Omnichannel Loyalty Program for Sustainable Fashion Communication – Knits
Knits is a fashion brand specializing in sustainable knitwear products.
With a commitment to eco-conscious production, the brand aimed to build a stronger loyalty program that seamlessly integrated offline and online channels. This case study outlines how an omnichannel loyalty strategy, combined with sustainability-focused communication, increased customer retention and brand engagement.
Knits successfully bridged its physical and digital presence through an omnichannel loyalty program while reinforcing its sustainable fashion ethos. The integration of personalized offers and environmental messaging not only increased customer loyalty but also positioned the brand as a leader in sustainable fashion communication.
Background & Challenge
Knits faced three key challenges in advancing customer loyalty:
- Channel Integration: Ensuring that in-store, e-commerce, and mobile app experiences were connected.
- Clear Sustainability Messaging: Effectively communicating the brand’s commitment to eco-friendly practices.
- Data Utilization Across Channels: Leveraging customer insights from all touchpoints for personalized marketing.
Objectives
- Boost loyalty program participation.
- Reinforce Knits’ positioning as a sustainable fashion brand.
- Increase repeat purchases through personalized and consistent communication across channels.
Strategy & Implementation
Omnichannel Loyalty Program Integration
- Unified in-store, online, and mobile app experiences under a single loyalty platform.
- Enabled customers to earn and redeem rewards across all channels seamlessly.
Sustainability Communication Campaigns
- Developed content and campaigns emphasizing the environmental benefits of Knits’ products.
- Highlighted transparency in sourcing and production processes.
Personalized Offers Using Customer Data
- Used loyalty data to segment customers and deliver tailored incentives.
- Designed offers based on past purchases, browsing history, and sustainability engagement.
Result
80
increase in loyalty program memberships.
35
growth in repeat purchase rate.
50
higher CTR on sustainability-themed campaigns compared to standard promotions.
