Gatorade Launches Omnichannel Membership to Boost Personalization Efforts
Pepsico-owned Gatorade is taking loyalty and personalization to the next level with a new Gatorade iD membership platform.
The omnichannel offering, accessible through gatorade.com, fuels personalization tactics with data, athlete insights, and digital innovations. Through the platform, members will be able to access customizable equipment, limited edition products, and free shipping.
For example, once signed up, users can use their Gatorade iD to create personalized bottles by uploading their team’s logo, incorporating one of 30 preloaded mascots, and choosing from more than 10 different color and pattern options.
Members earn points with every purchase made on the company’s website or in stores and can tap additional discounts and rewards.
"Since debuting the Gx platform in 2015, innovations have fueled the brand's evolution from a sports drink to a fully connected performance and wellness ecosystem,” said Anuj Bhasin, Gatorade’s chief brand officer. “More recently, Gx Collabs first gave Gatorade roster athletes a chance to use Gx bottles as blank canvases for self-expression. We are excited to bring a personalization capability that was once only available to pro athletes to every athlete worldwide.”
Bhasin added that Gatorade iD will “add rewards and broader personalization to become each athlete's curated corner of the Gatorade universe.”
- Also read: Gatorade Previews High-Tech R&D Center
As part of the launch, Gatorade partnered with DJ Khaled for a limited edition capsule collection — the first in a series of Gatorade iD drops. The DJ Khaled collection, which includes a Gx bottle, towel, and Jordan Brand hoodie, will be available on February 8 for $140.
"I've loved Gatorade since I was a kid, and to this day, I have it in the studio with me to fuel my creativity," said DJ Khaled in a statement. "I'm so blessed they gave me the keys to create this legendary capsule. Gatorade, We The Best and Jordan Brand… we all icons and this is just proof!"
Bhasin said DJ Khaled “sits at the intersection of sport, music, entertainment and, now, Gatorade culture. We're extremely excited to partner with him on the launch of Gatorade iD."
Consumer goods companies are increasingly leveraging their e-commerce presence to lock in loyalty with digital activations and dedicated member websites and platforms. Hi-Chew, for example, is another brand that recently launched an e-commerce experience and loyalty program.
Of course, data is at the heart of these personalization efforts. Asics, for example, recently tapped unified, privacy-compliant customer data to increase its multi-channel engagement and loyalty touch points across the customer journey, including within its mobile strategy.
More on Personalization
Andy Laudato, chief operating officer at The Vitamin Shoppe, recently joined as a guest on our Tech Transformation podcast to discuss embedding innovation and personalization throughout the company and building a customer-centric culture.
Listen to the episode below:
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