Gold Coin Loyalty Program
At NutriGold, I spearheaded the development and evolution of our e-commerce loyalty program, transforming it from a simple recurring coupon system to a robust, points-based program that significantly boosted customer retention and sales. This program, initially launched in 2018 shortly after the website went live, began as the “Members-Only Coupon” program. Built primarily within Klaviyo, it leveraged a sophisticated network of email automations.
Customers who subscribed to our email newsletter automatically enrolled in the program, receiving a 20% off coupon every 30 days, delivered on their subscription anniversary. These coupons, valid for two weeks, encouraged prompt action. A series of three reminder emails, each with unique and engaging copy (including smart emoji usage and a distinct brand personality), were triggered if a coupon remained unused. To prevent email fatigue and maintain a sense of freshness, I developed a large library of email variations for both the initial coupon and the reminders, with the automation randomly selecting which version to send. This program proved incredibly effective, eventually driving a significant portion of daily sales and establishing a strong foundation for customer loyalty.
In 2020, building on the success of the “Members-Only Coupon” program, I launched the “Gold Coin” program, powered by the Smile plugin for Shopify and supplemented with custom front-end code for a tailored user experience. This new program introduced a loyalty points currency, requiring careful consideration of a balanced points system. The challenge was to make the points program as, or more, appealing than the consistent monthly coupon. Ultimately, I seamlessly integrated both systems, creating a unified “Gold Coin” program that combined the predictable value of the recurring coupon with the dynamic rewards of a points-based system. This hybrid approach provided multiple avenues for customer engagement and reward, further strengthening customer loyalty and driving sales.
