A success story: the Nike loyalty program (2024)

Nike has become one of the most valued sports retailers worldwide, with their brand value reaching a huge $30.44billion. But their monetary success isn’t the only thing to brag about — they’re also seeing huge success with the Nike loyalty scheme. According to the brand, their 100 million members spend roughly three times more than other shoppers. And since its launch, Nike continues to improve the loyalty program, turning it into one of the most successful programs in the ecommerce space.

Shoppers can access the Nike membership program via the website or their four different apps: Nike Run Club, Nike Training Club, SNKRS, or the Nike app. Members of the club receive exclusive perks.

The official Nike app is home to the rewards scheme. This is where members can receive information from Nike, view their available rewards, and peruse member-only collections. Anything done in the other three apps is then mirrored in the main Nike app. Program members can also earn rewards by scanning the app in a Nike store or at events.

Some of the main benefits of Nike’s loyalty program are access to exclusive products, advice from experts on training and exercise, priority tickets to sporting events, rewards for activity on the apps, early access to product launches, special offers on birthdays, and free delivery.

In 2019 it was reported that Nike sat in ninth place as a brand with the most loyal shoppers. In this blog, we’ll take a look at some of the benefits of their loyalty program and how it’s seen such success.

Nike’s loyalty program wins in four key areas:

1. Community
2. Exclusivity
3. Personalization
4. Omnichannel experience

Let’s explore how these four core values create such a successful loyalty strategy and what you can do to see the same results for your loyalty program.

The community is one of the main reasons shoppers engage with Nike’s loyalty program. With a membership, you’re given access to complimentary workout classes and support with training and educational content. Similar to a social media app, Nike keeps members motivated with inspirational articles, along with the opportunity to follow and comment on shared interests.

Nike further emphasizes this concept of togetherness in their messaging. They consistently use powerful language like “Join Us” and “Belong” to encourage shoppers to become a part of the community.

Building strong customer relationships starts with your community. 47% of customers have reported they would stay loyal to a brand with a like-minded community. Establishing a community of people who have the same interests is how Nike creates a bond between themselves and their shoppers. Meaning they’ll always be at the forefront of their shoppers’ minds which secures loyalty.

Engage with your shoppers in the spaces they interact in to build on your brand community. Fast-fashion brand, Never Fully Dressed, reward their members with loyalty points for a follow on social media. They then post styling tutorials on their social channels. By providing their members with this valuable content in the space they socialize in, they’re getting themselves back in front of their most important consumers.

Another reason shoppers engage with the Nike loyalty program is because of its exclusive perks. Loyalty members are given access to Nike events and priority tickets for sports events. Collections are released that have members-only access and they’re given the privilege to shop collections and product launches pre-release to the public. Customers who are loyal to Nike appreciate these benefits because many of these products are limited edition and later down the line will become collector’s items.

Positioning exclusivity at the forefront of their loyalty program is what encourages Nike customers to join. And from our research, it’s proven to work. 79% of customers say the perk of unlocking exclusive benefits keeps them loyal to a brand. Making your loyalty members feel special, like Nike does, keeps them loyal to you by putting them ahead of your infrequent customers. Read about the psychology of exclusivity and rewards here.

Something you could do to recreate Nike’s approach is try loyalty tiers. Brands like Never Fully Dressed use tiers to give their best members top-shelf perks that aren’t available to other shoppers. The members in lower tiers have access to exclusive discounts, and their higher tier members, the “Supremely Sassy”, get access to “Secret Sales”.

Personalization is key for Nike. Their program members are given gifts on Birthdays and membership anniversaries as a way of making them feel special. But they take it one step further. Members have access to a personal online Nike store, filled with recommended products based on past purchases and engagement history.

Nike has outdone themselves here. 61% of consumers say they would return to a store if product recommendations were personalized to them, so take some inspiration.

Making the program personal to each shopper means they feel valued and understood. And, giving them access to their own Nike store means no searching through unnecessary products when looking for something to purchase.

You can do something similar through adding personalized components to your loyalty program. Never Full Dressed uses a personalized welcome message when members login that shows them their points balance.

Omnichannel experience is the final key element of the Nike loyalty program. Customers can shop in-store, online, or on any four apps they offer and their membership stays updated across all mediums. The user login is the same throughout, and they have the ability to scan their profile in-store while shopping. Nike’s loyal customers will be recognized regardless of where they shop.

Keeping this experience connected makes purchasing easier for shoppers and ultimately engages them in the program.

Use big brands like Nike to influence your loyalty strategy, scale up your online business and gain long-term loyalty.

Learn from other leading loyalty programs about how to grow a community of highly-engaged, highly-valuable customers. And if you’re ready to jump into loyalty, book a discovery call with one of our specialists today!