Quick Results
6.6x Higher Customer Lifetime Value for members who redeem points
7.1x More Likely to make a repeat purchase after earning points
2.5x More Likely to make it past a 5th purchase
20% Higher Average Order Value among loyalty members
About Jessy at Sea
Jessy at Sea is a Dutch e-commerce specialist in wax seal products, selling wax stamps, wax beads, accessories, and starter kits to customers across the Netherlands and beyond. The store offers one of the most extensive wax seal catalogs available online: stamps organized by theme (wedding, birthday, Halloween, Christmas, birth), by season, and by size, alongside a full range of wax beads in dozens of colors and accessories from seal shapers to storage organizers and foil flakes. Jessy at Sea also creates fully personalized custom stamps, including logo stamps for businesses, family crests, and bespoke wedding designs. With a presence on Instagram, Facebook, and TikTok, the brand has built a passionate community of crafters and stationery enthusiasts across the Benelux region and beyond.
The Challenge
Wax sealing sits at the intersection of craft and occasion. Customers often discover Jessy at Sea because they need something specific: a stamp for wedding invitations, wax beads in the right color for a birthday card, or a starter kit to try the craft for the first time. That first purchase can be driven by a one-time event, which means the real opportunity for Jessy at Sea lies in turning a first-time occasion-driven buyer into an ongoing enthusiast who returns to explore new stamps, experiment with new colors, and build out their collection over time.
Without a structured loyalty program, Jessy at Sea had no formal way to reward that kind of growing enthusiasm or to give first-time buyers a reason to come back once their initial occasion had passed. Every customer, whether a wedding planner stocking up on seal supplies or a crafter discovering wax sealing for the first time, was treated identically, with no recognition of how far into the hobby they'd come or how much they'd spent with the brand.
The Turning Point
Jessy at Sea's team recognized that their most valuable customers weren't one-off buyers shopping for a specific event, they were crafters who had fallen in love with wax sealing as a hobby and kept coming back to try new stamps, new colors, and new techniques. The challenge was identifying those customers early and giving them a reason to deepen their commitment to Jessy at Sea rather than spreading their purchases across different stores.
The program needed to feel like a natural extension of the brand's playful, nautical identity. Jessy at Sea had built a strong visual and tone-of-voice identity around its seafaring theme, and a standard points program would feel out of place. The loyalty program had to belong to the same world as the rest of the brand.
Why They Chose Leat
Jessy at Sea chose Leat to build Jessy's Wax Seal Club because it could support a four-tier points system with distinct earning rates and perks at each level, while staying fully integrated with their Shopify store. The ability to name every element of the program (Sea Coins, crew tiers, nautical rank names) rather than working within a generic loyalty template was central to making the Wax Seal Club feel like an authentic extension of the Jessy at Sea brand rather than a third-party widget sitting on top of it.
The Strategy
Step 1: Building a Loyalty Program That Belongs to the Brand
Jessy at Sea launched the Wax Seal Club as a nautical adventure, inviting customers to join the crew and earn Sea Coins as they sailed through "oceans of creative surprises." Points are called Sea Coins, earned at a rate of 1 per euro spent, and the four membership tiers are named Seagull, Sailor, Skipper, and Captain, each representing a step deeper into the Jessy at Sea crew. This naming wasn't cosmetic, every tier name, coin design, and piece of program copy was built to feel like it could only belong to this brand, reinforcing the identity that had made Jessy at Sea's community so engaged in the first place.
Step 2: Rewarding Members with Products, Not Just Discounts
Rather than offering straightforward percentage discounts, Jessy at Sea built its redemption catalog around actual products from its own range: wax seal beads, wax seal pens, and other items that give members something tangible and directly useful for their craft. This approach meant every redemption was also an introduction to a new product, potentially opening up a new area of the catalog a customer hadn't tried before and reinforcing the brand at the moment of reward rather than simply reducing the cost of the next order.
Step 3: Escalating Perks That Make the Next Tier Worth Reaching
Each tier in the Wax Seal Club unlocks meaningfully better benefits. Seagulls (0 to 250 Sea Coins) receive a birthday reward. Sailors (250 to 700) add early access to new collections and a one-time free shipping reward. Skippers (700 to 1,500) receive a personally curated birthday gift and exclusive access to Jessy at Sea's VIP weekend, the full details of which are kept deliberately under wraps, creating its own sense of intrigue and anticipation. Captains (1,500-plus) earn Sea Coins faster and receive free shipping on every order. The progression is designed so that every tier feels like a genuine upgrade rather than a cosmetic label change.
The Results
Jessy's Wax Seal Club has driven a clear, measurable shift in how customers engage with Jessy at Sea over time.
6.6x higher customer lifetime value among customers who have redeemed points at least once
7.1x more likely to make a repeat purchase after earning points for the first time
2.5x more likely to make it past a 5th purchase compared to customers who have never earned points
20% higher average order value among loyalty members compared to non-members
The repeat purchase lift is particularly significant for a craft-based category where the first purchase is often occasion-driven. A 7.1x increase in repeat purchasing among points earners suggests that the Wax Seal Club is successfully converting one-time occasion buyers into ongoing enthusiasts who keep returning to explore new stamps, colors, and tools. The fact that members also spend 20% more per order suggests the program is encouraging customers to add more to their basket rather than simply incentivizing smaller, more frequent purchases.
Key Takeaways
A loyalty program should feel like it was made for the brand.
By naming every element of the Wax Seal Club, from Sea Coins to crew tier ranks, in the language of Jessy at Sea's nautical identity, the brand made loyalty feel inseparable from the rest of the customer experience rather than a bolted-on discount scheme.
Rewarding members with products deepens engagement with the catalog.
By tying redemptions to actual products from the Jessy at Sea range rather than generic discounts, every reward became a new product discovery, giving members a reason to explore parts of the catalog they hadn't yet tried.
In occasion-driven categories, loyalty is what turns buyers into hobbyists.
Wax sealing usually starts as something customers try for a specific event. The Wax Seal Club gives that first-time buyer a reason to keep going after the occasion has passed, turning a one-time stamper into a full member of the crew.
