Quick Results
71% Loyalty participation rate
42% Repeat loyalty participation rate
1 Wallet Pass unifying online and in-store rewards
30+ Years of Konditor history behind the Cake Club launch
About Konditor
Konditor is a London bakery brand built on a love story with cake that began with founder Gerhard Jenne licking the bowl after his mother's Apfelkuchen as a boy in Germany. After training as a baker and a pastry chef (Konditor, the German word that gives the brand its name), Gerhard opened his first small bakery on Cornwall Road in Waterloo in 1993. More than 30 years later, Konditor has grown into a beloved multi-location London bakery known for its handmade cakes, brownies, and its signature Curly Whirly Cake, with shops across the city including Borough Market, Gray's Inn Road, Bow Lane, and Cullum Street.
The Challenge
After three decades in business, Konditor had built something many brands never achieve: a genuine, multi-generational customer following. People who'd been buying Konditor cakes since the Waterloo days were now bringing their own families into the shops. But that kind of long-standing affection doesn't automatically translate into a structured, modern loyalty relationship, especially for a brand operating across multiple physical locations alongside a growing online ordering and nationwide delivery business.
Konditor needed a way to formally thank the customers who had been with them from the start, while also building a program flexible enough to work for someone ordering a personalised cake for nationwide delivery and someone popping into the Borough Market shop for a brownie on their lunch break. Without a unified system, the brand had no way to recognize a customer's full relationship with Konditor across both channels.
The Turning Point
As Konditor approached its 30th anniversary, the team saw an opportunity to mark the milestone with something that gave back to the customers who had made three decades of business possible. The goal wasn't just to launch a loyalty scheme; it was to launch one that felt like a genuine thank-you, befitting a brand whose entire identity is built around generosity, craft, and joy.
The team wanted a program that worked identically whether a customer was checking out online or standing at the till in one of Konditor's London shops, without forcing customers to think about which channel they were using or carry anything extra to participate.
Why They Chose Leat
Konditor chose Leat, implemented through Leat's Shopify plugin, because it could power a single loyalty experience across both Konditor's online store and its physical shops using one unified digital wallet pass. The same pass a customer added to their phone could be used to earn and redeem online or in person. This meant Konditor didn't need to run two separate systems for two different parts of the business, everything fed into the same Cake Club account.
The Strategy
Step 1: Naming the Program After What Makes Konditor, Konditor
Konditor launched its loyalty program as The Cake Club, with points branded as Brownie Points, a name that immediately signals what the brand is all about. Members earn 1 Brownie Point for every £1 spent, whether shopping online or in any of Konditor's London shops, giving customers a single, easy-to-understand earning rate across the entire business.
Step 2: Building One Wallet Pass for Two Channels
Rather than building separate redemption flows for online and in-store, Konditor centered the entire Cake Club experience around a single digital wallet pass. Online, members simply check out using the email address linked to their loyalty account. In-store, a team member scans the same wallet pass before payment. For redemption, online members log in, choose a reward, and receive a code to apply at checkout, while in-store members can walk up to any Konditor shop, have their pass scanned, and redeem on the spot, with no need to select a reward in advance.
Step 3: Launching the Program as a 30th Anniversary Thank You
Konditor framed the launch of The Cake Club explicitly around its 30th anniversary, positioning the program as a thank-you to the customers, whether long-time regulars or recent discoveries, who had made three decades of the business possible. This framing turned the loyalty launch into a moment of genuine brand storytelling rather than a routine feature release, reinforcing the emotional, family-run character that has defined Konditor since Gerhard first opened the doors on Cornwall Road.
The Results
The Cake Club has driven strong engagement across Konditor's customer base in both its online and physical shop channels.
71% loyalty participation rate among Konditor customers
42% repeat loyalty participation rate, with a meaningful share of members returning to earn or redeem more than once
For a heritage bakery brand balancing decades of in-person customer relationships with a growing online and nationwide delivery business, these results reflect a program that succeeded in bringing both sides of the business together under one loyalty experience, rather than treating online and in-store customers as separate audiences.
Key Takeaways
A single wallet pass can unify online and in-store loyalty without extra hardware.
By building Cake Club redemption around one digital pass that works both at online checkout and when scanned in-store, Konditor gave customers a consistent experience without requiring a card, an app download, or two separate accounts.
Loyalty program names can carry a brand's personality.
Calling points "Brownie Points" instead of a generic term made the Cake Club feel unmistakably like Konditor, reinforcing the brand's playful, cake-first identity in the very language customers use to talk about their rewards.
A milestone anniversary is a natural moment to launch loyalty.
By tying the Cake Club's launch to Konditor's 30th anniversary, the brand turned a loyalty program rollout into a story about gratitude and longevity, giving customers an emotional reason to join beyond the rewards themselves.
