In the world of retail, loyalty programs have long been a staple for brands seeking to retain customers and drive repeat purchases. However, as consumer preferences evolve and societal concerns about environmental sustainability continue to rise, a new wave of loyalty initiatives is emerging—one that goes beyond mere discounts and perks to make a real difference in the world.
Quiksilver, a renowned boarding brand synonymous with surf culture and outdoor adventure, is at the forefront of this movement with its innovative eco-loyalty scheme. This program not only rewards customers for their purchases but also empowers them to contribute to conservation projects aimed at protecting our planet’s precious ecosystems. At the heart of Quiksilver’s eco-loyalty scheme is a simple yet impactful concept:
for every pound spent, customers earn points that can be redeemed towards conservation efforts. For instance, 450 points can be used to clean up four miles of beach, while 350 points can help restore a coral reef—preserving marine life and creating habitats for over a million species.
But Quiksilver doesn’t stop there. The brand understands the importance of offering tangible rewards and incentives to its loyal customers. With a straightforward reward ratio of 1 point per pound spent, customers can quickly accumulate points and unlock a range of perks, including discounts, free shipping, and exclusive member experiences. These benefits not only enhance the shopping experience but also reinforce the emotional connection between the brand and its customers.
In many ways, Quiksilver’s eco-loyalty scheme echoes the ethos of outdoor apparel giant Patagonia, known for its unwavering commitment to environmental stewardship and made sustainability its guiding purpose. Patagonia has been recognized for its remarkable environmental achievements, such as transforming millions of plastic bottles into board shorts—a feat that earned the company a prestigious ‘Champions of Sustainability’ award in 2018. Most importantly, Patagonia’s business model is different: it rejects fast fashion by creating high-quality, long-lasting products, and offers a repair and reuse program. Patagonia has also conducted research with industry bodies on the impact of microplastics and all their cotton is grown organically. This means no harmful chemicals added to the environment, less water, and less CO₂ emissions. Improved Conditions for Workers: Patagonia employs workers all over the world to create its food, clothing, and materials.
While some may argue that consumers are not yet clamoring for green loyalty rewards, I believe that these initiatives will continue to gain traction as environmental consciousness grows. In a world where consumers are increasingly galvanized to take action and work together for the greater good, brands that embrace this wave of consciousness will not only build a loyal base of fans and advocates but also contribute to a brighter, more sustainable future for all.
So, as we catch the next wave of environmental awareness, let’s ride it with purpose and passion, and create a more sustainable and socially responsible world— Are you thinking of a Loyalty sustainability program?
Best, Marietta
