All work
Growth & retentionMokobara · 2023 – ongoing
Making a five-year purchase a monthly relationship
A paid membership that gives customers a reason to stay close between suitcases.
3×
sales from members vs non-members
Source: Shopify
+30%
customer retention, year on year
Source: Shopify
+30%
conversion rate, year on year
Source: Shopify
Context
A category where a suitcase lasts five to ten years. Repeat revenue was the hardest number in the business.
The problem
A brand that only talks to customers when they need a new suitcase has no relationship at all. Mokobara needed a reason for customers to stay close, and a way to treat its best customers visibly better.
The bet
- A paid membership rather than a points scheme: a fixed validity, perks that are clearly better than the public offer, including a discount that still applies during sales, and extended warranties on selected luggage.
- Members had to be treated differently everywhere, at checkout, in offers, in support. That meant moving the business to a platform that could change the experience per customer in real time.
- Automate it completely, so perks trigger themselves the moment someone joins and nobody on the team does it by hand.
My role
Built the CRM and retention system and owned the programme design, with the growth and tech teams.
What shipped
A membership that runs itself across the website and the stores, with loyal customers recognised and served differently at checkout, in campaigns and in support.
What happened
Per Shopify's published case study: members generate three times the sales of non-members, retention rose 30% year on year, and conversion rose 30% year on year.
What it taught me
Retention is a catalogue and platform decision before it is a messaging decision. Get the rules right and the numbers follow.