The Athlete's Foot (TAF) recently launched an email fan club at www.theathletesfoot.com as part of its re-branding initiative. The opt-in program provides members with everything from product and company news to member exclusives, in-store discounts and special birthday offers. Nearly 5,000 opt-in members joined the program within weeks of its official launch.
New members are rewarded with an introductory offer of 20 percent off their next purchase. The new program is managed by NexCen Franchise Management, Inc., a subsidiary of NexCen Brands, Inc.
“Developing and mobilizing a brand community is the next phase of TAF's strategic re-branding initiative,” said Darius Billings, director of retail marketing and merchandising, NexCen Franchise Management. “With TAF Mail we can inform our brand ambassadors and reward our loyal customers for their continued business.”
To date, re-branding elements include a modernized logo, updated store design and a customizable merchandising system.
