Quick Results

• Loyalty members have a 6.8x higher customer lifetime value

• Customers who earn points are 325% more likely to make a second order

• Loyalty members are 7x more likely to place a fourth order compared to non-members

• Over 350,000 loyalty members already enrolled

About Olivia & Kate

Olivia & Kate is a Dutch fashion boutique founded in 2018, offering women's clothing, shoes, jewellery, and accessories. Based in Haarlem with a physical store on Anegang, they also ship to over 30 countries through their online webshop. What began as a boutique has grown into a full-stack fashion brand with its own private label, a premium collection, and a community of over 80,000 newsletter subscribers. The brand is known for affordable, trend-driven fashion and a strong in-house creative process, all built around helping women feel confident in every situation.

The Challenge

Fashion is a crowded market, and first-time buyers are easy to find. Getting them to come back is another story entirely.

Olivia & Kate had built real momentum. They already had a loyal social following, strong brand recognition in the Netherlands, a 9.0/10 customer rating, and consistent new collection drops. But like many e-commerce fashion brands, they faced a familiar problem: the majority of customers who discovered the brand made one purchase and never returned.

The brand had the community energy, but no structured way to turn that affinity into repeat purchasing behavior.

Before Leat, Olivia & Kate had no way to distinguish between a one-time buyer and someone who could become a long-term fan. Every customer looked the same in their data, which made it difficult to understand who was driving real value, and nearly impossible to cultivate more of them.

The Turning Point

The team at Olivia & Kate recognized that their greatest untapped opportunity wasn't acquiring new customers, but deepening the relationship with the ones they already had.

They were investing in collections with genuine creative direction, in a physical store experience, and in content that people engaged with. The brand had all the ingredients of something customers could love and buy over and over again. What was missing was a program that made that loyalty visible, structured, and rewarding.

They had 3 requirements for their loyalty setup:

• It had to give customers a tangible reason to return

• It had to reward engagement beyond just purchases

• It had to work seamlessly both online and in their Haarlem store.

Why They Chose Leat

Olivia & Kate chose Leat for the flexibility it gave them. They weren’t looking for another generic points widget, but an owned, designed member experience. The O&K Club needed to feel like a natural extension of who they are: stylish, community-driven, and rewarding in ways that go beyond a simple discount.

Leat allowed Olivia & Kate to structure a points-based system that could reward customers across multiple touchpoints. Purchases, account creation, social engagement, and even birthdays. Critically, the program worked across both their online store and their physical boutique, so points could be earned and redeemed wherever a customer chose to shop. That unified consistency was essential for a brand with a meaningful in-store presence.

The Strategy

Step 1: Building a Connected Loyalty Experience Across the Tech Stack

Olivia & Kate didn't treat loyalty as a bolt-on feature. The O&K Member Club was built natively into their Shopify storefront and extended to Shopify POS at their Haarlem boutique, so a customer's points balance was identical whether they were shopping online or checking out in person. The program was also connected to Klaviyo, the platform behind their email marketing, allowing points balances and rewards to surface directly in the newsletter and lifecycle emails sent to their 80,000-plus subscribers, rather than being something customers could only see by logging into their account.

Step 2: Designing Rewards Around Status, Not Just Discounts

Rather than offering only straightforward discounts, the team built out a rewards catalogue centered on things money can't easily buy: exclusive gifts, event access, free shipping thresholds, and VIP promotions. This was a deliberate choice. Rewards that feel special and worth working towards do more to build attachment to a brand than a blanket discount that trains customers to wait for a deal. By anchoring rewards to points milestones, the program gave members a reason to keep shopping in order to unlock the next reward, rather than holding out for a sale.

Step 3: Bringing Loyalty Into the Physical Store

Beyond syncing point balances at the till, Olivia & Kate made loyalty a visible part of the in-store experience at their Haarlem boutique. Staff could enroll new members, look up balances, and process redemptions on the spot, meaning a customer didn't need to be online or check an app to benefit from the program while shopping in person. This gave the brand's physical store the same loyalty experience as the website, rather than treating the boutique as a separate channel disconnected from the rewards customers were earning everywhere else.

The Results

The impact of the O&K Member Club became clear in the purchasing behaviour of members compared to non-members.

• 6.8x higher customer lifetime value for customers who redeem rewards at least once

• 325% higher repeat purchase rate on the second order for customers who have earned points

• 7x more likely to place a fourth order compared to customers who have never earned points

• 350,000+ members enrolled in the O&K Member Club

The data tells a clear story: getting a customer to engage with the loyalty program, even once, fundamentally changes their relationship with the brand. The jump from one purchase to two is where the biggest impact is felt, with points earners being more than four times as likely to come back for a second order. And the longer a customer stays in the programme, the more valuable they become: members who redeem are nearly seven times more valuable over their lifetime

than those who don't.

Key Takeaways

The second purchase is the most important one.

The data from Olivia & Kate shows that earning points dramatically increases the likelihood of a customer returning for their second order. For fashion brands, getting past the one-and-done buyer is the single biggest lever on long-term revenue. A loyalty program gives customers a reason to come back before they've forgotten about you.

Rewards work best when they feel like rewards.

Olivia & Kate built a catalogue that goes beyond discounts — exclusive gifts, event access, and VIP perks that feel aligned with the brand. This approach builds genuine attachment rather than training customers to wait for promotions.

A unified setup multiplies the effect.

By making the O&K Club work seamlessly in-store and online, Olivia & Kate ensured that every customer touchpoint — whether someone walked into their Haarlem boutique or shopped at midnight on their phone — contributed to the same loyalty journey. The programme reinforces the brand everywhere the customer is.