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The Business of Fashion
Direct-to-Consumer

Building a Rewards Programme That Keeps Fickle Customers Coming Back

Facing a competitive landscape and unpredictable online shoppers, brands can no longer rely on a traditional points-based offering to drive repeat purchases.
A model wears gold-plated hoops made from recycled materials.
Jewellery brand Jencks Howland, which recently launched its rewards program, will soon pilot a drop model that gives loyal members early access to its coveted hoop charms. (Jencks Howland)
By
BoF PROFESSIONAL

Online shoppers are getting promiscuous. With ongoing inflation compromising their spending power, consumers are jumping from brand to brand in search of the best deals. Retailers’ discount rates rose 12 percent year-over-year in the second quarter of 2023, according to commerce data from Salesforce.

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Further Reading

Case Study | How to Build a Profitable DTC Brand

With the direct-to-consumer funding heyday now over, DTC brands need to turn a profit. Unlike their revenue-obsessed counterparts, DTC pioneers Marine Layer, Meundies and Trinny London offer a blueprint for achieving both top- and bottom-line growth.

About the author
Malique Morris
Malique Morris

Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.

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