With the good word about hydration spreading, Nuun has expanded its product portfolio to include a 360-degree suite of products, hydrating all of life’s big (and little) adventures. Its sports hydration roots now extend to everyday clean-ingredient lifestyle products, including tablets for immune support, vitamins, rest and recovery, and more. Today, Nuun products are sold in more than 5,000 outlets in the U.S. and are available in more than 30 countries. 

Nuun has nurtured an enviable ambassador and fan community, so launching a loyalty program was a natural evolution for the brand. To build on its community-based mission and infuse even more ways to interact for their growing consumer base, Nuun turned to Merkle to design and implement a rewards program. The company sought to target wellness-focused prospects and customers who buy directly from the brand’s online store – just one of many channels, which include physical stores and digital marketplaces.  

Merkle, which also provides managed services to Nuun, created a tiered loyalty program that rewards purchases with points and encourages referrals, social media activation, and more. But the program not only rewards with points. Free shipping, samples of new products, and early access to Nuun-branded merchandise can be earned, too.

An ambassador program recruits and features athletes who serve as evangelists for Nuun products. Members of the community include teams and athletes that support, inspire, and motivate each other. This elite group enjoys its own rewards, including product discounts.

Teaming with loyalty partner Yotpo, we designed a program that not only starts conversations with customers, but also creates and reinforces an emotional connection to the brand. Research shows that 95% of purchasing decisions are made by emotions. To help achieve this connection, we analyzed customer data to understand personas and the customer journey and tailored the program with this data.