When digital meets elegance: The new Twilfit loyalty program with Soy Club

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Twilfit, a premium lingerie brand renowned for its timeless elegance and high-quality craftsmanship, partnered with Soy Club to enhance its loyalty program and meet the digital needs of its modern customers. With a strong presence in Europe and a commitment to providing an exceptional shopping experience, Twilfit wanted to blend luxury with the convenience of digital solutions. The integration of mobile wallet technology enabled Twilfit to create a sophisticated, seamless loyalty program, driving engagement and increasing brand loyalty.

Market context

The luxury lingerie market is evolving as customers increasingly seek personalized, convenient, and digital experiences. Twilfit recognized this shift in consumer behavior, where tech-savvy, younger audiences expect seamless integration between physical and digital worlds. With this in mind, the brand aimed to stay competitive by offering a loyalty program that resonated with the modern consumer while maintaining its prestigious image.

The challenges faced by Twilfit

While Twilfit had an established loyalty program, there were key challenges:

• Traditional Loyalty Programs: The brand’s existing loyalty program relied on physical cards and occasional in-store promotions, which limited customer interaction and were not appealing to younger, digitally-native customers.

• Lack of Personalization: There was no tailored communication strategy that allowed the brand to cater to individual customer preferences.

• Staying Competitive: Twilfit needed a new approach to better engage customers and differentiate itself from other high-end lingerie brands.

How Soy Club Transformed Twilfit’s Loyalty Program

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A smooth digital transition

Twilfit shifted to a fully digital loyalty experience by integrating Soy Club’s mobile wallet solution. With the loyalty card added to Apple Wallet and Google Pay, customers could easily access their benefits with a simple tap, no longer needing a physical card. This digital transition offered a seamless, user-friendly experience that made tracking points and redeeming rewards effortless.

A personalized and dynamic loyalty experience

Twilfit introduced a personalized points-based system where customers earned rewards not just for their purchases but for other forms of engagement, such as attending exclusive brand events, writing product reviews, or referring friends. This dynamic, interactive program created a deeper connection with the brand and encouraged ongoing participation.

Targeted communication for Increased engagement

With the data gathered through the mobile wallet integration, Twilfit could track customers’ preferences and buying behaviors. Using this valuable insight, the brand was able to send targeted push notifications and personalized offers tailored to individual interests. For example, customers could be notified of new collections in their preferred categories or receive exclusive early-access deals, greatly enhancing engagement.

Sustainability at the core

Twilfit integrated sustainability into the loyalty program, rewarding customers for making eco-friendly purchases. This resonated with the growing demand for sustainable fashion and highlighted the brand’s commitment to responsible sourcing and production practices.

The results

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The shift to a mobile wallet-based loyalty program resulted in significant success:

• 10% increase in average basket value among customers who linked their loyalty card to the mobile wallet.

• 35% higher purchase frequency for those using the mobile wallet, compared to non-wallet users.

• Notable growth in younger customer acquisition, with an average age of 28 for wallet users, compared to 38 for traditional loyalty members.

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By adopting mobile wallet technology, Twilfit successfully revamped its loyalty program into a modern, personalized, and engaging experience. The initiative not only boosted customer loyalty and engagement but also allowed Twilfit to reach a younger, more digitally connected audience. Twilfit’s ability to stay ahead of the digital curve while preserving its luxurious brand image underscores the power of innovation in creating stronger customer relationships and driving long-term success.

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