Intensified Digital Marketing Plans Drive Strong Sales At Lululemon

Citing enhanced digital marketing efforts, Lululemon says third-quarter sales surged, with comparable sales up 17%, net revenues jumping 22% and e-commerce sales soaring 44%. The retailer also announced it’s expanding a test of its first-ever loyalty program, charging members $128 per year in return for curated experiences and free shipping. It’s unique, disruptive, and perfect for Lululemon,” said CEO Calvin McDonald on a conference call webcast for investors. The loyal program has been testing in Edmonton, Canada, offering perks like access to the retailer’s “Sweat” classes, early access to festivals and a free pair of pants or shorts for signing up. And, noted McDonald, the response has been very strong and exceeded our expectations