Ikon Pass sales get a lift as skiers choose pay-over-time with Affirm
An Ikon Pass is an exceptional ski season pass option, offering access to over 45 premier global mountain destinations, providing endless winter adventure. And Alterra Mountain Company—the parent company behind Ikon Pass—knows that many skiers and snowboard riders want flexibility with paying for the pass.
Initially, Ikon Pass offered its own payment plan for customers who wanted to pay over time, but the program became challenging. “Servicing the internal solution with the growing product complexities proved increasingly difficult” said Erin Keane, Director of Destination Marketing, Alterra Mountain Company. “We needed a solution with more technical capabilities and expertise.”
Why Affirm is the favored buy now, pay later solution
Ikon Pass considered a number of buy now, pay later (BNPL) providers, and Keane said they chose Affirm mainly for two reasons: the partnership with the Affirm team and the simple, transparent customer experience.
“From the very beginning the Affirm team helped us work toward a solution,” she said. “It never felt like we were being sold. They were partners in the process.”
“Another thing that impressed us is that, with Affirm, what you see is what you pay,” she added. “There are no fees, no hidden costs, no secret language. That’s really important for the customer experience.”
The process of implementing Affirm was “smooth and efficient for our teams,” Keane said. “The Affirm technical, training, and marketing resources worked with us every step of the way.”
Affirm drives more sales and hits ‘sweet spot’
Skiers and riders were first offered the option to buy an Ikon Pass with Affirm during spring of 2021, and Ikon Pass added a zero-interest promotion as part of the launch. Results of the launch campaign included double-digit percentage increases in conversion from the prior program, resulting in a sizable percentage of sales made with Affirm.
Keane said she’s “very happy” to see that customer approvals are at 90%. “Skiing and riding is a financial commitment, and we’re glad that Affirm is helping us expand access for customers who want to pay over time without hidden fees.”
“Ikon Pass is a young, fun brand, so younger pass holders are really in our sweet spot,” she said. “Affirm really makes sense for us because we know millennials often choose flexible payments, and they’re more comfortable with BNPL than using credit cards.”
As Keane and her team make plans for another robust season of sales, she often gets asked by industry peers if Affirm has worked out for Ikon Pass.
“I usually respond with an emphatic yes.”
Learn more how Affirm can help grow sales for your business.