Background

Since its inception in 2012, Tentree has been on a mission to make a positive impact through every product sold. With a commitment to plant ten trees for every purchase, Tentree has aimed to regenerate ecosystems, sequester carbon, and provide jobs across the globe. Founded by Canadian entrepreneurs Dave Luba and Kalen Emsley, this brand reflects a love for nature, inspired by the outdoorsy pursuits of hiking and surfing.

However, the BFCM shopping period presented a challenge for the brand. Tentree initially struggled with the idea of participating in the consumer-focused event. According to Shawn McIntyre, former e-commerce manager, Tentree was wary of fueling unnecessary consumerism. Yet, they saw an opportunity to use BFCM as a platform to amplify their mission. Tentree decided to reposition BFCM, renaming it Green Friday and leveraging it as an avenue for change.

Goals and strategy for the BFCM 2024

With a goal to plant one million trees through BFCM sales, Tentree doubled its target from the previous year. This objective underscored their commitment to environmental responsibility and engaged their community in a mission that went beyond discounts. To reach their ambitious target, Tentree focused on the following strategies:

• Discounts and daily promotions: Tentree balanced their mission-driven approach with an attractive shopping experience by offering percentage discounts, free shipping, and daily mystery promotions.
• Personalized tree tracking codes: Tentree gave customers unique codes to track where their trees would be planted, creating an emotional connection and transparency in the impact of each purchase.
• Early access for loyalty members: Tentree used exclusive offers for loyalty members to build anticipation and reward their most dedicated customers.

Implementation: Loyalty program at the heart of Green Friday

Tentree’s Green Friday success was heavily powered by its loyalty program. To strengthen engagement, they offered double loyalty points for purchases made during the BFCM period. This approach rewarded loyal customers and encouraged new customers to join the program.

Key loyalty program features utilized during Green Friday included:

1. Double points on purchases: By doubling the points earned during BFCM, Tentree incentivized customers to make more significant purchases and increase their reward balances.
2. Exclusive early access and personalized promotions: Loyal customers received early access to Green Friday sales and tailored offers. These exclusive promotions acknowledged loyal customers’ support while reinforcing their value to the brand.
3. Mission-driven loyalty rewards: Each customer purchase planted ten trees, and loyalty members gained insights into where their trees were planted. Tentree’s alignment with sustainability attracted eco-conscious shoppers who wanted to contribute to the mission through their purchases.
4. Live goal meter for tree planting: The dynamic goal meter, featured in emails and on the website, created a sense of urgency and community as Tentree supporters watched the number of trees grow closer to the one million target.

Results: Green Friday outcomes

Tentree’s Green Friday campaign yielded impressive results that demonstrated the power of blending sustainability with a strategic loyalty program.

• Sales increase: Tentree experienced a notable boost in sales over BFCM, achieving its goal to plant one million trees. The double points campaign and early access for loyalty members drove a substantial portion of these sales.
• Customer acquisition and retention: The loyalty program attracted new customers interested in supporting environmental efforts, and the use of double points incentivized higher retention rates among existing customers.
• Customer satisfaction and loyalty: Tentree saw a spike in loyalty program enrollments and increased repeat purchase rates, driven by the combination of exclusive offers, double points, and meaningful rewards.

Conclusion: The power of loyalty

Tentree’s Green Friday demonstrates the potential for a brand to align BFCM with its core mission while engaging customers through a strategic loyalty program. By focusing on shared values, personalized promotions, and loyalty rewards, Tentree built a campaign that not only increased revenue but fostered long-term relationships with eco-conscious customers.

For e-commerce brands looking to connect with their audience on a deeper level, loyalty programs can be a powerful tool. Tentree’s success in reimagining Black Friday into Green Friday proves that a loyalty program centered on shared values can drive both sales and brand loyalty.

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