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Why Cake won Best Loyalty Performance Marketing Agency

Cake

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Cake is a full-service ecommerce agency helping Shopify brands grow across the whole customer journey; from acquisition through to retention. LoyaltyLion programs are a key part of their performance marketing strategy, reducing MCoS to make campaigns as successful as possible.

How LoyaltyLion helps Cake make bold moves for their clients

Discover why Cake won Best Loyalty Performance Marketing Agency at the 2026 LoyaltyLion Awards.

The opportunity: Turn community into a loyalty engine

P&Co has always had a strong sense of community. The brand brings people together through shared interests; whether that’s moto culture, design, or just a love of really well-made gear.

So when the brand reached a point where they wanted to give something back to the people who’d supported them for years, loyalty was the natural next step.

Cake helped bring that to life through LoyaltyLion, creating a program that rewards repeat purchase, yes — but also deepens that feeling of belonging and access.

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A tiered program that gets more meaningful as you go

The early tiers deliver the benefits customers expect (early access, discounts).

But as members move up, the program gets more experiential and more community-led, including invites to brand events and top-tier moments that reinforce “you’re part of the inner circle”.

That top tier, the “family” tier, plays a big role in bringing the community story to life.

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Q4 strategy: Make Black Friday loyalty-first

Cake and P&Co don’t treat loyalty as an add-on during peak season – rather, it’s a key source of reliable revenue.

Leading into Black Friday, Cake focused heavily on increasing loyalty enrolment, making sure P&Co went into peak season with a bigger, more engaged member base that would show up early and buy fast.

That loyalty-first approach paid off.

From early access with a password (so members could shop before anyone else) to scratch card treats added into member baskets, P&Co gave shoppers plenty of reasons to come back again, even during the busiest promo window of the year.

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Being able to understand what returning customers might do, and the value they’ll bring, thanks to extensive data in the LoyaltyLion Dashboard, means we can forecast who we need to acquire, and plan how to end the year in the strongest position possible.

Katie Cake
Katie UnderwoodMarketing Director at Cake Agency

Loyalty in the app: Built to feel seamless, not bolted on

Cake also built P&Co a mobile app, and they made sure loyalty wasn’t hidden away in an account page somewhere.

Using the LoyaltyLion API, the team brought loyalty right into the heart of the app experience.

Members are greeted by name, can instantly see their points balance and available rewards, and don’t have to hunt around to understand what they’ve earned.

Cake also built new ways for members to unlock free gifts through the app and checkout journey, using LoyaltyLion data and the API, with the goal of making rewards feel “sprinkled in” as part of the natural shopping flow.

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Bringing loyalty in-store with Shopify POS

P&Co’s community doesn’t just live online, as the brand extends the loyalty experience into physical retail via LoyaltyLion’s Shopify POS integration.

That means customers can earn points and redeem rewards in-store as well as online. So someone might be a loyal online shopper, walk past the Shoreditch store, pop in… and still get the same recognition and benefits.

Top-tier members were also invited to the store launch, making that milestone feel like a shared moment with the community that helped build the brand.


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That seamless journey of online and offline is possible through LoyaltyLion. It’s amazing that someone could’ve been an online customer and they’re walking through Shoreditch now and can redeem their points.

Katie Cake
Katie UnderwoodMarketing Director at Cake Agency

Why loyalty matters to performance marketing

Cake’s performance team is guided by ROI, essentially, what the brand puts in versus what they get out.

And for them, loyalty has a clear “halo effect”: when retention is strong and loyalty is doing its job, Cake can invest more confidently in acquisition, because they know that spend isn’t just a one-time return. It’s the start of a longer customer relationship.

They also pull key loyalty signals (like “spend until next tier”) into Klaviyo, so comms can be targeted, timely, and genuinely motivating. Those same segments can then feed into paid strategy too, from exclusions to tier-led targeting.

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When you look at Shopify’s returning customer rate, it only tells half the story. The additional segmentation that comes through LoyaltyLion means we can understand exactly how to leverage loyalty to make promotions as effective as possible.

Katie Cake
Katie UnderwoodMarketing Director at Cake Agency

The bigger picture: A program that keeps evolving

For Cake, one of the biggest reasons they keep coming back to LoyaltyLion is that it doesn’t stay static.

The platform evolves, the API opens up new creative options, and the partnership support makes it easier to keep improving the customer experience over time, especially once a loyalty program reaches maturity.

The Cake team can then easily move beyond program “set-up mode” into: “what’s next?”.

LoyaltyLion is constantly evolving, and what we can do with it is constantly moving forward.

Katie Cake
Katie UnderwoodMarketing Director at Cake Agency


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