Denim maker True Religion is rolling out a new loyalty program called True Fam this spring season.
The launch of the program, which has been developed to reward the brand’s most loyal shoppers with personalized experiences, event access and additional savings, marks an effort to increase customer value and retention rates.
[Customer retention] “is one of our top priorities as we evolve to become primarily a [DTC] brand,” said Michael Buckley, chief executive officer of True Religion. “Our new True Fam loyalty program will allow us to maximize customer retention and customer lifetime value, both of which are essential to True Religion’s continued growth.”
The company plans to offer a three-tiered loyalty program that will allow members to earn and redeem points across all touchpoints, including in-store, online, and through the brand’s recently launched mobile app.
The first tier, the opening act, will be free for all customers to sign up. It will give members one point per dollar spent, a 15% welcome discount, a $10 birthday reward and early access to sales events. Opening act members who spend $200 per year will reach tier two, Headliner status, which will make them eligible for 1.25 points per dollar spent and provide them with a 20% welcome discount, a $15 birthday reward, and a $ 20 anniversary discount. The third and final tier is the icon status, which is unlocked when shoppers spend $400 a year. It gives them 1.5 reward points per dollar spent, a 25% welcome discount, a $20 birthday reward, and a $ 25 anniversary discount.
Both headliner and icon status members will have early access to sales and members-only sales and events.
True Religion’s Senior Vice President of Digital Scott McCabe noted that loyal shoppers spend 67% more on average and the ability to earn rewards influences about two-thirds of consumers’ behaviors.
“True Fam allows us to prioritize shoppers who refer True Religion to their friends and family while also tailoring their experiences based on purchase history and tier status,” he said.
Photo credit: True Religion