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Subscription Loyalty

Loyalty Program Examples: Ikon and Epic pass draw new lines in Subscription Loyalty arena

Subscription is a new frontier in loyalty programs that’s been carved out so famously by Amazon Prime.   However, over the last few years an exciting battle has emerged in the alpine ski industry between Vail Associate’s Epic Pass and Alterra Mountain’s Ikon Pass. While the lines between product and loyalty program get blurry in this space, it’s clear to me that the aim of these programs is loyalty: retention, cross-sell and maximizing share of wallet – just like it is for Amazon. So, while not a rewards program per se, subscription is certainly an avenue to be explored by marketers with these objectives. This article looks at these two competitors through the LoyaltyLevers lens and provides insights that can be applied to any category.

Just as Amazon Prime has changed the face of ecommerce, the Epic and Ikon passes have changed the complexion of the ski industry, pitting elite pairings of the most famous resorts against each-other in this high-stake battle.

Picture of Phil Hussey Phil Hussey