Antavo empowers LeMieux with a loyalty program constructed round belonging, not reductions, serving to the model to show a passionate equestrian neighborhood into its fastest-growing income channel.
Excellent consequence already pouring in:
- 22.89% of whole income generated by app customers,
- 8X extra income per person generated by app customers versus cell web site,
- 2X retention charge for purchasers who be a part of the loyalty program versus those that don’t.
However sturdy numbers don’t construct themselves. Right here’s how LeMieux and Antavo made it occur.
For the broader image on what’s driving loyalty efficiency throughout industries and areas, the 2026 World Buyer Loyalty Report is price a learn earlier than you dive in.
Who Are LeMieux?
LeMieux is a premium equestrian life-style model with a extremely engaged buyer base {of professional} and interest riders, households, and sports activities lovers. The model has constructed sturdy product loyalty by means of high quality, type, and a deep understanding of the equestrian neighborhood.
To deliver prospects nearer to the model, LeMieux launched LeMieux Insiders, an app combining ecommerce, neighborhood, and the model’s first-ever app-based loyalty program, powered by Antavo. This system connects ecommerce, neighborhood, missions, rewards, and tier development in a single expertise designed to drive engagement past the transaction.
The 4 Challenges LeMieux Confronted: Turning Ardour Into Lengthy-Time period Loyalty
LeMieux operates in a class the place prospects are extremely engaged, emotionally invested, and community-driven. However that doesn’t mechanically make loyalty easy. Listed below are the important thing challenges LeMieux got down to resolve.
Problem #1: Creating stickiness past product high quality
LeMieux already has sturdy product loyalty, however the model wished so as to add extra worth to the client expertise and provides individuals extra causes to remain related.
Problem #2: Rewarding advocates who will not be direct patrons
A big a part of LeMieux’s viewers contains younger riders whose dad and mom or grandparents would be the precise purchasers.
Problem #3: Constructing an owned neighborhood as a substitute of counting on exterior platforms
LeMieux already had a big neighborhood presence of roughly 1 / 4 of one million individuals, however the model had restricted visibility, management, or potential to reward participation in these areas.
Problem #4: Avoiding {discount} dependency
LeMieux wanted a loyalty mannequin that would encourage repeat buy whereas defending each model notion and margin.
The Answer: How LeMieux Insiders Connects Loyalty, Neighborhood, and Commerce
LeMieux Insiders brings collectively ecommerce, neighborhood, missions, rewards, and tier development in a single app-based expertise. With Antavo’s Loyalty Engine, Challenges, Workflows, and modern integration ecosystem, LeMieux can reward several types of engagement, not simply purchases, whereas holding this system versatile sufficient to evolve over time.
What was actually vital for us, and that is the place Antavo got here into play as a associate, is that we would have liked a twin level system and we wished to have the ability to supply one thing which wasn’t an earn and burn type loyalty program. That was crucial to us as a result of, as a model, it will probably’t be discount-driven. So it’s experiential, it’s benefit-driven, it’s exclusivity, and it’s rewards.
1. Creating Buyer Stickiness Via an App-First Loyalty Expertise
LeMieux didn’t need simply one other cell storefront; it wished to present prospects an expertise that extends past looking and shopping for. Which is why they created an app with 3 sturdy pillars: E-commerce, Neighborhood, and Loyalty.
Powered by Antavo, the app-exclusive loyalty program acts each as a basis and an umbrella of the app.
This system permits loyalty members to participate in neighborhood actions, full missions, earn cash and rosettes for buying and engagement, progress by means of profit tiers, redeem rewards, and really feel extra concerned within the model.
2. Rewarding Advocacy And Information Sharing, Not Simply Spend
For LeMieux, a loyal buyer isn’t all the time the one putting the order. Younger riders love the model and affect shopping for selections, however dad and mom or grandparents full the acquisition.
Missions and neighborhood challenges – powered by Antavo’s gamification options – let LeMieux reward that advocacy with out requiring a transaction. Members may earn rosettes by finishing profile data and sharing product preferences, supplying LeMieux with richer first-party information whereas giving prospects a cause to have interaction.
Future missions, together with good friend referrals, product evaluations, and in-store QR code scans, will prolong this additional, connecting offline conduct to the loyalty program.
3. Constructing an Owned Neighborhood Across the Model
By constructing neighborhood into the app and connecting it with loyalty, LeMieux created an area the place members can put up, be a part of teams, share experiences, and contribute concepts.
The loyalty program provides an additional layer of motivation by rewarding participation and making neighborhood engagement a part of the member journey.
We knew there was an enormous neighborhood on the market, however we had no company in it and no option to reward individuals for collaborating. So launching our personal neighborhood platform after which integrating it with the rewards program was a option to get some company and a few perception into what was occurring and what individuals have been speaking about, but additionally a option to reward the individuals who have been most actively engaged and constant to our model and our neighborhood.
Utilizing Antavo, LeMieux can join these engagement moments to loyalty development, the place members can earn recognition for participating, whereas the model positive aspects extra direct perception into what prospects care about.
4. Avoiding Low cost Dependency With a Twin-Foreign money Mannequin
As a premium life-style model, LeMieux wanted to present members real worth with out coaching them to attend for money-off provides. The answer was a dual-currency mannequin:
1. Cash are spendable factors members earn by means of transactional and opt-in actions: Making purchases (1 GBP = 5 Rosettes), signing up for the e-newsletter, or enabling notifications.
2. Rosettes are development factors that may by no means be spent. Members earn them by means of purchases (1 GBP = 5 Rosettes) and gentle actions: Commenting locally, finishing their profile, and sharing their pursuits.
The strategic worth of the Twin-currency Mannequin:
– Cash fulfill the need for fast worth.
– Rosettes construct one thing that feels earned fairly than purchased: A way of belonging and recognition {that a} {discount} code may by no means replicate.
– Collectively, they let LeMieux reward its members generously with out ever cheapening the model.
Excellent Outcomes
The LeMieux program continues to be contemporary, however the early efficiency of the app and loyalty ecosystem is already sturdy. At the moment, this system sits at 49,000 loyalty members acquired from 72,000 app downloads, reflecting a excessive natural signup charge.
Key early outcomes embrace:
- 22.89% of whole income generated by app customers, who characterize solely 3.95% of the client base.
- 4X extra income per person generated by app customers versus desktop.
- 8X extra income per person generated by app customers versus cell web site.
- The app overtook desktop as LeMieux’s quantity two income platform inside simply 5 months of launch.
- ~52% uplift in 90-day spend per app buyer (£170.20), versus for web site prospects (£111.72).
- ~52% larger lifetime worth for app prospects versus web site prospects.
- 2X retention charge for purchasers who be a part of the loyalty program versus those that don’t.
- 30% app 90-day retention versus 12% on web site, greater than twice the speed.
- 4X classes per person on the app versus cell internet.
Sturdy consequence numbers takeaway
These outcomes present that LeMieux’s app-based loyalty technique isn’t just creating engagement; it’s attracting and retaining higher-value prospects.
The distinction in income per person is very vital. App customers will not be merely looking extra usually; they’re producing considerably extra business worth.
Due to the loyalty program, the app has now overtaken our desktop web site. In a five-month interval, it grew to become our quantity two platform. Which I feel is staggering actually, as a result of the desktop web site’s been round for 20 years.
What’s Subsequent For LeMieux: Increasing the Methods Members Can Take part
LeMieux Insiders continues to be evolving. The following part focuses on creating extra methods for members to have interaction, contribute, and advocate.
Upcoming mechanics embrace:
- Buddy referral missions: Turning engaged members into acquisition drivers.
- Product evaluation and survey missions: Producing social proof and direct buyer perception.
- QR code scan missions: Creating engagement moments outdoors the app.
- Competitions and prize attracts: Including pleasure and seasonal vitality.
- Invite-only product focus teams: Giving choose members a job in shaping the model.
With Antavo’s versatile Workflows, gamification, rewards, referral, and tier capabilities, LeMieux can proceed including these mechanics with out rebuilding this system from scratch.
They’ll check new concepts, studying from member conduct, and increasing this system past transactions whereas holding the expertise aligned with the model.
The Antavo Know-how Behind the Program
Antavo offers LeMieux the flexibleness to run a loyalty program that’s not constructed round reductions. Via Antavo’s Loyalty Engine, LeMieux can handle cash for rewards, rosettes for tier development, curated advantages, missions, challenges, and marketing campaign mechanics comparable to double factors weekends.
Antavo’s Workflows have been particularly worthwhile as a result of they permit the workforce to configure missions and different automations, comparable to Birthday Campaigns, with out relying closely on developer sources. This helps LeMieux check, study, and evolve this system as member conduct adjustments.
Integrations: How LeMieux Connects Loyalty, Ecommerce, and Neighborhood
Adobe Commerce (Magento) is likely one of the world’s main ecommerce platforms, powering complicated retail operations at scale. LeMieux’s storefront runs on Adobe Commerce, and Antavo connects on to it through normal API calls, pulling in buy occasions and gentle motion completions in actual time to maintain member information correct and rewards firing on the proper second.
Klaviyo is a B2C CRM and AI advertising platform, serving to manufacturers activate buyer information throughout e mail and SMS at scale. On this case, Antavo connects to Klaviyo and n8n by means of webhooks, transmitting key loyalty alerts – opt-in confirmations, tier upgrades, reward issuances, and mission completions – so LeMieux can ship well timed, loyalty-informed communications that mirror precisely the place every member is of their journey.
Tom&Co is a number one Adobe Commerce (Magento) company in London, designing, creating, and rising excessive‑performing e‑commerce websites. The corporate is answerable for the app design and improvement, working by means of the loyalty logic, and supporting LeMieux on campaigns and member expertise.
Conclusion: What LeMieux Insiders Teaches Us About Fashionable Loyalty
LeMieux Insiders proves what’s doable when loyalty is designed round how prospects truly behave, not simply what they spend.
Twin currencies, neighborhood missions, tier development, and app-first engagement have already delivered measurable outcomes:
- Greater income per member,
- Stronger 90-day retention,
- An app that punches properly above its weight commercially.
For life-style manufacturers with passionate communities, the lesson is evident: loyalty constructed round id and belonging outperforms loyalty constructed round reductions; each time.
Able to construct one thing that lasts? E-book a name with Antavo.
Don’t neglect to seize the newest version of our World Buyer Loyalty Report that includes the newest stats and tendencies!
Zsuzsanna is a Loyalty Specialist and Licensed Loyalty Skilled™ with years of expertise in digital advertising and e-commerce. Zsuzsanna is thought for having an analytic strategy and high-level communication abilities, serving to her ship partaking content material. In her free time, she enjoys watching Method 1 and listening to infinite Taylor Swift playlists.
