L.L. Bean Launches Loyalty Program: Purchase Points and Charity Voting Benefits
L.L. Bean, a century-old American retailer, officially launched its free loyalty program, L.L. Bean Rewards, on Tuesday, allowing members to accumulate points on purchases and redeem them for Bean Bucks, while also gaining voting rights to decide the direction of the company's charitable funds. The program also upgraded benefits for co-branded credit card holders.
Core Overview
- L.L. Bean launched a free loyalty program on Tuesday, offering customers affordable benefits and giving them a voice in the company's charitable donations.
- L.L. Bean Rewards members earn 1 point for every $1 spent on qualifying purchases. Points automatically convert to Bean Bucks, which can be used for future shopping, with 150 points redeemable for $5 in Bean Bucks.
- Other benefits include free shipping on orders over $50, exclusive offers, and a 10% discount on Outdoor Discovery Schools.
Deeper Dive
Although L.L. Bean has long offered customers a co-branded credit card, this free standalone loyalty program is a new move for the retailer with over a century of history.
"Exceptional customer experience is the cornerstone of L.L.Bean, and we are fortunate to have extremely loyal customers," said Nick Wilkoff, L.L.Bean's chief marketing officer, in a prepared statement. "L.L.Bean Rewards is designed to enhance the customer experience by making it easier for customers to earn and enjoy benefits, rewarding their loyalty."
The program also gives members the opportunity to vote on the direction of L.L. Bean's charitable investments, involving an amount of $250,000. Members receive one vote for each purchase they complete.
"Shared values are intrinsic to loyalty. Our customers share our long-term commitment to the outdoors and community, so giving them a say in donation directions is a natural choice," a L.L.Bean spokesperson said in an email to CX Dive. "This reflects what we know about our customers: their connection to the outdoors is a lifestyle, not just limited to the products they purchase."
The loyalty program launched with four charitable partners aligned with L.L. Bean's values, including the National Park Foundation, YMCA, Mental Health America, and the Appalachian Mountain Club.
The spokesperson said the program "creates new ways for members to engage with L.L.Bean."
With the launch of the new loyalty program, L.L.Bean Mastercard holders have not been forgotten. Cardholders will enjoy upgraded benefits, such as birthday rewards and 5% Bean Bucks on L.L.Bean purchases—up from the previous 4%.