Officials at Sports Authority sought to ramp up engagement levels with their loyalty program members. A new strategic partnership with Under Armour (through the MapMyFitness platform) where The League by Sports Authority members can be rewarded for completing activities within the app.
This ongoing partnership heavily involves Under Armour Connected Fitness users, which number about 150 million, who can also earn loyalty points and rewards for The League.
“At Sports Authority, we looked for a strategic partnership that would expand our current rewards program, The League, to outside the customer’s purchase cycle and keep Sports Authority top of mind for customers,” Crissy Davis, VP Customer Strategy at Sports Authority, told Loyalty360. “This partnership with Under Armour allows us to stay connected to our loyal customers through their activity routine and reward them along the way.”
Davis said the main goal is to increase overall engagement with Sports Authority’s loyal customers by interacting with them through the MapMyFitness platform and social media about their activities while creating a better customer experience by leveraging the data received to be more relevant with ongoing 1-on-1 communications,
“This also increases the overall value proposition for our members, keeping them more engaged in The League long term,” she added. “The voice of the customer was a key factor in determining the right type of partnership. Our members wanted more value from our program and different ways to earn. By connecting their workout activities to The League, we are able to reward them for what they are doing today and help motivate them along the way.”