The potential benefits of loyalty programmes go far beyond just raising customer lifetime value. Rewards programmes are excellent for this, but they’re also terrific for creating a community of like-minded people and boosting emotional investment in the company. And Love, Bonito, an omnichannel women’s fashion brand, used this as its primary motivation when it introduced its own loyalty programme.
Antavo-powered LBCommunity+ was equipped with a variety of distinctive loyalty solutions to elevate the brand and customer engagement. And it worked: the campaign soon went viral and sparked interest among customers both in-store and online.
Constructing a Successful Omnichannel Loyalty Program With a Focus on Virulence
Love, Bonito is a Singaporean band that stands out for having a strong feeling of community. The modern Asian woman, who values personalised attention as much as a good deal, is the company’s core target market. The company also has a strong offline presence. Their pop-up shops are renowned for having modular changing rooms and augmented reality technologies.
The fashion company’s loyalty programme concentrated on three primary areas:
Increase total customer spending – Love, Bonito’s Net Promoter Score and the average order value all have to rise in order for the rewards programme to be effective.
The business sells both online and offline, therefore the firm required an omnichannel loyalty solution that would establish a unified customer view and give its marketers information into consumers’ online and in-store actions.
Make a platform to test and promote certain projects. Love, Bonito wanted to explore new rewards that would increase brand loyalty. To accommodate the addition of additional features, the incentive system has to be modular.
5 Ways Love, Bonito shaped the neighbourhood with distinctive acts of loyalty
- Simple ways to gain points that are entertaining
A hybrid loyalty programme was chosen by Love, Bonito to help it meet its quantitative objectives. It combines earn-and-burn components, which boost average order value and frequency of purchases, with a tiered system, which encourages high member satisfaction and customer retention rates.
LBCommunity+ was initially introduced in Singapore, but after achieving popularity there, the technology was made available to users worldwide. The first Singapore programme components were as follows:
1 point for each S$1 spend in shops or online
50 points are awarded for creating a customer profile and registering.
Refer a friend and earn 300 points.
A $5 gift card is given to new members to use on their first purchase.
For their second order, members immediately receive 300 bonus points.
You can use your points to get deals at Love, Bonito, or partner offers.
- Unexpected advantages & early access
The tier system of LBCommunity+ is another important feature. Each of the three categories is determined by annual spending. Love, Bonito added exclusivity and early access to the levels to differentiate the concept and increase interaction.
Members receive exclusive birthday benefits, including double points throughout the month of their birthday and access to tier-specific discounts.
Early entry into sales and brand-new launches: One of the most appealing and economical advantages is the chance to purchase goods before they are made available to the general market.
Surprise Experiences: This benefit surprises & thrills clients with rewards like invitations to local events, adding a little mystery to the experience.
- Hire a hairstylist
The opportunity to schedule a free private session with one of the brand’s Style Ambassadors, who offer clients thoughtful and self-confidence-boosting fashion advice, is one of the most appealing benefits of being an LBCommunity+ Gold member. Additionally, it makes for a unique purchasing experience.
After depositing a completely redeemable deposit of S$30, Regular and Silver members can still take use of the Book-A-Stylist sessions.
Love, Bonito has been able to drive a number of significant business KPIs by making the “Book a Stylist” option a members-only perk:
Make your service genuinely individualised.
entice internet customers to visit the stores
Make multichannel experiences.
Boost social media virality
foster community brand loyalty
- Mobile Wallet
LBCommunity+ uses the Mobile Wallet app from Antavo for mobile devices. The purpose of digital loyalty cards is to assist customers in identifying themselves in-store. Because customers always have their phones with them, staff employees can scan the pass at the point of sale (POS), which is quicker and more practical than using traditional physical loyalty cards.
The level title on Android and the image on iOS are always up-to-date because the loyalty cards are updated when users attain a new membership level. Customers will never lose out on a reward or perk when buying thanks to this.
- Gift cards created by Magento
Love, Bonito uses Antavo’s Magento-generated gift cards to support an omnichannel approach and have better control over incentive redemption.
In essence, Antavo sends a gift card request to Magento, Love, Bonito’s eCommerce platform, each time a loyalty programme participant claims a prize. Magento creates a gift card internally and delivers it back to Antavo. Antavo then transmits the member’s message to Love, Bonito’s email automation service provider, Emarsys.
A better understanding of which award belongs to which consumer is provided by this integration between Antavo, Magento, and Emarsys. Furthermore, since only the legitimate owner who claimed the reward is qualified to use it, the system prevents any fraudulent use of gift cards.
Loyalty Can Improve Customer Retention
Love, Bonito’s loyalty programme is an example of how exclusivity, convenience, and loyalty can support a strong brand love. Customers will be a part of something special whether they visit an actual store or an online business.
Download our case study for a more thorough analysis of the Love, Bonito loyalty programme.