Just in time for the official launch of the holiday shopping season, True Religion is “rebooting” its loyalty program, which will now include a renamed tiered rewards structure and greater omnichannel capabilities. The program also has a new moniker.
“Formerly known as True Fam, the brand’s loyalty program has been rebranded as True Rewards and will kick off the Black Friday weekend with exclusive membership perks,” the retailer said. “This new program goes beyond simply offering discounts or promotions by offering members unique access to sports, music, and cultural experiences with True Religion collaborators and Team True content creators. It also offers an improved customer experience and is now integrated into the company’s in-store POS system.”
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By leveraging customer data for more meaningful analytics, the denim and sportswear brand will be able to better serve their customers. “True Rewards allows us to gain deeper insights into our consumers’ shopping preferences to enable greater personalization and ultimately increase customer lifetime value,” said Michael Buckley, chief executive officer of True Religion. “This enhanced program rewards purchases both in-store and online to provide us with a more robust omnichannel view of our customers.”
To celebrate the launch of the new program, starting on Wednesday, the retailer’s True Rewards members will receive two-day early access to True Religion’s doorbusters sale plus 20 percent off on $150 or more of purchases. “Members will also receive double rewards points on select purchases throughout Black Friday weekend and from True Religion’s gift guides throughout the season, giving shoppers a chance to scale tiers more quickly,” the retailer said, adding that from Dec. 1 to 14, “members with top-tier ‘Icon’ status who spend $150 or more will be given an exclusive trucker hat gift with purchase.”
The renamed tiers offer shoppers greater flexibility, flat points across tiers, and earlier redemption milestones, the company said, noting that True Rewards’ entry tier, “Insider,” is free to join. “Shoppers are elevated to ‘Trendsetter’ status when they spend $200 per year, and then ‘Icon’ status with a spend of $500 per year,” True Religion said in a statement.
But there’s more. “A secret, fourth tier can be unlocked for the most loyal customers, which will give members the chance to win amazing experiences,” the company said, adding that the program also rewards shoppers with “non-transactional brand engagement,” such as referring their friends.