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.
The Story At a Glance
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.
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.
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.
Leanne Chan
Senior Director, CRM & Loyalty
Strategy
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
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.
Strategy
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.
Outcome
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.
Leanne Chan
Senior Director, CRM & Loyalty
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