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How Camper is redefining customer engagement, with Alan Ferrero

Megan Glover

March 26, 2025

Industry interviews

Too many ecommerce brands rely on heavy promotions to boost sales—only to see short-term spikes and long-term churn. But what if shifting that budget toward community engagement could drive stronger loyalty, better margins, and a more sustainable business?

That’s exactly what Camper is doing.

In this episode of Ecommerce Toolbox: Expert Perspectives, host Kailin Noivo sits down with Alan Ferrero, Digital Director at Camper, to explore how the iconic footwear brand is using AI, omnichannel strategy, and a community-first loyalty program to deepen customer relationships—and reimagine ecommerce growth.

Whether you're leading digital transformation, building out site performance initiatives, or looking to create sustainable customer acquisition strategies, this episode is packed with insights.‍

AI that supports craftsmanship and operational excellence

“AI isn’t about replacing craftsmanship. It’s about enhancing it.”
— Alan Ferrero, Digital Director at Camper

In a world where automation often threatens creativity, Camper has taken a different stance. They use artificial intelligence to augment human creativity and support the brand’s commitment to craftsmanship.

Here’s how AI powers Camper’s ecommerce operations:

Product personalization: AI tailors recommendations to each customer, improving the digital experience and increasing conversion.
Material insights & trend analysis: AI helps forecast demand and align with sustainability goals—without compromising quality.
Inventory optimization: AI-powered forecasting reduces overstock and minimizes waste, creating more efficient supply chains.

This intelligent use of AI improves site performance, reduces errors, and strengthens brand trust—hallmarks of a resilient ecommerce operation.

The Walking Society: A loyalty program that prioritizes community over discounts

"The Walking Society is more than a loyalty program; it’s a community that connects customers with our values, creativity, and Mediterranean roots. Through exclusive product releases, cultural collaborations, and sustainability-driven initiatives, we create meaningful relationships beyond just transactions."
— Alan Ferrero, Digital Director at Camper

Forget points and discounts. The Walking Society, Camper’s loyalty initiative, flips the script by focusing on shared values, storytelling, and exclusivity. This program invites customers into Camper’s world, creating lasting emotional connections.

Members get:

Early access to product drops
Invitations to cultural and artistic collaborations
Exclusive content tied to sustainability and craftsmanship

By fostering community instead of transactions, Camper is building loyalty through identity—and turning customers into brand advocates.

Reallocating 40% of acquisition budget: A strategic bet that’s paying off

Most ecommerce brands lean heavily on discount-based promotions for acquisition. Camper, on the other hand, took a bold approach: reallocating 40% of its acquisition budget into its community-first loyalty program.

The result?

Lower reliance on paid promotions
Higher lifetime value from emotionally connected customers
Greater ROI from organic and community-led growth channels

This strategy aligns with a broader shift in ecommerce: from performance marketing to brand-driven acquisition. And in an era where conversion drops from poor user experience can kill ROI, the shift is a competitive advantage.

Omnichannel experience that bridges digital & physical retail

Seamless integration between digital and physical is non-negotiable. Camper delivers on this with a fully integrated omnichannel strategy that supports customer convenience and operational sustainability.

Key initiatives include:

Global inventory visibility: Customers can see real-time stock across channels
Flexible fulfillment: Options like buy-online-pick-up-in-store and in-store ordering of online exclusives
Circular commerce: Initiatives like repair programs and the Recrafted collection reduce waste and deepen brand affinity

Camper’s ability to connect ecommerce with retail stores gives customers a unified brand experience—and reinforces its position as a digitally innovative retailer.

Key takeaways for ecommerce leaders

If you’re a Director, VP, or C-level executive focused on ecommerce growth, here’s what you should walk away with from this episode:

AI can elevate both customer experience and operational efficiency—but only when used to enhance (not replace) your brand’s core value.
Loyalty isn’t about discounts. Build programs that create emotional engagement and long-term affinity.
Shift budget from short-term promotions to long-term brand building. The payoff: more loyal customers and stronger margins.
Omnichannel isn’t a feature—it’s the foundation for modern ecommerce growth and error-free experiences.