Let's Talk Loyalty
#468: The North Face - Driving Loyalty for the World's Premier Exploration Company
Dec 6, 2023
Join Vanessa Christie and Erica Hood from The North Face as they discuss loyalty marketing, including loyalty among non-outdoorsy individuals. They also explore the VIP experience at Avis and Sephora, the importance of personalization and customer-centricity, cycling and The North Face brand, and creating a relevant loyalty program for a global brand. They highlight the significance of member feedback and express gratitude to the sponsors.
53:11
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Quick takeaways
- The North Face redesigned its loyalty program, Explore Pass, to create a more seamless and tangible transactional experience for members.
- The North Face prioritizes non-transactional engagement by offering exclusive experiences and events, like Trail Days, to foster a deeper connection with members and build a strong community.
Deep dives
Simplifying the Loyalty Program
The North Face recently rebranded and redesigned its loyalty program, Explore Pass, with a focus on simplification. They wanted to ensure that members could easily understand the program and feel the value right from the start. By simplifying the points and rewards structure, the North Face aims to create a more seamless and tangible transactional experience for members.
