L.L.Bean launches loyalty program with a charitable twist
L.L.Bean has launched a loyalty program that combines everyday rewards with charitable giving.
The outdoor lifestyle brand’s new L.L.Bean Rewards program rewards customers for shopping while giving them a direct voice in how the company distributes $250,000 in charitable giving each year. The retailer's first-ever loyalty program, it is available free to all customers.
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The program automatically converts purchases to “Bean Bucks” for future L.L.Bean purchases. Rewards members earn $5 in Bean Bucks for every 150 points (earn one point per $1 spent at L.L.Bean) along with one Outdoor Impact vote per purchase to be used in charitable giving voting It also provides free shipping on orders over $50, 10% off on the retailer’s outdoor discovery programs, and gives members access to special sales and offers.
During the voting period, rewards members can allocate their votes across four participating charitable partners who will receive a share of the $250,000 based on the percentage of votes they receive. The program launches with four charitable partners: the National Park Foundation, YMCA of the USA, Mental Health America and the Appalachian Mountain Club.
“Shared values are inherent to loyalty and, like us, our customers value outdoor spaces and appreciate the essential connection between the outdoors and wellness,” said Nick Wilkoff, chief marketing officer at L.L.Bean. “With this feature, customers are in charge of how we support those values and activate our purpose through charitable giving.”
L.L.Bean Mastercard cardmembers will also be expanded in conjunction with the new program. The expanded benefits include 5% in Bean Bucks on L.L.Bean purchases (up from 4%), 15% off L.L.Bean Outdoor Discovery Programs. a birthday bonus and one Outdoor Impact Vote per purchase.
L.L.Bean operates 72 stores in 20 states across the United States, along with 18 stores in Japan and 16 stores in Canada, in partnership with Jaytex Group. The retailer donated over $4.3 million to outdoor and community-enriching organizations focused on increasing access to and inclusivity in the outdoors.
“An exceptional customer experience is foundational to L.L.Bean and we are fortunate to have tremendously loyal customers,” said Wilkoff. “L.L.Bean Rewards is designed to elevate the customer experience and reward that loyalty by making it easier to earn and enjoy benefits.”
