---
url: /case-studies/third-love-case-study-loyalty/
title: "Third Love Case Study (Loyalty) | Yotpo Case Studies"
canonical: https://www.yotpo.com/case-studies/third-love-case-study-loyalty/
---
# ThirdLove Relaunches Loyalty and Increases RPR by 4.22%, with Redeemers Spending Over $10M

- **4.22%** Increase in Overall RPR

- **19%** Program Participation Rate

- **65%** Increase in Average Orders Per User

- **56%** Increase in Average Revenue Per Use

As one of the first female-founded DTC brands, ThirdLove was born when Heidi Zak turned her frustration with poor-fitting bras into innovation—introducing half-cup sizing. Their mission stays the same: helping customers look and feel great to be their best selves.

INDUSTRY

Fashion & Accessories

PLATFORM

Shopify

LOCATION

GlobalUSA

PRODUCT

Loyalty & ReferralsReviews & UGC

The Story At a Glance

#### Background

Amidst shifting priorities, ThirdLove shut down their loyalty program in 2021, uncertain of whether the program was driving incrementality. Shortly after, the brand realized the program was indeed driving value and they needed to relaunch a new program.

#### Approach

Relaunching a loyalty program with Yotpo that centers around simplicity for their customers, and offering an incentive structure that resonates. The goal was to engage with a high percentage of customers and make an impact on RPR and CLTV.

#### Outcome

Nine months after launching, ThirdLove has already seen RPR increase by 4.22% overall, the brand has penetrated 18% of their customer base and therefore seen a 56% increase in customer spend when comparing redeeming customers to non redeemers.

### "Customer Experience is the highest priority. We know what value a loyalty program can drive, but rather than driving towards KPIs, we decided to launch with a focus on clear value and ease of use for our customers."

Leanne Chan

Senior Director, CRM & Loyalty

## Strategies & Results

Strategy

#### Focus on Customer Experience

For ThirdLove, customer experience is a very important initiative. When planning to relaunch their program with Yotpo, the focus was always going to be on ease of use, rewards that are easy to compute and clear value props.

Outcome

#### Way above benchmark Participation

In just 9 months, ThirdLove achieved a 19% loyalty participation rate—nearly 1 in 5 shoppers engaging with the program. This success stems from the program’s ease of use and clear value for shoppers, driving engagement well above industry benchmarks.

#### Communicating existing rewards rather than discounting

The ThirdLove team sees loyalty as a key lever to drive sales and conversions. Instead of relying on discounts, they now tell top customers they have $X off waiting in their account—offering a more personal and rewarding way to boost engagement.

#### Less reliance on discounting, and stronger retention

By shifting from discounts to loyalty rewards, ThirdLove continues to drive growth - by offering accessible rewards based on shopper loyalty. This strategy delivers results: a 65% boost in AOV and a 56% increase in ARPU.

### “Loyalty offers a new way to engage our customers. Instead of discounts, we communicate that they’ve already earned $20 off—highlighting rewards and creating a new way to connect with our customer base"

Leanne Chan

Senior Director, CRM & Loyalty