For most brands, building emotional connection with customers is aspirational, and often a goal that the organization falls short of achieving. In this presentation we’ll discuss how Vans’ deep understanding of its own culture and history provided a platform to launch Vans Family, an innovative loyalty program explicitly designed to resonate with Vans’ biggest fans. We’ll dive into how Vans worked through the design of an on-brand, lifestyle centered loyalty program and how Vans made the explicit decision to anchor in brand connection versus transactional drivers. The result has been incredible market demand since launch.
Key Takeaways:
- - The history and culture of Vans and how that brand DNA is reflected in experience design
- - The customer-centric design process Vans took to develop a program with emotional resonance as an explicit objective
- - The successful program launch process that led to immediate demand and program enrollments of more than half a million members in the first few months
- - How the brand’s commitment to self-expression empowers their biggest fans, from store employees to brand loyalists
- - How Vans commitment of only asking for data they are going to use has built brand trust and enhanced customer-brand relationships through two-way conversations