North Turned Every Product into a Gateway for Customer Engagement

North Actionsports Group (NAG), home to North Kiteboarding, Mystic, and North Windsurfing, has always pushed the boundaries of watersports innovation. With design roots in New Zealand and global reach, the group is driven by a simple mission: build authentic, high-performance gear that connects riders with the water — and with each other.

The Challenge

NAG wanted to strengthen its connection with the watersports community. While its loyalty program Club North offered extended warranties, exclusive events, and member perks, sign-ups lagged. Traditional QR codes and in-store promotions weren’t enough to turn product owners into engaged members.

At the same time, upcoming EU regulations added pressure to find a scalable solution for product transparency and compliance.

The Solution

Partnering with Tappr, NAG embedded Digital Product Passports (DPPs) directly into its 2025 product lineup — from kites and boards to wetsuits and accessories.

Each sewn-in QR code connects riders instantly to:

• Club North Membership: Extended warranty, health insurance, events, and member-only products.
• Lost & Found & Theft Protection: Ownership details link directly to the customer.
• Centralized Product Info: Specs, care, and manuals in one place.

Implementation was global, with Tappr working alongside NAG’s design team in New Zealand and integrating with its label suppliers.

The Impact

• Higher Engagement: Registration rates increased, turning products into natural gateways to Club North.
• Clear Differentiation: DPPs added tangible value, boosting sales conversations and webshop visibility.
• Brand Leadership: Compliance with EU regulation paired with stronger consumer trust and transparency.