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How Pashion Footwear used AI to boost repeat purchasing

Pashion Footwear (6)
Fashion case studies

Fan-favorite convertible heel brand uses LoyaltyLion AI Campaigns to boost repeat purchasing and grow at quieter times, all in a couple of clicks.

Who are Pashion Footwear?

Pashion Footwear are the original convertible heel brand, with shoes that switch from heel to flat in seconds. Their fan-favorite product drops regularly sell out within minutes.

Customers don’t just buy a single pair. They build collections by mixing and matching heel kits, accessories, and uppers, a product model with natural, repeatable follow-up purchases.

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Pashion’s retention challenge and a smooth migration to LoyaltyLion

With drops selling out fast, Pashion needed loyalty to make the most of every new customer.

The brand needed a loyalty program that could:

  • Drive tier graduation moving customers up to tiers where CLVs are higher
  • Incentivize repeat purchases of heel kits and accessories
  • Smooth out seasonal lulls in quieter months like January

Their previous platform wasn’t supporting them on any of it. Pashion needed a partner that could deliver hands-on guidance, not just software.

Pashion migrated to LoyaltyLion in mid-October 2025, with the program live well ahead of Black Friday and Cyber Monday, the brand’s biggest revenue moment of the year.

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Onboarding with LoyaltyLion was easy. The improvements suggested by our dedicated onboarding manager were so much more helpful than our previous provider. Today, LoyaltyLion is a central part of our team.

Miranda Pashion
Miranda KnightMarketing Director, Pashion Footwear

How Pashion Rewards works

Pashion Rewards is built around a three-tier structure of Bronze, Silver, and Gold that pulls customers deeper into the brand with every purchase.

Members earn points on every order, plus through photo reviews and app engagement that align directly with Pashion’s growth goals.

Silver and Gold members also get early access to new drops, from 15 minutes ahead of launch to a full two-day head start for BFCM. With drops that sell out fast, those minutes matter – and the FOMO is real.

It pays off: Gold members outsell Bronze and Silver combined, with a lifetime value 2.3x higher than non-members. Graduating customers up the tiers is the single biggest lever Pashion can pull.

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AI Campaigns: smarter recommendations in seconds

Pashion’s points multiplier events were already a proven growth driver. Usually, that meant time spent reviewing past performance and calculating the best time and best rewards for this activation.

LoyaltyLion AI Campaigns took the guesswork out instantly. Drawing on data from 250 million shoppers across 10 years, LoyaltyLion AI recommended:

  • The right multiplier per tier: 2x for Bronze and Silver and 3x for Gold, calibrated to drive the biggest lift in cart size and tier graduation
  • The optimal week: January 16–21, timed for the post-holiday lull
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Having LoyaltyLion AI choose the best time to run our loyalty campaigns has worked so well, and removes the guesswork. We feel confident letting LoyaltyLion do the math. AI Campaigns understand and adapt to our business needs better than ever.

Haley Pashion
Haley PavoneFounder and CEO, Pashion Footwear

AI sets up campaigns in a third of the time

Recommendations were just the start. Once Pashion had picked their campaign, AI Campaigns handled the execution too, turning what used to be a full day’s work into a job done in a fraction of the time:

  • No manual configuration of points rules per tier: the AI populated everything.
  • One-click scheduling, so they could set the campaign live and walk away
  • Built-in member messaging, with loyalty tier data flowing straight into Klaviyo so emails and SMS could be personalized around the promotion without a separate build
  • A single dashboard to track revenue, orders, AOV, points distributed, and customer journeys in real time

The Pashion team estimates the whole campaign was set up in a third of the time it would have taken manually.

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Campaign planning used to take hours to get right. LoyaltyLion AI slashes that time, and sets up top-quality campaigns in ways that our team can easily understand. Not only has it saved us hours, but integrates smoothly into our existing tech stack, too.

Miranda Pashion
Miranda KnightMarketing Director, Pashion Footwear

Results: AI Campaigns engage customers better than ever…

Pashion’s most recent AI Campaign delivered their strongest loyalty week yet:

  • 28% conversion rate – far above the brand’s usual
  • 13% higher AOV during the AI Campaign week
  • 7x more points earned than a normal week, setting up thousands of repeat purchases
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…and power growth through loyalty

That AI-driven momentum is feeding into a loyalty program that’s now a core revenue engine for Pashion:

  • 24% of total revenue contributed by the loyalty program
  • 50–60% returning customer rate, sustained month after month
  • 2.3x higher CLV for Gold members vs non-members, with Gold members outselling Bronze and Silver combined
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It’s a breeze using LoyaltyLion. Managing our loyalty program, rewarding our top customers, and growing faster has never been easier.

Haley Pashion
Haley PavoneFounder and CEO, Pashion Footwear

What brands can learn from Pashion’s story

For lean teams running loyalty alongside a dozen other priorities, Pashion’s story offers a clear playbook: choose a partner that gives you the guidance to migrate quickly, and let AI take the analytics and setup work off your plate.

The result is more campaigns, better timing, and stronger results – far faster than before.

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