Presentation from NRF 2020: Retail’s Big Show. Matthew Blonder, Vice President, Marketing and Digital Commerce, Reebok

2. EXPERIENCEMATT BLONDER
REEBOK UNLOCKED:
LOYALTY THROUGH

3. W H Y
THE PROBLEM

4. WHAT DOES
OUR BRAND
STAND FOR? WHAT DOES
OUR CONSUMER
CARE ABOUT?

5. T H E C H A L L E N G E
CREATE DEEPER,
MORE MEANINGFUL
CONNECTIONS
T H E P R O B L E M

6. T H E E N D G O A L
INCREASE CONSUMER
ENGAGEMENT WITHIN
THE REEBOK ECO SYSTEM
T H E P R O B L E M

7. HOW
UNLOCKTHE POWER OF OUR
MOST LOYAL CONSUMERS
T H E J O U R N E Y

8. KEEP IT SIMPLE
& ITERATE
LEVERAGE DATA & INSIGHTS
MAKE IT
VALUE BASED
HOWT H E J O U R N E Y

9. L E V E R A G E D ATA & I N S I G H T S
HOWT H E J O U R N E Y

10. L I S T E N I N G T O T H E D A T A
HOWT H E J O U R N E Y

11. HOWT H E J O U R N E Y
CONSUMER
 VIP CUSTOMER SERVICE
 SURPRISE AND DELIGHTS
 EARLY ACCESS TO NEW PRODUCTS
 EXCLUSIVE PARTNER OFFERS
 AUDIO FITNESS ON DEMAND
 SPECIAL OFFERS ON FITNESS + NUTRITION
CERTIFICATIONS
 FREE TRAINING PLANS
 FREE WORKOUT VIDEOS
 EARLY ACCESS TO LTD. EDITION PRODUCTS
 FREE PERSONALIZED PRODUCT
 INVITATIONS TO SPECIAL EVENTS
 FREE SHIPPING AND RETURNS
 WELCOME OFFER
 BIRTHDAY GIFT
TRAINER
 CAREER DEVELOPMENT WORKSHOPS
 PROFESSIONAL DEVELOPMENT CERTIFICATION
 VIP CUSTOMER SERVICE
 CURATED SEASONAL OFFERS
 SURPRISE AND DELIGHTS
 SPECIAL OFFERS ON FITNESS + NUTRITION
CERTIFICATIONS
 EARLY ACCESS TO NEW PRODUCTS
 ACCESS TO PARTNER OFFERS
 AUDIO FITNESS ON DEMAND
 FREE TRAINING PLANS
 FREE WORKOUT VIDEOS
 EARLY ACCESS TO LTD. EDITION PRODUCTS
 FREE PERSONALIZED PRODUCT
 INVITATIONS TO SPECIAL EVENTS
 FREE FITNESS CERTIFICATIONS
 FREE SHIPPING AND RETURNS
 WELCOME OFFER
 BIRTHDAY GIFT

12. K E E P I T S I M P L E & I T E R AT E
HOWT H E J O U R N E Y

13. HOW
1. EASILY ACCESSED
AND NAVIGATED
2. SEAMLESSLY INTEGRATED
INTO ALL CHANNELS
3. TRANSPARENT
4. MLP(MINIMUM LOVABLE PRODUCT)
T H E J O U R N E Y

14. M A K E I T V A L U E B A S E D
HOWT H E J O U R N E Y

15. VALUE
BASED
REWARDS
T H E J O U R N E Y
BRAND PARTNERS
EARLY ACCESS TO PRODUCT
GIVING TUESDAY
ACTIVATIONS & EVENTS
PROFESSIONAL DEVELOPMENT &
TRAINING CERTIFICATIONS

16. R E S U L T S

17. HOWL O O K I N G A H E A D
AVERAGEORDERVALUE
F R E Q U E N C Y
LOW MEDIUM HIGH
LOWMEDIUMHIGH

18. HOWL O O K I N G A H E A D
ENROLLMENT
2.5MMEMBERS IN 6 MONTHS
2 COUNTRIES WITH
ROLLOUT PLANS FOR ROW
221%TO TARGET

19. HOWL O O K I N G A H E A D
PURCHASE
FREQUENCY
+10%REEBOK UNLOCKED
+117%REEBOK ONE

20. HOWL O O K I N G A H E A D
REEBOK ONE
+18% AOV
+33% UPT

21. HOWL O O K I N G A H E A D
TIER
PROGRESSION
TIER 1 4
+80% AOV
+78% UPT