The SoleSavy Podcast Episode #23 - Loyalty Programs, VIPs and Resellers
Sep 9, 2020
The discussion dives into the impact of VIP and brand loyalty programs in sneaker culture. It highlights how these initiatives help real customers get access while sidelining bots and resellers. Insights reveal the balance between exclusivity and inclusivity, particularly with the Metacom Dunks case. Challenges faced by smaller retailers are explored, emphasizing the need for fairer practices. The transformation in loyalty strategies by brands like Kith is analyzed, focusing on fostering genuine customer relationships in the evolving retail landscape.
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VIPs Target Real Repeat Shoppers
- Stores are using VIP status to reward regular non-hype customers with early access or better chances at drops.
- This targets real shoppers rather than bots or resellers and helps keep product in customers' hands.
Show How VIP Status Is Earned
- Make VIP qualification transparent so customers know where they stand and what purchases count toward status.
- Exclude pure launch/resell purchases from VIP spend calculations to reward genuine regular buying.
Premier's Metacom Dunks Sell Out Fast
- Premier restricted Metacom Dunks to VIPs and sold out in four minutes, showing the model can work at scale.
- The quick sellout was faster than many public drops and satisfied customers instead of bots.