- Robyn Turk
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English footwear and apparel brand Reebok has announced a new
loyalty program. Called Unlocked, the program is the first loyalty
service the brand has offered and reward customers with points that
can be earned in several ways.
Like most loyalty programs, Reebok awards its points when shoppers
buy items, but will also give points for product reviews, social media
interactions and attending events. Members will also have the
opportunity to gain rewards from 25 of Reebok’s wellness partners.
Shoppers will move up through membership tiers as they earn more
points. Each tier will allow them new access to early product
releases, workout videos and private events.
“Unlocked is fundamentally a value-based program,” Reebok’s global
head of digital, Matt Blonder, told Digiday. “It rewards our consumers
for interacting with our brand. There are points associated with
dollars spent, but there are also points associated with social
interaction, with account creation and enrichment, event interaction,
et cetera.”
Blonder explained that through providing customers incentive to
review products and interact with the brand, Reebok will be able to
tailor its products, recommendations and the information it shares to
better fit its shopper’s interests.
Reebok is currently in the midst of a digital overhaul. A complete
redesign of the brand’s website is in the works, with the update
intended to offer shoppers a more personalized approach to
e-commerce.
