Case Study: American Girl drives loyalty and engagement with Baesman

Rooted in research, Baesman’s AG Rewards loyalty program activated the brand’s top customers

American Girl, the iconic toy brand with a multi-generational following, wanted to deepen customer loyalty while driving more frequent purchases, stronger cross-channel engagement, and higher retention. To support that goal, American Girl partnered with Baesman to develop a loyalty program tailored to its passionate customer base.

Baesman created a data-driven loyalty strategy focused on customer behavior, personalization, and financial viability, delivering a program that combined unique experiences with hard benefits. The results were strong: the program achieved 20% of its year-one enrollment goal in just the first month and delivered the incremental gains, engagement, and acquisition American Girl wanted across multiple channels.

American Girl

Karen Walz

Director of Loyalty