Coach Insider—
Unified Across All Omnichannels

Senior Art Director

Overview

Coach Insider is an omnichannel loyalty program designed to deepen customer relationships by connecting product, content, and rewards into a single, cohesive system. The goal was to move beyond transactional loyalty and create a continuous engagement loop that drives long-term value.

Tailored for Retail and Outlet

Built a modular loyalty system embedded across e-commerce, email, and retail touchpoints—ensuring consistency, visibility, and real-time relevance across both channels.

Key principles:

Make value visible → Surface rewards, status, and benefits at key decision points
Design for behavior → Incentivize repeat actions, not just purchases
Unify, then differentiate → Maintain a shared foundation while clearly signaling Retail vs. Outlet

Retail Membership Page

Retail Account Page

Loyalty In Sync

Dual-System Design (Retail vs. Outlet)

Created a single design framework and logo/branding that supports two distinct loyalty programs.

While the overall structure remains consistent, subtle design shifts differentiate the experiences:

Form language: rounded vs. cleaner edges
Typography: refined variations to signal tone and positioning
Photography direction: elevated vs. accessible styling
Drop design: differentiated visual treatments for exclusivity vs. value.

This allowed users to instantly recognize their program while preserving brand cohesion.

Two Paths, One Brand

Integrated Loyalty Layer

Embedded loyalty across the full journey—from homepage to PDP to checkout—making rewards and status visible in context, not hidden in a separate account area.

Modular Design System

Developed a flexible component system (badges, progress indicators, reward states) that scaled seamlessly across both Retail and Outlet experiences.

Personalization & Targeting

Introduced tailored messaging and reward triggers based on behavior, increasing relevance across both audiences.

VIP Experience

Designed tiered access with exclusive products, early drops, and member-only experiences—adapted to each channel’s value proposition.

Retail Membership Mobile

Retail Account Page Mobile

Retail Drops

Product Drops create urgency and exclusivity, driving both sales and brand visibility. They announce new drop dates, highlight Insider early access, and signal availability or sell-outs to keep customers engaged and informed.

Retail Emails

Retail Reward Tiles

The Coach Insider program isn’t points or tier-based.
As an Insider, you get rewards and benefits that can be enjoyed instantly, as soon as you join.

Driving Repeated Engagement

- Simplified Insider navigation: direct-to-product links from emails, in-app banners, and event RSVPs.

- Embedded countdown timers for product drops inside the Insider portal — created urgency and boosted engagement.

- Additional post-purchase “thank you” screen featuring upcoming Insider events and curated content.

- Drop day portal engagement up +32%, with the highest traffic within 18 minutes of email send.
Exclusive product sell‑through accelerated — 72% of VIP‑only SKUs sold out within 48 hours.

- Emails with unified Insider branding saw open rates increase by 18%; CTR +12%.

Membersweek Emails

Outlet Drops

Product drops show exclusivity and boost sales and awareness.
They communicate a new Drop Date, Insider Early Access, when a Drop is available or sold out.