Kathmandu re-launches refreshed loyalty program

Launched in 1994, outdoors brand Kathmandu boasted 2 million memberships of the Summit Club loyalty program. Summit Club had no tiers or levels and members could sign up for free in store and online across NZ and Australia with members receiving a $ 10 reward voucher for every $ 250 spent, a $ 20 welcome voucher emailed after the first purchase, exclusive discounts and offers, a birthday reward, and notifications of new product launches, exclusive events and promotions.

Today, Kathmandu has announced its new program, ‘Out There Rewards’, transitioning its 2 million members to the new program. The tiered system encourages members to get ‘out there’ into the outdoors. It rewards members with 10 points for “enjoying outdoor activities, like hiking, bushwalking, visiting a national park, discovering a waterfall, admiring the view or discovering a new trail,” Kathmandu loyalty program manager Elaine Nguyen said.

Old elements from summit club will remain such as vouchers, exclusive offers and birthday rewards as well as new benefits like free delivery for all tiers. It has implemented a point system where $1 spent gains customers 1 point. The more points you have, the higher you climb up the membership tiers and unlock new rewards and get larger discounts. According to Kathmandu, member benefits are set to expand with exclusive access to free or discounted outdoor recreation apps and services, invite-only outdoor events and experiences, early promotions and gear launches, and rewards for submitting reviews and returning pre-loved Kathmandu gear for upcycling. 

“With our loyalty program reaching over two million members, and a pinnacle of Kathmandu’s success since it began, it has been a huge priority for us to reinvent the loyalty platform to ensure we are delivering a best-in-class experience for our community,” said Kathmandu GM of Marketing and Customer, Richard Dalke.

“We understood we needed to provide more than just great outdoor gear to our members, but a platform that is representative of our purpose to improve the wellbeing of the world through the outdoors.Out There Rewards forms the launch pad to help our members live their best lives out there,” said Dalke.