A premium denim and sportswear brand is launching a new omnichannel loyalty offering. Known as True Fam, the program is the latest in a series of strategic initiatives intended to transform True Religion into a digital-first direct-to-consumer (DTC) brand. Previous efforts include the introduction of a new mobile app in time for the 2022 holiday season. [Read more: True Religion continues digital-first journey with new mobile app ] The three-tiered loyalty program allows members to earn and redeem points across all consumer touchpoints, including in-store, online, and through the brand’s recently launched mobile app. Co-created and tested with True Religion’s customers, True Fam’s tier names borrow from the brand’s roots and connection to the music industry. It’s tiers—Opening Act, Headliner, and Icon—are differentiated by spending threshold and rewards. Each tier offers points based on spend, welcome discounts, birthday discounts, and early access to sales. As shoppers reach new tier levels, more valuable rewards are unlocked: Opening Act status is free to anyone who signs up and rewards shoppers with one point per dollar spent; 15% off welcome discount; $10 off birthday reward; and early access to sales. Headliner status is reached when shoppers spend $200 per year and rewards […]
True Religion continues digital transformation with loyalty program
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