Nike’s Adventure Club Shoe Subscription for Kids 2 to 10

Bonuses for purchases have long been used for rewarding regular customers. Standard loyalty mechanics (such as bonuses for purchases, gifts for bonuses, tiered benefit programs) still work, but customers are fed up with them. To intrigue customers and make participation in loyalty program more interesting, some brands experiment and test unusual formats and rules.

Nike launched Adventure Club shoe subscription for kids 2 to 10 and their parents, which is aimed at building and strengthening brand loyalty. Parents can easily and conveniently buy shoes for their kids, and kids can get entertainment and educational materials.

Nike Adventure Club serves the parents of kids two to 10 who wear sizes 4C to 7Y. Launched just in time for back-to-school shopping, the subscription has three tiers: monthly for $20, bimonthly for $30, or quarterly deliveries for $50. Kids can get four, six or 12 pairs a year, depending on the subscription tier. Not sure which subscription plan to choose? Nike suggests the quarterly plan for playful kids who grow fast, the bimonthly plan for active kids who wreck shoes and the monthly plan for adventurous kids who need more than one pair of shoes. The quarterly and bimonthly plans do not offer discounts, but the monthly plan does.

Offering door-to-door delivery of Nike or Converse shoes, Nike Adventure Club allows parents to choose from more than 100 different sneaker styles from performance to sportswear. If parents and their child like a pair and it fits well, they can keep it. If not, they can send it back and Nike will donate or recycle the returned shoes. If parents order the wrong size, they can exchange the pair within seven days for shoes. Parents can upgrade, downgrade or pause their subscription at any time. Shipping, returns and exchanges are free.

Every box also comes with a new activity guide, a sticker sheet with Nike Adventure Club characters that were created for the program, a comic with the characters, as well as surprises like a Nike bag or pennant. The box also provides kids with suggestions of activities to do in their new shoes and an activity journal.

Nike not only sells shoes, but creates a community that involves both children and their parents. Subscribers are inspired into long-term brand loyalty that has a potential to be passed on from parent to child.

Source: subscriptioninsider.com