Marketing

True Religion reboots loyalty program

Photo: Adobe Stock

December 13, 2024

True Religion has refreshed its loyalty program and added ominichannel capabilities, expanded rewards and faster rewards redemption.

The global lifestyle apparel and accessories brand has renamed its loyalty program, formerly known as True Fam, as True Rewards, according to a press release. It offers members unique access to sports, music and cultural experiences with True Religion collaborators and Team True content creators. It is also now integrated into the company's in-store POS system.

"True Rewards allows us to gain deeper insights into our consumers' shopping preferences to enable greater personalization and ultimately increase customer lifetime value," Michael Buckley, CEO, said in the release. "This enhanced program rewards purchases both in-store and online to provide us with a more robust omnichannel view of our customer."

The program's tiers have been renamed and the entry tier, "Insider," is free to join. Shoppers are elevated to "Trendsetter" status when they spend $200 per year, and then "Icon" status with a spend of $500 per year.

A secret, fourth tier can be unlocked for the most loyal customers, which will give members the chance to win experiences. The program also rewards shoppers non-transactional brand engagement, such as: referring friends; social media follows, likes and shares; and participating in reviews. Redemption begins with just 150 points.

The brand first launched its loyalty program in 2023 as part of its digital-first direct-to-consumer strategy and to build deeper relationships with customers.