Category: Retail
Case Study: Client names redacted to protect the successful.
Problem
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In the athletic gear category, there’s no winning without loyalty.
In an effort to reimagine their loyalty program, HIDDEN launched the HIDDEN‘s Club, which sought to move away from commoditized programs hinging on repeat purchases and into engagements centered around personalized content, early product access and invitations to exclusive events.
The challenge was to drive incremental membership despite dismally low awareness levels that were hampering the U.S. rollout.
The initiative is an important one to the global athletic brand, as each new club signup represents a huge increase in customer interaction, leading to greater advocacy and global sales.
Human Insight
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Customers are tired of the B.S. rewards game.
To up their loyalty cred, HIDDEN would have to build a membership platform that lived up to its promise: rewarding customers with unique, exclusive experiences instead of useless points—making it a true “club.”
Solution
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Use products, not points, to draw them in.
What would be an appropriate way to entice customers? Create exclusive, limited-edition products and make those products the key to entry.
So we conceived and created a seamless end-to-end solution that bridged the gap between retail and digital. Once someone purchased an HIDDEN product at any retail store, all they had to do was scan a QR code on the hang tag, which would directly open a CTA to join the club. Newly minted members would receive a time-sensitive offer for one-of-a-kind gear (like custom shoestrings or limited-edition collector pins) which were immediately available at any nearby HIDDEN retailer. The more they engage, the more rewards they receive, opening the door to more VIP perks and experiences. Representing a win-win for HIDDEN in the hotly contested athletic gear category.
