British lifestyle brand Barbour has launched a unique loyalty scheme to reward dogs, after spotting a gap in the market to drive engagement with consumers and reward them with treats for their four-legged friends.
The brand's 'Dog's Life' scheme will invite shoppers to provide information on their dogs in return for exclusive pooch-themed content, free gifts, birthday messages and invitations to dog friendly events.
The move follows on from the success of the lifestyle retailer's dog-themed Instagram page last year which showcases Barbour's fashion range for dogs which includes a £40 waxed coat and a £100 'luxury' dog bed.
"Dogs become part of the family and have always been synonymous with our brand," said Paul Wilkinson, director of global marketing for Barbour. "The Barbour way of life is for everyone who loves spending time in the outdoors, enjoying fresh air, exercise and the freedom to get away from it all. It’s all about making memories and for many, dogs are a part of this lifestyle."
Wilkinson is confident the brand's unique approach will help Barbour scale its audience, build out its data and drive engagement.
The loyalty scheme is free to join and a special hub on Barbour's site points owners in the direction of dog friendly stores and restaurants.
There will be a year long programme of content, activity and events supporting the initiative.
Last year, Barbour launched a global Twitter and Instagram campaign to encourage fans to explore the countryside. The 'Heritage of Adventures' push was underpinned by a film featuring adventurer Sean Conway who is seen rambling in the Lake District in attempt to capture the perfect picture.