Ten Brands Bring a Personality of 10/10 to their Loyalty Programs
These brands create a loyalty experience for customers, and not just a program.
A winning loyalty program requires more than optimization and strategy. A successful business will ensure that their loyalty program is an extension of their brand and messaging. This includes visual cues and VIP tier names.
Ten brands have been selected to show their brand personality through their loyalty programs. These brands made their loyalty programs authentic to their brand experience. They offered everything from skincare and sustainable fashion to delicious cookie dough.
1. Outdoor Voices
Outdoor Voices was keen to ensure that their brand mission was at center of OV rewards when creating . The OV Rewards program needed to have a nostalgic ‘gym club’ or’rec class’ feel in order to reflect our brand mission of encouraging people to embrace the Doing Things mentality and enjoy Recreation. This is what inspired the chalkboard and notepad aesthetic, as well as the gold stars,” Bianca Singh, Retention Marketing, Outdoor Voices.
Their core brand values are reflected in the program’s strategy and aesthetics. Outdoor Voices’ perks encourage members to get out and do. Customers are rewarded for participating in OV events. This includes taking part in a race cheer group, attending a yoga class, “plogging”, or jogging and picking-up litter. The brand hosts an annual Recreationalist event for Gold-tier members. The loyalty program’s slogan is “Make Moves.” Earn points reflects OV’s brand voice, and overall commitment to shoppers’ physical activity in any form that it may take.
2. Princess Polly
Princess Polly was the “it” destination among Gen Z shoppers. They created a program that appealed to their younger customers. Princess Polly Reward has four levels, each themed around concerts and music festivals: General admission, Front Row and VIP and Backstage Pass. Many of the rewards offered by Princess Polly are experiential and fit in with their target audience’s strong presence on social media. These include access to their TikTok and Instagram accounts, as well as their Facebook group and invitations to VIP-only events.
It’s amazing to see the excitement customers have about this program. It’s a dream for many shoppers to be featured on our Instagram with over 2M followers. We’re happy to make that happen,” Kim Zorn (Head of Performance at Princess Polly).
The Princess Polly Style Question showcases the brand’s fashion-forward approach. It is a hub for the most recent style trends. After filling in information such as style and aesthetic preferences, customers earn loyalty points and a link to a curated page with tops and skirts that match their fashion tastes.
Doughp’s Spoonlickers club is the place to be for cookie dough lovers. Each loyalty perk demonstrates how customers can enjoy their products. This includes baked cookies, cookiewiches, and even straight from the tub. Doughp, like many other brands, gave their VIP tier names. Spoonlicker can become Doughp Enthusiast for loyalty members.
The brand’s brand program design emphasizes the importance of versatility and variety in its products. Doughp customers can choose from many flavors and can enjoy the products whenever they like. Through several campaigns, members can earn loyalty points. Doughp customers learn how to make Doughp cookies according to their preferences, from soft dough to crispy cookies.
Doughp offers its highest VIP members the opportunity to make their own cookie dough flavors.
4. Andie Swim
Andie Swim is known for its simple, clean suits. With their loyalty program The Swim Club, they make sure that their customers have fun in the sun. Andie Swim’s swimwear line is functional, from the name of their program to their VIP levels. Andie bathing suits allow members to lounge, swim, dive and much more. They can also go from The Deep End to The Dive In while they’re there.
5. Girlfriend Collective
Girlfriend Collective transforms trash into treasure by using activewear made of recycled plastic bottles, fishing wires and other waste. Their loyalty program The Collective keeps sustainability and eco-consciousness in every piece. Girlfriend Collective is a green brand so their color palette includes a all-green theme: Sage, Jade and Mint. They also have VIP tiers that are based on lifetime spend. This encourages members to select long-lasting products over fast-fashion alternatives.
You can earn points for posting pictures of yourself wearing Girlfriend products and doing good deeds by the Earth, such as planting trees or participating in a clean-up at the beach.
Stix’s loyalty program increases customer loyalty and highlights the brand’s mission to provide people with unrestricted access to quality health products. Its name The Groupchat reflects the openness and candid atmosphere around wellness that the brand strives for.
The Group Chat should feel like the rest of Stix’s brand: friendly, approachable and empowering. Emma Henderson, Stix’s Lifecycle Marketing Manager, stated that customers are always welcome and supported throughout their journey. As their loyalty and relationship with Stix brands grows, so will their rewards.
Stix has many products that are “taboo”, such as pregnancy tests or UTI screenings. This makes education a key goal. Stix offers members a reward for reading their blog, Real Talk, to help them distinguish fact from fiction.
Tentree’s loyalty program Impact wallet is built around social responsibility. It allows shoppers to take an active role in fighting climate change. The program allows shoppers to see their individual impact on sustainability. This includes the number of trees that were planted, the type of trees they planted and the amount carbon sequestered. Customers can also earn “Achievements”, which are tiered and encourage them to take action. These include planting 500 trees or registering their first tree.
8. Cuddle + Kind
Cuddle + Kind is a brand that specializes in knitting dolls for children. They knew they wanted to incorporate their brand mission into their loyalty program. The brand donates 10 meals for every doll purchased. Kind Rewards offers shoppers more ways to give, such as their $10 sign-up bonus or extra 10 meals.
Bokksu, a premium Japanese snack subscription service has created a loyalty program that reflects the uniqueness of its offerings. Bokksu Reward offers many ways to earn points, including writing reviews, posting on social media and many other activities. The brand’s personality shines through in the perks. You can select from a variety of items to enhance your dining experience, such as ceramic seasoning dishes and wooden sake sets.
Bokksu gives VIPs the opportunity to experience virtual Japanese experiences by tapping into these experience-oriented benefits. In the past, these included virtual tours of Japan that were snack-oriented.
Supergoop is the brand to trust for all things SPF. Its loyalty program The SPF squad includes a few cheeky jokes about the sun. When referring friends, the brand encourages members “Spread some sunshine”. You can progress through the VIP tiers SPF Newbie to SPF Enthusiast to SPF Devotee and SPF Obsessed.
The brand’s SPF consultation is a unique aspect of their program. Supergoop VIP members who have earned enough points can meet with Supergoop experts to discuss their skin issues.