Club Rip Curl: A Membership Program That Rewards Surfing

For a surfer, nothing beats the feeling of riding the waves. Just imagine a customer experience where members are rewarded for what they love, not just what they buy. Rip Curl, the “Ultimate Surfing Company” set out to do just that: reward customers for feeling the salty breeze on their skin and being one with the ocean.

?Enhancing the End-To-End Surf Experience

Founded in 1969, Rip Curl has been at the forefront of the surf scene since its creation. Built by surfers for surfers, Rip Curl has been the market leader in sportswear for over 50 years. The company endeavors to make the best products, run the best events, support the best athletes, deliver the best customer service, communicate the best brand message, and have the best crew of people. This helps Rip Curl fulfill its vision of being The Ultimate Surfing Company.

A Membership Program That Rewards Surfing

Rip Curl introduced a lifestyle membership program, Club Rip Curl, which is tied very closely to the brand’s ideology. The program connects and rewards people who have a passion and love for surfing and the beach lifestyle. Members of Club Rip Curl can earn points for valuable actions like shopping, surfing, and filling out their customer profile.

In general, the company sought to achieve the following goals:

• Build the largest and most engaged surfing community in the world
• Deliver more personalized messages at scale
• Give customers a convenient way to carry their member identification

Club Rip Curl: Surf to Earn

Club Rip Curl has a points-based structure, in which members earn 100 points for every dollar spent online or in stores. These points can be redeemed for Rip Curl-branded apparel, accessories, and surf equipment. The main feature that attracts and engages members of the Rip Curl community is the ability to earn points by surfing. Members who are registered users of a Rip Curl Search GPS watch and app are rewarded 200 points for every wave they surf. To make sure members don’t miss out on any of the benefits when they don’t have their membership card on them, members receive virtual membership cards on their phone, which they can show at participating stores.

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