Hallelujah Diet
How Hallelujah Diet drives a 13.5x higher customer lifetime value from top-tier members
Working with full-service Shopify agency Roswell NYC, Hallelujah Diet started working with LoyaltyLion because although they already had a high level of customer loyalty, they believed they could do more to recognize and reward that loyalty and increase customer lifetime value.
Who is Hallelujah Diet?
Hallelujah Diet was created to help customers live a healthy, vibrant life through a diet of plant-based, clean food. The brand was brought to life by Rev. George H.. Malkmus following a major health crisis, as he looked to fight his illness by energizing his immune system. 30 years on, thousands of people rely on Hallelujah Diet for their plant-based eating needs.
What was their challenge?
When Hallelujah Diet came to LoyaltyLion, it was not due to a lack of loyal customers. In fact, with many customers having been subscribed to the service for years, their retention rates were already high. However, Business Director Christopher Young explained they had limited ways to recognize and reward that loyalty or influence customer lifetime value and future spending. Knowing that LoyaltyLion integrated with many of the technologies Hallelujah Diet was already using, Roswell felt comfortable recommending LoyaltyLion to meet the challenge.
Hallelujah Diet meets LoyaltyLion
The key goal for the team at Hallelujah Diet was to create a straightforward program. HD Rewards needed to encourage customers to return and interact more frequently, while being easy to adopt with a minimal learning curve.
“We had separate systems before, but nothing where we could reward our customers and make them feel part of the Hallelujah Diet family.”
– Chris Young, Business Director at Hallelujah Diet
Together with LoyaltyLion’s Onboarding Team, Roswell and Hallelujah Diet devised a simple, tiered loyalty program that allowed customers to earn points through simple activity rules such as sharing their birthdays, creating an account, and liking and following on social media platforms like Instagram, Twitter, and Facebook. They can also unlock bonus points on orders over $150.
“The whole process of LoyaltyLion was easy to set up. It was simple to get to the discounts and build the points for customers.”
Roswell created a fully customized loyalty page that offers each member a personalized experience, showing their individual points balance, tier information, and available rewards. They also increased the visibility of the program by ensuring that touchpoints were included across the website’s menu navigation and within the account section.
“With these platforms and the help of Roswell, it took just days, and a couple of them just took hours to get things set up and running. It was so refreshing to not have to worry about that.”
The next focus was on making members feel rewarded but also motivating them to spend and engage. Enter the HD Rewards tiers. As members spend more with Hallelujah Diet, they progress through the loyalty tiers, and their points earning rate increases, helping them earn more HD points for every dollar they spend. As well as being able to earn points and unlock discounts faster, they can also unlock more experiential perks such as birthday gifts, VIP Q&A sessions and access to exclusive rewards.
A key reason that Roswell and Hallelujah Diet picked LoyaltyLion was the advanced integration with Klaviyo, which generated over $13.5k from 12 personalized, targeted email flows in the second half of 2024. And by leveraging loyalty data and other data sources such as cart value and loyalty tier, the team is able to trigger contextually relevant messages, both pre and post-purchase, surprising and delighting members with perks like exclusive early access to sales, special offers, and emails about birthday points. These points are translated into dollars when loyalty members meet a certain threshold for further rewards.
How the H Diet family responded
The HD Rewards program has been looking incredibly healthy ever since its launch in 2023. Over a twelve-month period, the loyalty program has driven 20% of the brand’s total revenue – a direct result of Active HD Rewards members spending 7.2x as much and ordering 4.4x as often as non-members. Most notably, members of the program’s Diamond tier have a 13.5x higher customer lifetime value than those in the lowest Silver tier.