It’s a no brainer: loyalty programs are a must for retail brands that want to scale and connect with their audiences in a meaningful way. Rodd & Gunn (the New Zealand-based premium clothing brand) is one such brand that took a unique approach to its loyalty strategy. They had just one ask: to go beyond simply collecting emails and move past seasonal rush periods like Black Friday, to truly stand out with their audience and establish their brand values. That’s how the “Loyalty Day” campaign came to be.
Adrienne Rice, our Senior Account Director, and Cormack O’Connor Head of Digital at Rodd & Gunn, sat down to share the story behind this approach including how it was developed, the strategies that supported it, and the kind of results it delivered.
You can watch the full recording here, read on for highlights.
Rodd & Gunn’s Loyalty Program
What they offer is simple. It follows a three-tiered system: Loyalty, Gold and Platinum. When customers sign up, they enter the Loyalty tier, which gives them 10% off purchases along with access to previews, events, and promotions. Members are also part of a community that receives styling tips and deeper information on products and fabrication. Customers can move up to the Gold and Platinum tiers based on their annual spend.
The intent? It was all about creating value with the customers and building genuine connections with them. Their customer experiences are designed to feel seamless across both in-store and online touchpoints globally, with options like store-to-door delivery and in-store pickup.
The ‘Loyalty Day‘
Their ‘Loyalty Day’ program is a 24-hour exclusive promotional event that runs 2 times a year and members of the loyalty program received emails to take part in them.
To support the event, M+C Saatchi Performance managed the paid social execution around each Loyalty Day. In the lead-up, the team also ran focused lead generation campaigns ahead of every event to grow the member base and drive stronger participation.
During the first event, Rodd & Gunn focused on highlighting the benefits of joining their loyalty program, along with what makes their brand unique.
The second time, they raised the stakes by pairing with a competition to win a gift voucher to help build out a “timeless wardrobe”.
“It was definitely worth the investment because not only did it give us an opportunity to introduce people to our brand, but it engaged them and gave them a reason to explore our product and offerings.”
Cormack O’Connor Head of Digital at Rodd & Gunn
In another test, they ran a lead-form ad on Meta instead of directing users to sign up through the website. The lead form format turned out to be three times more efficient because it removed a lot of friction and extra steps for users. The only catch was that it relied on pre-filled information already available within Meta. Since the barrier to entry was lower, there was some trade-off in lead quality.
For example, some users use a secondary email address for mailing lists and loyalty programs. But when presented with a strong incentive, like the chance to win a Rodd & Gunn gift voucher, they’re more likely to share their primary email address, where they are more active and less likely to miss communications. The campaign helped Rodd & Gunn separate themselves out from the rush of Black Friday, Cyber Monday.
The Result?
Thousands of new leads were generated the day before the launch of the loyalty day event and the campaign generated over 125% more revenue year over year.
‘The Lodge’ Experience
“The Lodge” is the hospitality extension of Rodd & Gunn. In their Melbourne store, for example, the basement level houses the Rodd & Gunn cellar and wine bar. It serves an Italian-inspired menu and offers an extensive wine collection that customers can enjoy on-site or take away.
The ground floor features the main retail store. On the mezzanine level, a member’s bar that serves Kiwi-inspired snacks, premium wine, and cocktails in an intimate setting. The first floor is home to Dining Room, offering a refined dining experience focused on quality produce and craftsmanship. This is a philosophy that reflects Rodd & Gunn’s product approach giving people a tangible way to experience Rodd & Gunn beyond just clothing.
In Summary
Loyalty programs are really a must have for retail brands, and they really can be quite powerful if used correctly. Rodd & Gunn set forth a classic example to brands on how to nurture customers by going beyond discounts. Their focus on experience, value, and community, helped them build stronger long-term relationships that last.
