#522: Under Armour Shares UA Rewards
loyalty programcustomer engagementpersonalizationexperiential loyalty
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.