Loyalty Program Goals: North Face’s direct to consumer business, comprising both its physical retail and e-commerce arms, was growing steadily year-on-year. This growth led the company to focus on enhancing direct customer engagement via a loyalty program, VIPeak. The program was designed to improve the company’s insight into its customers, create long-term engagement by more closely associating the brand with customers’ positive outdoor experiences, which would translate into a higher level of engagement and increased sales across all retail channels over time.
According to Aaron Carpenter, VP of Global Marketing at The North Face. “We have very active, passionate, and inspiring customers and we wanted our first loyalty program to not only reward them for doing what they love, but also engage more closely with them on a year-round basis and show them just how important they are to us. Initial feedback has been positive and we’re excited to see how people participate in the program.”
What makes the VIPeak loyalty program successful? The loyalty program is an extension the customer’s brand experience. The loyalty program gives North Face a direct connection to their customers. They know who they are, what they buy, and are learning how they use the products. In addition, the experiential rewards in the program are designed to foster the connection between the North Face brand and the activities it’s customers love to do.
North Face VIPeaks Loyalty Program Benefits
VIPeak allows the members to earn “PeakPoints” for their purchases, participation in local activities and social media channels. Here are the details:
- Earn 10 Peak Points for every $1 you spend at thenorthface.com and The North Face retail stores. Earn 5 Peak Points for every $1 you spend at The North Face outlets.
- Check-in at designated locations and track your Peak Point balance with The North Face App.
- Participate in The North Face events and earn more points.
- Exclusive access to one-of-a-kind expeditions around the globe with VIPeak Travel.
- Get invited to movie premieres and VIPeak exclusive events throughout the year.
PeakPoints can be redeemed for VIP adventures around the globe, future event entries or cash back credit at The North Face. All members get access to the year-end North Face VIPeak Rewards catalog filled with one-of-a-kind adventures and gear.
- Basecamp level members: Earn 2,000 – 3,499 Peak Points get $20 reward
- Half Dome level members: Earn 3,500 – 4,999 Peak Points get $25 reward
- Summit level members: Earn 5,000 Peak Points or more get $30 reward
About The North Face
Company Overview: The North Face®, a Division of VF Corporation, is the leading outdoor lifestyle company. The North Face is the premier supplier of authentic, innovative and technologically advanced exploration apparel, footwear, equipment, and accessories.
Many of The North Face® products are designed for extreme winter sport activities, such as high altitude mountaineering, skiing, snowboarding and ice and rock climbing. The North Face® products are marketed globally, primarily through specialty outdoor and premium sporting goods stores, independent distributors, independently-operated partnership stores, concession retail stores, over 200 VF-operated stores and online at www.thenorthface.com.
Mission: The North Face’s mission is to provide the best gear for our athletes and the modern day explorer, support the preservation of the outdoors and inspire a global movement of exploration.
Markets: North Face sells through department stores, outdoor retailers and 55 North Face retail and 20 outlet stores in the United States, 4 retail and 2 outlet locations in Canada, 19 locations in the United Kingdom and many others worldwide.
Filed under: Loyalty Marketing