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LANX

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Fashion case studies

How LANX’s loyalty program upgrade powered instant results 

LANX joined forces with LoyaltyLion to upgrade their loyalty program to provide higher-quality customer experiences that drive long-term revenue growth. 

Who are LANX?

LANX are a premium footwear brand based in Lancashire, blending classic British shoemaking with bold, modern design. 

Their collections are handmade and built to last, reflecting their Northern roots and entrepreneurial spirit. 

As a brand committed to providing the highest quality goods to customers, LANX needed a loyalty program that could do more than distribute points — it had to reflect who they are and reward their customers in a simple but personalized manner.

What was their challenge? 

Before switching to LoyaltyLion, LANX had a loyalty program in place, but it lacked impact, scalability and customisability. 

Rewards were hard to redeem (as the scheme relied on a customer having their account number to hand), it was poorly integrated with Shopify POS which made the in-store experience tricky for the customers and staff, and the analytics dashboards were simple to say the least, giving LANX minimal insight into what growth and long-term impact the scheme was truly driving. 

They needed a platform that had spent years getting the basics right, so they could focus their attention on building genuine, emotional connections with customers.

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When LANX launched with LoyaltyLion 

From the first conversation through to launch, LANX’s onboarding with LoyaltyLion’s dedicated onboarding manager was smooth, collaborative, and put customers front and center. 

  • Existing loyalty members were placed into accurate tiers based on historic spend
  • Points and customer data were successfully migrated from the previous provider 
  • A new, streamlined points system focused on rewarding customers for every purchase and allowing them to progress through tiers with increasing benefits such as referrals and birthday rewards, taking advantage of the out-of-the-box features Loyalty Lion offers in these areas

Just four months in, shoppers were already highly engaged, with 8,000 newly-enrolled members (adding to the 65k migrated from their old scheme), and 65,000 points have been redeemed.

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“LoyaltyLion has a great Shopify integration and is a solid loyalty engine that’s built for scaling.

“While the speed to launch our new program was very impressive, what stood out most was the attention to detail. We never felt we were rushing; everything was well thought-through thanks to the team’s deep understanding of ecommerce, not just tech.”

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Adison ClarkCDO & Digital Consultant, LANX

A program designed with the customer in mind

Rather than overload the new program with too many touchpoints, the program focuses on ease of use and genuinely rewarding customers: 

  • Loyalty credits: £1 earned for every £10 spent, valid for 12 months from last purchase and redeemable with ease online and in-store
  • Tiers (Bronze, Silver, Gold, VIP) offering increasing benefits to members, such as early access to new collections, birthday gifts and £20 for every friend referred to LANX.

The structure and simplicity of the scheme reflects LANX customer demographic and proudly northern, ‘get the job done’ tone of voice whilst still introducing new benefits and rewards versus their old scheme.

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“Our program with LoyaltyLion finally reflects who we are as a brand. It’s simple for customers to use whether in-store or online, enjoyable to engage with, and something we’re proud to share with customers.”

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Adison ClarkCDO & Brand Marketing Consultant, LANX

Loyalty as a community-builder

The program helps build emotional connections with customers, not just by rewarding referrals and milestones, but doing so in a way that leverages powerful personalization.

  • Refer-a-friend program: £20 in points for the customer and £20 for their friend
  • Annual birthday rewards that increase by tier
  • Powerful integration with Klaviyo that automates segmented and personalized comms and the flow of loyalty data into other channels such as direct mail
  • ● Integration with Gorgias (the customer service platform used by LANX), to allow the team to tailor their approach to resolving queries accordingly
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“Our program has a real sense of momentum now, thanks to our strategic VIP tiers. Customers are more engaged because we’re rewarding in a way genuinely shows our gratitude for their commitment and custom. This is seriously moving the needle for our growth through retention.”

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Adison ClarkCDO & Brand Marketing Consultant, LANX

Dashboards with real, valuable insights – not vanity metrics 

Critically, LANX’s team was pleased to have found a loyalty platform that gave them genuinely valuable insights. 

Through the LoyaltyLion Dashboard, LANX can see the program’s contribution to total revenue, a vital metric to demonstrate the impact of the program at a glance. 

They can also delve deeper, comparing CLV (customer lifetime value) and purchase frequency of redeeming members, non-redeeming members, and non-members – as well as understanding impact by tier, points expiration forecasts, and so many more invaluable insights. 

Plus, if they ever need more insights, LoyaltyLion’s dedicated data team is always on hand to help.

“We now have a clear view of brilliant first-party data that we can be used to personalise and better target our communications. Most importantly, we’re seeing increases to our repeat purchase rate – a key objective we set ourselves when making the decision to swap loyalty platform .” 

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James TresadernCRM Lead at LANX

Integrated to deliver — online and in-store

For LANX, making customer retention easy in both ecommerce and physical stores was essential. 

With LoyaltyLion’s Shopify POS integration, the program helps loyal customers earn and redeem points wherever they shop – in the brand’s brick-and-mortar store, or online. 

  • Points can be earned and redeemed in-store with real-time syncing 
  • Staff can identify loyalty members (and the tier they are in) quickly, improving customer service 
  • In-store rewards are redeemed with ease 
  • Staff can engage customers with the scheme in-store. For example, adding their birthday into the platform so they’ll receive a birthday gift. 
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“We had very specific requirements whereby a solely ‘out of the box’ approach wouldn’t have suited. LoyaltyLion will work with you, your developers and their product teams to bring those requirements to life, taking your feedback and feature request suggestions on board. The support and account management team are top-notch. We’re now exploring how Loyalty Lion can help us integrate into the wider LANX eco-system with custom rewards and Apple Wallet integration.”

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James TresadernCRM Lead at LANX

Want to see how it all came together?

Watch the video to hear from LANX about their new loyalty program.

“LoyaltyLion is the best platform for those in need of a comprehensive, fully-customized loyalty program. The platform strikes the perfect balance between ease of use while still offering all of the back-end complexities we need.”

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James TresadernCRM Lead at LANX


What we’ve learned

LANX’s story shows how a quality program launch sets the tone for everything that follows.

Within weeks of migration, the new program was driving 10% of the brand’s total revenue, a figure predicted to rise steadily as the program matures and earns enthusiastic feedback from customers. 

By working closely with LoyaltyLion to align technology, branding, and goals, LANX created a loyalty experience that both expertly supports growth through retention, and helps customers feel genuinely close to the brand.

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