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How over 70% of Nanso’s revenue is driven by their loyalty program

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Fashion case studies

Youthful loyalty program at century-old brand proves the power of data-driven customer retention

Who are Nanso?

Nanso are one of the most iconic Nordic womenswear brands, with over a century of heritage in sustainable fashion.

Over the past decade, they have undergone a bold transformation, modernizing their product lines, refreshing their brand identity, and scaling their ecommerce presence.

Now one of Finland’s leading fashion brands with a thriving ecommerce store, they are focused on creating meaningful, long-term customer relationships that support growth across borders.

The challenge

Before launching their loyalty program, Nanso were relying on outdated stamp cards and disconnected customer records.

Without the systems in place to track behavior or segment audiences, they couldn’t identify their most valuable customers or reward them effectively. 

Loyalty was the missing piece of a retention puzzle that could fuel sustainable growth, both online and in-store.

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When Nanso met LoyaltyLion

After upgrading their ecommerce and retail operations to Shopify in early 2019, Nanso worked with LoyaltyLion to launch their fresh, modern loyalty program in March 2020. 

The program allows members to earn points, which can be redeemed for discount vouchers at values of €5, €10, and €25. 

They can also earn points through both purchase and non-purchase activities. Here’s how members can earn points:

  • Making a purchase – 1 point for every €1 spent
  • Enrolling in the program
  • Giving birthday information to receive points on their big day
  • Following the brand on Facebook and Instagram
  • Reselling Nanso products through resale platform Emmy

This is an invaluable strategy: it enables the brand to keep close to members between visits to the site, to surprise and delight them on special occasions, and even reward actions that align with the brand’s sustainable ethos.

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Start now, enhance your loyalty program later

Without strong customer data to accurately segment their audiences, Nanso took the strategic approach to start simply: no tiers, just generous benefits designed to drive signups and data collection.

It was a smart move. With LoyaltyLion data showing that 65% of Shopify brands already have loyalty programs in place, and 85% of consumers saying this influences their decision to repeat purchase from the same brand, getting their loyalty program off the ground as early as possible was wise – paving the way for later tweaks.

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“If there’s one piece of advice I’d give other brands, it’s this: start your loyalty program now! 

“We launched without any tiers because we just didn’t have enough data. But we made the program quite aggressive on purpose, so the benefits for the customers were huge in the beginning. 

“From there, we powered lots of enrollments and gained enough data to segment rewards more strategically soon afterwards.”

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Jenni HomerDirector of Retail and Ecommerce, Nanso

VIP tiering that hits the motivational sweet spot

Based on the AOV and purchase frequency data collected from their freshly launched program, Nanso determined the best way to segment their cohort of loyal members.

Then, they built a tiered structure with increasingly impressive benefits at each level:

  • Bronze: Free delivery for online store pickup orders over €79, special prices and pre-sales
  • Silver: Free delivery for online store pickup orders over €59, special prices and pre-sales, plus exclusive events for loyalty program members
  • Gold: Always free delivery for online store pickup orders, free home delivery for online orders over €99, special prices and pre-sales, exclusive events for loyalty program members, free pant leg shortening

These carefully planned VIP tiers reward loyal behavior, and motivate increased spending: members who climb to the next level have a points bonus waiting in their new tier.

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Practical, brand-aligned rewards

Rather than giveaways, Nanso focuses on rewards that reflect their values — practical, sustainable, and customer-centric. These include:

  • Free trouser leg shortening for top-tier members, a generous mark of quality and care
  • Customers can earn points for reselling clothes, which supports the brand’s sustainability goals and brand ethos
  • Even bigger birthday points bonuses for members as they climb the tiers, using personalization to help members feel closer to the brand


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Customer-informed and always evolving

Five years on, every major change to the program — whether tiers, points, or rewards — has been shaped by customer insight. 

Nanso continue to use customer data to iterate their program based on what shoppers truly value:

  • Nanso runs regular surveys, interviews, and polls to test new ideas
  • They have adapted points, reward levels, and rules based on feedback – for example, they introduced a smaller, €5 money-off voucher reward to better meet the needs of customers. This is now their most redeemed reward. To protect Nanso’s margins, it’s only applicable on orders of €30 and above


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“We’ve realized that our customers are actually quite on board with change and that we shouldn’t be too worried about changing things within the program if we need to.

“The analytics and insights in the LoyaltyLion dashboard so clearly show what’s working and what’s not, and we simply adjust from there. ”

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Jenni HomerDirector of Retail and Ecommerce, Nanso

Embracing the preloved revolution while maintaining revenue growth

Nanso rewards customers who resell preloved Nanso items, both supporting the brand’s sustainability ethos and the rapid growth of the preloved economy.

Program members who choose to resell Nanso clothes through resale platform, Emmy, receive 200 loyalty points each time, encouraging them to return to Nanso’s site for a future purchase when they can redeem these points for rewards.


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“Resale is booming in popularity, but our loyalty program means we can still rely on those participating in this trend coming back to our site – and even increasing their purchase frequencies at the same time. “By giving points to members who resell our clothes, they’re more likely to return and shop with us again.”

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Jenni HomerDirector of Retail and Ecommerce, Nanso

The Results

Nanso’s loyalty program produces brilliant results, fuelled by a prompt launch following their migration to Shopify, ongoing data-driven tweaks, and brand-aligned loyalty initiatives:

  • Loyalty-influenced revenue is now 71.3% of total sales – an all-time high for the brand and at the top-performer benchmark within their GMV band and industry, according to LoyaltyLion benchmarks
  • Redeeming members spend a huge 9.3x more than non-members
  • The average lifetime value of redeeming members is 4.5x higher than non-members
  • Top-tier members order 4x more often than entry-level members


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Watch: How Nanso made loyalty their biggest growth lever

The biggest lessons from Nanso’s outstanding loyalty journey

Nanso’s journey shows that loyalty doesn’t have to start with complexity — it just has to start.

By focusing first on enrollment and increasing their understanding of customer data, then evolving with purpose, Nanso turned retention into a strategic growth tool. 

Their loyalty program isn’t just about transactions — it’s about building a brand customers feel connected to, and choose to shop with again and again.

Talk to us Explore Nanso’s program

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