COMPANY
One of Singapore’s leading marketplace restaurants with Swiss roots.
LOCATION
Asia, Worldwide, APAC, EU
INDUSTRY
F&B Restaurant
PRODUCTS USED
Customer CRM
Rewards
Point System
Smart Form
Gamification
Email
About the Brand
Lululemon is a high-performance athletic apparel brand renowned for its quality, design, and innovative activewear. Founded in Vancouver, Canada, in 1998, it caters to passionate individuals who value both style and functionality in their fitness pursuits. Beyond apparel, Lululemon fosters a vibrant community around movement and mindfulness, creating a strong brand identity that extends beyond mere clothing.
About Lululemon’s Loyalty Program
Lululemon Collective is a two-tiered loyalty program designed to reward and engage its dedicated customers.
How it Works
Program Structure
- Essential tier: Free to join, offering early access to sales, free hemming, select Peloton classes, membership events, receipt-free returns, and exchange or credit on sale items (in-store).
- Studio tier (only available in limited countries): Requires purchase of the Lululemon Studio Mirror and a monthly subscription. Boasts all Essential benefits plus 10% discount on select clothing, 20% off at partner fitness studios, unlimited experiential store classes, exclusive product drops, and personalized workout recommendations on the Mirror. (The Lululemon Studio tier, which requires purchasing a Mirror and a monthly subscription, is currently only available in limited countries.)
| Loyalty Points | O |
|---|---|
| Welcome Rewards | O |
| Birthday Rewards | O |
| Multi Tier | O |
| Paid Membership | O |
| Omni-channel | O |
| Mobile App | O |
| Gift Card | X |
| eVoucher | X |
| Referral Program | X |
| Annual Fee | X |
| Physical Card | X |
| Cashback | X |
List of Perks
- Early Access to Product Drops
- Exchange or Credit on Sale Items
- Select Peloton Classes
- Membership Events
- Receipt-Free Returns
- Free Hemming
Program Highlights
- Early access and exclusive offers: Be the first to shop new arrivals and enjoy limited-edition drops.
- Personalized rewards and experiences: Tailored recommendations, special discounts, and unique workouts catering to individual preferences.
- Community building: Events, classes, and partner discounts cultivate a sense of belonging and shared passions.
- Product-Related Perks: Complimentary ****tailoring services related to providing a better user experience
Early access and exclusive offers: Members gets early access to shop for new arrivals and enjoy limited-edition drops.
Personalised rewards and experiences: Tailored recommendations, special discounts, and specific workout catering to individual preferences.
Community building: The membership offers events, classes, and partner discounts to cultivate a sense of belonging and shared passions.
Product-Related Perks: Complimentary tailoring services related to providing a better user experience
Lululemon’s Omni-channel Membership Experience
By seamlessly blending online and offline experiences, Lululemon Collective fosters a cohesive fitness community where every sweat session, purchase, and interaction contributes to an enriching, personalized journey. This omnichannel approach not only enhances member engagement but also strengthens the brand’s connection with its passionate, multi-faceted clientele.
| Online and App | In-Store | Omni-Channel Strategy |
|---|---|---|
| Early Access & Exclusive Drops | ||
| Be the first to snag new arrivals and limited-edition pieces through app notifications and online shopping. | Member Recognition | |
| Scan your app or present your digital membership card at checkout to earn points and enjoy exclusive benefits like free hemming, receipt-free returns, and exchange or credit on sale items. | Unified Account | |
| Manage your membership, track points, and access rewards across all platforms with a single login. | ||
| Seamless Purchases & Rewards | ||
| Track points earned on every purchase, online or in-store, and redeem them for exciting rewards through the app. | Experiential Classes | |
| Studio tier members unlock access to in-store workouts and events led by expert trainers, creating a community spirit and amplifying the benefits of physical interaction. | Store Locator & Event Finder | |
| Easily locate nearby Lululemon stores and discover relevant events in the app, blurring the lines between online and offline engagement. | ||
| Personalized Content | ||
| Based on your purchase history and interests, the app delivers relevant product recommendations, early access notices, and invitations to events near you. | Personalized Service | |
| Lululemon staff actively engage members, offering recommendations and tailoring their in-store experience based on their app data and preferences. | Cross-Channel Redemption | |
| Use points earned online to redeem rewards in-store and vice versa, offering ultimate flexibility and convenience. |
How Can This Program Structure Inspire Your Loyalty Program?
- Focus on community building: Implement activities, partnerships, or content that fosters engagement and a sense of belonging.
- Embrace a tiered structure to encourage engagement: Consider offering different levels of membership with varying benefits and requirements.
- Personalize the experience: Leverage data to offer recommendations, rewards, or challenges tailored to individual users.
- Integrate Omni-Channel loyalty platforms: Utilize platforms and automation to streamline member interactions across both online and offline spaces.
Technical Aspects
- Data Analytics: Lululemon leverages purchase history, app interactions, and event participation data to personalize the member experience, tailor rewards, and predict future purchases.
- Marketing Automation: Automated emails and app notifications deliver relevant content and offers based on individual member profiles and behavior.
- Social Media Integration: Sharing community events, member achievements, and exclusive offers on social media fuels engagement and attracts new members.
