Case Study: Closet London achieves a 40% increase in repeat purchase rate with LoyaltyLion

How Closet London increased its loyalty program members’ repeat purchase rate by 40%

Closet London, established in 1996, is a contemporary womenswear brand facing intensified competition as fashion ecommerce grows and customer loyalty falls (75% of shoppers changed brands in 2021). To stop existing customers straying and build longer-lasting relationships, they needed a loyalty strategy that gave shoppers more reasons to stay.

They launched the tiered "Closet Club" ("Bronze", "Silver", "Gold", and "Platinum") with points per £ (Bronze = 3, Platinum = 7) redeemable for discounts at 250 points, and used LoyaltyLion’s Insights feature plus LoyaltyLion’s integration with Ometria to deliver personalized emails—using "reward available reminder emails" for at-risk customers and "double points campaigns" for returning ones. The program boosted repeat purchase rates for redeeming members by 40%, redeemers spend 53% more than non‑redeemers, over 45% of members now repeat purchase, and loyalty members contribute 33% of revenue. Learn more: closetlondon.com, loyaltylion.com.

Closet London