Talk to us

How Oh Polly’s loyalty program drives 18% of their total revenue

Oh Polly

Fashion case studies

Fashion powerhouse Oh Polly delights its Gen Z audience with genuine community across web and mobile

Who is Oh Polly? 

Oh Polly’s loyalty journey began following a migration from Magento to Shopify Plus.

Having successfully managed the platform shift and improved onsite customer experiences, Shopify Plus agency, By Association Only (BAO) started work to help Oh Polly bring more returning customers back to the new and improved storefront with a loyalty program that aligned with their brand identity and values.

Today, their loyalty program remains a continuous stream of work, with new perks for customers being tested all the time.

What was their challenge?

Following their migration to Shopify Plus, the team at Oh Polly was better able to focus on meeting the demands and preferences of their Gen Z target audience.

They needed a loyalty program that was about more than just discounts, helping them make customers feel valued through authenticity, exclusivity, and community.

This was the key to increasing customer lifetime value. 

Oh Polly 4

Oh Polly meets LoyaltyLion 

Knowing that personalization is the key to impressing a Gen Z audience, together with BAO, Oh Polly focussed on building a loyalty program that allowed customers to access, understand, and utilize the loyalty program without friction. Through a sophisticated loyalty account hub, customers can access their order history, wishlist, loyalty tier, and points balance all in one place.  

Enrolling members into the loyalty program was made easier with the implementation of an entirely on-brand loyalty page that highlights the exclusive perks available to Oh Polly Rewards members and how they can earn points.

Oh Polly ensured that customers could earn points in between transactions, offering points in exchange for account creation, joining the mailing list, and referring a friend. They also gamified the loyalty program experience by introducing VIP tiers. With four available tiers, members can unlock increasingly experiential rewards ranging from early access to the latest collections and secret sales to free next-day delivery and a VIP phone line for top-tier members. 

The Oh Polly team also used their loyalty program to boost their social media presence, enabling customers to earn points for following them on Instagram, Facebook or Twitter. This has helped them to further deepen brand loyalty by allowing them to keep in touch with their audience when they are browsing rather than buying. 

Oh Polly Rewards Start Here

LoyaltyLion has played a key role in helping us create a loyalty program that truly reflects our brand and connects with our customers. It’s more than just points – it’s about building relationships, rewarding engagement, and turning one-time shoppers into lifelong fans

Emily McmorranCustomer Journey Manager at Oh Polly

Meeting Gen Z on mobile with Tapcart

Oh Polly and BAO recognized that a huge number of Oh Polly customers shop on their mobiles, so the ability to earn loyalty points and unlock rewards via the app was a high priority.

Using the Tapcart and LoyaltyLion integration, customers can engage with the loyalty program as if they were shopping on-site, but the Oh Polly team can also send targeted and segmented push notifications to loyalty program members, alerting them to special offers, unclaimed rewards, and much more. 

How Oh Polly Rewards members have responded

The Oh Polly Rewards program has gone from strength to strength, enrolling over 721k new members in the space of 12 months. Today, 18% of the brand’s total revenue can be attributed to loyalty program members.

Redeeming loyalty program members are worth 3x more than non-members in terms of customer lifetime value, and they order 2.5x more often. 

The tiered approach is paying off, too, with members of the Platinum tier spending nearly 9x as much as Bronze tier members and purchasing 6x more often. 

Oh Polly’s loyalty program continues to support the wider marketing mix, with loyalty incentives securing 72k social followers, and over 500k newsletter signups within a 12-month time frame. 

We look forward to seeing more fantastic results from the Oh Polly Rewards program!


Talk to us Visit Oh Polly’s Program
Oh Polly 2

Explore fashion case studies

Got questions? Let’s talk

Rated #1 for loyalty on G2 and trusted by brands worldwide for over 10 years, let’s scale your business together. Get in touch today!

Talk to us