The €150 tent that changed everything.

My colleague Marc owns seven tents. Seven. When I asked him why, he said something that stopped me cold: "I don't buy tents. I buy trips that haven't happened yet."

Marc's not alone. Last month, I watched a customer at a Decathlon in Warsaw spend 20 minutes debating between two nearly identical sleeping bags. The difference? Twenty euros and half a kilogram. But she wasn't calculating cost per gram. She was imagining herself hiking the Tour du Mont Blanc, where that extra weight might matter when she's already exhausted after day three. This is what most loyalty programs miss entirely.

The commodity trap

Walk through any outdoor gear store and you'll see the problem. Tents that look identical, priced within euros of each other. The specs blur together: waterproof ratings, pole counts, and floor space. Commoditization in action.

Yet some brands command fierce loyalty while others compete on price alone. The difference isn't in the ripstop nylon. When Patagonia emails you about their latest jacket, they don't lead with technical specs. They lead with a story about a climber in the Dolomites, facing weather that would terrify most people. The jacket becomes secondary to the audacity of the attempt.

When Patagonia emails you about their latest jacket, they don't lead with technical specs. They lead with a story about a climber in the Dolomites, facing weather that would terrify most people. 

Compare that to most loyalty programs today. "Spend €300, get €15 back." It's pure transaction, devoid of meaning. You're rewarding people for buying, not for becoming.

What actually drives loyalty

Here's what I've learned from studying retention at companies across Europe: the customers who stay longest aren't necessarily the ones who buy most. They're the ones who see themselves reflected in what you stand for.

Decathlon's most loyal customers aren't just buying gear. They're embracing the notion that sports should be accessible to everyone, regardless of their budget or background. That's why they'll queue for an hour during their annual sale, or drive across town to the massive Decathlon warehouse instead of popping into Intersport down the street.

The French company's mission—"to move people through the wonders and benefits of sport"—isn't just marketing speak. It's reflected in everything from their €2 football to their comprehensive beginner guides. You're not just shopping for gear; you're part of a movement that believes sport changes lives.

That philosophy creates a different kind of loyalty entirely. When Decathlon launches a new store, people genuinely get excited. When a beloved Quechua tent model is discontinued, customers mourn its loss on social media. That's not normal retailer behavior—that's community.

Beyond Points and Discounts

The most effective loyalty programs I've encountered work like this:

• Decathlon's community events don't just sell products—they teach skills: free climbing workshops, trail running groups, and family cycling days. You're not just buying a bike; you're learning to become a cyclist, supported by people who share that passion.

• Patagonia's Action Works connects customers with environmental causes. You're not just buying from a company that makes outdoor gear. You're supporting a company that actively protects the Alps, Pyrenees, and other wild spaces across Europe.

• Nike Run Club doesn't just track your kilometres. It celebrates your progress, connects you with runners in your city, and makes you feel part of something larger than your morning jog around the local park.

Notice what's missing? Points. Percentages. Pure transactional rewards.

The Real Question

Here's what I would like you to consider: What does your customer actually want to become? Not what they want to buy, but who they want to be.

The outdoor gear customer wants to be someone who embraces adventure. The beauty customer wants to feel confident and expressive. The fitness customer wants to be healthy and strong. Your loyalty program should help them become that person, not just reward them for spending money.

Because here's the truth, Marc taught me: people don't stay loyal to products. They stay loyal to the version of themselves that your brand helps them become. The tent is just the excuse to go camping. What's your customer's real destination?