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hiker overlooking mountain range

Sporting/Outdoors

#20

The North Face

Getting outside was paramount in 2020, so it’s no surprise that The North Face climbed to #20 in this year’s Index. As outdoor activities saw a surge in popularity, The North Face made sure customers knew they were here for them throughout the pandemic.

Overview

The North Face knows its customers love being a part of a community through the sports and activities they love, so the brand made sure that shoppers felt that same sense of togetherness when engaging with its digital channels. The brand is able to do this through The Approach, its hub for up-to-date content and stories covering various outdoor topics like camping, hiking, and social change initiatives. 

To further the customer relationship, The North Face has a #NeverStopExploring tag that they use across their social media to feature its customers on the company website doing the things they love in the outfits they’re proud to represent.

Categories

Previous Rank

82

Founded

1968

Model

Private

North Face logo

Total Score

62

Email

17

Web

24

Mobile

9

Offline

5

Other

6

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The North Face

Why we love The North Face

On-site product recommendations

On The North Face website, shoppers can easily see which products the brand thinks they will like best based on their user profile and collaborative filtering. The ‘Just For You’ products and related items are also displayed on the website to remind shoppers to complete a purchase or browse an item that may complement previously purchased items.

onsite product recommendations example

Robust preference center

Shoppers can personalize the email communications they receive from the brand by updating their interests in the on-site preference center. Customers can check off the sports and activities they do and the type of setting they would use products in, like exploring a city or for cultural travel. User preferences allow The North Face to send messaging that best fits buyers’ unique interests and recommend products that would best fit their needs.

preference center example

VIPeak Rewards

Gaining access to exclusive discounts is easy for members of The North Face’s loyalty program. For every dollar these customers spend online or in-store, it earns them 10 points (or more if they download the mobile app and refer friends). But the coolest part of the program? Getting up to 50 points for exploring national parks and monuments, and, 100 points for bringing your own bag while shopping in-store.

north face loyalty program example.

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Total Score 79
  • Email 21
  • Web 20
  • Mobile 17
  • Offline 9
  • Web 12
07 Food52
  • Sailthru Client
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