Marketing

L.L. Bean debuts free loyalty program with customer engagement aspect

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August 21, 2026

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L.L. Bean, an outdoor lifestyle brand, has launched a loyalty program that not only rewards customers for shopping but allows them direct input in how the retailer spends its $250,000 in charitable spending each year.

The program is available to all customers, free to enroll and allows members and L.L.Bean Mastercard card members to cast votes directing $250,000 in charitable giving, according to a press release.

"An exceptional customer experience is foundational to L.L.Bean and we are fortunate to have tremendously loyal customers," Nick Wilkoff, chief marketing officer at L.L.Bean, said in the release. "L.L.Bean Rewards is designed to elevate the customer experience and reward that loyalty by making it easier to earn and enjoy benefits."

With the charitable giving participating one purchase earns one vote. Rewards members and L.L.Bean Mastercard card members can allocate votes across four participating charitable partners who will receive a share of the $250,000 based on the percentage of votes they receive.

The program launches with four charitable partners: the National Park Foundation, YMCA of the USA, Mental Health America and the Appalachian Mountain Club.