Marketing

True Religion debuts loyalty program

April 14, 2023

True Religion is launching a loyalty program as part of its digital-first direct-to-consumer strategy and to build deeper relationships with customers.

The denim and sportswear brand is calling the program True Fam and it aims to provide the most loyal shoppers with a more personalized experience, as well as perks, event access and savings, according to a press release.

"Customer retention is one of our top priorities as we evolve to become primarily a DTC brand," Michael Buckley, True Religion CEO, said in the release. "Our new True Fam loyalty program will allow us to maximize customer retention and customer lifetime value, both of which are essential to True Religion's continued growth."

The three-tiered loyalty program allows members to earn and redeem points across all consumer touch points, including in-store, online, and through the brand's recently launched mobile app.

"Loyal customers spend 67% more on average than new ones, and the ability to earn rewards influences about two-thirds of consumers' behavior," Scott McCabe, SVP, digital, said in the release. "Furthermore, our most valuable customers aren't just the ones who spend the most money. True Fam allows us to prioritize shoppers who refer True Religion to their friends and family while also tailoring their experiences based on purchase history and tier status."

True Fam was developed in partnership Yotpo, a loyalty strategy platform.