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    Love Bonito Case Study by Antavo

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    shubham.dhanuka
    Love, Bonito is a women's fashion brand based in Singapore that launched an omnichannel loyalty program called LBCommunity+ to increase customer engagement and spending. The program utilizes a hybrid model with points earned for purchases and activities that can be redeemed for various rewards. These include exclusive early access to sales, complimentary stylist sessions, and mobile wallet features. The goal is to understand customer behavior across channels and test new initiatives to foster brand loyalty within their community.

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    Love Bonito Case Study by Antavo

    Uploaded by

    shubham.dhanuka
    93 views11 pages
    Love, Bonito is a women's fashion brand based in Singapore that launched an omnichannel loyalty program called LBCommunity+ to increase customer engagement and spending. The program utilizes a hybrid model with points earned for purchases and activities that can be redeemed for various rewards. These include exclusive early access to sales, complimentary stylist sessions, and mobile wallet features. The goal is to understand customer behavior across channels and test new initiatives to foster brand loyalty within their community.

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    Love, Bonito is a women's fashion brand based in Singapore that launched an omnichannel loyalty program called LBCommunity+ to increase customer engagement and spending. The program utilizes a hybrid model with points earned for purchases and activities that can be redeemed for various rewards. These include exclusive early access to sales, complimentary stylist sessions, and mobile wallet features. The goal is to understand customer behavior across channels and test new initiatives to foster brand loyalty within their community.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    93 views11 pages

    Love Bonito Case Study by Antavo

    Uploaded by

    shubham.dhanuka
    Love, Bonito is a women's fashion brand based in Singapore that launched an omnichannel loyalty program called LBCommunity+ to increase customer engagement and spending. The program utilizes a hybrid model with points earned for purchases and activities that can be redeemed for various rewards. These include exclusive early access to sales, complimentary stylist sessions, and mobile wallet features. The goal is to understand customer behavior across channels and test new initiatives to foster brand loyalty within their community.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 11

    by Love, Bonito

    An exclusivity and community-driven reward


    experience from Singapore

    Love, Bonito is the largest vertically integrated, omnichannel women’s


    fashion brand in Asia today. The company currently comprises 150 people
    across the region, with headquarters in Singapore, teams in Indonesia and
    Malaysia, and a franchise in Cambodia.

    Bringing the brand closer to its customers, Love, Bonito boldly launched its
    first loyalty program LBCommunity+, powered by Antavo. LBCommunity+
    is designed to bring the engagement between customers and the brand
    to a new level and the program will see over 5,000 sign-ups monthly and
    drive acquisition on and offline.

    Vanessa Yeo Barger


    VP Brand at Love, Bonito
    “ Our loyalty program, LBCommunity+ serves as a love letter to our
    customers, who we affectionately refer to as our #LBCommunity. Listening
    and responding to our customer’s needs to become part of our community
    and enjoy engaging content and perks is what Love, Bonito believes in and
    we are thrilled with the ability to adapt the LBCommunity+ Loyalty program
    to the changing and growing expectations of our customers.”
    Challenges
    Building an engaging omnichannel loyalty
    program, with an emphasis on virality

    © 2020 Antavo Loyalty Management Platform. All rights reserved.


    Love, Bonito is characterized by a strong
    sense of community. The company’s main
    target audience is the modern Asian
    woman, who values special treatment just
    as much as a good deal.

    Furthermore, the brand has a significant


    offline presence. Their stores are known for
    featuring augmented reality technology and
    modular fitting rooms.

    The fashion brand had three main areas of


    focus for their loyalty program:

    - Increase overall customer spend


    Love, Bonito was looking for a loyalty solution capable of having an impact on
    customer lifetime value in multiple ways. The reward system needed to increase
    purchase frequency, average order value and customer retention. However, the
    company also set out to boost customer satisfaction and their Net Promoter Score.

    - Understand the customer’s omnichannel journey


    Because the brand focuses on both online and offline retail, they wanted an
    omnichannel loyalty solution that would create a unified customer view, giving
    them concise insight into online and in-store activities. Furthermore, the loyalty
    program needed to be able to incentivize engagement across all channels.

    - Create a vehicle to test and push specific initiatives


    Recognizing the power of the community, Love, Bonito is testing new incentives that
    strengthen brand love. This means that the reward system has to be modular to
    allow the addition of new features. Furthermore, the program requires omnichannel
    capabilities to reach online, in-store, and mobile-loving audiences.

    © 2020 Antavo Loyalty Management Platform. All rights reserved.


    Solution
    Shaping the community through
    unique experiences

    © 2020 Antavo Loyalty Management Platform. All rights reserved.


    1 Clear and engaging ways to earn points

    In order to reach its quantitative goals, Love, Bonito opted for a hybrid loyalty
    program. It merges earn & burn elements, which increase purchase frequency
    and average order value, with a tiered system, which promotes high customer
    retention rates and member satisfaction.

    LBCommunity+ was first launched in Singapore, but following the regional


    success, the system was introduced to an international audience. The initial
    program elements for Singapore included:

    1 point for every S$1 spent online or in stores


    50 points for registering and completing the customer profile
    300 points for referring a friend
    New members receive a S$5 gift card to use toward their first order
    A member’s second order automatically adds 300 bonus points
    Points can be redeemed for discounts at Love, Bonito or at partners

    Timi Garai - Loyalty Strategist at Antavo

    “ Rewarding both transactional and non-transactional interactions means


    that members have more reasons to be invested in the loyalty program from
    the very start. In the long run, this translates to a higher overall spend per
    customer.”

    © 2020 Antavo Loyalty Management Platform. All rights reserved.


    2 Surprise benefits & early access

    Another key aspect of LBCommunity+ is its tier system. There are three tiers,
    each based on annual spend. To make the concept stand out and deepen
    engagement, Love, Bonito has incorporated exclusivity and early access into
    the tiers.

    Progressing to a higher tier not only increases the value of existing rewards, but
    also gives members access to exclusive services, all of which make the loyalty
    experience far more memorable than discounts.

    Special Birthday Early Access to Sales Surprise


    Perks: & New Launches: Experiences:
    Members earn double Being able to buy products Adding a little mystique
    points during their birthday ahead of the wider public to the journey, this benefit
    month and are entitled to is one of the most desirable surprises & delights
    tier-specific discounts. — and cost effective — customers with rewards,
    benefits. such as invitations to
    community events.

    © 2020 Antavo Loyalty Management Platform. All rights reserved.


    3 Book a Stylist

    One of the most alluring perks of being a LBCommunity+ Gold member is the option to
    book a complimentary private session with one of the brand’s Style Ambassadors, who
    give customers thoughtful and confidence-boosting fashion advice. This also makes for
    an unforgettable time in the store.

    Regular and Silver members can still enjoy the Book-A-Stylist sessions at a fully
    redeemable deposit of S$30.

    By making the “Book a Stylist” feature a members-only benefit,


    Love, Bonito is able to drive multiple important business KPIs:

    Offer a truly
    personalized service

    Draw online shoppers


    into the stores

    Create an omnichannel
    experience

    Boost virality on social


    media

    Foster brand love


    among the community

    The ‘Book a Stylist’ incentive is


    only available in Love, Bonito
    stores in Singapore.

    Giulia Filoso - Loyalty Strategist at Antavo


    “ In addition to enjoying the service for free, Gold members can also bring
    a friend. Turning the service into a social experience not only increases
    the fun factor, but also helps to spread positive word of mouth, and even
    encourages members to book another session for themselves.”
    4 Mobile Wallet

    LBCommunity+ utilizes Antavo’s Mobile Wallet system on smartphones.


    After joining the program, members receive an email which includes the
    option to download a digital loyalty card to their phone.

    The process is streamlined: no additional actions are required, and


    customers are logged in when they click the download button.

    Digital loyalty cards are designed to


    help customers identify themselves
    while in store.

    Staff members can scan the pass at the POS,


    which is easier and more convenient than
    traditional plastic loyalty cards, as customers
    always have their phones on hand.

    The loyalty cards are updated when the


    user reaches a new membership level, so the
    image on iOS and the level label on Android
    always showcases up-to-date information.
    This ensures that customers never miss out
    on a reward or benefit while shopping.

    © 2020 Antavo Loyalty Management Platform. All rights reserved.


    Highlighted Use Case
    In order to support its omnichannel strategy and exercise
    more control over reward redemption, Love, Bonito uses
    Antavo’s Magento-generated gift cards.

    © 2020 Antavo Loyalty Management Platform. All rights reserved.


    The process is the following:

    Each time a loyalty program member claims a reward,


    Antavo sends a gift card request to Magento, Love, Bonito’s
    eCommerce platform

    The request includes the customer’s ID, the reward


    amount and the expiration date

    Magento internally generates the gift card, attaching a code


    to it that’s linked exclusively to the individual who claimed it

    Magento sends the gift card back to Antavo

    Antavo notifies Love, Bonito’s email automation provider,


    Emarsys, about the process, instructing the platform to
    send out the gift card

    The customer receives an email, featuring the gift card


    and the code. Customers can redeem it online by copying
    and pasting a code, while in-store shoppers present the
    barcode to the cashier.

    This integration between Antavo,


    Magento and Emarsys provides a
    better overview of which reward
    belongs to which customer.

    Furthermore, the system prevents


    unauthorized use of gift cards, as
    only the rightful owner who claimed
    the reward is eligible to redeem it.

    © 2020 Antavo Loyalty Management Platform. All rights reserved.


    About Antavo
    How can a loyalty program help you meet your business goals?

    With its enterprise-grade SaaS loyalty solution, Antavo builds comprehensive


    loyalty programs that foster brand love and change customer behavior for
    brands, retailers, and shopping malls.

    Using a scalable and holistic loyalty logic, Antavo supercharges eCommerce


    and omnichannel marketing strategies, helping businesses deliver a next-
    level shopping experience with best-in-class in-store capabilities.

    Antavo’s global clients include Toys”R”Us, PepsiCo, AB InBev, Jimmy Jazz,


    the N Brown Group, the Benetton Group, and LuisaViaRoma.

    Effortlessly Run In-store


    Your Loyalty Program Engagement

    Integrate Your
    Ecommerce Platform

    Offer Digital Identify


    Loyalty Cards Customers

    To learn more about


    how we can help you, BROWSE SITE BOOK A DEMO

    get in touch with our team.

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