Represent puts focus on community as company migrates loyalty programme to LoyaltyLion

British luxury streetwear brand Represent says that it has transformed its approach to customer retention since migrating its loyalty programme to LoyaltyLion, a platform for Shopify stores.

Since integrating with LoyaltyLion and launching its Prestige programme, it has seen:

• 19.6% of total revenue driven by loyalty programme members

• 4x higher lifetime value (LTV) from members compared to non-members

• 3.4x more orders from active Prestige programme members than non-members

• 79,000 new loyalty signups in 12 months

• 313,500 loyalty activities completed by programme members in the past year

Prestige offers tiered benefits, including early access to limited product drops and 20% discounts for top-tier members, fostering strong customer loyalty. This approach has significantly increased repeat purchase frequency and engagement, with members shopping 3.4 times more often than non-members.

George Heaton, Co-Founder at Represent, comments: “Our community is at the heart of everything we do, and LoyaltyLion has helped us take our loyalty programme to the next level. The Prestige Programme not only rewards our most engaged customers but also strengthens our brand’s connection with them. We’re prepared to sacrifice margin for really engaged, loyal customers because we know the lifetime value and frequency of purchase is unmatched.”

Beyond e-commerce, Represent has extended Prestige to physical stores using LoyaltyLion and Shopify POS, providing members with in-store perks such as queue jump privileges and reward redemption at checkout. Represent has also integrated loyalty incentives into its mobile app wit Venn Apps, leading to a 97% uplift in mobile conversions.

It leverages LoyaltyLion’s integrations to enhance customer communication and sustainability efforts:

• SMS engagement - using LoyaltyLion and Attentive, loyalty data is applied to targeted SMS campaigns, achieving click-through rates of up to 10%.

• Resale and sustainability - the Treet integration powers Represent’s recently launched Archive, a resale marketplace where Prestige members can buy and sell pre-loved items while earning loyalty points and redeeming rewards.

Prestige is a key driver of the brand’s continued expansion. The US now accounts for 20% of its sales, and it opened its first bricks and mortar store in Los Angeles in March 2024. The combination of exclusive access, seamless omnichannel experiences, and data-driven engagement has resulted in loyalty members contributing nearly one-fifth of total revenue.

Charlie Casey, CEO at LoyaltyLion, says: “Represent is a fantastic example of how a brand can use loyalty to build deeper customer relationships and drive long-term revenue. Their commitment to customer engagement and exclusive rewards has made the Prestige Programme a benchmark for success.”

2025 RTIH INNOVATION AWARDS

Loyalty programmes will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which will open for entries in April, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.