Quick Results
97% of loyalty members have actively engaged with the program
36% of loyalty members repeatedly participate in the program
10.7 days average time to first redemption
About A Fish Named Fred
A Fish Named Fred is a Netherlands-based menswear brand known for colorful prints, distinctive designs, and a laid-back, vacation-inspired style. Its collections span shirts, knitwear, jeans, outerwear, and accessories, sold through its online store, branded app, and physical retail locations.
The brand has built an international community around clothing that stands out. Many customers return season after season to discover new prints, styles, and collections.
The Challenge
A Fish Named Fred had already created the kind of recognizable brand that customers enjoy following and wearing. The next opportunity was to turn that enthusiasm into an ongoing relationship across collections, seasons, and sales channels.
With customers shopping both online and in stores, the brand needed a consistent way to recognize and reward them wherever they purchased. It also wanted to distinguish its most engaged customers, encourage continued participation, and give members reasons to interact with the brand beyond an individual order.
A conventional points program would not have been enough. The experience needed to feel unmistakably Fred, with playful naming, meaningful progression, and rewards that reflected the character of the brand.
The Turning Point
The team recognized that A Fish Named Fred’s distinctive identity could become the foundation of its loyalty strategy.
Customers who loved the prints and personality of the brand could be encouraged to keep exploring new collections, but the program needed to offer more than transactional discounts. It had to reward different forms of engagement and give members a clear journey through increasingly valuable benefits.
That led to the creation of the Fred Club, a loyalty program designed around the brand’s own currency, characters, products, and customer experiences.
Why They Chose Leat
A Fish Named Fred chose Leat because it could create a fully branded, multi-tier loyalty program rather than adding a standard points plug-in to its store.
Leat gave the team the flexibility to reward purchases and non-purchase actions, create different membership tiers, and build a reward catalog combining discounts, products, and experiences.
The platform could also connect loyalty across the brand’s online store, physical locations, marketing, returns process, and mobile app. This allowed members to earn and use Fred Coins through one consistent program, regardless of how they interacted with the brand.
The Strategy
Step 1: Giving members several ways to earn
The Fred Club allows customers to earn Fred Coins through purchases and other valuable interactions with the brand.
Members earn one coin for every euro spent, as well as 125 coins for creating an account, 65 coins for subscribing to the newsletter, and 25 coins for following the brand on Instagram.
These additional earning opportunities give customers a way to begin making progress before or alongside their purchases. They also connect loyalty to the wider customer relationship rather than treating it as a reward for spending alone.
Step 2: Turning loyalty into a three-tier journey
A Fish Named Fred created three VIP levels that reflect its playful identity:
Goldfish, from 0 to 500 coins
Octopus, from 500 to 1,500 coins
Shark, from 1,500 coins onward
Goldfish members receive benefits such as access to limited editions and early access to sales. Octopus members add a yearly coin booster and three free-shipping benefits. Shark members can access exclusive experiences, including invitations to Fred Park, the brand’s own weekend festival, and customer feedback sessions that give committed fans a voice in future collections.
The structure gives members a visible path forward while making the highest tier about recognition and access, not simply a larger discount.
Step 3: Connecting loyalty across the customer journey
A Fish Named Fred integrated Leat with the systems its customers and teams already use.
Shopify and Shopify POS connect purchases made online and in stores. Returnista helps keep coin balances accurate when products are returned. Klaviyo brings loyalty information into customer communications, while a custom app created with Leat and JMango360 gives members a dedicated place to check their Fred Coins, view their VIP level, and explore available rewards.
Together, these connections make the Fred Club part of the wider shopping experience rather than a separate program customers have to manage.
The Results
The Fred Club has developed into an actively used part of the A Fish Named Fred customer experience.
97% of loyalty members have actively engaged with the program, showing that participation extends well beyond initial enrollment.
36% of loyalty members repeatedly participate, indicating that more than a third return to interact with the program again.
Members take an average of 10.7 days to make their first redemption, giving customers an early opportunity to experience the value of the Fred Club.
These figures show the importance of making rewards feel both attainable and relevant. Multiple earning paths help members begin progressing quickly, while the tier structure and distinctive rewards give them reasons to remain involved after their first interaction.
Key Takeaways
Multiple earning paths encourage early engagement
Customers can begin earning Fred Coins through account creation, newsletter subscription, and social engagement as well as purchases. This makes the program useful earlier in the relationship and helps members begin working toward their first reward.
Attainable rewards help members experience value quickly
An average first-redemption time of 10.7 days suggests that members do not have to wait months before benefiting from the program. Giving customers a realistic path to an initial reward can help turn enrollment into active participation.
Tier progression gives customers a reason to stay involved
The Goldfish, Octopus, and Shark tiers create a clear sense of progression. Better benefits and exclusive experiences give members something meaningful to work toward beyond accumulating a balance.
Brand-specific rewards make loyalty feel distinctive
Limited editions, exclusive experiences, and participation in customer feedback sessions make the Fred Club feel like part of the A Fish Named Fred brand. The program recognizes dedicated customers with access and involvement that a standard discount program could not provide.
Connected systems create a consistent member experience
By connecting online and in-store purchases, returns, marketing, and the branded app, A Fish Named Fred keeps loyalty activity and balances aligned throughout the customer journey.
All engagement and redemption figures shown cover a 24-month measurement period.
