It took six months for Platypus Shoes to develop a revamped loyalty program, including integrating the platform across its omnichannel operations.
This is according to the footwear retailer’s head of marketing Georgia Randall, who says the ultimate goal of the program is to reward its most dedicated customers through a “passion point” they truly connect with: music.
The program was officially launched in late July, with Platypus partnering with Connect by Live Nation to fuel development and launch. The creative agency sits under the global entertainment firm, Live Nation.
“The vision for Kicks Club is to make it synonymous with music-led exclusivity and community for Gen Z,” Randall says. “Members unlock reward vouchers for every transaction over $100, birthday rewards, early access to drops and regular giveaways, all designed to drive deeper engagement and repeat interaction.”
Randall adds that the key differentiator is the partnership with Connect by Live nation, allowing her team the ability to deliver money-can’t-buy experiences with top music artists across Australia and New Zealand.
“By making Platypus synonymous with access to these great events it will create a powerful emotional connection between customers and our brand,” Randall adds.
“The program will continue to evolve, we see it as a dynamic platform that will adapt to what excites and motivates our audience, with potentially more tiers, experiences, and personalisation to come.”
Connect by Live Nation research showing 98 per cent of Gen Z are drawn to retail brands partnering with live music experiences as they are more “culturally relevant” and community-focused. The research also found 93 per cent are inclined to shop in preparation for live music events.
Live Nation’s SVP and head of media and sponsorships for AU/NZ, Kristy Rosser, notes that the music agency’s global loyalty studies indicate that over 90 per cent of Australians are part of a loyalty program, with 3 in 4 switching for live music perks alone.
“This shows the value that Gen Z places on being part of a club that truly motivates and excites them,” Rosser says.
In its latest Retail Report, Live Nation conducted a survey of 1,115 live music goers globally to quantify fan attitudes and perceptions of retail brands. 187 of these were in Australia and New Zealand, with people from several other countries involved, including from Brazil, Germany, the United States and the United Kingdom.
According to the study, Live music goers in Australia and New Zealand agree that sponsoring live music makes a retail brand more culturally relevant, innovative, and engrained in the community.
Fans also agree that a retail brand can enhance their live music experience especially with "useful" products, but while fans see the synergy between retail brands and live, it's critical the sponsorship feels authentic and practical.
The study also shows that while some fans still shop online for convenience, live music goers in AU/NZ prefer shopping in-store for nearly every major category, especially expensive items. For shoes, 56 per cent of local LMG shoppers prefer shopping in store, with clothing at 54 per cent in-store.
Over 8 in 10 shop in store at retail at least once a week, which is 24 per cent higher than global.
Randall adds that Platypus’ own research found that Gen Z and Millennials are largely underwhelmed by the current loyalty landscape, but see huge potential in programs that offer real, relevant value.
“With rising cost-of-living pressures, they’re more selective and gravitate toward brands that offer tangible, immediate rewards,” she says.
“This insight shaped Kicks Club: a program designed to break the mould by delivering exclusive music-driven experiences they care about, while remaining simple, transparent, and genuinely rewarding.”
Randall says the program was brought to life through a cross-functional effort, driven by the brand’s customer-focused teams across digital and marketing.
With a national store network and a strong online presence, Randall adds the rollout was a complex operation.
“Key challenges included integrating new functionality within our existing platforms, aligning the in-store and digital experience, training frontline teams, and ensuring clear communication to customers throughout,” she says.
“To manage this, we took a phased approach, prioritising the most critical elements first and maintaining close collaboration across teams to stay agile and aligned at every stage.”
Success for the Kicks Club will be measured across three key pillars: member growth, increased purchase frequency and uplift in brand affinity. Randall says she and her team have clear goals to rapidly scale the member base, drive stronger repeat behaviour, and track improvements in brand love through annual benchmarking studies.
These metrics, Randall says, will help ensure the program is not only delivering commercial value but also deepening emotional connection with the Platypus community.
“There’s a clear gap in the loyalty landscape across Australia and New Zealand,” Randall says. “Consumers, especially younger audiences, are craving programs that go beyond points and discounts to offer real cultural relevance and value.
“In sneaker retail, where brand connection and self-expression are everything, loyalty has the potential to become a key driver of community and long-term affinity.
“At Platypus, we see Kicks Club as just the beginning, an opportunity to redefine loyalty by blending cultural access, emotional connection, and commercial impact in a way that feels genuinely fresh.”
Randall adds that music and fashion have always moved in sync, and sneaker culture sits right at that crossroads. “Iconic brands like Adidas, Puma and Converse have deep roots in music through artist collaborations, and our partnership with Connect by Live Nation allows us to amplify that connection in a uniquely local way.
“By bringing global brand heritage together with Live Nation’s talent roster, we’re evolving sneaker culture beyond product, creating shared experiences that resonate deeply with our audience in Australia and New Zealand.”