Quick Results

• 3.1x Higher Customer Lifetime Value for members who redeem at least once

• 5.2x Higher Repeat Purchase Rate for members who have earned points

• 2x More Likely to make it to a fifth purchase

• 31% Higher Average Order Value among loyalty members in the past year

About Mevrouw Cha

Mevrouw Cha is a Dutch specialty tea brand founded by tea sommelier Linda Appelman, based in Stompetoren in North Holland. The brand sells loose-leaf teas sourced directly from tea farmers across Japan, China, India, and South Africa through its online store, alongside accessories and curated tea gifts. Beyond e-commerce, Mevrouw Cha also offers in-person tea experiences, including tea tastings with lunch and tea afternoons with cake, giving customers a chance to deepen their appreciation for tea in a personal, guided setting. With a 9.8 rating on WebwinkelKeur and a near-perfect score on Trustpilot, the brand has built a reputation for quality that extends from the tea itself to the full customer experience.

The Challenge

Specialty tea is a category that rewards exploration. A customer who discovers Mevrouw Cha through a single tea or a gift set has only scratched the surface of what the brand offers across dozens of origins, varieties, and brewing styles. But without a structured loyalty mechanism, there was no formal incentive to keep exploring, no reward for returning to try a Japanese sencha after a South African rooibos, or for booking a tasting after ordering online.

For a brand with both an e-commerce business and in-person experiences, the opportunity was to build a program that rewarded engagement across the full breadth of what Mevrouw Cha had to offer, turning first-time buyers into curious, returning tea enthusiasts rather than one-occasion shoppers.

Why They Chose Leat

Mevrouw Cha chose Leat to power the Theeclub through their Shopify store because it could support a simple, frictionless points system where earning happened automatically with every purchase, with no manual steps required from the customer. Leat's ability to integrate the program directly into the existing Shopify checkout meant that tea points accumulated seamlessly as part of the normal shopping experience, rather than requiring customers to opt in or remember to claim them separately.

The Strategy

Mevrouw Cha launched the Theeclub with a clear, three-step structure: join and receive 10 theepunten (tea points) immediately as a welcome gift, earn points automatically on every subsequent purchase, and redeem those points for tea items from the Mevrouw Cha assortment. By keeping the mechanics simple and the rewards tied directly to the brand's own products, Mevrouw Cha ensured that every redemption was also an invitation to try something new from the range, deepening a customer's tea journey rather than simply discounting their next order.

The Results

The Theeclub has driven a meaningful shift in how customers engage with Mevrouw Cha over time.

• 3.1x higher customer lifetime value among members who have redeemed points at least once

• 5.2x higher repeat purchase rate for members who have earned points, compared to customers who haven't engaged with the program

• More than twice as likely to reach a fifth purchase among loyalty members who have earned points

• 31% higher average order value among loyalty members over the past year

The AOV lift is particularly telling. A 31% higher basket among loyalty members suggests that 'Theeclub' isn't just bringing customers back more often; it's encouraging them to explore more of the range with each visit, adding a new origin, an accessory, or a gift set alongside their usual order rather than repurchasing the same single item each time.

Key Takeaways

Tying redemptions to products deepens category exploration.

By making tea items from the assortment the reward rather than generic discounts, Mevrouw Cha turned every redemption into a discovery moment, giving members a reason to try something they hadn't ordered before and broadening their relationship with the brand in the process.

The AOV lift from loyalty reveals how engagement changes buying behavior.

A 31% higher average order value among loyalty members isn't just a revenue metric — it's a signal that engaged customers shop differently, adding more to their basket and exploring more of the range rather than making narrow, single-item purchases. Loyalty, in this case, appears to be driving curiosity as much as it drives repeat visits.