Joseph Joseph
“What Ometria has allowed us to do is create a consistent, personalized loyalty journey from the moment someone joins. Whether they’re browsing, making a purchase, or celebrating a milestone, the experience is seamless. As a result, we’re actively building deeper customer connections. It’s helped us turn one-time shoppers into loyal advocates.”
— Pia Sharma
Head of Digital Marketing and CRM
Increase in
win-back rate
Increase in
revenue from returning customers
Increase in
second purchases
Joseph Joseph is a London-based British brand passionate about “brilliantly useful design”, creating innovative products that solve real household problems. Founded by twin brothers in 2003, the brand combines form and function to deliver smart, long-lasting solutions. From kitchenware to cleaning tools, Joseph Joseph has built a loyal following around style, efficiency, and practical innovation.
After establishing strong brand representation in wholesale channels, Joseph Joseph turned their focus to its DTC business to drive customer acquisition and deepen direct engagement with the brand.
Amidst this background, the brand faced two key challenges:
- The high cost of acquisition, which made retention increasingly important for sustainable long-term growth.
- A highly competitive market, which meant a differentiated online proposition was key to driving direct and repeat purchases.
To address them, Joseph Joseph decided to revamp their loyalty program, which would allow them to stand out from the competition, enhance the customer experience, and incentivize repeat purchases whilst supporting the brand’s premium positioning.
The old, discount-driven programme had become confusing for customers. The team wanted to evolve toward a more premium approach, simplifying the experience while introducing rewards and experiences that genuinely encouraged customers to return and shop directly with the brand.
Head of Digital Marketing and CRM
"Email is at the centre of our loyalty program, and Ometria has given us the tools to make every message count. From welcoming new members to celebrating anniversaries, each campaign feels timely, relevant, and engaging. It’s a big part of why customers are staying connected with us long after their first purchase."
The program
Joseph Joseph revamped their loyalty program (powered by Yotpo) by introducing a tiered structure with a refreshed points system and new rewards. To support this, enhanced customer journeys were orchestrated through Ometria to promote the program and drive engagement.
Data was the foundation of the new program. Before anything else, they spoke to real customers to understand their motivations beyond price sensitivity, leveraging those findings to shape the loyalty offering.
With a focus on exclusive content, founder-led VIP experiences, and faster (or free) delivery, the updated program aligns with what their customers really want. It offers much more than just traditional discounts, fostering deeper customer connections while reinforcing the brand’s premium positioning.
Communication channels
Email is the key driving force behind the program’s promotion. Through Ometria, Joseph Joseph created a suite of campaigns all geared towards increasing engagement with the program and aiding retention.
These include:
- Welcome campaign
- Up a tier campaign
- Down a tier campaign
- New reward available campaign
- Review requests
- Post-purchase nurturing
Other initiatives to promote the program include:
- Using Ometria to build a dedicated VIP customer segment, combining loyalty data and email engagement to identify and reward their most valuable customers.
- Integrating a dynamic banner into their emails that displays each customer’s real-time points balance, encouraging continued interest.
- Making the loyalty program more visible on their website.
- Using SMS broadcasts & automations to highlight key moments within the loyalty journey (new reward, new tier, etc.)
Through this new program, Joseph Joseph has strengthened their D2C proposition in an increasingly competitive market, giving customers a compelling reason to come back and shop with the brand directly again and again.
- 20% increase in win-back rate
- 21% increase in revenue from returning customers
- 11% increase in second purchases
- 9% increase in retention rate
So what’s next for the loyalty program? Joseph Joseph plan to:
- Launch more flows such as Post Purchase, Loyalty Anniversary, a Birthday Campaign, and a Points Update flow which informs customers of how many points they are from a reward, designed to drive up participation rate and repeat order.
- Increase the program’s visibility across all key website touchpoints, from the homepage to the checkout.
- Gather feedback from top customers and run VIP focus groups to better understand their experience with the brand.
- Develop a ‘surprise and delight’ schedule that embeds additional rewards into the tiers structure.
- Adding printed postcards into product deliveries to capture key post-purchase opportunities.
- Hosting events to generate shareable content and boost word of mouth referrals creating VIP experiences.
- Exploring paid opportunities to further expand its reach.
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