True Religion rebooted its loyalty program in time for the holiday shopping season. The program kicked off ahead of the Black Friday weekend with exclusive membership perks.
Formerly known as True Fam, the program has been rebranded as True Rewards and now offers an expanded range of promotions and omnichannel capabilities. Membership benefits include discounts, as well as access to sports, music and other experiences with True Religion collaborators and Team True content creators.
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The program’s four tiers have also been renamed and updated with earlier redemption milestones. “Insider,” the entry tier, is free to join. Shoppers are elevated to “Trendsetter” status when they spend $200 per year, and then “Icon” status with a spend of $500 per year.
“Icon,” the fourth tier, can be unlocked for the most loyal customers, which will give True Religion’s highest spending customers the chance to win unique experiences.
The program also rewards shoppers for non-transactional brand engagement, such as referring friends, social media follows, likes and shares and participating in reviews. Redemption begins with just 150 points.
“We’ve learned that our customers are eager to receive unique perks, which is why True Rewards goes beyond offering promotional discounts,” said Kristen D’Arcy, True Religion chief marketing officer. “We also wanted to transcend the typical transactional reward points and thank our customers for referrals, reviews, and social media engagement.”
Additionally, the program is now integrated into the company’s in-store POS system, offering an improved shopping experience.
“True Rewards allows us to gain deeper insights into our consumers’ shopping preferences to enable greater personalization and ultimately increase customer lifetime value,” said Michael Buckley, True Religion CEO. “This enhanced program rewards purchases both in-store and online to provide us with a more robust omnichannel view of our customer.”
