Contemporary jewellery brand, Astrid & Miyu, has achieved a 40 per cent boost to total revenue after revitalising its loyalty programme with the LoyaltyLion platform.
A decade after being founded, Astrid & Miyu has fifteen stores across London, Bristol, Manchester, Leeds and New York, all offering piercing, welding, jewellery recycling and engraving services as well as contemporary jewellery. This November, the brand added two new stores to its growing portfolio, with openings in Edinburgh and Brighton.
Relying heavily on peak trading moments has been too much of a risk to retailers in recent years, due to a challenging economic climate and ever-shifting customer needs and expectations. A key objective of Astrid & Miyu’s new loyalty programme, therefore, was to mitigate the seasonality of cycles in the business and provide an integrated, omnichannel experience for online shoppers heading back in-store after the pandemic. It did this by creating a tiered rewards system that would create a customer community that would engage members all year round, and this involved a total rethink of its points of engagement with customers.
The brand introduced a four-tiered system that continues today, including new barriers to entry and varying perks based on the lifetime value of a customer. Within the four tiers, Astrid & Miyu offers a variety of incentives to engage customers. These include not only transactional but experiential rewards, which engage customers based on brand values, creating more memorable connections while not eroding profit margins. Since the programme’s launch, these have included early access to sales, first looks at new collections, and the ability to unlock the Astrid & Miyu Archive.
Astrid & Miyu wanted to ensure that their shoppers could access and benefit from the Astrid & You loyalty program wherever they were shopping. Using the Shopify POS integration with LoyaltyLion, they ensured that members who earned loyalty points online, could redeem them in-store and vice versa, benefiting from loyalty promotions across every channel. The omnichannel nature of the program ensures that customers feel recognised, rewarded and emotionally connected to the brand whether they’re browsing and buying online, or heading to a physical store. This has resulted in a 36 per cent increase in new member sign-ups in the last year.
Continually looking to improve its loyalty offering, Astrid & Miyu also launched non-transactional ways to reward its members and build its community in other digital spaces and in-store. The brand introduced a ‘250 points for Instagram follow’ offer and has seen over 10,000 new followers as a result. The brand’s omnichannel approach to loyalty now also enables consumers to earn points online and then spend them in-store and vice versa.
Going one step further, Astrid & Miyu wanted to build a community of customers who are connected by shared values such as sustainability and the environment. To achieve this, it launched a branded jewellery recycling program ‘Astrid & Renew’ in 2022, allowing customers to earn 1000 points for recycling their old jewellery – even if it comes from another brand.
Lucy Kemish, global senior CRM manager at Astrid & Miyu said: “Loyalty should be considered a long game, not a ‘quick-win’ solution. Introducing loyalty to your customer experience should be with the intention of driving long-term retention by rewarding shopping and brand advocacy. An effective loyalty programme can certainly be used to draw in new customers, but its purpose goes way beyond that.
“Our new reinvigorated approach does exactly that – by offering not only transactional but experiential rewards, we are engaging customers with experiences that align with their values. These kinds of rewards inspire members to keep coming back for more, and as they work their way up the tiers, they increase their lifetime value while doing so.”
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