Ana Luisa Luxe: an exclusive club of tens of thousands Ana Luisa superfans who outspend regular shoppers by 65%.
Client
Ana Luisa
Industry
Jewelry
About Ana Luisa
Ana Luisa is committed to revolutionizing the jewelry industry with sustainable, high-quality pieces that emphasize individuality. The brand prioritizes ethical craftsmanship, using recycled materials and environmentally friendly practices. With fair pricing and timeless designs, Ana Luisa encourages customers to choose jewelry that aligns with their values.
The Challenge
At the end of 2023, Ana Luisa recognized the need to better reward their loyal customers. Their existing points-based loyalty program had its merits, but it wasn’t driving the deeper engagement and retention they desired. As demi-fine jewelry market has gotten progressively competitive over just a few years, there was a need for the impactful strategy to encourage shoppers to continue shopping with Ana Luisa.
Solution
Ana Luisa collaborated with Subscribfy to develop a branded VIP Membership called AL Luxe priced at $39.99 a month.
Each month, VIP members are charged $39.99, which is converted into $39.99 in store credit that rolls over. In a sense, it’s free’ for shoppers to join the program, as they get full amount of their membership fee back as store credit.
Members also get a 5% discount on all purchases (yes, even diamonds) - an offer that can be stackable with other promotions, among other perks like early access to sales.
Ana Luisa and Subscribfy teams worked together to design an intuitive UX that aligns with the brand s identity, allowing members to easily access and use their perks & store credit.
No more clicking around and copy & pasting the discount codes. Members are recognized by their email and are prompted into a passwordless login - without ever leaving the checkout. This resulted in high participation rates not only in the paid membership but the free loyalty program as well.
Consistent email & SMS communication has been developed to inform members about the program’s benefits, upcoming charges, and the amount of store credit they have accumulated.
Impact
Ana Luisa launched their VIP Membership Program in March of 2024, and since then tens of thousands of their shoppers have joined AL Luxe.
This is truly a community of the best shoppers: members’ AOV is 16% higher than non-members. Not only these shoppers place larger orders, they came back more often. AL Luxe members’ LTV is 65% higher vs. regular shoppers.
Members get truly invested in the brand - Ana Luisa finds that their CVR is 3x on email & SMS communications.
The store credit model for the membership allowed Ana Luisa to create a stream of incremental and predictable cash flow which has been instrumental in their continuous profitable growth.
