Rip Curl has launched a pilot program connecting customers' surfing data to their membership account.
Club Rip Curl members can earn rewards from purchases, referrals, product reviews "or even by going for a surf" as part of the initiative.
Through its own SearchGPS Surf watch, Rip Curl customers can upload data to the app on waves caught, top speed and distance to earn points.
These points can be transacted on products or donated to protecting the environment through Rip Curl’s partnership with SurfAid.
As the loyalty program grows, members-only experiences will also be available to purchase with points.
The pilot program, reportedly a world-first, launched through five stores in July before expanding across Australia and New Zelaand in August.
The rollout will continue in Europe, USA and Canada in 2023/24, according to parent company KMD Brands' Annual Report.
The technology behind the pilot was developed in collaboration with KMD Brands subsidiary Kathmandu.
KMD Group said its commitment to elevating digital means the technology is aligned across brands, “building synergies and economies of scale.”
“We have never had a unified customer in our tech stack,” Rip Curl loyalty manager Sam Hopgood said. "It's always been siloed between e-commerce and our bricks and mortar stores, so one main goal is to bring those two environments together from a membership and data perspective.
“For the first time, all our customers will be connected to the one ecosystem where we can create a single view of the customer and in turn deliver personalised communications and create a greater customer experience for our brand advocates.”