Ohio-based clothing retailer Abercrombie & Fitch has not only gained popularity for its trendy apparel but for its loyalty program that seems to have given them an extra boost in sales. myAbercrombie, the rewards program’s name, offers several perks, including discounts, promotions, member-only deals, and free shipping for items worth $150 or more.
This article delves into how the myAbercrombie rewards program works, its great benefits, and some drawbacks that the brand could improve on to make it more attractive to customers.
How does the program work?
To enjoy rewards, customers of Abercrombie & Fitch need to join myABERCROMBIE. Signing up is completely free and can be done at participating U.S. Abercrombie or Kids stores or online at Abercrombie.com. Customers can also join the program by downloading the app and providing their name, phone number, and email address.
Once a member joins the program, they receive a welcome offer. Members are not given cards. However, they are provided with a digital myAbercrombie ID available in the Android or iOS app and online. Members who do not have the app can provide an associate with the details they used to register to link their ID to their purchase for them to earn points.
Members have exclusive access to special pricing at certain times within the year, including member-only discounts, exclusive offers, and early access to sales.
The rewards program uses a points-based system in incentivizing its users. All members earn ten myAbercrombie points for each $1 spent in their store. However, VIP members earn 15 myAbercrombie points for every $1 spent. Thus, once a member or VIP member accumulates 2,500 myAbercrombie points, they will be automatically converted to a $10 reward. Members can additionally earn points by downloading, signing in to the app, and completing their profile.
Members have full access to their accounts and details concerning their membership and points balance in the app and their online accounts. Points usually reflect within 48hours of purchase but can take several days in certain instances. When a customer makes an online purchase, the points only reflect after the order has been shipped and the payment has been charged. Each member can earn up to 100,000 myAbercrombie points or an equivalent of $400 value in Rewards per year. Points do not expire so long as customers make at least one eligible purchase within the year.
Rewards can be redeemed in denominations of $10, $20, $30, or $40, depending on the number of points earned. They can be redeemed at any of the selected US Abercrombie & Fitch and Abercrombie kids stores or used to make purchases on the online store. After rewards are issued automatically, they expire within 90 days. Members can use up to 3 rewards for a single transaction.
Members qualify for VIP status when they spend $500 within a calendar year. One’s status as a VIP member is valid for the year they qualified and the following year. After qualifying for the first time, members need to requalify each year to maintain their VIP status. As an added benefit, VIP members earn rewards faster by getting 15 points for each dollar spent. They also receive a special gift for reaching VIP status and occasional exclusive offers.
What are the good things about the program?
One of the best things about this rewards program is the exclusivity it offers. The entire message of the program is centered on exclusivity so that even standard members enjoy certain perks that ordinary shoppers will never have access to. The program offers special pricing on their products during some designated times in the year. Here, all members gain access to exclusive sales, offers, and discounts. Even better, members can advance to the VIP status to enjoy more exclusivity. VIP members have the additional advantage of earning points faster for each dollar they spend. Aside from that, they also enjoy extra perks and better discounts. The brand satisfies the need of its top-tier customers by providing them with an opportunity to earn more rewards as they patronize their products.
Abercrombie & Fitch does an excellent job of reaching a large base of their customers by incorporating mobile apps in their loyalty program. The company goes a step further to reward members for signing up and downloading the app. Making the rewards program easily accessible and mobile-friendly is an effective strategy to increase customer engagement, especially among this generation.
How could they have made the rewards program more attractive?
The myAbercrombie rewards program has several benefits that can increase loyalty among its customer base. However, the company can address some drawbacks to make it more attractive.
Explainer Page/ Minimal Promotion
A good characteristic of a loyalty program is a detailed explainer page that shows existing customers and visitors how the program works and how they can benefit from it. While Abercrombie provides a lot of details about its loyalty program on its myAbercrombie FAQ page, the brand seems to be lacking an explainer page dedicated to the program. Again, the brand does a lousy job of promoting the rewards program on its main website. Unless a visitor or customer knows about the program already, it will be challenging to find out about the entire program as there is no promotion on the front page of the online store. Abercrombie & Fitch can promote their rewards program better by creating a detailed explainer page lazed with photos and illustrations of how the program works. They can also highlight some of its benefits to new visitors by creating exit-intent popups. The rewards program will attract more leads and eventually boost loyalty and sales if it is well promoted.
Aside from the above drawback, the myAbercrombie rewards program serves its purpose well by offering its customers additional perks, giving them a reason to purchase from the brand repeatedly. Abercrombie & Fitch equally benefits from the increased engagement, sales, ROI, and long-term relationships with its most loyal customers.