Overview
In a world where brands need to build direct relationships with customers rather than rely solely on one-off purchases, there is a growing need to create a mechanism that delivers ongoing value - for both customers and the business.
Original’s, an established footwear chain with an extensive physical presence and a growing digital business, wanted to strengthen its connection with customers through its website, collect quality data, and increase the contribution of returning customers to sales. BOA Ideas, together with Lior Gabbai, were chosen to lead the planning and development of a tailored loyalty program, under the leadership of Uri Alon, Head of Ecommerce and Digital at Originals - a program integrated into the shopping experience on the Shopify Plus website.
The impact was already visible in the early stages after launch.
- Significant growth in the number of new club members.
- Joining has become a natural part of the purchasing process.
- Approximately 66% of identified transactions on the website are made by club members.
- Improved conversion rates and benefit redemption.
- From the transactions identified on the website - those made by club members
- 66%From the transactions identified on the website - those made by club members
- Branches nationwide
- 25Branches nationwide
- Third-party applications - fully customized development
- 0Third-party applications - fully customized development
Israel's Leading Concept-Store Chain for International Footwear Brands
The company wanted a digital platform that could do more than sell: build a community, collect relevant first-party data in an era of tighter cookie restrictions, and encourage repeat purchases.
The New Loyalty Program Was Designed to Solve Several Business Constraints
- Lack of quality data: Difficulty building a 360-degree customer profile and tracking purchasing habits over time.
- Dependence on one-time purchases: The need to increase LTV and create a mechanism that brings customers back to the site.
- Limitations of off-the-shelf solutions: Third-party loyalty program software did not offer the design and business flexibility required.
- Commercial complexity: Clearly differentiating prices and benefits in real time, without compromising site speed or checkout.
BOA Ideas designed and developed a custom loyalty program, with no third-party apps and full control over business logic, pricing, and the user experience.
- Real-time value display: Regular price versus club member price on product pages, creating an immediate understanding of the value.
- Joining as part of the on-site journey: Free enrollment integrated into browsing and purchasing, starting with the very first purchase.
- Combining Shopify capabilities with custom development: A hybrid approach leveraging Shopify Plus’s native capabilities alongside custom development.
- Building a data infrastructure: Customer identification, behavioral analysis, and driving data-based marketing initiatives online and offline.
A Custom Loyalty Program Can Become a Real Business Tool, Not Just a Marketing Feature
By precisely combining user experience, commercial logic, and data collection, we built a mechanism that delivers immediate value to customers while providing a foundation for long-term growth, enabling Original’s to increase purchase frequency, strengthen loyalty, and improve LTV.