GO-TO-MARKET STRATEGY // Peak Rewards Loyalty Program
SAMPLE: Go-to-Market Strategy [ PDF Link ]
Go-To-Market Strategy: Peak Rewards Loyalty Program
Summary
Ascent Outdoors is launching Peak Rewards, a multi-tiered loyalty program powered by YOTPO Loyalty and Rewards to drive customer retention, increase repeat purchases, and strengthen brand engagement. By integrating seamless online and in-store rewards, Peak Rewards will provide tangible benefits for customers while reinforcing our position as a trusted outfitter for outdoor enthusiasts.
This go-to-market strategy outlines the full scope of the program launch, including value proposition, market research, goals, audience segmentation, branding, marketing strategy, implementation roadmap, and risk considerations. The program is designed to reward customers for engagement, incentivize referrals, and optimize the customer experience, ultimately fostering long-term loyalty and increased customer lifetime value (CLTV).
Document Structure:
YOTPO Loyalty & Rewards becomes Peak Rewards
Business Case & Value Proposition
Market Research & Competitive Landscape
Goals – Defining Success Metrics
Target Audience
Program Positioning & Branding Strategy
Marketing & Customer Engagement Strategy
Implementation Roadmap & Execution Plan
Risks & Considerations
Conclusion
1. YOTPO Loyalty & Rewards becomes Peak Rewards
The Peak Rewards Loyalty Program is built on the YOTPO Loyalty & Rewards platform, a scalable, data-driven system that incentivizes key customer behaviors across multiple touchpoints. The program integrates seamlessly with Shopify, Shopify POS, and Klaviyo, allowing for frictionless tracking and redemption of rewards in both digital and physical retail environments.
Key Features of YOTPO Loyalty & Rewards
Points-Based System: Customers earn a customizable number of points per $1 spent, which they can redeem for coupons for dollar amounts off a purchase, with additional opportunities to accrue points through social media engagement, referrals, and sustainable shopping behaviors.
Tiered Membership Model: The program offers three ascending “VIP” tiers (Proposed here: Base Camp, High Camp, Summit) with progressive perks to encourage continued spending and engagement.
Referral Incentives: Customers can refer friends through a “Give $20, Get $20” model, turning brand advocates into acquisition drivers.
Seamless Redemption: Rewards are emailed to customers, available in their account dashboard, and automatically integrated into the checkout experience, both online and in-store, enhancing ease of use.
Automated Email & SMS Flows: Customers receive personalized loyalty updates, tier progress notifications, reminders to use points, and targeted offers via Klaviyo.
Carbon-Neutral Orders Incentive: Customers who opt for carbon-neutral shipping earn bonus points, reinforcing our commitment to sustainability.
2. Business Case & Value Proposition
Customer Pain Points & Market Opportunity
Outdoor retail customers exhibit high brand loyalty but are price-sensitive due to the premium nature of outdoor gear. Many customers:
Make infrequent but high-value purchases, reducing engagement between transactions.
Lack incentives to shop directly from brand-owned channels, opting instead for third-party marketplaces.
Seek sustainability-driven purchasing options, aligning with the broader shift toward eco-conscious consumerism.
Strategic Business Alignment
The launch of Peak Rewards directly supports key strategic objectives for 2023-2024:
Increase repeat purchase rate by offering progressive tier incentives.
Drive direct-to-consumer (DTC) engagement by rewarding purchases through brand-owned channels.
Enhance brand differentiation through exclusive member benefits unavailable from competitors or third-party retailers.
Grow referral-based customer acquisition by incentivizing social sharing and word-of-mouth marketing.
Strengthen sustainability positioning by linking rewards to carbon-neutral shipping options.
Through implementing Peak Rewards, we will increase customer retention, improve AOV, and strengthen its market position as a premium outdoor retailer.
3. Market Research & Competitive Landscape
The outdoor retail market is highly competitive, with brands leveraging loyalty programs to drive customer retention, increase purchase frequency, and deepen brand engagement. To ensure Peak Rewards Loyalty was positioned effectively, we examined industry leaders with established loyalty and membership programs, including REI Co-op Membership, Backcountry Expedition Perks, and Evo Membership.
REI Co-op Membership
REI’s Co-op Membership is a one-time fee-based program ($30 for a lifetime membership) that offers substantial benefits, including annual dividends (typically 10% back on eligible purchases), exclusive sales and discounts, early access to product releases, free shipping perks, and access to used gear trade-in programs. REI has successfully built a strong community-oriented model, reinforcing its cooperative structure and positioning membership as an investment in long-term value rather than a transactional rewards system.
Key Takeaways for Peak Rewards:
While REI offers a compelling value proposition, its one-time fee structure differs from the point-based incentives Peak Rewards is designed around.
The annual dividend model fosters long-term engagement but does not create as many frequent touchpoints as a tiered points system.
Exclusive discounts and member-only sales drive engagement and reinforce brand loyalty.
Backcountry Expedition Perks
Backcountry’s Expedition Perks program is a free, tiered loyalty system rewarding customers with points for purchases and engagement. The three-tier structure—Trailhead, Switchback, and Summit—incentivizes higher spending by increasing point multipliers and providing additional benefits such as exclusive discounts, birthday coupons, and dedicated customer service representatives. Backcountry has positioned its loyalty program as a way to elevate the shopping experience while rewarding repeat customers.
Key Takeaways for Peak Rewards:
The tiered structure successfully gamifies spending and encourages continued engagement, a model that aligns with Peak Rewards.
Offering personal gear advisors at the highest tier enhances brand loyalty by creating a VIP experience, something that could be explored for future program enhancements.
Birthday rewards and early-access benefits foster ongoing engagement beyond purchase behavior.
Evo Membership
Evo’s evo Membership is another free, tiered program that rewards customers across retail, services, rentals, and adventure travel. Points are earned on purchases, service and rental transactions, and other engagement activities. Evo uniquely integrates experiential rewards, such as discounts on evoTrip adventure vacations, reinforcing its identity as a lifestyle brand rather than just a retailer.
Key Takeaways for Peak Rewards:
Evo expands loyalty beyond transactions, incorporating services and experiences—an approach that could be applied to Peak Rewards by partnering with Miyar Adventures for additional program tie-ins.
Earning points on rentals and services drives engagement outside traditional retail transactions, an area that Peak Rewards successfully implemented with discounts on gear rentals.
Loyalty benefits tied to adventure and travel reinforce brand positioning as a hub for outdoor enthusiasts, a concept that aligns well with Ascent Outdoors’ community-driven approach.
Strategic Positioning for Peak Rewards
While each competitor has strengths, Peak Rewards Loyalty is positioned to differentiate itself through its blend of tiered spending incentives, community engagement, service-based perks, and referral-based rewards. Unlike REI’s lifetime membership, Peak Rewards fosters frequent interactions and ongoing engagement through redeemable points, birthday incentives, and exclusive discounts on rentals and guided trips. Compared to Backcountry and Evo, Peak Rewards is designed to offer a highly attainable tier structure while still rewarding long-term loyalty, ensuring customers remain engaged and incentivized to return.
4. Goals – Defining Success Metrics
The success of Peak Rewards will be measured through the following key performance indicators (KPIs), aligned with overarching business objectives:
These KPIs will be monitored through YOTPO analytics, Shopify dashboards, and Klaviyo reporting tools.
5. Target Audience
Primary Audience
Existing Customers: Convert high-intent shoppers into repeat buyers by offering rewards and incentives.
Outdoor Enthusiasts: Target customers who value premium gear, expert service, and adventure-driven lifestyles.
Secondary Audience
New Customers: Attract first-time buyers through referral incentives and welcome bonuses.
Eco-Conscious Shoppers: Engage sustainability-driven consumers with the carbon-neutral purchase incentive.
Tertiary Audience
Referral Network: Leverage existing members to drive peer-to-peer acquisition through incentive-based referrals.
6. Program Positioning & Branding Strategy
Proposed Messaging Pillars
"Earn, Save, Explore" – Encouraging customers to fuel their adventures through rewards.
"More Adventure, More Perks" – Reinforcing value through progressive tier benefits.
"Shop, Save, Share" – Driving community engagement through referrals and social incentives.
Brand Identity & Tier Structure
7. Marketing & Customer Engagement Strategy
8. Implementation Roadmap & Execution Plan
9. Risks & Considerations
Customer Adoption: Initial engagement must be high to avoid stagnant membership rates.
Point Inflation Risk: Early redemptions may need adjustments to protect program profitability.
Omnichannel Experience: Seamless online and in-store integration must be continuously tested.
The Peak Rewards loyalty program will evolve based on real-time performance data, member feedback, and iterative enhancements, ensuring long-term viability and engagement.
10. Conclusion
The Peak Rewards Loyalty Program was conceived and will be executed with a clear objective: to foster deeper connections with our customers, enhance brand loyalty, and drive repeat engagement across both in-store and online channels. By leveraging YOTPO Loyalty & Rewards, we are creating a tiered rewards system that aligns with the values and purchasing behaviors of our core audience—outdoor enthusiasts who prioritize quality, sustainability, and community engagement.
The structure of Peak Rewards ensures that long-term success is measurable and adaptable, allowing for continuous iteration based on customer behavior and engagement insights. Looking ahead, the program provides a scalable foundation for future expansion through new tier benefits, exclusive experiential rewards, and/or deeper integration with trip offerings through Miyar Adventures.
