A BetFiery Research Project

We make real purchases and share direct-to-consumer marketing & UX insights. Learn More

All Patterns

Lucy & Yak

Loyalty

Yak Tokens’: Lucy and Yak's Blueprint for a Sustainable Loyalty Program

What We Bought

Riley Jumpsuit: Organic Cotton in Black

$70
Quantity:
1
Date Purchased:
9/7/2023
Coupons Used:
20% Student Discount

Lucy and Yak, a direct-to-consumer (DTC) brand celebrated for its ethically made and sustainably sourced fashion, has integrated its loyalty program across its site to strengthen customer retention. Not only have Lucy and Yak championed sustainable fashion, but they've also created ways for their customers to become brand ambassadors and rewarded members.

Lucy & Yak's loyalty dashboard, logged in state

Lucy and Yak’s loyalty program, “Yak Tokens”, embodies their commitment to their loyal community. On the Yak Tokens rewards landing page, customers are greeted with a dashboard detailing ways to redeem and earn points, from purchases to promotional actions like following them on social media. 

Lucy & Yak's loyalty dashboard with ways to earn points and rewards

Three tiers with names based on the customers’ enthusiasm for the brand (Comfort Lover, Yak Enthusiast, and Top Yakker) offer escalating perks that include discounts, early access to new drops, and special invites to events.

Lucy & Yak's loyalty dashboard with membership tiers

At the bottom of the landing page, members can see an account activity chart that provides an at-a-glance history of how they've accrued points, ensuring customers feel informed in their journey with Lucy and Yak. Additionally, members are greeted with 200 to 500 bonus points on their birthdays, furthering the brand’s feeling of a close-knit community. 

Lucy & Yak's loyalty dashboard with account activity chart and birthday rewards

Photo Credit:

Courtesy of Lucy & Yak