LOYALTY PROGRAM RESPONSE ‘STRONG,’ LULULEMON SAYS
The head of Lululemon Athletica Inc. says the company has seen a strong response to an Edmonton pilot of its first loyalty program. “The response was very strong, and exceeded our expectations,” said chief executive Calvin McDonald, pictured, on Thursday. The annual loyalty program costs $128 to join with the member receiving either a pair of pants or shorts designed for the program, as well as expedited shipping on e-commerce purchases. The company will continue piloting the program through the first half of next year with some expansions outside of Edmonton, said McDonald, who stepped into the CEO role in August. The loyalty program experiment comes as the company also continues to expand with the opening of 38 net new locations since late last year.