New Zealand-born outdoorwear brand Kathmandu has replaced its 30-year-old loyalty program, transitioning over 2 million members in the process.
Kathmandu has dropped its original loyalty program Summit Club, launched in 1994, and launched a new program called ‘Out There Rewards’ with a leading proposition to reward its members for “getting out there”.
The new design shifts from a traditional spend-and-save model to a tiered system, allowing members to move up through four levels the more they get outdoors.
Kathmandu GM of marketing and customer Richard Dalke said the revamp took three years of research.
“We understood we needed to provide more than just great outdoor gear to our members, but a platform that is representative of our purpose to improve the wellbeing of the world through the outdoors,” Dalke said. “Out There Rewards forms the launch pad to help our members live their best lives out there.”
Dalke said Kathmandu has long-recognised its loyalty customer as an important asset to the business.
“With our loyalty program reaching over two million members, and a pinnacle of Kathmandu’s success since it began, it has been a huge priority for us to reinvent the loyalty platform to ensure we are delivering a best-in-class experience for our community.”
Kathmandu noted the new design maintains original elements, including access to exclusive offers, member reward vouchers and birthday deals.
However, the new design includes three new key elements, including simplified sign-ups via QR codes and gain digital member card access via Apple or Google wallet.
It also rewards members for getting active, exploring new places and recharging with nature, and has an interactive member hub
Over time, Kathmandu confirmed member benefits will continue to expand, including exclusive access to free or discounted outdoor recreation apps and services, invite-only outdoor events and experiences, early promotions and gear launches, as well as rewards for submitting gear reviews and returning pre-loved Kathmandu gear for upcycling.
“Within our market, most outdoor retailers are focussed on providing value to members through discounts, and those more progressive are providing events and exclusivity,” Kathmandu loyalty program manager Elaine Nguyen said.
“While these elements are great and serve purpose, we placed importance on taking it that step further by rewarding members for enjoying outdoor activities, like hiking, bushwalking, visiting a national park, discovering a waterfall, admiring the view or discovering a new trail.”
To celebrate the launch of ‘Out There Rewards’, Kathmandu is hosting the Kathmandu $150k Giveaway, where members are invited to opt-in for their chance to win over 700 prizes from a pool of global and local brands, including Tasmanian Walking Company, BIG4 Holiday Parks, Intrepid Travel, AllTrails and Salomon.