D&D Portfolio Ideas Portal
Design and implement a HOKA Loyalty program. Although much of the discovery work is still in progress, in this next iteration of HOKA Loyalty, we plan to focus on the following areas:
Update data capture touchpoints to reflect new Annex Cloud integrations (ecommerce and retail)
Integrate new SaaS platform - Annex Cloud
Iterate on account page to reflect new loyalty initiatives
Iterate on order checkout flow to introduce loyalty data capture and branding as necessary
Integrate with partners Strava and DashLX to offer the ability to reward based on member movement
Develop full approach to tax and finance solution
Develop full approach to fraud mitigation
US Launch only with EMEA and JP considerations (fast follows)
The goal of this next iteration of the program will be to create a seamless consumer journey and drive data capture across all touchpoints by integrating a new SaaS platform to serve as the engine behind a loyalty program.
The scope of this project will start in the US however all work that is done should be scalable to the JP & EMEA regions.
The scope of this program does NOT include points.
We will require support from both the global tech and global UX teams to complete this initial work
| Region | GLOBAL |
| Compliance Type | Security |
| Is a Project Manager Required | Yes |
Another Loyalty concern/submission from HOKA.NEXT:
Backend Platform Optimization for Regional Operations
Optimize backend platform capabilities to enhance internal operations and streamline workflows for regional teams. To do so, we need to discuss builder.io integration for a more customized content solution for the account dashboard experience as well as establishing a structured process to transition account dashboards to regional ownership, defining clear roles and responsibilities to improve operational efficiency and accountability
Might be able to kill this HOKA.NEXT idea, dependent on how 7/31 launch works with Annex Cloud & SFCC connection
Coupon Code Generation & Expiration Mechanisms
Explore options with vendors and/or internal resources to improve coupon code process with Loyalty (dynamically generated codes, TalonOne, reporting)
Broke this out into a few ideas within HOKA.NEXT with a lot of tracks/deliverables to consider, want to make sure everything is captured:
Loyalty: Activation, Retention & Engagement
Drive membership activation & growth, improve signed-in retention rates and increase member engagement and participation through a more personalized and rewarding account experience. To achieve this we will need to deliver Loyalty supported Signed-In/Signed-Out States, transform the current transactional "My Account" into a personalized customer hub with improved UI, enhance the gated pinnacle product drop experience (members only).
In-House Sweepstakes Platform Integration
The Loyalty team requires new API to be able to launch Sweepstakes in-house rather than outsourcing to Merkle. Sweepstakes participation and impact metrics will be the key success results of this project.
Loyalty: Customize user experience in order to optimize user behavior
Customize the user experience in order to optimize user behavior. To do so the Loyalty team requires NFC Recognition at POS (enable single-tap payment & membership recognition via digital wallet at in-store transactions), New Loyalty Event Types and Event Check-In capabilities.
Research Plan: https://deckersbrand.atlassian.net/wiki/spaces/UPT/pages/3791192076/HOKA+Loyalty