4.4x
higher CLV from redeeming members vs non-members
40%
of all Hotel Collection customers are enrolled
2.6x
more purchases from Aroma360 redeeming members
Aroma360 and Hotel Collection are two luxury lifestyle brands under one roof, delivering high-end, essential oil-based scenting solutions for businesses and individuals.
In a vertical always competing for share of wallet, both brands understood the value of customer retention and started separate loyalty programs.
However, they soon pooled their resources: one team now runs both programs, transforming them at the same time with tweaks to rewards and fresh goals.
The purpose: to drive revitalized revenue growth and truly lock in the loyalty of their top customers across both brands.
To drive more repeat purchases from existing customers, they needed a clearer focus on program performance, margin protection, and genuine connection with top shoppers.
LoyaltyLion’s platform had the flexibility to enable quick, powerful adjustments to help derive more value from their most loyal customers – with LoyaltyLion’s fantastic support team on hand to support at any time.
Having a highly configurable loyalty program helped our newly formed team quickly capture a revenue-driving opportunity. Using the LoyaltyLion platform, we were able to make fast, effective program changes that deepened loyalty, protected margin, and increased repeat purchasing across both Aroma360 and Hotel Collection.
Aroma360 Rewards and Hotel Collection’s Concierge Club had a great starting point for their transformations.
Both programs offer members points based on their spend and varied engagement activities – from writing a product review to sharing their birthday information – which could be redeemed for rewards, including:
The programs are visible through a fully-integrated loyalty page on site and in-app for the multichannel experience.
In the Concierge Club, VIP tiers also offer increasing perks based on annual spend. Membership offers an experience far elevated above that of a guest shopper.
It’s compelling tiering, expertly designed to motivate repeat purchases.
Aroma360 and Hotel Collection’s iterative tweaks are a masterclass in refreshing existing loyalty programs to unlock greater engagement and increase the CLV of top customers.
Ahead of an oncoming wave of seasonal traffic, here’s what they tweaked:
Once we used the LoyaltyLion dashboard to steer our loyalty revamp, everything clicked – retention improved fast, loyalty started pulling more weight for revenue, and our biggest fans helped kickstart the success of our new Aroma360 subscriptions.
Aroma360 uses its VIP loyalty tiers to encourage fans of the brand to subscribe to its Scent Club, rather than just making one-off purchases.
Through cleverly designed subscriber tiers, Aroma360 creates FOMO by rewarding those who either subscribe to receive their favourite scents every month, or who want exclusive access to its premium Club Paris collection.
As a result, VIP and Club Paris tiers members gain more points per spend, helping them redeem rewards quicker and reducing the chances of them cancelling their subscription.
The transformation is a testament to how an existing loyalty program can be optimized to dramatically increase its revenue contribution. The results prove it:
Small tweaks can drive big loyalty wins – our program with LoyaltyLion proves that. Now, we’re redesigning our tiers to boost reward redemption and CLV, making sure customers feel valued for staying engaged, not just for spending.
Loyalty’s contribution to total revenue tripled for Hotel Collection following the tweaks, and both programs now drive over double the revenue contribution of the previous year.
These strong positive trends prove that customers shopping for luxury homewares are eager to engage with compelling loyalty programs.
The key is using the data to tweak a program regularly to grow revenue whilst keeping customers happy and rewarded for their loyalty.
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