Quick Results

• 62% Loyalty participation rate

• 49% of all issued points redeemed

• 40% Repeat loyalty participation rate

• 3 London Stores unified under a single Members Card

About The Eclectic Collection

The Eclectic Collection is a London-based collection of luxury lifestyle stores spanning a curated boutique, a delicatessen with handmade patisserie, a flagship patisserie counter in Westfield White City, and a dedicated chocolate room. The brand describes itself around the essence of elegance and epicure, offering handmade chocolates, made-to-order statement cakes, candles, diffusers, and home goods alongside an online shop with nationwide delivery. With a growing footprint across multiple London locations and a strong presence on social media, The Eclectic Collection has built its identity around intricately crafted products and an elevated, indulgent retail experience.

The Challenge

Luxury food and lifestyle retail presents a distinct loyalty challenge. Customers visiting for a box of handmade chocolates or a statement cake are often shopping for a specific occasion, a gift, an event, a treat, rather than out of daily habit. Translating that occasion-based spending into a genuine repeat relationship requires a program that feels as premium and considered as the products themselves.

With multiple distinct retail formats under one brand, a boutique, a delicatessen, a flagship patisserie, and an online shop, The Eclectic Collection also needed a way to unify the customer experience across very different types of visits. A customer buying chocolates in the boutique and a customer ordering a cake online needed to feel like they were part of the same exclusive community, with the same recognition and rewards regardless of how they shopped.

The Turning Point

The Eclectic Collection's team wanted to build a loyalty program that matched the elevated, indulgent character of the brand itself, something that felt like membership in an exclusive circle rather than a standard punch card. Given the breadth of the brand's offering, spanning chocolates, patisserie, candles, and homeware, the team also wanted a program structured clearly enough that customers immediately understood how shopping, earning, and redeeming worked together, no matter which part of the collection they were engaging with.

Why They Chose Leat

The Eclectic Collection chose Leat to build the Members Card program because it could support a points-based system alongside a separate drink stamp mechanic, while integrating with digital wallets so members could carry their card directly on their phone. This combination let the brand reward both transactional spending and the smaller, habitual visits, like stopping in for a coffee, in ways that felt appropriate to each. The ability to add the Members Card to Google Wallet or Apple Wallet with nothing more than a name and email address was also key to making sign-up feel as effortless and premium as the rest of the brand experience.

The Strategy

Step 1: Building the Program Around a Clear Shop, Earn, Redeem Structure

The Eclectic Collection launched the Members Card around a simple three-part framework: Shop, where members collect points on purchases and drink stamps while staying up to date with events; Earn, where points and stamps convert into free drinks, redeemable credits, and a variety of rewards; and Redeem, where members can claim complimentary beverages, redeem points in any store, and choose from a range of gifts. This structure gave customers an immediately understandable mental model for how the program worked, regardless of which part of the Collection they were shopping in.

Step 2: Making Sign-Up Effortless with Digital Wallet Integration

Rather than requiring a physical card or a dedicated app, The Eclectic Collection made joining the Members Card as simple as entering a name and email address, with the card then added directly to Google Wallet or Apple Wallet. New members also receive a free coffee simply for signing up, giving them an immediate, tangible reason to join before making any purchase at all. This frictionless approach removed the barriers that often keep luxury retail customers from bothering to sign up for a loyalty program in the first place.

Step 3: Rewarding Both Everyday Visits and Bigger Purchases

By running points and drink stamps as parallel mechanics, The Eclectic Collection built a program that rewarded two very different kinds of customer behavior at once: the regular who pops in for a coffee and gradually earns a free drink, and the customer making a larger, occasion-driven purchase of chocolates or a celebration cake who accumulates points toward redeemable credits and gifts. This dual structure meant the Members Card had something meaningful to offer regardless of how often or how much a given customer was spending.

The Results

The Members Card has driven meaningful engagement among The Eclectic Collection's customer base.

• 62% loyalty participation rate among customers shopping across The Eclectic Collection's stores

• 49% of all issued points redeemed, showing that close to half of all points earned are being put to genuine use

• 40% repeat loyalty participation rate, with members returning to engage with the program more than once

For a luxury retail brand where many purchases are occasion-driven rather than habitual, these participation figures reflect a program that has successfully encouraged customers to think of The Eclectic Collection as a destination to return to, not just a one-time gift stop.

Key Takeaways

A simple, three-part framework makes loyalty easy to understand.

By organizing the Members Card around Shop, Earn, and Redeem, The Eclectic Collection gave customers an immediately clear sense of how the program worked, reducing the friction that often comes with more complex points systems.

Digital wallet integration removes a major barrier to luxury retail loyalty.

By letting customers join with just a name and email and add their card straight to their phone's wallet, The Eclectic Collection made signing up feel as effortless and modern as the rest of the brand experience, with a free coffee on sign-up sweetening the deal.

Running parallel reward mechanics serves different customer behaviors at once.

By pairing a points system for larger purchases with a drink stamp mechanic for smaller, habitual visits, The Eclectic Collection built a program that felt rewarding whether a customer was an occasional gift-shopper or a regular dropping in for coffee.