The North Face (TNF), known all over the world for their puffy jackets and commitment to outdoor exploration, recently redesigned, rebranded, and relaunched its XPLR Pass loyalty program.
While the brand already has a passionate customer base from the streets to mountain passes and college campuses, TNF wanted to build on a strong loyalty program foundation and set out to deliver innovative moments, rewards, and experiences that turned loyal customers into brand fanatics.
In this episode of the CRMC Webinar Series hosted by The Wise Marketer, hear from Jodi Rausch, Managing Director at Concentrix Catalyst, and Erica Hood, Director, Global Loyalty at The North Face, as they share:
- How TNF leveraged customer research and insights to inform a renewed loyalty vision for the brand
- Why a “member-centered design” approach, coupled with research and insights, is critical to TNF’s innovative program design
- Proven ways marketers can align their aspirations for brand and team with the realities of their business
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Erica Hood’s passion for the outdoors and sixteen years of professional experience in brand strategy and loyalty led her to The North Face, where she is currently the Director of Global Loyalty. At The North Face she oversees global loyalty strategy and most recently led the program redesign and rebrand, with emphasis on new program currency and reward mechanism design, naming, tone and messaging strategy, and integration of new program benefits and features. Prior to this role, Erica led a team focused on brand strategy and governance at Southwest Airlines, partnering with teams across the organization to design and deliver customer-first, on-brand experiences across every touchpoint of their journey. In addition, Erica has also worked on brands spanning a number of industries including Hasbro games, Samsung Mobile, Tropicana and Quaker, and Harrah’s Casinos to name a few.
Jodi Rausch is Managing Director of Integrated Loyalty Solutions at Concentrix Catalyst, responsible for growing and supporting loyalty clients who are looking to introduce or transform their brands’ loyalty strategy. She has deep experience developing, transforming and managing differentiated loyalty programs, customer marketing activities and customer/user experiences driven by data, customer insights and financial rigor. Throughout her career, Jodi has focused on customer loyalty, customer experience and membership. With an eye toward human-centric design and a passion for driving emotional loyalty, she has worked with and for customer-obsessed brands.