Rebel Sport
Benefits of Our Transformation
Developing a sustainable loyalty programme that balances customer value with business profitability for Australia's leading sports retailer.
About Rebel Sport
Rebel Sport is Australia’s leading sports retailer, serving millions of customers nationwide through an extensive store network and online platform. With a strong brand and loyal following, Rebel Sport had previously operated a customer loyalty programme that was discontinued due to unexpected costs and liabilities. Determined to rebuild loyalty in a more sustainable way, the company set out to create a data-driven programme that balanced customer value with commercial viability.
Results That
Matter
Balanced
Value vs Risk
Improved
Profitability
Enhanced
Customer Loyalty
Long-term uplift
Retention
The Opportunity
After closing its original loyalty programme, Rebel Sport faced a critical challenge — how to re-engage loyal customers without reintroducing the financial risks that had undermined the previous scheme. Senior management recognised the need for a new approach grounded in data and financial rigour. The opportunity was to design a loyalty framework that could deliver measurable customer and commercial benefits while managing risk and ensuring long-term sustainability.
Solutions Delivered
Beyond partnered with Rebel Sport to design and validate a new loyalty strategy that combined analytical precision with practical retail insight.
- Customised Loyalty Risk Model: Developed a bespoke model combining Rebel Sport’s transactional data with Beyond’s proprietary forecasting system to evaluate potential programme settings and their impact on profitability, liability, and customer value.
Programme Outcome Identification: Modelled and quantified the financial and behavioural outcomes of different loyalty programme structures to predict how each configuration would influence customer satisfaction and business performance.
Balanced Programme Design: Used insights from modelling to craft a loyalty strategy that delivered genuine customer value while mitigating financial exposure, ensuring the programme was both engaging and commercially sound.
Results & Impact
The collaboration led to the launch of a sustainable, data-led loyalty programme that significantly strengthened Rebel Sport’s customer engagement and profitability.
- Balanced Value and Risk: The new programme successfully delivered value to customers while managing liabilities, ensuring long-term operational sustainability.
- Improved Profitability: By quantifying and controlling financial risk, Rebel Sport implemented a loyalty scheme that enhanced profitability and operational efficiency.
- Enhanced Customer Loyalty: Engagement and retention improved markedly, reigniting enthusiasm among customers and reinforcing Rebel Sport’s position as Australia’s trusted destination for sports enthusiasts.
Lesson Learned
Rebel Sport’s experience underscores the importance of combining analytics with commercial acumen when designing customer loyalty programmes. Data-driven modelling enabled the business to understand trade-offs between customer value and financial exposure, leading to smarter design decisions and measurable impact. The project demonstrated that with the right insight, even legacy challenges can be transformed into sustainable growth opportunities — proving that customer loyalty, when built on data, is both achievable and profitable.
