The Loyalty Program: Building Long-Term Growth
This program is the core of our strategy. It will turn our strongest asset—our existing customers—into a growth engine for sustainable, organic revenue.
GOOGLE Paid Ads: Driving Immediate Acquisition
This targeted campaign will directly address the acquisition decline, feeding new customers into the loyalty ecosystem and leveraging our proven success with organic search.
The Case for a Loyalty-Driven Growth Strategy
Reversing the decline in new customers by activating our most valuable asset: our loyal customer base.
The Loyalty Program: Building Long-Term Growth
This program is the core of our strategy. It will turn our strongest asset—our existing customers—into a growth engine for sustainable, organic revenue.
Key Pillars of the Loyalty Program
The program is built on three key pillars to maximize engagement and growth.
- ◆Referral Multiplication: Incentivize members to bring in new customers.
- ◆Gift Season Leverage: Drive holiday sales with points-based offers.
- ◆Data Collection: Gain deeper insights for personalized marketing.
Paid Ads: Driving Immediate Acquisition
This targeted campaign will directly address the acquisition decline, feeding new customers into the loyalty ecosystem and leveraging our proven success with organic search.
Google Search Campaign
Immediate Action Plan
Start with a focused £10/day budget targeting new customers, building on the success of our organic search channel which drove £53k+ in sales.
The Challenge: A Critical Drop in Acquisition
Our 2025 performance reveals a significant challenge. While retention remains relatively resilient, new customer acquisition has fallen sharply, threatening overall growth. This data highlights the urgent need for a new approach.
-53%
Decline in New Customers
-27%
Decline in Returning Customers
-41%
Overall Customer Decline
The Opportunity: A Two-Fold Growth Engine
A loyalty program is not just a retention tool; it's a powerful engine for both retaining existing customers and acquiring new ones. This section explores the projected impact on both fronts.
Amplify Revenue & Retention
By rewarding our most loyal customers, we can significantly increase purchase frequency and order values during the critical Q4 period, while pushing our already strong retention rate even higher.
Q4 Revenue Growth: 15-25%
Projected sales of £147k-£160k, up from £128k.
Retention Rate: 65-70%
A significant lift from the current 56% returning customer rate.
Accelerate New Customer Growth
The loyalty program will act as a magnet for new customers through referrals, welcome bonuses, and a compelling reason to choose us over competitors. The goal is to turn first-time buyers into long-term fans, faster.
First Purchase AOV: £85-£95
Increase from the current £73.18 with welcome bonuses.
Acquisition Acceleration: 20-30%
Drive growth through member referrals and social proof.
Faster Repeat Purchases
Convert 40-60% of new customers to a second purchase.
The Timeline: A Phased Q3/Q4 Rollout
A focused implementation plan ensures we build momentum before the peak holiday season, maximizing our impact and return on investment.
- →Build the Foundation: Develop the loyalty program structure, tiers, and rewards.
- →Technical Implementation: Build and integrate the loyalty platform.
- →Initial Testing: Test the program with a small segment of loyal customers to gather feedback.
- →Paid Ad Setup: Create and launch the initial £10/day Google Search campaign.
- →Pre-Launch & Hype: Announce the program and create anticipation leading up to October.
- →Full Launch: Roll out the program to all customers.
- →Optimization: Use early data to optimize rewards and messaging before Black Friday.
- →Peak Season Leverage: Actively promote loyalty benefits for holiday shoppers and scale paid ads if successful.