How Never Fully Dressed doubled revenue from loyalty program members

NFD meets LoyaltyLion

Never Fully Dressed worked with LoyaltyLion to launch a loyalty program focused on building and rewarding its strong community of devoted members. 

The Loyalty Love Rewards program, launched in mid-2019, purposefully shortens the time between customer purchases throughout the loyalty journey. From a customer’s first purchase, they typically earn enough points to redeem a reward at second purchase, keeping them coming back for more.

Even customers who used the guest checkout are motivated to make a second purchase thanks to the brand’s tactic to backdate points by three months.

Supporting exclusivity strategies with VIP tiers

Exclusive opportunities have always been at the heart of NFD’s brand strategy; their purposefully scarce stock creates urgency, meaning only the most engaged fans will secure new pieces.

Loyalty Love Rewards leverages the same strategy with its VIP tiers, offering more exclusive rewards the higher shoppers rise through the Pink, Gold, and Black tiers. 

For instance, members of the Gold and Black tiers can access one-on-one personal styling sessions via video call, which often sell out quickly. As a result, higher-tier members are encouraged to remain engaged with the program to secure their exclusive spot.

How loyalty boosts NFD’s in-store and marketing approaches

Never Fully Dressed’s integration with Shopify POS allows customers to earn and redeem loyalty points in their pop-up stores, supporting the brand’s omnichannel strategy as it grows its brick-and-mortar offering.

The brand also leverages data from the loyalty program to personalize email communications, engaging their members and reducing time between purchases. They use these in:

• Welcome emails

• Tier progress messages

• Points expiry emails

All of these nudge members to return, spend points, redeem rewards, and rise through the tiers.