Dive Brief:
- L.L. Bean launched a free loyalty program Tuesday to offer customers financial perks as well as a voice in the retailer's charitable giving.
- L.L. Bean Rewards members earn 1 point per $1 spent on qualifying purchases at the retailer. Points automatically convert to Bean Bucks that customers can put toward future purchases, with 150 points equating to $5 in Bean Bucks.
- Other perks include free shipping for orders over $50, access to special offers and 10% off the retailer’s outdoor discovery programs.
Dive Insight:
While L.L. Bean has long offered customers a branded credit card, the free standalone loyalty program is a new addition for the more than a century-old retailer.
“An exceptional customer experience is foundational to L.L.Bean, and we are fortunate to have tremendously loyal customers,” Nick Wilkoff, CMO at L.L.Bean, said in a prepared statement. “L.L.Bean Rewards is designed to elevate the customer experience and reward that loyalty by making it easier to earn and enjoy benefits.”
The program also offers members the chance to vote on the direction of $250,000 of L.L. Bean’s charitable investments. Members receive one vote per purchase.
“Shared values are inherent to loyalty, and our customers share our longstanding commitment to the outdoors and to the communities we’re part of, so it felt natural to give them a voice in where our support goes,” an L.L.Bean spokesperson told CX Dive via email. “It reflects something we know about our customers: their connection to the outdoors is a lifestyle and extends beyond the products they buy.”
The rewards program launches with four charitable partners that align with L.L Bean’s values, including the National Park Foundation, YMCA, Mental Health America, and the Appalachian Mountain Club.
The program “creates new ways for members to engage with L.L.Bean,” the spokesperson said.
L.L.Bean Mastercard cardmembers were not forgotten amid the roll out of the new loyalty program. Cardmembers are seeing improved perks, such as a birthday bonus and 5% in Bean Bucks on L.L.Bean purchases — up from 4%.
