A competitor analysis of the membership loyalty programs for Oiselle's top 20 competitors

1. CREATEDBY:KellyO’Shaughnessy,JorgeAcevedo,LaurenSokol&LukeNofsinger
UniversityofOregon,LundquistCollegeofBusiness,WarsawSportsMarketingCenter
OISELLECOMPETITOR
OVERVIEW
OFLOYALTYPROGRAMS&SOCIALMEDIAFOLLOWING

2. Inthefollowingpagesyouwillfindfactsandstatisticsaboutloyaltyprograms,aswellasanoverviewoftheloyaltyprogramsofOiselle’s
competition.WhilemanyofOiselle’scompetitionhadsomesortofloyaltyand/ormembershipprogram,the
followingbrandresearchdidnotyieldenoughdatatowarranttheirownpage:Zella,Danskin,Title9,Lucy,Saucony.Unlessotherwisenoted,
allinformationwasacquiredthrougheachcompetitor‘swebsiteand/orsocialmediaaccounts.
Throughourresearch,wefoundthatthecompetitors’loyaltyandbrandengagementprogramsfellinto7trendcategories:
••Charity/Non-ProfitProgramswithOpenEntry:Brandsthatfallintothiscategoryhavenon-profitpartnersthattheircustomers
canbecomeinvolvedin.
•CreditCard:Brandsthatfallintothiscategoryofferstorecreditcardsfortheircustomers.
•Face-to-FaceSocialFacilitation:Thiscategorydescribesbrandswhoofferopportunitiesforcustomersand/ormemberstoengage
witheachotherinpersonthroughprogramsfacilitatedbythebrand.
•DigitalSocialFacilitation:Thiscategorydescribesbrandswhoofferopportunitiesforcustomersand/ormemberstoengagewitheach
otherthroughdigitalplatforms(mobileappsinparticular).
••VIPDiscounts:Brandsthatfallunderthiscategoryofferdiscountstomembersthroughe-mailoffersthatarefreeandalwaysopento
signupfor.Thisalsoincludesopportunitiesforcustomerstogetearlyaccesstonewproductreleases.
•ProfessionalInstructorNetwork:ManyofOiselle’scompetitorshaveprofessionalinstructornetworksthatallowprofessionalfitness
instructors,coaches,etc.toalignthemselveswiththebrand.Mostofthebrandsinthiscategoryallowtheirinstructorstoearndiscounts
onapparel,aswellascommissionsonsalesinsomecases.
TableofContents
Theinformationwillbepresentedinthefollowingorder:
3.CustomerLoyaltyTheories
4.LoyaltyStatistics
5.LoyaltyFacts
6.OverviewofCompetitorLoyaltyStrategies
7.CompiledCompetitorTaglines
8.CompiledCompetitorSocialMediaFacts8.CompiledCompetitorSocialMediaFacts
9.Adidas
10.Asics
11.Athleta
12.Brooks
13.Champion
14.CW-X
15.Fabletics15.Fabletics
16.Lululemon
17.NewBalance
18.Nike
19.TheNorthFace
20.Reebok
21.REI
22.UnderArmour22.UnderArmour

3. AStudyOnReciprocity&ResourceTheory
InRelationtoLoyaltyStrategy
BasedonMorais,Dorsch&Backman’sInvestigationintoLoyaltyTowardsTravelandTourismProvidersIntheJournalofTravelResearch2004:
“CanTourismProvidersBuyTheirCustomers’Loyalty?ExaminingtheInfluenceofCustomer-ProvidersInvestmentsonLoyalty”
Provider’sInvestmentof
SpecialResources
RetributiontotheProvider
Customer’sInvestmentof
SpecialResources
ProtectCustomer’sEquity
Customer’sLoyalty
toProvider
LoyalRelationshipsFacilitateSpecialTreatment
Concreteness
“tangibilityofresources”
ReciprocityTheory
Whenacustomerreceivesavaluableresource,
theyoftenfeelcompelledtoprovidesomething
ofvalueinreturn(e.g.repeatpurchases,referrals,
etc.)
Particularism
“degreetowhichthevalueoftheresource
dependsonwhogivesit”
LOVE
INFORMATION
STATUS
MONEY
GOODS
SERVICES
Thefindingsofthisstudyaboutcustomerloyaltytotravelandtourismprovidersindicatedthatreciprocitytheoryand
resourcetheorycontributetocustomerloyalty.Forexample,customersthatreceivedparticularisticinvestmentsfroma
raftingoutfitterandthatestablishedpersonalrelationshipswiththestaffwereunlikelytobeginanewrelationshipwithacompetitorandwere
likelytoremainattachedtothebrandandsharetheirexperiencesthroughwordofmouth.Thestudyconcludedthatwhenindividualsexchange
particularisticandintangibleresources,theyaremoresatisfiedwiththerelationshipandareinvestedforalongerperiodoftime.Exchangesoftangible
resourcesliresourceslikemoneydidnotyieldashighofacorrelationasintangibleresourcestocustomerloyalty.
vs.

4. Somenon-sportsrelatedbrandsthathaveachievedcustomerloyaltyandsatisfaction:
HighestandLowestRankedTeamsfromMLB,NBA,NHL,NFLinBrandKeys’2015SportsLoyaltyIndex:
Providedby:
NFL MLB NBA NHL
#1
#30
Providedby:
viaCarter
viaCarter

5. 72%ofconsumerssaysocialmediahelpsthemstaymoreengagedwithbrands.(Lithiumvia
Carter)
LoyaltyFactsandStats
69%ofconsumerswhoalreadyparticipateinfeebasedloyaltyprogramsareenticed
byfreeshipping,followedbyspecialdiscountsat67%.(LoyaltyOneviaCarter)
75%of18-24yearoldsand77%of25-34yearoldssaidtheywouldconsiderjoininga
feebasedrewardsprogram.(LoyaltyOneviaCarter)
Only40%ofBabyBoomersfindloyaltyprogramsessential,while62%of
Millennialsand64%ofGenerationXdo.(ChaseviaCarter)
73%ofconsumerscitepriceandvalueastheleadingfactorthatdetermined
brandloyalty.(Support.comviaCarter)
66%ofconsumersindicatethatuniqueexperiences(VIPTreatment,forexample)matter.
(DeloitteviaCarter)
93%ofconsumersaremoreloyaltocompaniesthatengageincorporatesocial
responsibility.(ConeviaCarter)
84%reportthatpersonalizationimpactscustomerretentionandloyalty(ExactTargetviaCarter)

6. CreditCard:
Athleta
REI
Face-to-Face
SocialFacilitation:
Lululemon
Nike
REI
Digital
SocialFacilitation:
Nike
UnderArmour
NewBalance
Brooks
AsicsAsics
Professional
InstructorNetwork:
Lululemon
Reebok
Athleta
Nike
ZellaZella
Asics
NewBalance
Champion
UnderArmour
CompetitorLoyaltyStrategies
NoLoyalty/Membership
Program:
Danskin
Title9
Saucony
Charity/Non-Profit
ProgramswithOpen
Entry:
Athleta
Saucony
VIPDiscounts
(Free,EarlyAccessto
Releases):
CW-X
Lululemon
NewBalance
LLucy
Adidas
REI
NorthFace

7. #CompetitorTaglines
CW-X
Beyond
NewBalance
AlwaysinBeta
UnderArmour
RuleYourself
Athleta
PowertotheShe
Nike
BetterForIt
BeMoreHuman
GymisEverywhere
Adidas
HeretoCreate
Reebok
ToughisBeautiful
Title9
SkirtswithBenefits
Lululemon
TheSweatLife
Lucy
LucyLet’sGo
TheNorthFace
NeverStopExploring
Asics
WantItMore
Saucony
FindYourStrong
Brooks
RunHappy

8. Thelast100tweetsfromthe
@adidasTwitteraccountreached
465,401accounts.
ThemostactivedayforLululemons’
@SeaWheezeonTwitterafterthefestival
isthedaytheystartsellingfornextyear’s
event.
Asicsreached309peoplewiththeir#BeatTheSunhashtag,and
theiraccount@ASICSamericacontributedthemostimpressions
forthehashtag.
Themostretweetedtweetinthelast100tweetsbyReebokhad29repeats
andwasfromDaniellePeazer,aprofessionaldancerwith3.1Mfollowers.
Athletahasanaverageof10to11tweetsperday.
Danskinhasthelowestreachonsocialmedia
outofthegroupofcompetitors.
REI’sbestdayonTwitterwasNovember25,2015(#optoutsidecampaign).
Thisdaywas10xmoresuccessfulthananyotherdaytodateforREIonTwitter.
The@FableticsaccountwascreatedonOctober12,2015.
Theaccountgrewby17,100followersinfivemonths.
CW-X’s@cwx_usatweetsonceevery1or2days.
Theaccountwascreatedin2009.
Nike’s#BetterForIthad
546581impressionson
Twitterintheirlast100
tweets.@Lalla_Hirayama
contributedwith142,700
impressions.
ThetopcontributorofimpressionsforChampion
intheirlast100tweetswas@DisneyAlliances,with
113,500impressionsaboutDisney’scharacteroutfits
madebyChampionforthe2016DisneyHalfMarathon.
Thelast100tweetsfrom@brooksrunninghavereached
166220accounts.Thewords“VIPPortaPotty”reached
6,413accounts.
JessUnderhill’sTwitter@RacePaceJesscontributedthemost
impressionsto@UARunning,with17,400.
#REI’sbestdayonTwitterwasNovember25,2015(#optoutsidecampaign).
Thisdaywas10xmoresuccessfulthananyotherdaytodateforREIonTwitter.
The@FableticsaccountwascreatedonOctober12,2015.
Theaccountgrewby17,100followersinfivemonths.

23. WorksCited
Carter,Brandon.LoyaltyStatistics:TheUltimateCollection.Accessdevelopment.com,2/4/2016.Web.Retrievedon2/27/2016.
Morais,D.B.,Dorsch,M.J.,&Backman,S.J.(2004). Cantourismprovidersbuytheircustomer'sloyalty?
Examiningtheinfluenceofcustomer-providerinvestmentsonloyalty. JournalofTravelResearch,
42(3),235-243. 10.1177/0047287503258832