Coombe Farm Organic increased their customer spend by 70% thanks to their loyalty program

53%
of revenue is coming from loyal customers
70%
increase in customer spend
30%
of click rate within the loyalty emails
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Challenge

The value of the organic food and drink market in the UK rose by 4.5% in 2020, reaching £2.45bn. With the unexpected Covid-19 crisis, many customers switched to online shopping and in 2020, ecommerce sales of organic food also saw more than a 143% year on year increase. Coombe Farm Organic experienced this trend in action, with new customers and orders coming in every day.

With so many shoppers ordering for the first time, they needed to take immediate action to ensure that these customers turned into regulars. It was time to look at a loyalty solution.

Solution

To build strong one-to-one relationships, Coombe Farm Organic needed to understand each customer’s individual buying behavior and use that information to make them feel special. Working closely with Morphsites, Coombe Farm Organic used LoyaltyLion’s API, and took their loyalty program from concept to launch in just two months.

Customers who create an account automatically become a loyalty program member and start earning five points per pound spent. With each purchase, loyalty program members get closer to unlocking rewards.

coombe farm organic and loyaltylion

To increase their loyalty program’s visibility, first, they integrated LoyaltyLion with Mailchimp and sent out an email announcing the launch of their loyalty program and explaining the benefits of joining. They then set up automated tailored emails to highlight available rewards and began to send personalized promotional marketing campaigns.

Results

Thanks to Coombe Farm Organic Rewards, today 53% of their revenue is generated from loyalty program members. Coombe Farm Organic also saw a 70% increase in the spend of their loyalty program members.

Working with LoyaltyLion has transformed our approach to loyalty. The result has been a clear increase in customer retention and spend.
Lizzie
General Manager at Coombe Farm Organic

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