July is giving customers a reason to come back for more than just a suitcase, launching a frequent flyer rewards program ahead of the Christmas shopping rush.
Australian luggage brand July has launched a new loyalty program to encourage repeat purchases ahead of the Christmas shopping season.
The July Frequent Flyers program allows customers to earn points on purchases and redeem them across the company’s range of luggage, bags and accessories.
Customers earn one point for every dollar spent, with higher membership tiers offering points multipliers and additional benefits, including VIP service and free express shipping.
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July co-founder Athan Didaskalou told SmartCompany the challenge was encouraging repeat purchases when customers might only need a new suitcase every few years.
“When you buy from July, you buy for a lifetime,” Didaskalou said.
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“We sell a lot of other things, too. We sell bags, accessories. But the big one here is gifting.”
July is also banking on the Christmas shopping rush to bring customers back.
“Times are tough at the moment. If you can be rewarded for the Christmas purchases you’re going to make anyway, it would be an amazing opportunity,” Didaskalou said.
Despite cost-of-living pressures, Didaskalou said Australians weren’t cutting back on travel.
“What we’re seeing is that people’s willingness and appetite for travel is still extremely strong. That hasn’t declined at all,” he said.
“We want people to keep coming back and choosing July, and giving them more incentive to come back will always help.”
Doubling down on physical retail
The loyalty program comes as July, a 2022 SmartCompany Smart50 winner, expands its physical retail network, which now includes 15 Australian stores and a new Melbourne flagship.
Didaskalou said physical stores offered something online shopping could not replicate, with customers spending approximately 30 minutes in July’s stores on average.
“The first thing we ask people when they come to the store is, ‘Where are you going?’” he said.
“People love that interaction. They love talking about their holidays and where they’re going to go.”
He said physical retail had become both a profitable expansion channel and an important part of the company’s brand.
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Physical stores also give July another way to reach customers beyond Meta and Google.
“You’re beholden to Meta and Google ultimately when you’re doing business online, and they provide phenomenal business for us,” Didaskalou said.
“But like all things in life, diversification sometimes is a good strategy to protect yourself.”
As more digitally native consumer brands move into physical retail, Didaskalou said those investing in store design and customer experience would be best placed to succeed.
“The disruption is happening in the experience side of things.”
“More people are seeing it for the opportunity that it is. It’s not just about selling physical products to people walking past. It’s about a moment to be an experience, a moment to connect.”