How Under Armour turned guest WiFi into 3 million rewards program sign-ups
Under Armour set out to refresh its in-store access journey: on-brand, effortless to connect, and built around one business objective, growing the rewards program. The goal was 1 million sign-ups. It reached 3 million.
Rewards sign-ups
Three times the 1 million goal the business set out to hit
Growth in connections
More visitors connecting to guest WiFi than the year before
Authentication rate
The year-on-year increase after the journey redesign
Marketing opt-in rate
More visitors saying yes to marketing, year on year
The challenge
Under Armour wanted to refresh its in-store access journey so it lived up to the brand: streamlined for visitors, consistent with the look and feel shoppers expect, and pointed squarely at the business objective of growing rewards program sign-ups.
- Bring the access journey in line with the Under Armour brand
- Streamline how visitors connect to guest WiFi in store
- Use the WiFi moment to grow rewards program sign-ups
The solution
The sign-in step was cut back to the essentials: the offline splash page now lets visitors connect with an email address only, a simple login with no unnecessary fields in the way.
Once connected, a custom branded online splash page takes over, putting the rewards program sign-up and Under Armour’s apps one tap away at the exact moment shoppers are standing in the store.
- Email-only login on the offline splash page
- Custom branded online splash page in the Under Armour look and feel
- Direct links to the rewards program sign-up and apps
The results
The business goal was 1 million rewards program sign-ups. With the WiFi journey working as a sign-up channel, Under Armour reached 3 million, three times the target.
The redesigned journey lifted every step of the funnel compared to the year before: 122% growth in visitors connecting to guest WiFi, a 30% increase in the authentication rate, and an 8% increase in the marketing opt-in rate.
- 3 million rewards program sign-ups against a 1 million goal
- 122% growth in visitors connecting to guest WiFi year on year
- Authentication rate up 30% and marketing opt-in up 8% year on year
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