Reward programs often appreciate their customers by offering discounts and prizes in exchange for a certain number of purchases or points, however, there are few international brands that take a step further and offer back to society by delivering programs that spread awareness on social and environmental issues.

Pointcheckout compiled all you need to know about 3 of the most successful programs within this category;

Nike Adventure Club from Nike Shoes

In 2019, Nike announced launching the Nike Adventure Club; a subscription service and loyalty program at the same time. This program allows parents to order one pair of kicks for their child every 30, 60 or 90 days, depending on the plan chosen, in return for a monthly subscription fee.  The number of shoes chosen annually vary depending on the subscription:

• The first tier gets members 4 pairs a year,

• The second tier gets members 6 pairs a year,

• The third tier gets members 12 pairs a year.

However, subscriptions are not limited to shoes, as Nike provides free or discounted entrance tickets to a set of kids’ adventures and events that members get access to when they subscribe. As an example, customers who are subscribed to the first tier, get their rewards every three months while they get them on a monthly basis when they subscribe to the third tier.

How does the program contribute to the community?

Nike recollects old shoes from Nike Adventure Club members who do not want to keep old shoes and donates them to needy families or recycles them.

Why is the Nike Adventure Club program considered innovative and successful?

1. Helping the needy or preserving the environment: Nike Adventure Club reclaims old shoes and donates them to needy families or recycle it.

2. Unique interaction with members and target audience: The program provides an option for parents to make better use of their children’s time by providing healthy adventures and educational benefits, which enriches the value of the program and makes the interaction greater.

3. A relationship that is carried through generations: The "Nike Adventure Club" program seeks to build an ongoing relationship with customers that span over generations. As children, the fun memories at events, or the joy of receiving a new Nike will make the experience special and members will want to pass it on to their own children.

Love Your Body from The Body Shop

The “Love Your Body Club” program is based on accumulating points that can be redeemed for products within the brand itself, as every 100 points are equivalent to USD 10 members can choose any of the products.  Nevertheless, members are also allowed to donate their points to one of the awareness campaigns supported by The Body Shop. The program mostly supports animal protection campaigns and NGOs, allowing members who donate two or more times during a year to earn a National Parks Conservation Association (NPCA) membership

Why is “Love Your Body” considered innovative and successful?

1. Serving Global causes: The program supports many campaigns for forest and animal protection in countries such as the United States of America, India, Tanzania, Armenia, and many others. In addition to the global campaign to stop cosmetic testing on animals.

2. Connection with members who share the brand’s vision: It is well known that the brand produces organic products that are free of chemicals and refuse to test their products on animals. Their support to these campaigns comes from the faith that they have a role to play saving the environment, thus providing members with the opportunity to donate for these cause enriches their connection with audiences who believe in the brand’s vision.

One-to-one TOMS Rewards Program

In addition to the Passport Program where members can collect points and redeem them for purchases at TOMS, the brand launched “Your Impact”; a loyalty program that allows members to contribute to the global community. the brand donates one dollar for every three dollars spent by a member to buy any of TOMS shoes.

Why is TOMS considered innovative and successful?

1. Maintaining the company's mission and marketing vision: After a visit to Argentine in 2006, the founder of the company, Blake Mikowski, created the brand to help Argentinian children who do not have shoes. With the establishment of the company, a new One-to-one campaign was launched, where one pair of shoes is donated for every pair of shoes sold. Ever since, the company donated to different societies, making its presence more confident and continuous.

2. Deeper interaction with customers: In addition to the rewards that customers receive for being part of the passport program, the member serves the needy and contribute to a society which gives the purchase a higher value to the customer.

In the end, many international brands seek to deepen their connection with their customers by sharing their social and environmental interests, which increases the loyalty of those who share the same beliefs as well as support similar causes for customers find higher value in joining programs that appeal to their social interests.