We helped Rebel build a premium tier for their highest-value members

Super Retail Group asked Ellipsis to investigate the health of the Rebel Active loyalty program — and to develop the right design model for its evolution. The objective was a program that would help Rebel engage customers more deeply and own the health-and-fitness retail landscape.

We started with a deep-dive review of the Rebel Active program. The insights revealed that high-value members were also the most loyal members — a tight overlap that the existing program wasn't fully capitalising on. From that finding, the Ellipsis team of loyalty experts designed the construct and proposition for a high-value member tier program built specifically for those customers.

All marketing communication processes were reviewed as part of the project — including the on-boarding flow and the online customer journey — to make sure the new tier landed cleanly. Member-only communication is now more relevant and engaging, and the high-value tier gives Rebel a structural way to invest in the customers who already drive most of the program's value.