Searching for a loyalty program to boost purchase rates and urgency

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Kyle Moloo, Senior Director of eCommerce at Sunday Swagger, explains that despite having a loyal following, the golf apparel brand wasn’t getting the best results from its points-based loyalty program:

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• Limited customer understanding about how to use points led to a high volume of support tickets.
• Ineffective marketing automation didn’t remind customers of expiring points in a way that resonated with them, so they felt no urgency to use points.
• Low engagement stifled growth, especially for repeat purchases and referrals.

In Kyle’s experience, these lackluster results were par for the course with generic, points-based loyalty programs. So he knew it was time for a revamp — and working with Inveterate was a no-brainer thanks to our motivating cashback rewards.

Inveterate’s bespoke loyalty program increased new product adoptions

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Inveterate immediately hit the links with Sunday Swagger to analyze different membership program scenarios to assess what format would be best for them. Incredibly, they built out the program they settled on in less than a day: a combination of exclusivity and retention programs.

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Their membership program, The Sunday Club, focuses on increasing customer lifetime value (LTV). Despite its low barrier to entry at just $20, the annual membership provides a lot of value. For instance, customers receive a 10% credit on every order, plus free shipping, exclusive members-only items, and a welcome gift.

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The switch from points to cashback drove far more adoption during new product launches than anything Kyle had seen before. He says it’s because their members have already bought into the brand. So, instead of looking to competitors, they automatically think of Sunday Swagger when they need golf gear. Customers also automatically understand the value of cashback and don’t have to do conversion math to redeem rewards.

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He’s even seen an enrollment boost from people interacting on social media. New customers often comment on product announcements, asking if members get early access, and existing members are usually the first ones to respond, even mentioning other perks like exclusive product drops.

Inveterate’s membership program increased repeat purchases by 83%

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Today, Sunday Club members have become Sunday Swagger’s highest LTV cohort, surpassing other retention channels like email and app. But the new membership program drove value for Sunday Swagger from day one with:

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• 11K new members in 3 months
• 83% increase in repeat purchases
• 53% increase in spend per member vs non-members

And with members posting UGC on social media about exclusive items, Sunday Club’s membership continues to grow.