We love being a member of our The North Face community. We EXCITE our customers with the benefits of BELONGING to our community.
Explorers do not often give up. Once they have achieved their goal, they will want to return to do things better or take on an even bigger challenge. We will be there for them whatever they choose to do. We encourage them to return or socialise online with people who share the same interests…
• You EXCITE your customers into becoming active members of our TNF community.
• You encourage your customers to return to the store.
This adventure looks at how to best create a community and engage with it.
The North Face Community
We are explorers driven by the desire to step outside our world to create meaningful connections. We actively seek diverse perspectives and to foster inclusive communities. We understand products don’t build relationships; people do.
We want everyone to feel they BELONG at The North Face.
We want them to feel they will be welcomed back any time they are ready to explore.
Hub of exploration
As home of our brand, our stores should be considered hubs of exploration. Employees are best positioned to welcome customers into our The North Face community.
As we see an explorer in everyone, our stores have a responsibility within our community to empower and inspire exploration. As most of our stores are very well-located, we can share our knowledge and expertise with our community in the area by offering advice on both local exploration and exploration activities.
The North Face loyalty program enables and equips our customers for exploration. As a member, our customers can stay connected and up to date with the very best of the brand.
The loyalty program can be introduced at any part of the customer journey. It is an opportunity to invite the customer into The North Face community.
LET'S EXPLORE and TAKE ME TO THE SUMMIT customers are the perfect target for our loyalty program. You may be able to identify the perfect opportunity to introduce it to these customers. When it comes to FILL MY BACKPACK! and Exploring on my own customers, despite their initial behaviour, they may actually be interested in the program prior to leaving the store. Try and identify why these customers would connect by using some of the benefits below:
When would we link to the loyalty program?
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COLLABORATIONS
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Who is this perfect for? Customers interested in both on and off mountain products. They want to stay ahead of the trend when it comes to The North Face, as they are seeking to be first when it comes to The North Face collaborations.
PERSONALISED CONTENT
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Who is this perfect for? Customers interested in The North Face products within specific categories, due to their own personal interests and passions (e.g. skiing and running). The loyalty program can be tailored to suit their needs.
EARLY ACCESS TO OFFERS
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Who is this perfect for? Customers looking to take advantage of our exclusive offers in-store, such as Sales and Black Friday.
THE NORTH FACE EVENTS
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Who is this perfect for? Customers we know are brand ambassadors and share enthusiasm for the brand. We can connect with them and allow them to experience the outdoors, exploration and our athletes directly via The North Face.
THE NORTH FACE EXPLORER DAYS
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Who is this perfect for? Customers who are keen explorers and love to go on hikes and trails, and to socialise with others who share the same interest.
LOCATE
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Who is this perfect for? Customers who have agreed to order their product via Locate. When you are a member of our loyalty program, one of the many benefits is free delivery on all online orders.
COME BACK SOON…
When a customer’s store adventure is coming to an end, the way we end that part of the journey is just as important as the way it started (from the Greet).
People tend to recall the first and last parts of an experience more accurately; our customers are the same. Here are some suggestions as to how to encourage them to return to your store… SOON!
When would we link to the loyalty program?
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EXPLORING ON MY OWN
• Choose to say something as they leave… “Come back soon…” “Sorry we did not have anything for you today…” “Enjoy your day.”
FILL MY BACKPACK!
• Show them how smoothly everything went! • Them them that we can do anything fast and save them time. • Tell them about our Indigo services, and elaborate on other ways to buy online that can be faster for them. • Stress that we can save them time in-store once we know what they need.
LET'S EXPLORE
• Encourage them to come back and tell you about their adventures in wild places. • Reassure them of their purchase. • Them them that we are always interested in their opinions and check if they want to give us any feedback of their experience in the store. • Invite them to write a review of the product in the TNF website, so that they can share their experience.
TAKE ME TO THE SUMMIT
• Let them know when we will get new products. • Invite them to new product presentations. Product experts or ambassadors can talk about the product in a kind of expert meeting. • Product trial: ask them to get involved, in order to provide feedback so that we can improve future products. • Loyalty program: updates and access to new exclusive collections or products.
