuming expertise, together with ceramic seasoning dishes, picket sake units, and specialty chopsticks.
Leaning into these experience-oriented rewards, Bokksu gives all VIPs the possibility to partake in digital Japanese experiences. These have included on-line occasions like snack-focused excursions by means of Japan prior to now.
10. Supergoop
The go-to model for all issues SPF, Supergoop contains a number of cheeky performs on the solar in its loyalty program, The SPF Squad. The model encourages members to “Unfold a bit sunshine,” when reaching out to mates with a referral hyperlink. Members can transfer up by means of a number of VIP tiers, aptly named SPF Beginner, SPF Fanatic, SPF Devotee, and SPF Obsessed.
A novel component of the model’s program is their SPF session. After accruing sufficient factors, highest-tier VIP members can meet with Supergoop specialists about their numerous pores and skin issues after accruing sufficient factors.
Able to create your personal loyalty program? Give our specialists a name.
