Pair Eyewear Members Deliver 157% Higher LTV Than Non-Members.
About Pair Eyewear
Pair Eyewear is a direct-to-consumer eyewear brand known for its customizable frames and interchangeable toppers. The brand focuses on building long-term customer relationships through product innovation and repeat engagement.
Challenge
Pair Eyewear already had strong customers. The challenge was maximizing long-term customer value in the face of rising acquisition costs.
The brand initially launched a product subscription, but quickly realized eyewear doesn't fit the traditional subscription model - customers weren't opting in for automatic recurring purchases. They needed a new strategy to drive repeat purchases and increase lifetime value.
Solution
Together with Subscribfy, Pair Eyewear launched Pair+, its membership program built around store credit and exclusive benefits.
Pair+ was designed as a long-term relationship for a category driven by choice, not replenishment. From the start, the team measured success on two levels. How members behave overall & whether membership drives incremental value compared to the strongest non-member customers.
A/B Test
Does Pair+ actually make customers more valuable, or does it simply attract customers who were already the brand’s best?
To answer the core question, Pair Eyewear ran a focused A/B test. Instead of comparing members to all non-members, Pair+ members were compared directly to the top 20% of best non-member customers, measured over the same time period. This set a high benchmark and removed the bias of comparing against average shoppers.
After 10 months, the result was clear.
Pair+ members’ LTV was 43% higher than the top 20% of best non-member customers.This result is specific to the A/B test and reflects relative lifetime value between these two cohorts without ever impacting the conversion rate.
Impact
Beyond the A/B test, Pair+ also delivered strong results at the program level.
Pair+ has scaled into a core driver of retention and revenue for Pair Eyewear, reaching thousands of active members within 9 months. At this scale, members show a 157% increase in lifetime value, confirming the long-term impact of the program.
Membership now accounts for 29% of total revenue, making Pair+ a major part of the business. Members actively engage with the program, with 48% of total usable store credit redeemed, reinforcing repeat purchasing behavior.
Together, these results show that Pair+ drives stronger customer value at scale, while contributing meaningfully to revenue growth over time.
And when held to the highest benchmark through the A/B test, the program still outperforms the brand’s strongest existing customers.
