Lululemon is partnering with Penguin Random House to execute a pop-up library around New York City. This popup featured over 1000+ books that were available via physical books, devices and audiobooks. Accompanied with this experience there were also celebrity appearances and curated food experiences.
The premise behind this unique partnership is to gauge enthusiasm for a loyalty program that Lululemon is testing. For $128 a month, subscribed Lululemon loyalty members have access to curated experiences, free shipping and other reward programs. Lululemon sales has seen double digital increases since implementing this test loyalty memberships.
What’s interesting here is that Lululemon has moved away from selling pure products, into offering a lifestyle loyalty program and it’s clearly resonating. We talk about needing to connect authentically for Jack surrounding experiences, and this is a perfect example of a brand doing that successfully. Loyalty programs show increased brand affinity and actively sway consumers to be continued costumers. We should be thinking of how we can we look to drive a brand experience that includes loyalty outside of pure product LTO promotions.
Jack's Snack Bites 