easyPoints case study
Using easyPoints features to the fullest to achieve significant results in multiple channels
TMT Japan
easyPoints Plan: Pro
Product category: Apparel
Started easyPoints: August, 2021
Home page: https://tmt-japan.co.jp/
TMT: Transferring the charm of Classic American Vintage into the Modern Era
TMT Collaborates with renowned brands and subcultures to create new values. The brand has a clear concept, and its dedication to taste and detail can be noticeable in every aspect, from products to sizing.
Committed to “Made in Japan,” TMT continuously pursues perfection not only in design but also in the quality of materials, accessories, and craftsmanship.
Using easyRates features to the fullest to achieve significant results in multiple channels
TMT makes use of most of the available features included in the easyPoints Pro Plan, achieving significant results in areas such as increase in number of orders, average order value and repeat rates.
For example, comparing customer data over a 30-day period between those who registered (and are participating in the points program) and others resulted in: A 30% increase in average order value , more than a 60% increase in the number of total orders and nearly double the repeat rates in some months.
In the following sections, we will explain in detail the specific strategies TMT used to make full use of easyPoints.
Examples of Feature use cases
Basic Point redemption rates and Tiers
The basic point redemption rate is set at 5%, which is slightly higher than typical point programs, allowing customers to earn a significant number of points with their usual purchases. With high point redemption rates, an increase in repeat rates can be expected.
Additionally, with up to 10% point redemption rates for higher tiers, there is a clear goal of "leveling up to a more rewarding plan," which strongly motivates registered members to spend more and make regular repeat purchases. Furthermore, the monthly updates are a highly appreciated aspect from the customer's perspective, enabling them to enjoy discounts right away from the following month, significantly boosting short-term repeat purchases.
Nurturing loyal customers is an essential element for efficient store growth, and at TMT, this approach has been successfully used to build strong relationships with many customers.
Campaigns and Bonus point collections
Through the campaign feature, TMT implements seasonal point boosts while offering member tier benefits and additional points for pre-order items, enabling customers to earn up to 7 times more points through a complex and tiered point increase strategy (point multipliers vary by campaign).
By promoting new customer registrations and purchases through in-store announcements, TMT is able to not only make shopping more rewarding for repeat customers but also help boost overall sales with new customers.
Point expiration notifications using Klaviyo Integration
With the Klaviyo integration, email distribution for various situations can be automated by building flows, enabling reminders and repeat purchases without any effort. At TMT, they have set up two types of flows:
Automatic notifications right after point allocation
- A monthly reminder after the last point use
These flows help raise awareness of point balances among customers, preventing points from going unused while driving sales for the store.
"Although sending direct messages via LINE or similar platforms offers the advantage of intuitive notifications, it can feel intrusive depending on the content. Therefore, we opt for emails, which customers can view actively and receive notifications in a balanced way."
Implementing Omni-Channel Tactics using POS Extension
Utilizing Points in Physical Stores through POS Integration
By Utilizing easyPoints’ POS expansion feature, customers can earn and use easyPoints in retail stores as well, connecting both channels and facilitating common campaigns that help activate the entire omni-channel ecosystem. All point multipliers set within easyPoints (such as campaigns, bonuses, and member tiers) are automatically reflected in retail stores without additional setup, allowing the benefits of points to reach customers regardless of location or medium.
Promoting Sign-up registration in Stores
At TMT, efforts to lower the barrier for sign-ups and provide thorough in-store guidance have effectively led to results. First, the minimum required fields for online store registration are kept to a minimum, and the UI is very simple to reduce friction for customers. In the retail store, all customers are encouraged to register, ensuring widespread participation.
In many cases, the registration process is completed in under a minute, creating positive effects for both the retail store and the online store.
TMT OSAKA
#1F2-1-24 Shinsaibashisuji Chuo-ku,Osaka-shi
Changes after implementing easyPoints
The app itself is very easy to use, making it simple to implement a point system, and we find it incredibly valuable. The reason we introduced a points system and membership program is to grow our brand while also providing something back to our customers.
There are many ways to give back like offering visible discounts on regular-priced items, but this could potentially lower brand value. However, by enabling discounts through points, customers benefit, and they’ve been very pleased with the results when we recommend it.
Once customers register as members, there’s no need for membership cards or scanning membership codes via the app. All we need is their name to link their order, which has also improved checkout efficiency.
We’re very excited about future updates and new features for the app!
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