Sprocket designed a modern loyalty program beyond points and prizes for Columbia Sportswear.
ABOUT COLUMBIA SPORTSWEAR
Born and raised in Portland, Oregon, Columbia Sportswear Company has been making gear so that Pacific Northwesterners can enjoy the outdoors for more than 70 years. Today, Columbia still makes no-nonsense apparel and footwear to keep you WARM, DRY, COOL and PROTECTED no matter what.
Columbia had a database of customers but no vision and no strategic roadmap. They wanted to grow their business in their own channel so they could control the brand as well reap the economic advantage of more direct sales.
We helped Columbia envision a new consumer-centric value proposition that rewarded members as much for engaging with the brand (and the outdoors) as it did for making a purchase. We also performed the financial modeling, and were hands-on with bringing the program to market as part of the operating team.
Once we re-launched the program and gained traction, we introduced predictive analytics. Loyalty programs provide rich territory for utilizing machine learning. We built a propensity model for Columbia that allowed them to predict which members were likely to purchase their latest technology. This model allowed them to create more personalized communications and offers that drove sales.
Membership grew by 10X in the first two years. A new value proposition, retooled UX and a fresh marketing campaign yielded impressive acquisition and engagement results growing from 200K to 2MM members.