Aroma360 and Hotel Collection

4.4x

higher CLV from redeeming members vs non-members

40%

of all Hotel Collection customers are enrolled

2.6x

more purchases from Aroma360 redeeming members

Who are Aroma360 and Hotel Collection?

Aroma360 and Hotel Collection are two luxury lifestyle brands under one roof, delivering high-end, essential oil-based scenting solutions for businesses and individuals.

In a vertical always competing for share of wallet, both brands understood the value of customer retention and started separate loyalty programs.

However, they soon pooled their resources: one team now runs both programs, transforming them at the same time with tweaks to rewards and fresh goals.

The purpose: to drive revitalized revenue growth and truly lock in the loyalty of their top customers across both brands.

The challenge

To drive more repeat purchases from existing customers, they needed a clearer focus on program performance, margin protection, and genuine connection with top shoppers.

LoyaltyLion’s platform had the flexibility to enable quick, powerful adjustments to help derive more value from their most loyal customers – with LoyaltyLion’s fantastic support team on hand to support at any time.

Having a highly configurable loyalty program helped our newly formed team quickly capture a revenue-driving opportunity. Using the LoyaltyLion platform, we were able to make fast, effective program changes that deepened loyalty, protected margin, and increased repeat purchasing across both Aroma360 and Hotel Collection.

Aroma360/ Hotel Collection team

Strong loyalty programs that get the basics right

Aroma360 Rewards and Hotel Collection’s Concierge Club had a great starting point for their transformations.

Both programs offer members points based on their spend and varied engagement activities – from writing a product review to sharing their birthday information – which could be redeemed for rewards, including:

• A free mystery item

• Free shipping vouchers

• Money-off discount rewards

The programs are visible through a fully-integrated loyalty page on site and in-app for the multichannel experience.

VIP Tiers elevate the experience

In the Concierge Club, VIP tiers also offer increasing perks based on annual spend. Membership offers an experience far elevated above that of a guest shopper.

• Even at the lowest tier, VIPs have access to members-only deals, product giveaways, and new releases.

• Spending more sees members rise to Platinum status, unlocking birthday gifts

• An even higher annual spend allows Black Card tier members to enter exclusive vacation giveaways.

It’s compelling tiering, expertly designed to motivate repeat purchases.

The secrets to transforming a loyalty program

Aroma360 and Hotel Collection’s iterative tweaks are a masterclass in refreshing existing loyalty programs to unlock greater engagement and increase the CLV of top customers.

Ahead of an oncoming wave of seasonal traffic, here’s what they tweaked:

• Switched up reward types: Introduced discount vouchers, replacing the ability to redeem points at checkout, a strategic move helping improve margin control and eligibility flexibility

• Refreshed loyalty emails: Began sending Klaviyo-triggered emails when customers are approaching or hit reward thresholds, encouraging them back to the site to make a repeat purchase

• Easier reward redemption: Introduced a smaller reward voucher ($10 off) to drive easier and earlier engagement

• Limiting rewards: Launched collection-based rewards, helping limit discounts to certain lines, and keeping margins across the rest of the store strong

• Enabling multichannel functionality: Increased visibility of the loyalty program across their Tapcart-powered mobile app using the LoyaltyLion integration

Once we used the LoyaltyLion dashboard to steer our loyalty revamp, everything clicked – retention improved fast, loyalty started pulling more weight for revenue, and our biggest fans helped kickstart the success of our new Aroma360 subscriptions.

Aroma360/ Hotel Collection team

Bonus secret: boosting subscription enrollment through loyalty

Aroma360 uses its VIP loyalty tiers to encourage fans of the brand to subscribe to its Scent Club, rather than just making one-off purchases.

Through cleverly designed subscriber tiers, Aroma360 creates FOMO by rewarding those who either subscribe to receive their favourite scents every month, or who want exclusive access to its premium Club Paris collection.

As a result, VIP and Club Paris tiers members gain more points per spend, helping them redeem rewards quicker and reducing the chances of them cancelling their subscription.

Transformation drives loyalty-powered revenue growth

The transformation is a testament to how an existing loyalty program can be optimized to dramatically increase its revenue contribution. The results prove it:

• Hotel Collection Concierge Club redeeming members have a 4.4x higher CLV than non-members

• Aroma360 Rewards redeeming members have an AOV 2.4x higher and a 3.5x higher CLV than non-members

• Both brands have excellent customer enrollment metrics, with 50% of all Aroma360 customers and 40% of all Hotel Collection customers signing up to the loyalty program. Both exceed the average customer enrolment benchmarks for home and garden brands of their size.

• More than 1m loyalty activities have been completed, and almost 500m points earned, between both brands.

Small tweaks can drive big loyalty wins – our program with LoyaltyLion proves that. Now, we're redesigning our tiers to boost reward redemption and CLV, making sure customers feel valued for staying engaged, not just for spending.

Aroma360/ Hotel Collection team

Grow and evolve the program as you go

Loyalty’s contribution to total revenue tripled for Hotel Collection following the tweaks, and both programs now drive over double the revenue contribution of the previous year.

These strong positive trends prove that customers shopping for luxury homewares are eager to engage with compelling loyalty programs.

The key is using the data to tweak a program regularly to grow revenue whilst keeping customers happy and rewarded for their loyalty.