Lasting loyalty & retention for Vans
Vans Family had shifted into a transactional loyalty program, simply trading points for dollars, losing the legacy emotional connection built over past years. Through in-depth consumer insights and competitive benchmarking, we identified and prioritized opportunities into a strategic roadmap, then executed to evolve Vans Family into a sustainable, emotionally resonant loyalty engine.
- +148% YoY growth in traffic from loyalty campaigns
- +44% MoM increase in trigger click-through
- Warped Tour sweepstakes integration
- Engagement strategy for moments in between reward redemption
- Refreshed look and feel of key journeys like onboarding
Prioritization + Roadmap
Analyzed extensive consumer insights, research, and benchmarking to identify the highest-impact opportunities, separating quick wins from long-term strategic initiatives. Focused recommendations on key revenue drivers and foundational levers for sustainable growth.
Visual Refresh
Elevated member communications to align with the newly elevated digital look and feel, creating a more cohesive and premium brand experience across channels.
Member Moments
Refreshed existing moments and introduced new ones by partnering with data teams to understand segmentation opportunities, ensuring moments were more personalized and relevant.
Onboarding
Redesigned the onboarding flow to better introduce the Vans brand and its icons while inspiring cross-category discovery and encourage new member engagement.
Serialized Giveaways
Revived a high-performing engagement lever by relaunching monthly giveaways, now adjusted to feel more attainable and aligned to interests, leading more members to engage by entering to win.
Gen Z Engagement
Developed strategies grounded in cultural insight and behavioral data to evolve rewards and communications to authentically connect with Gen Z, a cohort that resists traditional marketing funnels.
