Let's Talk Loyalty
#522: Under Armour Shares UA Rewards
Description
Under Armour launched a successful loyalty program called UA Rewards, enrolling nearly 3 million members in its first six months. The program offers unique ways for members to engage emotionally with the brand, earn points through transactions, participate in challenges, choose rewards relevant to them, and engage in experiences with athletes. Members can also donate points towards charities supporting kids' access to sports and receive exclusive early access to products and expert tips for personal improvement. The loyalty program exceeded expectations, leading to expansion into other countries after piloting in the US. This episode explores key insights from Nandika Suri, VP of Global Loyalty at Under Armour, including aligning on KPIs, utilizing customer data effectively, building emotional connection and experiential loyalty, and the importance of cross-functional collaboration and continuous improvement. It also highlights the importance of building a foundation for omni-channel personalization, having the right technology stack and CRM setup, and staying connected with industry professionals for advice on loyalty initiatives.
Insights
Importance of aligning on KPIs and joint accountability for success
Aligning on key performance indicators (KPIs) and establishing joint accountability across the organization is crucial for the success of a loyalty program.
Challenges with utilizing customer data effectively for personalized experiences
One of the challenges in loyalty programs is effectively utilizing customer data to deliver personalized experiences that resonate with individual members.
Focus on building emotional connection and experiential loyalty with consumers
To create a successful loyalty program, it is important to focus on building emotional connections and fostering experiential loyalty with consumers.
Key KPIs include enrollment, active members, retention rates, and future focus on lifetime value
Key performance indicators (KPIs) for a loyalty program include metrics such as enrollment, active members, retention rates, and future focus on lifetime value.
Emphasis on cross-functional collaboration and deliberate engagement across the business for program success
Cross-functional collaboration and deliberate engagement across the entire business are essential for the success of a loyalty program.
Chapters
Under Armour Loyalty Program
00:05 - 22:07
- Under Armour launched a loyalty program called UA Rewards, which enrolled nearly 3 million members in its first six months.
- Nandika Suri, VP of Global Loyalty at Under Armour, shared insights from her experience in the airline loyalty sector that helped guide the creation of UA Rewards.
- Nandika's favorite loyalty program outside of her own work is Sephora, which she admires for engaging customers both transactionally and emotionally through features like beauty insider tips and gamification.
- Nandika has over two decades of experience in marketing, including working at United Airlines where she played a key role in developing and transforming their loyalty program.
- The guest speaker transitioned from working in airlines to retail with Under Armour due to the exciting opportunity for transformation and change.
- Under Armour's loyalty program was recently launched in the US, offering unique ways for members to engage emotionally with the brand.
- Members of the loyalty program can earn points through transactions, participate in challenges, choose rewards relevant to them, and engage in experiences with athletes.
- The loyalty program also allows members to donate points towards charities supporting kids' access to sports and provides exclusive early access to products and expert tips for personal improvement.
- The successful rollout of the loyalty program exceeded expectations, leading to expansion into other countries after piloting in the US.
Key Insights
00:05 - 28:53
- Importance of aligning on KPIs and joint accountability for success
- Challenges with utilizing customer data effectively for personalized experiences
- Focus on building emotional connection and experiential loyalty with consumers
- Key KPIs include enrollment, active members, retention rates, and future focus on lifetime value
- Emphasis on cross-functional collaboration and deliberate engagement across the business for program success
- The training program for the new loyalty launch is an ongoing journey focused on continuous improvement.
- Building a foundation for omni-channel personalization early on was crucial for success in the loyalty program.
- Customers expect real-time relevance across different channels, emphasizing the importance of knowing them well.
- Having the right technology stack and CRM setup is essential for delivering a successful loyalty experience.
- Staying connected and sharing insights with other industry professionals can be beneficial for advising each other on loyalty initiatives.