Kathmandu has partnered with hiking app AllTrails to drive growth in its loyalty program usage.
From January 23, higher level members of Kathmandu’s loyalty program - Out There Rewards - will be rewarded with an exclusive AllTrails+ free trial membership.
A three month free trial will be granted to Level 1 members, with six month free membership for Level 2 members, and 12-month free AllTrails+ membership for Level 3 members.
This will allow members to access the app’s premium offering, including downloading maps for offline use, printing maps for backup, viewing trail previews, receiving alerts for wrong turns, and access to 3D maps.
The deal comes four months after Kathmandu launched its revised loyalty program, a major change in the program’s 30-year history.
According to KMD Brands, parent company to Kathmandu, members of Kathmandu's loyalty program have historically accounted for around 70% of total sales, with members typically spending around 20% more per transaction than non-members.
Since the relaunch to date, members who log outdoor activities on the program have been rewarded with exclusive product offers and vouchers; Kathmandu’s partnership with AllTrails is in addition to this.
“We want Australians and New Zealanders to spend more time in nature, more often, and AllTrails delivers a world-leading platform that helps them do just that,” Kathmandu head of loyalty and personalisation Max Garrido said. “We are working together to remove the barriers to accessing the outdoors and supporting people while they’re out there. The alignment is seamless.
“Delivering on our promise to reward members beyond offers and vouchers is something we are really proud of, and to do so alongside another industry leader in AllTrails is even more exciting.”
AllTrails chief marketing officer Carly Smith said the app has curated thousands of trails across Australia and New Zealand, Kathmandu’s key markets.
“As the leading outdoor exploration app, we’re excited to partner with Kathmandu, Australia and New Zealand’s number one outdoor brand,” Smith said. “We’re eager to collaborate to help more people get outdoors, so they can benefit from the goodness of time outside.”