We helped Bonds relaunch a 10-year-old rewards program with a new points system
Bonds is one of Australia's most iconic apparel brands, owned by Hanes Brands. The existing Bonds Rewards program was roughly ten years old, and Hanes needed a clear-eyed read on whether the program was still pulling its weight — and what it should look like next. We were asked to develop a strategy, design and data recommendations to deepen customer relationships, encourage shoppers to choose Bonds over competitors, drive higher spend per shop, and lift overall lifetime value.
Why the redesign mattered: the previous Bonds Rewards program had been live for roughly a decade. A clean, points-based reset gives the team a platform to run promotional campaigns against for the next decade, with consistent benefits for every member.
The redesigned Bonds Rewards program introduces a points engine. Members earn points on every $1 of spend, redeemable for a $5 Bonds Bucks voucher at 100 points (no minimum spend, stackable with other promotions). On top of points, members get free delivery and returns, a welcome gift, anniversary rewards and other perks. The new structure deliberately moves away from tiers — every member gets the same consistent set of benefits, so the value proposition is easier to communicate and easier to engage with.
Bonds Rewards was successfully relaunched on the new design, delivering tangible value to members on every shop. The points-and-vouchers mechanic gives the team a clean platform to run promotional campaigns against, and the simplified all-member benefit set reduces friction for new joiners.
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