It's impossible to ignore Coucou Suzette, the Parisian brand that has transformed everyday accessories into true fashion pieces.
Behind this offbeat and colourful brand is Juliette Mallet, illustrator and founder, who breathes her unique style into each creation.
Her concept? Hair clips, socks, jewellery and much more, all with fun designs inspired by pop culture and vintage. More recently, the brand has expanded into lifestyle accessories (mugs, teapots, beaded bags) with the same original style.
The result? An ultra-loyal community that collects each new creation and shares its love for the brand on social media.
Boost sales while optimising the CAC
Increase the average order value
Collect more reviews and UGC
When it joined Loyoly, Coucou Suzette was in the middle of migrating from PrestaShop to Shopify, a strategic transition to optimise its e-shop. But beyond this technical overhaul, the brand had set itself ambitious goals.
Firstly, it wanted to increase sales while optimising acquisition costs, by focusing on the social dimension of referrals and the strength of its community.
At the same time, the brand was looking to improve the average order value by encouraging customers to add more products to their basket.
Finally, it wanted to collect more user-generated content and opinions to boost its credibility and stimulate community engagement.
These challenges required a solution that could boost customer engagement while integrating seamlessly with their new Shopify ecosystem. Loyoly emerged as the ideal solution to meet these needs.
+54% AOV
x5 of the LTV
A monthly ROI of 7
A year ago, Coucou Suzette launched Club Coucou Suzette, a loyalty and referral program designed to strengthen engagement and encourage repeat purchases.
Let's take a closer look at this system.
First of all, Coucou Suzette has opted for a simple referral system: €5 offered for both the referrer and the referee.
The aim is to transform the existing community into active ambassadors, relying on the power of word of mouth to reduce the cost of acquisition.
In addition, Coucou Suzette has set up a comprehensive loyalty program designed to stimulate commitment and repeat purchases.
Each euro spent earns 5 points, a generous system that encourages commitment and repeat purchases.
To further accelerate the accumulation of points and diversify interactions, the brand offers a catalogue of attractive missions:
These actions strengthen the link between the brand and its community, while allowing the collection of data and opt-ins, automatically synchronised with their CRM, Klaviyo.
Furthermore, the reviews collected and the content generated on social media play a key role in reinforcing the reassurance and credibility of the brand.
Finally, the points accumulated can then be exchanged for transactional rewards: promotional codes, vouchers or free delivery.
One year after its launch, the loyalty and referral program set up with Loyoly has profoundly transformed the engagement and retention of Coucou Suzette customers.
In terms of engagement, more than 500 opt-ins have been collected and integrated directly into Klaviyo.
Thanks to this first-party data, the brand can segment its customers more finely and launch ever more effective campaigns and flows.
The impact on the behaviour of the cohort of customers engaged in the program is significant.
Their average order value is 54% higher than that of non-engaged customers, proof that they spend more with each order.
But above all, they come back more often.
They shop three times more frequently, which highlights the program's ability to build long-term loyalty.
From the fourth order onwards, one in three orders contains a reward, perfectly illustrating the effectiveness of the scheme in encouraging repeat purchases.
As a direct consequence of this increased loyalty, the LTV of loyal customers is five times higher than that of non-committed customers.
From a business point of view, the impact is equally significant.
A quarter of the brand's turnover is now generated by loyal customers.
Finally, the program shows indisputable profitability with a monthly ROI of 7.
In just 12 months, it has demonstrated its effectiveness in optimising retention and structuring a sustainable and profitable loyalty strategy for Coucou Suzette.
With such success, Coucou Suzette decided to promote its Club beyond the digital world by integrating a QR code into its shipping boxes, and by connecting Loyoly to Shopify POS during its pop-ups in order to offer the same in-store experience as on the website.
Loyoly has been a real asset to Coucou Suzette in setting up an effective loyalty and referral program. We are delighted with the result! We particularly appreciate the support of the team: they are responsive, attentive and always proactive. The numerous technical improvements and optimisations are significant and reveal a real desire for Loyoly to always be as close as possible to the needs of consumers.
Loyoly is a loyalty and referral platform combined with UGCs, which helps to engage customers in 40+ ways to increase LTV and social proof, while reducing CAC.
