Sport unites people far beyond performance; it’s about joy, wellness, and belonging. To keep pace with rising expectations, a leading sporting goods retailer needed to re-imagine loyalty. The solution: a new vision designed to inspire everyday athletes and strengthen business growth.
Market Ready Strategy.
Program design tested and refined through conjoint research and customer feedback.
Scalable Measurement.
Built a roadmap and metrics system to track performance and optimize growth.
Enduring Partnership.
Project extended into ongoing loyalty advisory, economic modeling, and paid program financial modeling.
Re-writing the loyalty playbook
For years, loyalty had been a cornerstone for one of the nation’s largest sporting goods retailers. Their long-standing program connected athletes and fans, rewarding participation and purchases. But as customer needs evolved and engagement began to decline, the program risked losing momentum.
Halfway through a redesign, we were invited to step in and take over from another vendor. We quickly immersed ourselves, rebuilt trust in the redesign, and delivered a new vision for what loyalty could become. The challenge wasn’t just about fixing a program, but about modernizing an entire model to inspire everyday athletes and unlock measurable business growth.
The business challenge was clear. The new loyalty program needed to:
- Drive tier migration by motivating “next” athletes to become “best” athletes
- Retain, recognize, and reward the brand’s most valuable members
- Increase frequency and participation across occasional customers
- Strengthen data collection and strategy to sharpen decision-making
- Elevate emotional connection between customers and the brand
- Grow lifetime value and share of wallet
Designing with rigor, collaboration, and vision
We partnered closely with the client to assess the existing program and conduct a thorough Discovery phase that shaped our design hypothesis. That design was validated through conjoint research, supported by detailed financial modeling to project feasibility and impact, and anchored with a robust measurement strategy to track performance over time.
At every stage, we engaged directly with the loyalty team addressing questions, incorporating feedback, and ensuring recommendations were strategically sound and operationally feasible. To deliver the best outcome, we activated a cross-practice team spanning Analytics, Technology Consulting, CX Measurement & Research, and BondX.
Multiple in-person touchpoints fostered trust and deeper collaboration. This integrated approach not only delivered stronger outcomes but also propelled the project forward with confidence.
A future-ready loyalty vision
The redesign gave the brand clarity, alignment, and confidence to launch. With validated recommendations, robust economic modeling, and a clear measurement framework, the program was equipped to succeed in market and to evolve over time.
- A future-ready loyalty vision with executive alignment and confidence
- Economic models that demonstrated growth potential and financial sustainability
- A measurement framework to track success over time and adapt as needed
- What began as a mid-project takeover became the foundation of a long-term partnership — one that continues to shape how loyalty drives engagement in sport.
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