RYU / Size Up, Size Down
This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world
Athletic apparel brand allows customers to return old items and buy new ones, in their new size, for half the price
This month, Canadian technical sportswear brand RYU launched a new promotion to support its customers in achieving their fitness goals.
The initiative, called Up + Down, is part of the brand’s Athlete Members Program, a free loyalty scheme whose members have access to discounts, promotions and events as well as to training and nutrition advice.
The Up + Down program offers customers who altered their physical shape – such as by building muscle or losing weight – the chance to switch them for better fitting gear. Customers can return items bought within the last year and buy similar clothing in their new size at half the regular price.
RYU will donate returned items to local charities that are helping people to exercise and get fit. The promotion is available at the company’s Vancouver flagship store and on the brand’s website.
Contagious Insight /
Driving footfall / With this initiative, RYU motivates some of its more loyal customers to go in store. It’s a smart way of using a promotion to drive footfall and trigger a purchase, also creating further opportunities for up and cross selling.
The promotion is likely to fuel loyalty and motivate current customers to buy more gear, and also attract new recruits for the brand’s membership program.
Customer support / This is a strong example of how a brand can support people through post-purchase customer care. RYU is using a simple retail promotion to convey the message that the brand supports athletes as they achieve their goals.
The initiative also communicates a clear practical value in order to appeal to athletes and fitness enthusiasts. This kind of promotion can potentially help gather a community of heavy buyers and valuable brand advocates around the brand.
This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world. I/O helps anyone in the world of marketing understand why brands are innovating, how they're doing it and with what success.