Represent Taps LoyaltyLion for Loyalty Programme
Represent puts focus on community as company migrates loyalty programme to LoyaltyLion.
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British luxury streetwear brand Represent says that it has transformed its approach to customer retention since migrating its loyalty programme to LoyaltyLion, a platform for Shopify stores.
Since integrating with LoyaltyLion and launching its Prestige programme, it has seen:
- 19.6% of total revenue driven by loyalty programme members
- 4x higher lifetime value (LTV) from members compared to non-members
- 3.4x more orders from active Prestige programme members than non-members
- 79,000 new loyalty signups in 12 months
- 313,500 loyalty activities completed by programme members in the past year
Prestige offers tiered benefits, including early access to limited product drops and 20% discounts for top-tier members, fostering strong customer loyalty. This approach has significantly increased repeat purchase frequency and engagement, with members shopping 3.4 times more often than non-members.
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George Heaton, Co-Founder at Represent, commented, “Our community is at the heart of everything we do, and LoyaltyLion has helped us take our loyalty programme to the next level. The Prestige Programme not only rewards our most engaged customers but also strengthens our brand’s connection with them. We’re prepared to sacrifice margin for really engaged, loyal customers because we know the lifetime value and frequency of purchase is unmatched.”
Beyond ecommerce, Represent has extended Prestige to physical stores using LoyaltyLion and Shopify POS, providing members with in-store perks such as queue jump privileges and reward redemption at checkout. Represent has also integrated loyalty incentives into its mobile app with Venn Apps, leading to a 97% uplift in mobile conversions.
It leverages LoyaltyLion’s integrations to enhance customer communication and sustainability efforts:
- SMS engagement – using LoyaltyLion and Attentive, loyalty data is applied to targeted SMS campaigns, achieving click-through rates of up to 10%.
- Resale and sustainability – the Treet integration powers Represent’s recently launched Archive, a resale marketplace where Prestige members can buy and sell pre-loved items while earning loyalty points and redeeming rewards.
Prestige is a key driver of the brand’s continued expansion. The US now accounts for 20% of its sales, and it opened its first bricks and mortar store in Los Angeles in March 2024. The combination of exclusive access, seamless omnichannel experiences, and data-driven engagement has resulted in loyalty members contributing nearly one-fifth of total revenue.
Charlie Casey, CEO at LoyaltyLion, said, “Represent is a fantastic example of how a brand can use loyalty to build deeper customer relationships and drive long-term revenue. Their commitment to customer engagement and exclusive rewards has made the Prestige Programme a benchmark for success.”
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