Why SNOCKS Club members are 3.5x more likely to make a second purchase

What was their challenge? 

As they scaled the online business, SNOCKS noticed a common problem in apparel: lots of customers check out as guests, typically ordering at lower values and less regularly. 

So, the brand looks to disrupt how people purchase socks, underwear, and similar items, contrasting the last-minute nature of sock-buying which rarely spares a second thought for quality or fit.

To reduce reliance on costly customer acquisition and grow their business, SNOCKS needed to encourage regular repeat purchases from loyal customers, which would increase AOV. They determined that a loyalty program with LoyaltyLion was the best way to fulfill this retention strategy.

Reducing the second purchase gap

Once in the Club, members have multiple ways to earn points, from following the brand on Instagram and joining a mailing list, to downloading their app and, of course, by making purchases. Here’s why it helps:

• The brand can connect with customers at all stages of the purchasing cycle, driving them through the site to redeem points for rewards such as money off, free shipping, and specific products.

• SNOCKS can use email and text to nudge customers to return between purchases, via messages about their personalized points balance, reward reminders, and members-only promotions.

The motivation to spend available points helps members get into a rhythm of repeat purchasing over time, vital for increasing their CLV.

VIP tiers help increase customer value

VIP tiers also help SNOCKS unlock more regular purchases and higher order values. Members rise through Bronze Sock, Silver Sock, and Golden Sock tiers, unlocking exciting perks at each stage:

• Bronze members get early access to sales and participation in exclusive competitions

• Silver members receive the above, plus priority shipping and a birthday gift
• Gold members get all of that, plus they unlock invitations to SNOCKS Club events, plus Golden Sock Sales unavailable to anyone else

With tiering based on points balance, SNOCKS fosters a community that both engages with the program’s features and purchases regularly. Together, this means members make larger and more regular purchases than non-members.