Hiking → In-Person Activities by Merrell®

Here’s the customer retention strategy used by Merrell®

Are you part of a marketing team? Before creating hobby-driven activities as a customer retention strategy, explore how this footwear brand offers in-person experiences as a shared hobby: hiking. The outcome? Increased Customer Lifetime Value (CLV).

Here’s what you’ll find when participating in Merrell’s activities:

• Merrell Hiking Club — organized hikes led by ambassadors and “Trailblazers,” bringing together participants across cities and regions for shared outdoor experiences

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• Urban Hiking Guides — curated city-based walking routes created with local explorers, designed to help people rediscover familiar places through the lens of hiking

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• Merrell Fund Live — purpose-driven events and programs supporting environmental stewardship and outdoor accessibility (community cleanups, education, and conservation efforts)

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Listen to the strategy:

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