Quick Results
96% of loyalty members actively participating
72% of loyalty members participating repeatedly
Rewards spanning from 75 to 4,000 points
About Simonis
Simonis has been selling fresh fish from Scheveningen since 1880, making it one of the Netherlands' most storied seafood businesses. Now in its fourth generation of family ownership, the brand operates both fish stores and a restaurant at the Scheveningen harbor, serving daily-fresh fish and seafood prepared by in-house chefs, alongside a webshop for click-and-collect orders. Simonis is as much a local institution as it is a retailer, built on over 140 years of sourcing the best fish directly from the harbor and serving it to loyal customers who have been coming back for generations.
The Challenge
A 140-year-old business doesn't survive without loyal customers. But loyalty that's built on tradition and habit alone is passive — it doesn't give a brand any tools to actively recognize its best customers, reward repeat visits, or deepen the relationship beyond the quality of the product. For a business operating both retail fish stores and a sit-down restaurant, the opportunity was to formalize the loyalty that already existed and give customers an additional reason to keep choosing Simonis, whether they were stopping in for a herring or sitting down for a full seafood meal.
The Strategy
Simonis launched a points-based loyalty program with a rewards catalog broad enough to appeal to every kind of customer, from smaller, attainable rewards starting at just 75 points through to premium rewards at 4,000 points for the brand's most committed regulars. This wide range was deliberate: it meant that a customer who visited occasionally could still earn something meaningful in a reasonable timeframe, while frequent visitors had a long-term goal worth working toward. Both the fish store and restaurant visits contribute to the same points balance, making every interaction with the Simonis brand part of a single, unified loyalty relationship.
The Results
96% of all loyalty members actively participating, one of the highest active participation rates across Leat's entire customer base
72% of loyalty members participating repeatedly, showing nearly three-quarters of all members returning to engage with the program more than once
A 96% active participation rate is exceptional by any measure. It reflects a program that has been adopted almost universally by the customers who join it, rather than accumulating the dormant sign-ups that weigh down most loyalty programs. For a family business built on personal relationships and a 140-year reputation, that level of engagement suggests the loyalty program has been embraced as a natural extension of what Simonis already stands for.
Key Takeaways
Heritage brands have a head start in loyalty.
Customers who already trust a brand that's been around for generations are primed to engage with a loyalty program — the relationship is already there. Simonis's near-universal participation rate reflects a customer base that was predisposed to loyalty long before the program launched.
A wide rewards range serves the full spectrum of customers.
By spanning from 75 to 4,000 points, Simonis ensured the program had something meaningful for both occasional visitors and dedicated regulars, keeping engagement high across the board rather than designing only for one type of customer.
