WHAT DOES A SUCCESSFUL LOYALTY APP LAUNCH LOOK LIKE?

When a garden centre launches a loyalty app, it’s easy to focus all of your energy on getting the app itself up to scratch. But real success comes down to what happens next - who signs up, how often they use it, and whether it leads to stronger customer relationships and bigger baskets.

After supporting dozens of launches, we’ve seen the patterns.

So here’s what works, what to expect, and how to turn day-one excitement into long-term loyalty.

THE NUMBERS TO KNOW

A strong launch can see up to 25% of non-member transactions converting into sign-ups in the first few weeks.

Early momentum is key - rates typically peak in the first few weeks or months before settling into a steady baseline.

The difference? That early spike is fuelled by a compelling offer, great in-store prompts, and consistent messaging across your channels. It’s your moment to make a splash and build momentum.

YOUR LAUNCH OFFER MATTERS (MORE THAN YOU THINK)

The most successful launches we’ve worked on have one thing in common: a seasonal, generous and easy-to-redeem welcome offer.

It may feel like you’re giving a lot away. But for a lot of the campaigns we’ve tracked, discounts like this have resulted in an increase in average transaction value - not a drop.

Why? Because once a customer is in, they don’t just take the offer and go. They stay, they browse, and they spend.

You also have to take into account the CLV – Customer Lifetime Value. Once a customer signs up, you’re not just gaining a one-off visit, you’re creating a relationship. If your campaign is well executed, they’ll keep coming back. That initial discount? It pays for itself over time as you turn occasional shoppers into loyal, repeat customers.

See above: Our simple framework for campaign success

THINK BEYOND THE SIGN-UP

Every app sign-up is more than just a number, it’s:

• A direct contact (email!) that you can now message regularly

• Access to demographics, like location and age

• A record of shopping behaviour you can use to personalise offers and tailor messaging to specific customer groups

And it’s that data that drives your loyalty programme forward. It helps you segment better, market smarter, and make every communication feel relevant.

It doesn’t stop there either: a strong welcome series is key to keeping new members engaged. 

OUR ADS. THEY WORK

To support a launch, we often run Meta ad campaigns - and they consistently outperform industry standards.

Our latest launches have shown:

• Cost Per Clicks half the industry average

• Engagement rates twice as high

That’s down to clear messaging, effective creative, and targeting that reflects your actual customer base - not just a generic audience.

POS STILL MATTERS

Even the best digital campaign won’t work to its full potential if the message ends there.

Your customers need to be reminded at every touchpoint:

• POS at the entrance and tills

• Website banners and content

• Email reminders

• Briefed, fully engaged staff

This is how you turn a one-time install into consistent usage.

SUCCESS = SIGN UPS + STRATEGY

In short, here’s what makes a loyalty app launch really work:

• A generous, timely offer that gives people a reason to join

• A strong first month target, followed by steady monthly growth

• A campaign that lives everywhere: email, ads, in-store, staff

• Personalisation and segmentation to make every message count