Case Study: Lillydoo achieves 48% loyalty spend growth and increased subscription engagement with Antavo

How German baby care company Lillydoo takes the burden off moms’ shoulders with its monthly diaper subscription plans and practical rewards

Lillydoo, a Germany‑based subscription baby care brand active across Europe, needed a loyalty program that would drive recurring subscriptions and increase customer engagement. Customers previously received gifts every fourth box but didn’t actively redeem them, so Lillydoo engaged Antavo and its loyalty technology (Antavo’s Enterprise Loyalty Cloud) to launch a subscription‑driven loyalty program that would strengthen emotional bonds, create more touchpoints, and make members actively choose rewards.

Antavo built the Lillydoo Club as a hybrid earn‑&‑burn plus subscription program with automatic enrollment, a points system (50 points/€), a rewards catalog tied to SKUs with webhook fulfillment, and a €15 friend‑referral incentive. The result: a 51.47% reward redemption rate, 48% growth in loyalty members’ total spend, 33% YoY increase in average spend per member, 35% YoY higher purchase frequency, a 4X increase in redeemers (who spend ~4.35x more) and 2X points burned, and redeemers generated 20M more revenue than non‑redeemers in the last business year — all enabled by Antavo’s platform.

Lillydoo

Prieja Narain

Senior eCommerce Manager