An Innovative Approachto E-bike Loyalty

‍The Challenge

Forest is a company that offers 100% emission-free mobility.

They have these really cool e-bikes that run on renewable energy and help reduce CO2 emissions. That’s right, they’re one step closer to saving our planet!

But they had a tough challenge - how could they motivate people to move greener?

Forest didn’t just want to flash loyalty prizes and give random rewards to its customers. They wanted to create a better experience around riding a bike that builds up loyalty and a fun adventure.

Therefore, their end goal was to build a loyalty system that goes beyond just a transactional relationship. But how?

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The Assumption

Gamification was the key answer to Forest’s 3 main objectives:

1. ‍Convey the brand message in a fun & easy-to-understand way
2. Motivate people to use the Forest e-bikes more often
3. Reward customers for contributing to the mission of reducing CO2
   

So, Forest teamed up with StriveCloud to come up with a gamification plan that would motivate and reward loyal customers to use their e-bikes more often and contribute to the common mission of reducing CO2 emissions.

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The Solution

Let’s take a look at how StriveCloud helped HumanForest attain its objectives and delivered a different biking experience with gamification:

1. Convert the brand message into a gamified experience

To make people understand the impact they have by using e-bikes, Forest created a ‘TreeCoins’ system that translates kilometers biked into CO2 avoided. So their customers understood that more kilometers ridden meant less CO2 in the atmosphere.

TreeCoins is a gamified concept that is universally understood and has a huge impact - not only for translating the Forest mission into a real experience but also to reward customers and create a point system.

Therefore, Forest transformed riding into earning: 1 mile ridden earns 1 tree, and 5 trees earn 1 TreeCoin. Simple and effective!

StriveCloud helped Forest achieve their success. Book a free session and be next!

2. Motivation drives action

To motivate customers to use the Forest e-bikes more often, Forest introduced various gamification & loyalty add-ons inside their mobility app:

• A leveling system that supports the brand narrative

How to encourage long-term engagement? Set clear goals and activate a sense of achievement with a leveling system.

Based on the TreeCoins collected, Forest customers can level up their profiles. They can start from a Bonzai tree and level up to a gigantic Sequoia tree. By riding the HumanForest e-bikes, people can literally transform the city into a ‘human forest’ - a beautiful analogy aligned with the brand message that convinced customers to take action.

• Challenges that inspire

To incentivize customers on their app, Forest introduced inspiring challenges. For instance, ‘CO2 Saver’ is a challenge that motivates customers to reduce the CO2 levels - in other words, to ride more kilometers.

The possibilities here are nearly endless, but they all have the same purpose: to create a fun and engaging experience around riding a bike. What can be more exciting than contributing to the common mission of making the world a better place?

• CO2 Leaderboards

Measuring performance stimulates people to give their best. With the Forest leaderboard, customers compete against each other based on the amount of CO2 saved.

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