LIVELY's loyalty program increased its customer lifetime value by 39%

Challenge

As a sophisticated underwear brand, LIVELY already had a strong brand identity. However, they needed to create a loyalty program that would reflect their unique brand values and strengthen their community. Their focus was on securing long-term loyalty that would drive increased repeat purchase and spend.

Solution

In order to encourage customers to return regularly and spend more, LIVELY implemented a tiered loyalty program structure that complemented their brand values. To increase average order value, LIVELY awarded customers with extra points for each tier. The LIVELY team was aware that their loyalty program could also be used as a powerful way to complement their ongoing acquisition strategies. They designed a referral strategy that would benefit both customers and LIVELY itself by enabling members to easily refer LIVELY to their “BFFs” via a unique link.

To have an outstanding data-driven loyalty program, LIVELY’s technology team decided to use LoyaltyLion’s integrations with Klaviyo and Zendesk. Using LoyaltyLion and Zendesk together, the LIVELY team was able to improve customer support experiences. In the meantime, LoyaltyLion’s integration with Klaviyo allowed LIVELY to incorporate loyalty data into their emails, creating fully personalised messages about available rewards, point balances and referral links amongst other things.

Results

By creating aspirational tiers, LIVELY’s team increased its AOV by 21% and customer lifetime value by 39%. As a result of using their loyalty program to support other areas of the business LIVELY also increased its average number of orders by 37% and boosted average customer spend by 36% in a year.