More than 85% of eCommerce brands have some sort of loyalty program. But most struggle to succeed. Studies show only up to 5% of brands get high returns from loyalty programs.
Why is that? And what are these brands doing right? We look at one such eCommerce brand that has got its loyalty program right.
In this piece, we do the North Face Loyalty Program Analysis and share tips you can apply to your Shopify loyalty programs.
What is the North Face Loyalty Program?
The North Face is an outdoor clothing and gear brand that caters to customers of all genders and age groups, including kids. Its loyalty program is called XPLR Pass. Loyalty program members get various benefits.
Apart from the standard loyalty points, members receive exclusive access to new collections, points on every purchase and other rewards. New members receive a 10% discount on their first order. Members can join the XPLR Pass loyalty program for free. Apart from these, customers can enjoy many more benefits of joining the North Face loyalty program.
The North Face Loyalty Program Analysis
In this section we do a North Face loyalty program review looking at various aspects of the program that make it a success. We have broken down nine elements of the brand’s loyalty program that stand out and have earned the brand consistent customer loyalty.
1. A dedicated page for the loyalty program
The North Face website has a dedicated page for the loyalty program. This makes it easy for customers to find all loyalty program related information on one page. For instance, customers can,
- Sign up for the loyalty program
- Find the sign in button
- Read about all the perks and benefits
- Know how to earn loyalty points
- Share feedback via the page
- Read the FAQs
2. Many different ways to earn loyalty points
The North Face Loyalty Program analysis also reveals that it offers multiple ways for customers to earn points. This not only makes it convenient but also enjoyable for customers.
Imagine if earning points was difficult and you had to wait a long time until you could earn your next points. For instance, customers can earn points for:
- One point for every dollar spent
- Every 100 points earn a reward of USD 10
- Points for referring a friend
- Bringing a reusable bag when shopping in-store
- Downloading the loyalty program app
- Using the app and checking in at their stores and other places
3. A clear explanation of how the program works
Clarity about how a particular loyalty program works brings confidence in customers. This is one of the many best practices of the North Face Loyalty Program. It leaves no doubts or ambiguity. Each of the elements of the program is elaborated in a ‘read more’ page.
Here’s a breakdown of how North Face explains the loyalty program in detail:
- They address all customer concerns via an FAQs section on the page. The comprehensive section includes all probable questions that customers might have about the program
- The text is minimal and simple, which ensures there are no doubts and ambiguities for customers
4. Offers perks and benefits beyond points
Customers are no longer enticed only by loyalty points. They are more inclined towards experiences. And that’s one way how the North Face builds customer loyalty. While most loyalty programs stop at offering points, North Face goes above and beyond, making the benefits meaningful and adding value to customers.
Apart from loyalty points, the North Face offers these perks and benefits:
- Early and exclusive access to limited edition collections
- Try products and return with easy
- Free shipping
- Gifts on special occasions, such as birthdays
- Trials for unreleased products
- Exclusive events for loyalty members
5. Easy to redeem and use rewards
Many loyalty programs are rigid or limit the ways in which customers can redeem the points. But the North Face Loyalty Program analysis shows it isn’t rigid. On the contrary, it makes it easy for customers to use the loyalty points in multiple ways.
For instance, members can combine their rewards and points with other perks such as discounts, offers, coupons and promotions in store and online.
Moreover, the program has divided the earning and usage of reward points into three four-month periods. So customers know when they can earn and how they can use the rewards. This also helps customers plan their shopping around the loyalty program, making them more engaged in it.
6. Visibility of the North Face Loyalty Program
Many eCommerce stores set up excellent loyalty programs with interesting perks. However, they fail to ensure that customers see the loyalty program often on their website.
Having a dedicated page helps, but don’t assume that customers are going to flock to the page. Unless you put in the effort, they may not notice the loyalty program. The North Face loyalty program review reveals a standout practice. The brand mentions the loyalty program on every product page.
When customers checkout, they are shown a members sign in option just below the order summary. This makes it easy for members to redeem points and new customers to sign up for the loyalty program.
7. A feedback button on the loyalty program page
Customers appreciate it when brands care to take their feedback. The North Face loyalty program review reveals that the feedback button remains visible on the entire page. Hence, customers can easily click on the button and share their feedback. The feedback form includes a few targeted questions as well as asks a generic question where customers could share any concern. Collecting feedback is one of the best practices from the North Face loyalty program that all eCommerce brands must follow. It helps improve customer satisfaction and loyalty.
8. Leverages technology for accessibility
The North Face has iOS and Android apps, which the brand integrates within their loyalty program.
For instance, customers can earn points for downloading the app, for accessing the app at their physical stores, and for using the app and checking-in at collaborator sites of the brand.
How does this help the North Face? The brand has found a creative way to use technology. These unusual and surprising experiences help engage customers better, leading to customer loyalty.
It enables the brand to provide an omnichannel experience, provides more touchpoints to engage customers, and meets tech savvy customers preferences, among other advantages of leveraging technology.
What did this best practice from the North Face Loyalty Program reveal? Brands that lean into technology can stay ahead in the market.
9. Consistency of brand perception
North Face maintains consistency throughout its loyalty program. From the messaging, the structure, the perks, to the value it adds to customers. When there’s a lack of consistency, brands end up confusing customers and alienating them.
With XPLR Pass, North Face ensures the program clearly aligns with the brand values and perception. The brand manages to show their commitment towards outdoor activities and providing the best gear to customers in many ways. Additionally, visitors of the loyalty program can easily get an overview of the benefits of joining the North Face Loyalty Program.
Key takeaways from the North Face Loyalty Program analysis
- While you may have created and set up an excellent loyalty program for your brand, unless you promote it, market it, talk about it, you might not see as much success. North Face actively promotes and talks about its loyalty program. A quick online search will reveal several North Face Loyalty Program reviews on various third-party sites, and more.
- North Face Loyalty Program analysis shows that the brand connects with customers in authentic ways via the program. Thus, bringing customers closer to the brand and boosting loyalty. Consider these thought starters: make it customer-centric by showing how the program benefits customers. Also, make it free and easy to sign up, just like North Face does.
- Go beyond the standard loyalty program offers seen in your industry. North Face collaborates with other organizations to improve engagement and member enthusiasm. For example, its collaborations with national parks and monuments where members can earn more points.
How to set up a loyalty program for your Shopify store?
The North Face Loyalty Program analysis shows the best practices that can help shape your Shopify loyalty program. One of the first factors you must consider when setting up your loyalty and rewards program is the Shopify loyalty app. That’s where Appstle Loyalty App comes in.
Explore Appstle Loyalty App to set up and manage a successful loyalty program. Appstle offers a comprehensive suite of features.
- Multiple program types: Choose from a range of program types to suit your products and customer preference
- Gamification: Gamify your loyalty program, set up tiered programs to enhance engagement
- In-depth data analytics: Make informed decisions with the help of detailed performance analytics and reports
- Unparalleled customer support: 24/7/365 customer support, quick and efficient resolution
- Easy integration with third-party apps: Design loyalty programs that match customer preference by integrating with third-party apps
- Data security and safety: Appstle ensures safe and secure customer data collection
Creating loyalty programs and building long-term customer loyalty is an art, which requires tools. Ready to get started with the best Shopify loyalty program app?
Install Appstle Loyalty App on your Shopify store today!
