As one of the UK's fastest-growing fashion brands, Club L London had already established a strong global presence through trend-led occasional wear and rapid international expansion. As the business scaled across multiple markets, the focus shifted from acquiring new customers to increasing the value of existing ones.
WIRO partnered with Club L London to design and deliver a fully integrated loyalty experience that rewarded customer engagement, encouraged repeat purchases and strengthened long-term retention. Using LoyaltyLion, we created a bespoke tiered rewards programme that became a central part of the brand's retention strategy, seamlessly integrated across its wider eCommerce ecosystem.
As customer acquisition costs continued to rise, Club L London wanted to shift its growth strategy towards retaining existing customers and building stronger long-term relationships.
The primary objectives were to:
Rather than implementing a standard rewards programme, the ambition was to create an experience that would become an integral part of the brand's retention strategy
Scaling a D2C fashion brand across multiple international markets brings a specific set of retention challenges, and Club L London faced several head-on:
Rather than deploying an off-the-shelf loyalty solution, WIRO worked closely with Club L London to design a retention ecosystem tailored to the brand's commercial goals and customer journey.
At the heart of the project was the creation of Members Only, a bespoke tiered rewards programme designed to encourage customers to progress through increasingly valuable membership levels.
The programme introduced three distinct tiers:
By rewarding continued engagement rather than one-off purchases, the programme encouraged customers to build a deeper relationship with the brand over time.
The loyalty programme was designed to reward more than just spending.
Customers earned points for a variety of actions that supported both customer retention and brand growth, including:
This approach transformed loyalty into an ongoing engagement programme rather than a simple discount mechanism.
A key part of the project involved integrating LoyaltyLion with Club L London's wider eCommerce technology stack.
WIRO implemented a bidirectional integration between LoyaltyLion and Klaviyo, allowing loyalty data to power personalised lifecycle marketing automatically.
This enabled the marketing team to trigger communications based on customer activity, including:
Instead of operating independently, loyalty became fully embedded within the brand's broader retention strategy.
The completed loyalty programme gave Club L London a scalable platform for customer retention while creating more meaningful relationships with its growing international customer base.
The project delivered:
The programme also generated significant commercial impact:
By shifting loyalty from a promotional tool to a strategic retention engine, Club L London created a scalable foundation for long-term growth.
.png)
.png)
.png)
.svg)
.jpg)
.jpg)
%201.svg){kind=logo}
