New Sun Bum and rediem brand community The Bum Club aims to turn traditional loyalty on its head

Sun Bum reports that last week a soft launch of its rediem powered brand community The Bum Club got over 12.1K consumers to join.

Rather than focusing on transactional relationships with customers, Sun Bum says it is building an authentic offering by rewarding customers for living by their values. 

This means getting points for the likes of: Taking a selfie wearing SPF; Educating yourself about skin cancer prevention; Texting a joke to Sun Bum’s mascot, Sonny; Participating in quirky challenges like “Find the Banana” scavenger hunts; And even doing nothing (people can press a “do nothing” button and earn rewards).

So far, the company has seen: Over 1,000 pieces of organic UGC; Accelerated SMS list growth 4x above the brand’s weekly average; 85% completion rate on the profile sequence, driving 10K worth of zero party data points in less than a week; 77% engagement rate in challenges, such as "do nothing".

“We didn’t want The Bum Club to feel like just another points programme,” says a Sun Bum spokesperson. “This is about building something bigger than transactions; it’s about creating a space where people feel seen, invited, and inspired to take care of themselves and eachother. Working with rediem helped us bring that vision to life in a way that feels totally true to who we are: creative, laid-back, and rooted in real connection."

“This is what we love to do - help brands like Sun Bum turn loyalty into community and brand values into action,” says Regan Plekenpol, Chief Ideator and Co-founder at rediem. “The Bum Club is a perfect example of how rewards can be more than transactional; they can be a bridge to culture, purpose, and long-term customer-brand relationships."

2025 RTIH INNOVATION AWARDS

Loyalty and rewards will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.