Making great strides: LePantalon’s loyalty programme uses personalisation to delight customers

As the name suggests, LePantalon sells trousers! The French fashion label is known for its timeless chinos, jeans and shorts, which are made from recycled and natural materials. There are cuts and colours to suit all shapes and sizes, and the sustainable brand is proudly anti-fast fashion. Having longer-lasting collections means LePantalon doesn’t need to hold big seasonal sales – instead, it has a year-round fair pricing policy.

Built in Klaviyo by EmailClub: LePantalon Club recognises and rewards customer loyalty – and has boosted revenue

Challenge

LePantalon’s approach to pricing is refreshingly different but the brand still operates in a market where consumers expect to receive something in return for sharing their data. Without discounts to help convert sales, email content needs to be highly relevant and engaging – the more personalised the better. Before the brand adopted Klaviyo, LePantalon was using Mailchimp for newsletters and ShopiMind for campaigns; it simply didn’t have the data required to do this. 

When the brand decided to introduce a programme to reward loyal customers, the marketing team looked into buying a loyalty app but found that specialist solutions were too pricey. Keen to explore alternative ways to implement the scheme, they asked the CRM experts at EmailClub to help them. 

Solution

LePantalon’s Marketing and Ecommerce Manager, Manon Hug, switched the brand to Klaviyo as soon as she joined the company. Manon was familiar with the platform and knew the benefits of having all email activity in one place. PrestaShop’s Klaviyo module syncs with PrestaShop to bring customer and store data into Klaviyo, giving the brand access to event-based and profile data for personalisation and segmentation.

Another reason Manon chose Klaviyo? Its pre-built functionality makes complex tasks simple – like adding product recommendations into emails based on products viewed, added to cart, or seasonal best sellers.

I wanted to have one solution, one platform for automations and newsletters, so I decided to work with Klaviyo again because I love the solution.

EmailClub has focused on one data point in particular: customer lifetime spend. The agency has used a custom field in Klaviyo to convert this figure into loyalty points. And, by segmenting customers according to their spend, it has created a loyalty programme with tiers that offers shoppers personalised rewards. LePantalon Club requires no additional tech, which is great news for the brand’s bottom line.

With loyalty tiers in place we can personalise the customer experience across all CRM touchpoints. It means every email flow has multiple conditional splits, a set-up that would be impossible without Klaviyo’s flow builder.

Strategy

LePantalon strives to make every interaction a customer has with the brand feel personal. The welcome email series contains content that’s gender-specific together with product recommendations based on subscribers’ previous browsing activity. It achieves an 8.3% conversion rate, which is 3x higher than the average for the sector – and is up 73% YOY.

LePantalon Club keeps customers engaged and makes shopping fun with its four loyalty tiers: Cool, Lover, Addict and VIP. As customers buy more from the store they can unlock benefits such as free socks, free trouser alterations, 15% off, and free delivery. They also receive a discount to spend on their birthday – as long as they’ve provided their date of birth.

Placing an order triggers a post-purchase email flow that explains how the Club works and encourages members to revisit the store to earn more points. And the brand inserts customers’ loyalty status into newsletters and campaign emails, as a gentle reminder. The loyalty rewards also provide a useful hook when customers hesitate placing an order by abandoning their shopping cart. Here, a series of personalised reminders achieves a 7.5% conversion rate – twice the average for the sector.

Email automation delivers a big win for LePantalon. The marketing team has created multiple triggered emails all the way from email sign up to customer win-back, and as a result, automation drives 55% of the revenue attributed to email. 

Although it’s still very new, the loyalty programme has already created an uplift in sales. Best of all, LePantalon’s fans clearly love being part of Le Club.

In LePantalon Club’s first month, email flows containing dynamic content based on loyalty tier generated 15% more revenue compared with the same period last year. The Club generated sales of over €22K in just a few days, which is something we have never seen before, even for big product launches!