Edgard & Cooper get almost 50% of their revenue from their loyalty scheme | Loyalty Lion

Challenge

Nutritious pet food provider, Edgard & Cooper, faced several key challenges when it came to scaling their business and building a loyal customer base. The first was the need to cultivate a strong returning customer base in the intensely competitive pet food industry. They also wanted to reinforce the company’s commitment to its core brand values, including sustainability and transparency, both beliefs that are central to its mission.

Alongside all of this, it was vitally important to them to provide superior nutrition to cats and dogs everywhere, which meant they wanted an innovative approach to their customer engagement and retention processes.

Solution

To address these challenges, Edgard & Cooper launched a loyalty program designed to resonate with their customers and reinforce the brand’s values. The program, creatively designed with the brand’s playful style, awards “belly rubs” as points. This keeps the program on-brand but adds a fun, engaging element that pet owners can relate to and enjoy.

The program was structured to maximize participation and engagement, with plenty of simple ways to earn points. Customers are incentivized to interact with the brand frequently, earning points for activities such as purchases, social media interactions, and completing pet profiles. The gamified experience encourages members to stay active and unlock rewards quickly, building a sense of achievement and loyalty.

A standout feature of the program is the encouragement for new members to complete detailed pet profiles. This zero-party data, including information about the pet’s breed, preferences, and dietary requirements, enables Edgard & Cooper to tailor marketing communications and promotions more effectively. This personalized content not only enhances customer satisfaction but also drives higher engagement and conversion rates.

The loyalty program they’ve built also aligns perfectly with Edgard & Cooper’s sustainability goals, with members having the option to use their rewards to plant a tree or donate a meal to a shelter dog. This integration of social and environmental responsibility into the program has resonated well with the brand’s conscious consumer base and further strengthened customer loyalty.

Results

The impact of Edgard & Cooper’s loyalty program has been remarkable. Almost 50% of the brand’s total revenue can now be linked back to loyalty program members, proving just how effective the program is at driving repeat business.

Members who redeem their rewards spend 15 times more than non-members, demonstrating the significant boost in customer value generated by the program. These members also order 3.8 times as often as non-members, highlighting a high level of engagement and satisfaction.