The North Face “Let the data drive the design” in loyalty program relaunch

On episode 356 of Total Retail Talks, Editor Joe Keenan interviews Erica Hood, Director of Global Loyalty at The North Face, a brand of VF Corporation, the world’s leading exploration company. Hood talks about his role and impact on The North Face’s global loyalty strategy (0:48), why the brand decided to redesign its XPLR Pass loyalty program (2:03), and the level of collaboration needed to within the organization to execute the follow-up (3:38).

Additionally, Hood discusses how customer research was a fundamental part of the relaunch (4:56) and how The North Face is promoting its new loyalty program (6:44). She discusses the business goals in place to measure the success of the XPLR Pass program (8:00), her advice for other retailers and brands considering a loyalty program refresh (9:54), and how data and technology are integral to the process (11:09).

This episode was recorded live at CRMC 2022 in Chicago.

Erica Hood’s passion for the outdoors and her 16 years of professional experience in branding and loyalty led her to The North Face, where she is currently Director of Global Loyalty. At The North Face, she oversees the global loyalty strategy and recently led the redesign and rebranding of the program, with a focus on the program’s new currency and reward mechanism design, naming, tone and messaging strategy, and integration of new program benefits and features. Prior to this role, Erica led a team focused on brand strategy and governance at Southwest Airlines, partnering with teams across the organization to design and deliver customer-centric brand experiences at every point. of contact for their journey. Additionally, Erica has also worked on brands spanning a number of industries including Hasbro, Samsung Mobile, Tropicana and Quaker Gaming, and Harrah’s Casinos to name a few.