Loyalty programmes and athletic products go well together since they both have the potential to encourage consumers to lead more active lifestyles. Giving members incentives for using activity trackers, for instance, might inspire some people to go to the gym on a regular basis. We’ll examine an incentive scheme that employs this tactic in this article: the Bergzeit loyalty programme.
Developing a Loyalty Program for an Athletic-Oriented Community
In Germany, Bergzeit is a multichannel retailer that sells climbing gear. The company is a good place to start for any alpine experience because it is strong in both online and in-store retail, has a range of material in its online magazine, and offers over 130 guided tours in its outdoor academy.
Bergzeit wanted to introduce a loyalty programme that would appeal to its target market—those who lead active lifestyles and like the outdoors. In order to implement this concept, the company teamed up with Antavo, which resulted in a loyalty programme that rewards clients for both their active lifestyles and their recurring business.
An approachable, customer-friendly rewards programme is the Bergzeit Club.
Earn & Burn and Tiers are the two separate loyalty systems that serve as the cornerstone of Bergzeit’s loyalty programme, which is appropriately called Bergzeit Club. The resulting hybrid programme can concurrently serve both new and returning clients by providing short-term reward experiences and sustaining engagement over time.
There are a total of three tiers. Some advantages are available to Level 1 members right away (such as members-only discounts that encourage new purchases), but the best perks are reserved for top-tier members.
Transactions can dependably generate points, but consumers can also earn loyalty currency in the following ways:
Members can gain points by reviewing goods they’ve genuinely bought.
Customers can receive a €10 coupon by referring a friend to the store who spends at least €100.
However, the Strava integration is the most notable non-transactional activity that awards members points.
How a New Norm for Athletic Loyalty Programs Was Established by the Bergzeit Loyalty Program
Strava integration is a key component of the Bergzeit Club. The company needed a loyalty programme that would reward customers not only for shopping but also for leading an active lifestyle because its core target audience is made up of hikers and followers of the active alpine lifestyle.
In order to address this issue, Antavo integrated a tracker solution with Strava. Members who use the app can accrue points in this way and use them to purchase rewards. It operates as follows:
Customers can visit a specific area of the membership page for Bergzeit in order to link their account.
Participants are prompted to log onto their Strava accounts after hitting the button.
Customers who correctly identify themselves are given access to a variety of Strava-related activities and rewards by Bergzeit Club.
Real-time communication takes place between Antavo and Strava. Every time a user completes a loyalty task, Strava notifies Antavo’s back end to save the event.