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CREATEDBY:KellyO’Shaughnessy,JorgeAcevedo,LaurenSokol&LukeNofsinger
UniversityofOregon,LundquistCollegeofBusiness,WarsawSportsMarketingCenter
OISELLECOMPETITOR
OVERVIEW
OFLOYALTYPROGRAMS&SOCIALMEDIAFOLLOWING
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
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.
Somenon-sportsrelatedbrandsthathaveachievedcustomerloyaltyandsatisfaction:
HighestandLowestRankedTeamsfromMLB,NBA,NHL,NFLinBrandKeys’2015SportsLoyaltyIndex:
Providedby:
NFL MLB NBA NHL
#1
#30
Providedby:
viaCarter
viaCarter
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)
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
#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
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.
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

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Oiselle Competitor Overview (2016)