True Religion continues digital transformation with loyalty program

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 members with 1.25 points for each dollar spent; 20% off welcome discount; $15 off birthday reward; $20 off anniversary discount; early access to sales; members-only sales and events; and access to True Religion’s annual sales event.
• Icon status is achieved when shoppers spend $400 annually and rewards members with 1.5 points for each dollar spent; 25% off welcome discount; $20 off birthday reward; $25 off anniversary discount; early access to sales; members-only sales and events; and access to True Religion’s annual sales event.

The program will roll out to customers across all of True Religion’s channels throughout spring 2023. Banners announcing the program will be featured on the True Religion website and app.

Customers will have access to their member profile page, where they can check their points balance and points redeemed. In-app notifications will notify shoppers about special offers, ways to earn, and points earned and redeemed.

In addition, True Religion will use emails and SMS messaging to promote the program, as well as special point opportunities. In-store offerings will include signage, scannable POS receipts, and sign-up and redemption at checkout.

“Customer retention is one of our top priorities as we evolve to become primarily a DTC brand,” said Michael Buckley, CEO, True Religion. “Our new True Fam loyalty program will allow us to maximize customer retention and customer lifetime value, both of which are essential to True Religion’s continued growth.”

 “Loyal customers spend 67% more on average than new ones, and the ability to earn rewards influences about two-thirds of consumers’ behavior,” said Scott McCabe, senior VP, digital, True Religion. “Furthermore, our most valuable customers aren’t just the ones who spend the most money. True Fam allows us to prioritize shoppers who refer True Religion to their friends and family while also tailoring their experiences based on purchase history and tier status.”

True Religion developed True Fam in partnership with Lexer for CDP data and Yotpo, a loyalty strategy platform. Zurb tested the program with current and prospective True Religion customers.