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How Rat & Boa boosted total revenue by 15% using a loyalty program

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Fashion case studies

From community to conversion: How Rat & Boa reward their most devoted customers

Who are Rat & Boa?

Rat & Boa are a fashion brand known for their bold statement pieces designed to empower confident, style-conscious women.

With a strong global following, the brand have cultivated a reputation for high-quality designs that balance sophistication with effortless edge.

As a long-standing LoyaltyLion partner, Rat & Boa have worked with the platform for many years to continuously strengthen customer relationships and encourage repeat purchases.

To further enhance the experience for their most loyal brand advocates, they launched a loyalty program that aligns with their community-driven approach to fashion.

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“Having a loyal customer base we can count on for growth —especially with everything going on in acquisition and the economy — is a game-changer. The program’s incentives and smart comms keep people coming back.”

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Lucy DouglasMarketing Executive, Rat & Boa

What was their challenge?

Despite Rat & Boa’s strong brand identity and dedicated customer base, the company faced several key challenges in fostering long-term customer loyalty:

  • Retaining high-intent shoppers: While Rat & Boa’s collections generate strong demand, the brand wanted to keep customers engaged beyond single purchases and encourage repeat buying behavior.
  • Rewarding brand advocacy: With a passionate community of loyal shoppers, Rat & Boa wanted to incentivize organic promotion and word-of-mouth referrals.
  • Enhancing customer lifetime value (CLV): As a premium fashion brand, increasing the frequency of purchases and strengthening long-term relationships with customers was crucial to sustained growth.
  • Differentiating through experience: In a competitive fashion market, Rat & Boa needed to create an experience beyond transactional discounts and truly reflect the brand’s aspirational identity.
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Rat & Boa meet LoyaltyLion 

To address these challenges, Rat & Boa partnered with LoyaltyLion to create a loyalty program that enhances customer retention, drives repeat purchases and strengthens brand advocacy.

The program was designed to seamlessly align with the brand’s aesthetic and ethos while providing meaningful rewards that encourage long-term engagement. Key features of the program include:

  • Exclusive Tiers & Rewards: The loyalty program features tiered membership levels, where customers unlock increasing benefits as they engage with the brand. Higher-tier members receive perks such as early access to collections and VIP experiences.
  • Points for Engagement: Customers earn points not only through purchases but also by engaging with the brand
  • Personalized Incentives: Using LoyaltyLion’s data-driven insights, Rat & Boa tailors reward offerings based on customer behavior, ensuring members receive incentives that align with their shopping habits.
  • Early Access & Experiential Perks: Members enjoy exclusive first access to new launches and limited-edition pieces, creating a sense of exclusivity and urgency.
  • VIP Rewards: The Rat & Boa program features VIP rewards such as early sales access and access to concierge services, further enhancing the customer experience.
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“We’re using our loyalty program to offer top customers exclusive perks—like concierge-style services and early access to product drops. It’s a simple but powerful way to drive urgency and boost revenue.”

“It’s also been great to see how quickly customers sign up for early sale access. It just confirms that building retention into our strategy with a loyalty program is one of the smartest plays in ecommerce right now.”

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Lucy DouglasMarketing Executive, Rat & Boa

Results

  • 15% of Rat & Boa’s total revenue is attributable to their loyalty program, underscoring its impact on customer engagement and revenue growth.
  • Over 40k customers have enrolled in the program in just 12 months. A major driver of this adoption has been exclusive loyalty perks, particularly early access to sale events. 

For example, the 2025 February sale event saw a significant spike in sign-ups, as customers rushed to join the program for first access to discounted items.

By implementing a loyalty program that prioritizes customer experience over simple discounts, Rat & Boa has successfully built a deeper emotional connection with its audience – leading to stronger brand advocacy and increased customer lifetime value.

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“Our loyalty program is really helping us get the most out of our most engaged customers. Repeat purchases are up, brand connection is stronger, and it’s now bringing in 15% of our total revenue—and climbing.”

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Lucy DouglasMarketing Executive, Rat & Boa

Conclusion

Rat & Boa’s loyalty program goes beyond traditional rewards, creating an elevated shopping experience that strengthens brand affinity and deepens customer relationships. By offering exclusive perks, personalized incentives, and VIP experiences, the program keeps members engaged and encourages repeat purchases.

With thousands of customers enrolling in just a year, the program has proven to be a powerful driver of both revenue and retention. By prioritizing loyalty, Rat & Boa continues to turn one-time shoppers into lifelong brand advocates.

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