Boardriders is a global leader in action sports lifestyle, bringing together iconic brands including Quiksilver, Roxy, Billabong, Surf Dive ‘n Ski and DC Shoes. Built on a deep connection to surf, skate and snow culture, the company is dedicated to inspiring people to pursue adventure while delivering innovative products and authentic experiences to a passionate global community.
The Story At a Glance
Boardriders needed to replicate the multi-brand, single customer view they previously had with a custom-built loyalty program. With customers engaging across brands both online and in-store, they needed a scalable platform to unify data, support segmentation and deliver a seamless omnichannel experience.
Boardriders implemented Yotpo Loyalty and Reviews to support its multi-brand loyalty strategy and unify customer data across the portfolio. This enabled a single customer view and more advanced segmentation while supporting a seamless omnichannel loyalty experience across ecommerce and retail.
This partnership strengthened engagement and retention. Loyalty redeemers achieved a 4.5x higher repeat purchase rate and generated 42% more revenue than non-redeemers. The loyalty database grew 75% to nearly 1 million members, with participation rates reaching 6–18% across the portfolio.
Amber McDermott
Senior CRM & Retention Manager
Strategy
Boardriders unified rewards across nine brands so customers can earn and redeem points through one loyalty account. With POS integration enabling easy in-store redemption alongside ecommerce rewards, the program removes friction and encourages customers to engage across the entire brand portfolio.
Result
Loyalty participation rates reached 6–18% across the nine-brand portfolio, far exceeding the typical 3–5% benchmark for loyalty programs. Customers who redeemed rewards achieved a 59% repeat purchase rate compared to 13% for non-redeemers, highlighting the program’s impact on retention.
Strategy
Boardriders built behavioural segmentation to treat new members, high-value customers and dormant shoppers differently. Each segment receives tailored messaging, rewards and engagement strategies aligned to their behaviour and lifecycle stage.
Result
Customers who redeemed loyalty rewards generated 42% higher average revenue per customer than non-redeemers, showing how targeted engagement and personalised rewards can significantly increase customer lifetime value.
Strategy
Boardriders created different onboarding journeys based on how customers enter the ecosystem. Site visitors are encouraged to join loyalty immediately, while competition entrants are nurtured through marketing first. In-store QR codes also allow shoppers to join seamlessly from retail.
Result
The tailored onboarding approach significantly accelerated loyalty adoption. Over the past year the loyalty member base grew 75% to nearly one million members, with both ecommerce and retail activations contributing to sustained program growth.
Amber McDermott
Senior CRM & Retention Manager
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