Canadian jewelry brand Hillberg & Berk sells online and through 19 physical stores. With a low-frequency, high-consideration product, their loyalty program turns gift-purchasers into self-purchasers, and powers serious growth during BFCM.
Turn data into growth by leveraging native analytics and insights to track key metrics and enhance retention.
The program
Hillberg & Berk's loyalty program, BerkPerks, doesn't just retain its existing customers; it actively increases their impact on the brand thanks to personalized experiences and unmissable perks.
With a D2C and 19 physical stores, a loyalty program that works seamlessly everywhere was essential. They chose LoyaltyLion because of its strong Shopify POS integration, and continue choosing them for multichannel features like Loyalty Pass, which reward customers however they choose to shop.
Our loyalty program is far more than points and rewards.
It actively influences customer behavior, which means we use it more like a growth and retention engine.
At Loyalty Connect: BFCM 2026, Emman shared:
Want to smash Black Friday like Hillberg & Berk does? Book a demo now.
Before BFCM
Far before Black Friday weekend arrives, Hillberg & Berk's loyalty members are primed for a peak season purchase.
Always-on comms, triggered by loyalty activity and sent through Klaviyo, keep shoppers coming back while making sure points balance and available rewards are top of mind when looking ahead to Black Friday.
Then, Hillberg & Berk shares loyalty-specific teaser comms, to encourage customers to plan their shops, give info on where and how to purchase, and share reminders as it gets closer.
This strategy pays off. Loyalty members start building their baskets ahead of BFCM. The results are outstanding. The loyalty program contributed a greater share of total revenue during BFCM than usual, up from the already impressive third of revenue it typically generates.
During BFCM
Hillberg & Berk enrolled 4x more customers into the loyalty program during BFCM than in a usual week. Once customers are enrolled in BerkPerks, their lifetime value (CLV) is 5.4x higher than non-members. But how did they do it?
They treat top-tier customers very differently during Black Friday, with early access to the sale, exclusive products, and a tailored peak season shopping strategy shared with members. The meaningful advantage and sense of exclusivity drives FOMO, prompting a surge in enrollment.
Similarly, the brand ties product warranty registration to the loyalty program, making it a natural part of the customer journey.
1
Months before
Always-on loyalty emails through Klaviyo keep points and rewards top of mind.
2
Teasers
Loyalty-specific comms help members plan their shop and know where to buy.
3
BFCM
Top-tier members get early access to the sale and exclusive products.
4
After
An AI Campaign brings first-time shoppers back with points multipliers by tier.
Our loyal customers know who we are, and many have been with us for years.
Because we consistently talk to them throughout the year, when Black Friday arrives, they're ready to shop.
After BFCM
After BFCM weekend, Hillberg & Berk brings those first-time shoppers back through loyalty comms. They use AI Campaigns to avoid manual segmentation and get results fast.
One AI Campaign drew on billions of loyalty activities to predict the best points multiplier per tier (2x points for Silver and Gold tiers and 3x for Rose Gold), and was timed for when peak season shoppers were most likely to buy again.
Over 1.6k customers made a purchase as a result, over half (53%) of all members who were served the campaign, with a much higher AOV than usual. The campaign drove double what the program usually contributes in 5 days. It also distributed 1.2 million points, setting up thousands of repeat purchases in the future.
Turn data into growth by leveraging native analytics and insights to track key metrics and enhance retention.
Hillberg & Berk has just launched a digital loyalty pass, letting customers add the program to their phone wallet by scanning a QR code.
It gives swifter in-store experiences, with QR codes scanned at the till to show your loyalty status, pick up points and redeem rewards. It also sends loyalty push notifications to phones, meeting the expectation of 2 in 3 shoppers who say loyalty in their digital wallet is essential.
The team plans to use Loyalty Pass to promote their next BFCM offers by sending comms directly to customers' lock screens, and geolocation nudges when they're near stores.
Our loyalty pass makes it so much easier to communicate to customers that we have an amazing program, and that they can use their points and other perks.
BerkPerks is a really important tool for our business.
The results
4×
more customers enrolled in the loyalty program during BFCM than a usual week
53%
conversion rate for a Points Multiplier AI Campaign, well above top benchmarks
5.4×
higher lifetime value for loyalty members compared to non-members
For other brands
The impact of a loyalty program on Black Friday is clear, so brands like Hillberg & Berk have never looked back.
Using your loyalty program before, during, and after the peak season engages both your existing shoppers and brings more into the program. Once engaged, you have all the tools needed to prompt an all-important second purchase. This takes the pressure off acquisition, protecting your margins from excessive discounting, and driving consistent growth for months afterwards.
Book a demo and see how LoyaltyLion helps Shopify brands turn first-time buyers into loyal, repeat customers.
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