# Tier-Based Summery Loyalty Programs Seafolly's Beach Club Successfully Encourages Repeat Purchases By Kalin Ned | Published 2020-03-10 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/beach-club1 References: [adnews.au](https://www.adnews.com.au/news/behind-seafolly-s-one-year-old-loyalty-program) & [seafolly](https://www.seafolly.com/au/beach-club-loyalty.html) Seafolly's Beach Club was launched as a [loyalty initative](https://www.trendhunter.com/trends/rewards-system) to "move customers from a one or two-time purchaser to a regular and more engaged shopper through offering a more personalized experience." Created in collaboration with digital marketing agency Amicus and martech vendor [Salesforce](https://www.trendhunter.com/trends/web3-loyalty-platform), the summer brand has expanded customer purchasing decisions to be a year-round occurrence. The Beach Club program has [three "Tiers of Joy"](https://www.trendhunter.com/trends/toppers-pizza-upper-crust-society) that are based on the yearly spend of customers. Each level includes a $20 credit for every $150, a birthday and sign-up reward, as well as free shipping and returns. The 'Gold Sun,' which warrants a yearly spend of $500+, also includes perks like a 25% off tier anniversary, access to exclusive offers and competitions, as well as an "Ultimate Beach Gift." The Beach Club has enabled Seafolly to better handle customer data and to be more personalized in its communication—the brand even sends reminder e-mails and SMS when an offer is about to expire, ultimately driving its revenue forward. Image Credit: Seafolly ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 56% | Activity: 60% | Freshness: 9% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Tier-based Loyalty Programs:** Creating tiered loyalty programs based on customer spending can encourage repeat purchases and personalize the shopping experience. - **Personalized Communication:** Using customer data to send personalized communication, such as reminder emails and SMS, can increase customer engagement and boost revenue. - **Year-round Purchasing:** Loyalty programs can expand the customer base to year-round shoppers rather than just seasonal buyers. ### Who This Affects Most - **Retail:** Retailers can benefit from creating tiered loyalty programs and leveraging customer data to drive sales. - **Marketing:** Marketing agencies can collaborate with brands to develop personalized communication strategies and loyalty initiatives. - **Salesforce Solutions:** Providers of Salesforce solutions can offer personalized communication and loyalty program features to their clients for revenue growth. ## Related on Trend Hunter - [Gamified Skincare Memberships](https://www.trendhunter.com/trends/no-sun-club.md) - [Men-Focused Loyalty Initiatives](https://www.trendhunter.com/trends/members-only-rewards.md) - [Loyalty-Based Rewards Programs](https://www.trendhunter.com/trends/nescafe-dolce-gusto.md) - [Beauty Loyalty Programs](https://www.trendhunter.com/trends/new-customer-loyalty-program.md) - [Simplified Loyalty Programs](https://www.trendhunter.com/trends/cvs-pharmacy-loyalty-program.md) - [Beer Brand Loyalty Programs](https://www.trendhunter.com/trends/club-peroni.md) - [Frequent Trader-Focused Loyalty Initiatives](https://www.trendhunter.com/trends/frequent-trader.md) - [Eco-Conscious Coffee Programs](https://www.trendhunter.com/trends/costa-coffee-3.md) - [Audio Brand Rewards Programs](https://www.trendhunter.com/trends/skullcandy-soundlab.md)