Talk to us

How Roswell NYC builds long-term retention engines for brands

Roswell

Back to case studies

Roswell NYC uses LoyaltyLion to help brands turn loyalty into a long-term retention engine; one that’s customised to the brand, integrated across the tech stack, and flexible enough to evolve through major growth moments like headless builds, omnichannel rollouts, and new engagement experiences.

Discover how Roswell NYC drives success with LoyaltyLion

Find out why Roswell NYC won the LoyaltyLion Award 2026 for Best Strategic Loyalty Partner

Who are Roswell NYC?

As Shopify Platinum Partners, Roswell NYC work across the customer journey end-to-end, which means they build the foundations underneath them, too.

A big part of that foundation is retention. And for Roswell, loyalty isn’t something you bolt on later. It’s something you design into the ecosystem from the start, so brands can keep customers engaged, build stronger warm segments, and create loyalty experiences that feel genuinely on-brand.

What Roswell wanted from LoyaltyLion

Roswell needed a loyalty platform they could confidently recommend across a wide range of client needs. They wanted a platform that:

  • Keeps innovating, so partners can bring fresh ideas to clients over time
  • Enables deep customization, so loyalty feels like part of the brand identity (not a generic add-on)
  • Fitted with the rest of the ecomm ecosystem, especially retention tools like Attentive and Klaviyo
  • Supports long-term iteration, so brands can keep evolving
  • Comes with strong support, so they can move quickly and solve problems without blockers
Loyaltylion Dashboard2 (1)

A loyalty program is a long-term retention play. You’re not turning it off in six months. So, you want to do it right from the beginning. LoyaltyLion makes that possible.

Ryan Roswell
Ryan EllulAssociate Director of Retention Marketing at Roswell NYC

Loyalty programs that evolve with brands…

Roswell’s loyalty work is rarely a “one and done.” It sits inside broader brand growth, and moves with the business as it changes.


Hat Heaven: A program that’s grown through multiple iterations

  • One of Roswell’s longest-standing clients, Hat Heaven was supported by the agency during its move from brick-and-mortar into ecommerce. LoyaltyLion was introduced as part of that evolution.
  • Since then, the loyalty program has gone through multiple iterations, supporting the business as it grows and the customer experience evolves.
New Template 1 (3)

… not against them…

Amika: Loyalty that stays seamless through major technical change

  • Roswell supported the LoyaltyLion program through significant changes, moving the brand headless, integrating Attentive, and building out omnichannel. The loyalty program adjusted and moved with the business, every step of the way.
New Template 2

Using LoyaltyLion, we’re able to adjust and grow with our brands. It platform helps us to be ready to build loyalty every step of the way, whatever direction the brands choose to move in.

Ryan Roswell
Ryan EllulAssociate Director of Retention Marketing at Roswell NYC

…and stay true to the brand

Fright Rags: A loyalty experience that feels like the brand

  • It’s a great example of what they mean by “custom and fun”: loyalty that doesn’t just reward purchase behaviour, but deepens brand identity and gives customers a reason to stay close.
  • Roswell helped build and evolve the LoyaltyLion program for Fright Rags, including the highly successful members-only Graveyard section, which brings out-of-stock designs “back to life” for members of tier 2 or above.
3

LoyaltyLion provides those extra levels of engagement actions, meaning customers in a warm segment can receive exactly the right email to support business initiatives.

Maya Roswell
Maya JuchtmanFractional Sr. Director of Marketing, Roswell NYC

Why loyalty data matters for retention (and everything around it)

Roswell uses loyalty to strengthen segmentation and improve customer targeting across channels. Loyalty creates more meaningful engagement actions, which means brands can communicate with customers when they’re warm, and send the right message at the right time.

Roswell NYC are excited about LoyaltyLion’s innovation in AI, stating it can help teams make informed decisions faster, without needing to manually switch things on and off or spend hours pulling insights.

LoyaltyLion’s really thoughtfully thinking about how to advance with AI. They’re sitting down and thinking about how to build this product from the ground up instead of shortcutting it.

Maya Roswell
Maya JuchtmanFractional Sr. Director of Marketing, Roswell NYC


Looking for a loyalty platform at the forefront of innovation?

Why not use LoyaltyLion AI to uplift loyalty revenue by 20% in a matter of clicks. Let’s chat.

Talk to us

Explore brand 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