1The challenge
Extreme Intimo is a lingerie and fashion retailer with stores in several countries and two brands. Its loyalty club lived in the retail back office. Online, that meant:
- Loyal customers didn’t get their discount in the webshop.
- Discount levels changed in the store but not online.
- Members paid the same shipping costs as everyone else.
- Cards from one brand could end up on the other brand’s accounts.
Omnichannel loyalty
Customers don’t think in channels. If their loyalty card works in the store, they expect it to work online too. Connecting the loyalty programme to the webshop turns the card into a reason to buy online, instead of a reason to wait for the next store visit.
2Our approach
We connected the retail back-office system to Magento and built the loyalty logic on top of Magento’s customer groups.
Automatic card sync
Loyalty cards and discount levels flow from the retail back office to Magento, including updates when a level changes.
Discount through customer groups
Customers link their card in their account and are placed in the right customer group, so their discount applies automatically.
Member-only benefits
Lower shipping rates for members and promotions that only apply to loyalty customers.
Barcode in the account
A loyalty tab shows the card barcode, so customers can use their phone at the till. Cards are kept separate per brand.
3The result
Extreme Intimo’s loyalty members now get the same benefits online as in the store, without codes or manual work. Changes in the back office reach the webshop automatically, and the loyalty tab keeps the card on the customer’s phone for their next store visit.
Next step: an automatic birthday reward, based on the birth date linked to the loyalty card.
?Frequently asked questions about loyalty programmes in Magento
Can Magento use the loyalty cards from my stores?
Yes, if the card data can be exported or reached through an API. We import cards and discount levels and map them to Magento customer groups.
Does the customer need a promo code?
No. Once the card is linked to the account, the discount applies automatically in the cart.
Can loyalty members get different shipping rates?
Yes. At Extreme Intimo, loyalty customers pay a lower shipping rate than other customers.
What about multiple brands?
Each brand keeps its own cards. We made sure cards from one brand can’t be linked to accounts of the other.
