Le Club Lacoste: Future of Loyalty or Just Another Members Club?

Lacoste has launched a membership programme, LACOSTE MEMBERS. And, while you might wonder if the world really needs another loyalty club, Lacoste is convinced it’s the future of customer engagement. The programme is kicking off in France first, with a global expansion presumably waiting in the wings, should the French approve.

‍In an already crowded loyalty landscape—where brands like Ralph Lauren and Tommy Hilfiger compete to see who can hand out the most points for purchasing yet another polo shirt—Lacoste is going for something “different.” By “different,” they mean ditching traditional point-based systems in favour of, well, other ways to reward you for your undying devotion.

‍Lacoste themselves put it quite plainly: “Gone are the days of waiting for traditional point systems. The more you engage with Lacoste—through purchases, reviews, feedback, or events—the more rewarding your journey becomes.” And yes, they did just say “your journey” like it’s a mindfulness retreat and not a shopping experience.

Loyalty, But With a Twist

‍Instead of handing out points like it’s a game show, Lacoste wants to forge deeper connections with their members. Yes, not just rewarding you for buying a belt, but for leaving a review on said belt, providing feedback (because we all love filling out surveys), or even attending exclusive Lacoste events (surely at least one involves crocodiles). 

‍So, essentially, every time you engage with Lacoste in any conceivable way, you’re rewarded. It’s like being at school, but with less homework and more designer jumpers.

The Exclusive Experience 

LACOSTE MEMBERS isn’t just about perks; it’s about exclusive perks (what about the rest of us?). Members get early access to new collections, personalised services (which I imagine involves someone somewhere making a note of your favourite shade of green), and invitations to events where you can rub shoulders with other well-dressed Lacoste enthusiasts. All of this is meant to create a sense of belonging—a community, if you will. Because nothing says “community” quite like being invited to a branded soirée. 

According to Lacoste, the goal is to move beyond mere transactions. They want to foster an emotional connection between you and your tennis shirt. And maybe the people in the shirt too, but mostly the shirt.

Standing Apart

Lacoste’s competitors, like Ralph Lauren and Hugo Boss, offer loyalty schemes that mostly revolve around earning points for buying more things. Lacoste, on the other hand, wants to shift focus from your wallet to your heart. 

As Lucy Hart of Good Relations astutely observed, “Brands that shift from 'audience' to 'fans' and fully embrace community marketing will be the big winners over the next 10 years.” Quite a bold prediction, but if Lacoste’s success hinges on making us all fans, then I suppose we should prepare ourselves for a future filled with branded merchandise and inexplicable emotional attachments to our polo shirts.

Data: The Real VIP

Behind all this talk of community and connection lies the real prize: data. As members interact with the brand across multiple channels—whether by buying something or clicking on emails—Lacoste gets a goldmine of first-party data. This is invaluable because, as data privacy regulations tighten, brands need to know exactly what shade of green you’re likely to purchase next season.

With this data, Lacoste can create highly personalised marketing campaigns that make you feel as though they really know you, right down to your preference for tennis socks. And that, of course, builds trust, loyalty, and probably a little bit of mild concern over how much they know about your shopping habits.

Why Is Lacoste Doing This?  

1. Customer Bonding: They’re hoping that rewarding every little interaction will make you feel all warm and fuzzy about your choice of knitwear.  

2. Experience Over Points: Instead of just throwing points at you, they’re throwing experiences. Which are technically still points, but with a fancy outfit.  

3. More Personalised Emails: Thanks to all that lovely data, expect emails that are frighteningly tailored to your tastes.  

4. Keeping Up with Trends: Today’s consumers are less interested in point accumulation and more interested in how much a brand understands them. And nothing says understanding quite like an exclusive event invite.

What’s Next?

‍As Lacoste wades into this brave new world of community-led loyalty programmes, other brands may feel the pressure to evolve. It’s only a matter of time before more labels jump on the bandwagon of rewarding customers for every possible interaction. But while this new programme might be an innovative step forward, it also comes with challenges.

- Flawless Execution: If the rewards aren’t delivered seamlessly, customers will likely be the first to let Lacoste know (via feedback, of course).

- Clear Communication: Lacoste must ensure that members fully understand why they’re signing up and what they’ll actually get out of it—beyond emotional fulfilment.

- Preserving Brand Identity: As Lacoste expands the programme, they’ll need to ensure that it still feels exclusive and in line with the brand’s refined image. After all, you can’t have just anyone swanning around in a Lacoste jumper.

Lacoste’s LACOSTE MEMBERS programme has the potential to change the way we think about brand loyalty. By focusing on community, personalisation, and rewarding engagement, Lacoste is betting on a future where customers are more than just buyers—they’re members of an exclusive club. It’s a clever strategy for a world where loyalty is both fleeting and fiercely contested.

Whether or not we’ll all become emotionally attached to our polo shirts remains to be seen, but one thing’s for sure: Lacoste wants to be more than just a label in your wardrobe. They want to be part of your life—preferably one with crocodiles.