Levi Strauss & Co. extends DTC and omnichannel centric Red Tab member programme to new European markets.
Levi Strauss & Co. has boosted its DTC first strategy, with the expansion of its member programme, Levi’s Red Tab, into four new European markets. Consumers in Poland, Ireland and Denmark, can now access exclusive membership benefits, while Switzerland will be joining in June.
Since launching in 2020, Red Tab has grown to over 38 million members globally. With this expansion, the programme will be available in 12 countries in Europe (France, UK, Germany, Italy, Spain, Netherlands, Belgium, Czech Republic, Poland, Denmark, Ireland, Switzerland).
Leona De Graft, VP of Ecommerce at Levi Strauss & Co. Europe, said, “Expanding our Red Tab Member Programme is a key enabler of our DTC first and omnichannel evolution. By integrating digital and in-store experiences, the program strengthens our ability to deliver a connected, convenient, and rewarding shopping journey across all touchpoints.”
“But we are not just driving loyalty – we are building lifelong Levi’s fans through unique benefits such as our in-store tailoring service to both customise and repair denim garments. With Red Tab, our members truly Live in Levi’s.”
Central to the programme are coins, earned by Red Tab members on every purchase, redeemable for vouchers to shop online or in-store. Additional perks include free shipping on every order, birthday surprises and early access to exclusive collaborations.
Member Days also give fans access to concert tickets, curated trips and events across Europe destinations. Members retain their benefits in all the countries where the programme is available.
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