Quick Result
28% higher average order value among loyalty members compared with non-members
About OLAF
Founded in 2015, OLAF is an Amsterdam-based fashion label creating contemporary menswear, womenswear, and accessories.
The brand is built around individuality and community, bringing together different ideas, backgrounds, and creative disciplines through its collections and collaborations. Its Friends platform extends that identity through stories, music, and culture beyond the clothing itself.
OLAF named its loyalty program Together, reflecting the same belief that customers should feel like participants in the brand rather than simply buyers.
The Challenge
OLAF had already built a community around its collections, creative collaborations, and cultural content. The opportunity was to recognize that relationship through a structured loyalty experience.
The program needed to reward customers for continuing to shop with OLAF while preserving the premium character of the brand. A conventional loyalty widget centered on small, frequent coupons would have felt disconnected from an identity built around considered design and community.
OLAF wanted a program that could:
Feel like a natural part of the brand.
Give customers meaningful rewards to work toward.
Recognize continued spending without depending on constant promotions.
Protect margin by controlling how and where rewards could be used.
Remain straightforward for the team to manage.
The Turning Point
OLAF recognized that its loyalty program should build on the community it had already created.
Rather than treating membership as a separate promotional device, the team designed it as an extension of the relationship between OLAF and its customers. The name Together connects the program with the brand’s wider community ethos, while its tiered rewards give members a clear reason to continue participating.
The objective was not to reward every purchase with another small discount. It was to make continued engagement feel worthwhile while maintaining control over the commercial impact of each reward.
Why They Chose Leat
OLAF chose Leat because it could create a loyalty experience that felt integrated with the brand rather than added as a generic third-party widget.
Leat gave the team control over how customers earn points, which rewards become available at each threshold, the minimum order value required, and which products qualify. This allowed OLAF to offer substantial rewards while protecting full-price sales and preventing loyalty discounts from being combined with sale pricing.
The platform also made it possible to create a straightforward points structure that customers could understand without reducing the program to a series of small coupons.
The Strategy
Step 1: Making loyalty part of the OLAF community
OLAF named its loyalty program Together, connecting it directly with the brand’s community-first identity and existing Friends platform.
Customers who become Friends begin earning points through their purchases, receiving one point for every euro spent. The terminology makes membership feel like participation in the OLAF community rather than enrollment in a generic rewards scheme.
Step 2: Creating rewards worth working toward
Together is structured around four reward levels:
€25 off after earning 250 points
€50 off after earning 500 points
€75 off after earning 750 points
€100 off after earning 1,000 points
Each reward has a corresponding minimum order value. This gives customers clear milestones and lets them choose whether to redeem an available reward or continue accumulating points toward a higher-value benefit.
By offering larger rewards at meaningful thresholds, OLAF gives members a stronger reason to stay engaged than a program built around minor, frequent discounts.
Step 3: Protecting margin through clear redemption rules
OLAF limits loyalty rewards to full-price products. This prevents rewards from being combined with existing sale reductions and gives the brand greater control over their commercial impact.
These restrictions allow OLAF to make its rewards substantial without applying multiple discounts to the same purchase. Customers still receive meaningful value, while the program remains commercially sustainable for the brand.
Step 4: Keeping the experience consistent with the brand
The program’s naming, presentation, thresholds, and reward structure were designed to feel at home within the OLAF customer experience.
Together does not compete with the brand’s premium positioning. Instead, it reinforces the idea that continued participation is recognized with better access to value, while retaining the considered feel customers expect from OLAF.
The Results
OLAF’s loyalty members spend more per order than customers outside the program.
Average order value among loyalty members is 28% higher than among non-members.
This difference indicates that loyalty members are placing higher-value orders, supporting OLAF’s decision to build Together around meaningful reward thresholds rather than small discounts applied to every purchase.
The result does not simply show that members use rewards. It shows that loyalty participation is associated with larger baskets, helping the program create value for customers while supporting stronger order economics for the brand.
Key Takeaways
Meaningful thresholds can support larger purchases
OLAF’s loyalty members have a 28% higher average order value than non-members. Reward thresholds and minimum order requirements give members a reason to build toward more valuable purchases rather than redeeming a minor discount immediately.
Larger rewards do not have to mean uncontrolled discounting
Together offers rewards worth up to €100 while restricting their use to qualifying, full-price purchases. Clear redemption conditions allow the program to remain generous without weakening OLAF’s margin protections.
Loyalty should feel like part of the brand
The Together name connects membership to OLAF’s wider community philosophy. This makes the program feel like an extension of the Friends platform and the brand’s identity rather than an unrelated promotional tool.
Clear progression gives customers something to work toward
Four reward thresholds make the value of continued participation visible. Customers can redeem at an earlier milestone or continue earning toward a larger reward.
Premium brands can reward loyalty without relying on constant promotions
OLAF uses structured, earned rewards instead of applying discounts indiscriminately. This recognizes committed customers while preserving the value and positioning of its full-price collections.
