Case Study: Topps achieves 48% increase in customer lifetime value with Smile.io

How rewards encouraged a 48% increase in customer lifetime value

Topps needed a fast, high-impact way to boost customer engagement and lifetime value ahead of the 2017 season, so they partnered with Smile.io to launch a branded loyalty program called Now Rewards. The program was designed around Topps’ core community and marquee reward (the Topps Now MLB Card of the Month) to motivate repeat purchases and deepen fan engagement.

Smile.io implemented a tiered VIP structure (Rookie, All‑Star, Hall of Fame), a customized rewards panel, and multiple social and transactional ways to earn points, paired with clear marketing. Within a year Smile.io’s Now Rewards helped Topps achieve a 48% increase in customer lifetime value, 35% more sales from top‑tier members, a 15% lift in conversion rate and a 46% redemption rate.

Topps

Jeff Heckman

Director, New Product Development & eCommerce Marketplace