About Original’s
Original’s is a concept retail chain in Israel, specializing in leading international footwear brands. The company operates approximately 25 stores nationwide, alongside a growing ecommerce presence.
The brand aimed to create a digital asset that does more than just sell, one that can manage a community, collect relevant data in an era of increasing privacy restrictions (cookies), and drive higher customer retention.
Challenges
The need to establish a new loyalty program stemmed from several business constraints:
- Lack of high-quality data:
Making it difficult to build a 360-degree customer profile and track purchasing behavior over time. - Reliance on one-time purchases:
A need to increase LTV (Customer Lifetime Value) and create a mechanism that brings customers back to the site. - Limitations of off-the-shelf solutions:
Existing loyalty platforms did not provide the required flexibility, both in user experience and business logic, to embed the program as an integral part of the shopping experience. - Commercial complexity:
The need to present clear differentiation in pricing and benefits in real time, without compromising site speed or the checkout experience.
Solutions
BOA Ideas designed and developed a custom loyalty program for Original’s, without relying on third-party applications, enabling full control over business logic, pricing, and user experience:
- Real-time value presentation
Displaying regular price vs. member price on product pages, creating immediate clarity and supporting the decision to join the program. - Seamless enrollment within the journey
Free membership is integrated naturally into the browsing and purchasing flow, without redirecting to an external process, even from the first purchase. - Hybrid use of Shopify capabilities and custom development
Combining Shopify Plus native features with custom logic to overcome platform limitations and deliver a precise experience. - Data infrastructure
Building a foundation for customer identification, behavioral analysis, and data-driven marketing actions across both online and offline channels.
Results
- The impact of the initiative was visible early after launch:
- Significant growth in loyalty program sign-ups
- Membership becoming a natural part of the purchase journey
- Approximately 66% of identified transactions are made by loyalty members
- Improvement in conversion rates and benefit redemption
Beyond these metrics, the project established a foundation that enables Original’s to operate more precisely with its customers, improving purchase frequency, strengthening loyalty, and increasing LTV.
Summary
The digital initiative led by BOA Ideas demonstrates how a custom-built loyalty program, rather than an off-the-shelf solution, can become a meaningful business tool, not just a marketing feature.
By combining user experience, commercial logic, and data collection, the project created a mechanism that delivers immediate value to customers while supporting long-term growth. It highlights the importance of full ownership over the digital product, especially when it directly impacts conversion, loyalty, and purchase frequency.