How over 70% of Nanso’s revenue is driven by their loyalty program

Nanso are one of the most iconic Nordic womenswear brands, with over a century of heritage in sustainable fashion.

Over the past decade, they have undergone a bold transformation, modernizing their product lines, refreshing their brand identity, and scaling their ecommerce presence.

Now one of Finland’s leading fashion brands with a thriving ecommerce store, they are focused on creating meaningful, long-term customer relationships that support growth across borders.

Before launching their loyalty program, Nanso were relying on outdated stamp cards and disconnected customer records.

Without the systems in place to track behavior or segment audiences, they couldn’t identify their most valuable customers or reward them effectively.

Loyalty was the missing piece of a retention puzzle that could fuel sustainable growth, both online and in-store.

After upgrading their ecommerce and retail operations to Shopify in early 2019, Nanso worked with LoyaltyLion to launch their fresh, modern loyalty program in March 2020.

The program allows members to earn points, which can be redeemed for discount vouchers at values of €5, €10, and €25.

They can also earn points through both purchase and non-purchase activities. Here's how members can earn points:

• Making a purchase - 1 point for every €1 spent

• Enrolling in the program

• Giving birthday information to receive points on their big day

• Following the brand on Facebook and Instagram

• Reselling Nanso products through resale platform Emmy

This is an invaluable strategy: it enables the brand to keep close to members between visits to the site, to surprise and delight them on special occasions, and even reward actions that align with the brand’s sustainable ethos.

Without strong customer data to accurately segment their audiences, Nanso took the strategic approach to start simply: no tiers, just generous benefits designed to drive signups and data collection.

It was a smart move. With LoyaltyLion data showing that 65% of Shopify brands already have loyalty programs in place, and 85% of consumers saying this influences their decision to repeat purchase from the same brand, getting their loyalty program off the ground as early as possible was wise – paving the way for later tweaks.

Based on the AOV and purchase frequency data collected from their freshly launched program, Nanso determined the best way to segment their cohort of loyal members.

Then, they built a tiered structure with increasingly impressive benefits at each level:

• Bronze: Free delivery for online store pickup orders over €79, special prices and pre-sales

• Silver: Free delivery for online store pickup orders over €59, special prices and pre-sales, plus exclusive events for loyalty program members

• Gold: Always free delivery for online store pickup orders, free home delivery for online orders over €99, special prices and pre-sales, exclusive events for loyalty program members, free pant leg shortening

These carefully planned VIP tiers reward loyal behavior, and motivate increased spending: members who climb to the next level have a points bonus waiting in their new tier.

Rather than giveaways, Nanso focuses on rewards that reflect their values — practical, sustainable, and customer-centric. These include:

• Free trouser leg shortening for top-tier members, a generous mark of quality and care

• Customers can earn points for reselling clothes, which supports the brand's sustainability goals and brand ethos

• Even bigger birthday points bonuses for members as they climb the tiers, using personalization to help members feel closer to the brand

Five years on, every major change to the program — whether tiers, points, or rewards — has been shaped by customer insight.

Nanso continue to use customer data to iterate their program based on what shoppers truly value:

• Nanso runs regular surveys, interviews, and polls to test new ideas

• They have adapted points, reward levels, and rules based on feedback - for example, they introduced a smaller, €5 money-off voucher reward to better meet the needs of customers. This is now their most redeemed reward. To protect Nanso’s margins, it’s only applicable on orders of €30 and above

Nanso rewards customers who resell preloved Nanso items, both supporting the brand’s sustainability ethos and the rapid growth of the preloved economy.

Program members who choose to resell Nanso clothes through resale platform, Emmy, receive 200 loyalty points each time, encouraging them to return to Nanso’s site for a future purchase when they can redeem these points for rewards.

Nanso’s loyalty program produces brilliant results, fuelled by a prompt launch following their migration to Shopify, ongoing data-driven tweaks, and brand-aligned loyalty initiatives:

• Loyalty-influenced revenue is now 71.3% of total sales – an all-time high for the brand and at the top-performer benchmark within their GMV band and industry, according to LoyaltyLion benchmarks

• Redeeming members spend a huge 9.3x more than non-members

• The average lifetime value of redeeming members is 4.5x higher than non-members

• Top-tier members order 4x more often than entry-level members