Filson Loyalty

Burberry, Barbour, and Filson aren’t cheap purchases. And if it’s one thing I’ll spend money on, it’s a well-made jacket. But, after they’ve hooked you in for $600 or more, I need to be given a reason to come back.

The Filson unlined wool cape-coat. A must-have for any Pacific Northwesterner and now my go-to jacket for the cold Seattle Winters. After spending a mint on this jacket, I expected a “welcome to the family” email or a “this is how you take care of your coat” message or a “The coat to beat all coats” note. Some sort of marketing function to fulfill the end of the Customer Journey within Loyalty.

Hey Filson, if you’re reading this, love the brand, but here is what I recommend to make me an, EVEN MORE, diehard Filson Fan - it may even turn Bruce Willis into a fan (no insult meant, just a hint of sass).

Hurray, Filson got me through Consideration and the Sale, now what?

I’m so excited about my purchase and ready to start wearing my jacket. But, with this dollar amount, I need a little caressing to tell me, ‘what a great purchase I made.’ There are a number of ways this could happen. At check-out, my email was taken. GREAT, it’s time to put automated emails to work.

When my email is entered at the POS, I’m now set to receive a year-long drip campaign to tell me how great my jacket is, how great I am, how great Filson is, and look at the great deals I can get, JUST because I bought an unlined wool cape-coat.