Quick Results
22x higher customer lifetime value among members who have redeemed at least once
8.5% higher AOV for loyalty members compared to non-members
9 days average time to first redemption
About Notbranded
Notbranded is a Dutch jewelry and accessories brand built on a simple idea: stylish, on-trend pieces shouldn't come with a designer price tag. Founded in 2018 by Monica after a trip through Asia convinced her to leave her career in marketing and build something of her own, Notbranded has grown into one of the Netherlands' fastest-growing e-commerce businesses, recognized with an Ecommerce50 Award and a Crossborder Top 30 ranking, and now serving over 500,000 customers. The brand sells necklaces, rings, bracelets, earrings, and accessories made from waterproof stainless steel and natural materials, designed to be mixed, matched, and stacked, with new items dropping every week. Alongside its webshop, Notbranded opened its first physical store in Amsterdam in 2025.
The Challenge
Affordable, trend-led jewelry is an impulse category. Price points are low, styles rotate weekly, and customers can just as easily buy once and move on to the next brand in their Instagram feed as they can become a regular. For Notbranded, the challenge wasn't getting people to buy; it was turning that first purchase into a habit, and building a program that could reward its most engaged customers more generously without putting up a barrier that discouraged new members from joining in the first place.
The program also needed to work for a business that was scaling in two directions at once: growing its online customer base internationally while opening its first physical retail location in Amsterdam, so member recognition and point earning needed to hold up regardless of where or how someone shopped.
The Turning Point
Notbranded's team recognized that in a category built on frequent, lower-value purchases, the real opportunity wasn't a single big discount, it was designing a structure that rewarded customers for coming back, and rewarded its best customers even more once they'd proven that habit. That meant building in a growth path: a program customers could join for free from day one, with a clear, achievable next level for the ones who kept shopping.
Why They Chose Leat
Notbranded chose Leat to power Notbranded Rewards because it could support a two-tier structure, Silver and Gold, that automatically upgraded customers based on spend, without any manual work on the team's side. Leat also let Notbranded diversify how members earned points beyond the checkout itself: newsletter sign-ups, birthdays, and social follows on Instagram, TikTok, and Facebook all became point-earning moments, giving the brand more ways to build a relationship with members between purchases.
The Strategy
Step 1: A tier structure with a low floor and a clear ceiling
Every new member starts in Silver, earning 1 point for every euro spent, with no minimum spend and no cost to join. Reaching Gold, and 1.5 points per euro, requires a €200 lifetime spend, a threshold high enough to feel like a genuine milestone but reachable within a normal buying pattern for the category. The structure rewards loyalty progressively rather than asking new customers to prove themselves before they see any benefit at all.
Step 2: A reward catalog built around small, frequent wins
Rather than anchoring the program around one large discount, Notbranded built a catalog of low-threshold rewards: a limited edition card set at 75 points, a jewelry polishing cloth at 150, a jewelry travel pouch at 200, and a limited edition pick & pair box at 350, alongside vouchers, free shipping, and early access to new drops. In a category where individual purchases are relatively low value, this catalog is designed to get members to their first reward quickly, rather than making them wait months to earn something worth having.
Step 3: Earning points beyond the purchase
Notbranded built multiple ways to earn points into the program from the start: 25 points for creating an account, 25 for subscribing to the newsletter, 75 on a member's birthday, and 10 points each for following Notbranded on Instagram, TikTok, or Facebook. For a brand that depends on weekly product drops and social discovery, this turns the loyalty program into a two-way channel, not just a discount mechanism, giving Notbranded more touchpoints with members between purchases.
The Results
Since launching Notbranded Rewards, the program has driven measurable gains in how members shop and how much they're worth to the business over time.
22x higher customer lifetime value among members who have redeemed a reward at least once, compared to those who haven't
8.5% higher average order value among loyalty members versus non-members
9 days average time from sign-up to first redemption
The 22x lift in lifetime value is the standout figure here, and it lines up with the logic behind the program's design. Getting a new member to redeem something, even something small like a polishing cloth or a card set, appears to be the moment that turns a one-time shopper into a habitual one. At 9 days average time to first redemption, Notbranded is getting members to that moment fast, well within the window where a new customer's interest in the brand is still fresh.
Key Takeaways
A single redemption is a turning point, not just a transaction.
The gap between members who have redeemed once and those who haven't is enormous: 22x in lifetime value. That gap suggests redemption itself, more than sign-up, is the moment that converts a casual buyer into a loyal one. A program's low-point rewards aren't just nice-to-haves; they're the mechanism that gets customers to that turning point in the first place.
Higher AOV shows loyalty members shop differently, not just more often.
An 8.5% AOV lift among members indicates the program isn't only driving repeat visits, it's also nudging members toward larger baskets, whether that's stacking pieces to reach a reward threshold or simply feeling more invested in the brand once they're earning points on every purchase.
In a low-frequency category, points earned outside the purchase keep the relationship alive.
Jewelry isn't something most people buy weekly. By building in points for newsletter sign-ups, birthdays, and social follows, Notbranded created reasons for members to interact with the brand between purchases, keeping the relationship active in the gaps and making the next purchase easier to trigger.
