Loyalty is no longer simply about points and discounts. Here’s how Nike evolved its longstanding NikePlus program to redefine loyalty in the fast-paced activewear industry.

The evolution of NikePlus demonstrates how activewear leaders are reviewing loyalty around member-based access to exclusivity and experiential benefits. NikePlus membership credentials extend across Nike’s desktop and mobile site as well as its shopping and activity tracking apps. In the past year, the genius brand has made several changes to the program, including adding free expedited shipping and experiential in-store rewards for NikePlus members according to Gartner L2’s Digital IQ Index: Activewear. Additionally, members can redeem rewards for free merchandise every two weeks at a digital vending machine in select Nike stores via the brand’s mobile app.

 But picking up its perk game isn’t enough. Nike makes the benefits of a NikePlus membership apparent throughout its site. For example, category pages feature exclusive products that only signed-in NikePlus members can view and order, while the homepage, category, and product pages all consistently promote free shipping for NikePlus members. Even Nike’s email newsletter sign-up is designed around early and exclusive access to the latest product drops.

It doesn’t stop there. The brand introduced exclusive member rewards for customers that use the Nike Training Club activity app too. It provides members with personalized access to limited edition product collections that correspond to the training activities they frequent the most. Member only sales, promotions, in-store events & services such as ‘Clean Kicks On Us’ and “Nike Master Trainer Fitness Class” ensure loyal customers receive curated experiences and exclusive benefits.

As brands like Nike continue to raise the digital bar, brands in the activewear industry should beware. Beyond omnichannel fulfillment, they’ll need to differentiate in-store services and aim to create genuine communities, as Nike has done via its loyalty program. Indeed, shifting consumer expectations demand a holistic approach to commerce.

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