Adidas Ups Loyalty Game with Membership App ‘Creators Club’
Retailers and brands are reimagining loyalty schemes by moving away from rewards for purchases made. Demonstrating its commitment to loyal fans, Adidas has launched a members-only loyalty club that rewards engagement and interaction with early access to products, exclusive deals and invitations to special events.
Called Creators Club, the new loyalty programme sits within the brand’s AI-powered shopping app (launched in November 2017), which features personalised recommendations and content.
Based on points, it’s organised into four tiers. Each level comes with its own set of benefits, encouraging users to rise through the ranks to unlock additional rewards.
The four tiers are:
- Challenger (0-999 points): Limited editions, personalised content, and an overview of all purchases made, regardless of the channel.
- Playmaker (1,000-3,999 points): Exclusive customisation tools, special offers and a birthday present.
- Gamechanger (4,000-11,999): Free personalisation, early access to drops and priority customer service, including ‘Skip the Line’ and a dedicated support number.
- Icon (12,000+): Access to personalised training and nutrition apps, invites to special events, and high-priority access to sneaker drops.
Turning the traditional rewards concept on its head, a user’s ranking isn’t solely based on purchase, but also considers interaction – such as attending events and participating in the community. For example, writing a review equates to 50 points, while making a purchase translates into 10 points for every $1 spent.
Fuelling Adidas’s omnichannel focus, after signing up, each user is equipped with a unique ‘Creator ID’, enabling the brand to identify consumers at every touchpoint – a pre-requisite for contextual marketing and customised in-store experiences. More than half of consumers in the US and the UK (56% and 54% respectively) feel more loyal to brands that show a deep understanding of their preferences and priorities (Adobe, 2018).