Quick Results

• 21.3% redemption rate, reflecting a healthy, actively used loyalty program

• 8% incremental uplift in loyalty-driven revenue

• €125 average spend among Gold members, approximately 64% more than the €76 average among Bronze members

About Olivia & Kate

Olivia & Kate is a Dutch women’s fashion brand offering clothing, shoes, jewelry, and accessories through its e-commerce store and physical boutique.

The business began as a boutique founded by Janina, before expanding online in response to customers who wanted to shop from elsewhere. Since then, Olivia & Kate has developed its own collections and built a community around accessible, trend-driven fashion designed to help customers feel confident.

While the majority of its business now takes place online, the physical store remains an important part of the brand and its relationship with customers.

The Challenge

When co-owner Steffen examined Olivia & Kate’s customer base, he discovered that the brand already had remarkably loyal customers. Some had placed as many as 80 orders.

However, the team had no structured way to identify these customers, recognize their loyalty, or communicate with them differently from someone making their first purchase.

“Some customers had ordered 80 times, and they had never received a mention, a call, or a present from us.”

Olivia & Kate did not need to create loyalty from nothing. It needed to make the loyalty already present in its customer base visible, then give its best customers the recognition and benefits they deserved.

The Turning Point

The team began looking for a better way to understand which customers were most loyal and build more meaningful relationships with them.

The objective was not simply to send more promotions. In fact, Olivia & Kate wanted to rely less on frequent incentives and instead recognize customers through relevant communication, thoughtful gifts, and benefits that felt genuinely special.

The program needed to:

• Identify the brand’s most loyal customers.

• Support targeted communication based on customer behavior.

• Reward customers both online and in the physical store.

• Offer benefits beyond conventional discounts.

• Connect with the brand’s existing Shopify and Klaviyo setup.

Why They Chose Leat

Olivia & Kate chose Leat to bring customer segmentation, loyalty, and rewards into its existing technology stack.

By connecting Leat with Shopify and Klaviyo, the team could identify its most loyal customers and use those segments in targeted email communication. Customer activity no longer sat unused inside order records. It became the basis for deciding who to recognize and how.

“Now, with segmentation, we can see who our most loyal customers are and target them with the emails we send.”

Leat also gave Olivia & Kate the flexibility to create rewards that matched its brand. Members could earn and redeem points online or in the boutique, with benefits ranging from free shipping to exclusive products that were not otherwise available for purchase.

The Strategy

Step 1: Identifying the customers who deserved recognition

Segmentation gave Olivia & Kate a clear view of its most loyal customers.

Instead of treating everyone in the database in the same way, the team could distinguish occasional shoppers from customers who had built a long-standing relationship with the brand. These groups could then receive communication and benefits that reflected their level of engagement.

This allowed Olivia & Kate to begin recognizing loyalty deliberately rather than discovering its best customers by chance.

Step 2: Connecting loyalty across Shopify and the boutique

Members can earn points through purchases made online and offline, then use those points in the channel that suits them.

A customer shopping through the e-commerce store and one visiting the boutique participate in the same loyalty program. Their points and membership status remain part of one connected relationship with the brand.

This gives Olivia & Kate a consistent way to recognize customers while allowing members to move naturally between online and in-store shopping.

Step 3: Rewarding customers with more than discounts

Olivia & Kate created a reward catalog that includes free shipping, gifts, and exclusive products that customers cannot ordinarily buy.

These rewards give members something distinctive to work toward without making every interaction dependent on a percentage discount. They also allow the brand to recognize loyal customers with benefits that feel personal and connected to the Olivia & Kate experience.

“People can earn points online and offline. They can redeem them for products that are not for sale, free shipping, or another nice gift.”

Step 4: Using targeted emails to celebrate loyalty

The connection between Leat and Klaviyo allows Olivia & Kate to use loyalty segments in its email marketing.

Rather than filling customer inboxes with more general promotions, the team can communicate directly with its most loyal customers and recognize their relationship with the brand.

“We try to move away from sending too many promotions. We want to celebrate our best customers. With Leat and Klaviyo, that is really easy to do.”

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.

All engagement and redemption figures shown cover a 24-month measurement period.