Founded by Manuel Peyrondet, Chais d'œuvre is an online wine lovers' and buyers' club, enabling members to discover fine wines from the comfort of their own home.
Far more than a simple e-commerce site, the brand offers a complete experience: live-commentary private sales, monthly gift boxes, an online wine cellar, and a bespoke concierge service.
Through its carefully curated selections and educational content, Chais d'œuvre nurtures a close relationship with its members. Here, you don't simply buy a bottle: you join a community and a vision of wine that is more accessible, more vibrant, and more emotional.
Structuring a premium loyalty scheme that goes beyond a basic points programme
Rewarding loyalty with exclusive benefits throughout the year
Delivering a seamless, easy-to-understand experience fully integrated into the website
Prior to Loyoly, Chais d'œuvre wanted to align its loyalty strategy with its upmarket positioning. The challenge: to move beyond transactional logic and build a premium experience that strengthens members' sense of belonging to the club.
The brand also needed to offer genuinely distinctive benefits: exclusive gifts and privileges conceived as a natural extension of its expert, selective universe.
Finally, the customer journey had to be clear, motivating, and perfectly integrated into the site, with visible and intuitive progression, free from unnecessary technical complexity.
In short: a premium, coherent, and easy-to-follow programme capable of transforming loyalty into a genuine relationship driver.
Ten months ago, Chais d'œuvre launched its loyalty programme with a clear objective: premium, simple, and easy-to-follow loyalty. Integrated with Shopify, Klaviyo, and Gorgias, and equipped with a Checkout Extension displaying points and rewards at the point of payment, the programme delivers an intuitive experience across the entire customer journey.
The scheme is built on a straightforward mechanic: €1 spent = 1 point, with no superfluous complexity, focused on two structural levers: VIP tiers and referrals.
Four VIP tiers unlock increasingly valuable benefits: discount codes, vouchers of up to €100, premium gifts, dedicated customer service, and complimentary access to the brand's LAB events.
The referral scheme (give €30, receive €20) rounds out the programme, shareable via email, SMS, or social media.
+422% LTV uplift among engaged customers
Monthly ROI of ×77
€373,300 in revenue generated in 10 months
Ten months after launch, the programme has firmly established itself as a genuine performance driver.
61% of customers are programme members, and 92% of revenue comes from these loyal clients. Loyalty is now central to the business model.
Engaged customers place an average of 4.5× more orders, resulting in a spectacular LTV increase of +422%.
The programme has generated €373,300 in revenue over 10 months, with a monthly ROI of ×77, confirming its ability to transform loyalty into a sustainable engine for growth.
Our challenge was to build customer loyalty in a premium approach, with exclusive benefits and an experience that is simple, clear, and perfectly integrated into our site. The programme was met with enormous enthusiasm from the very first day, and that momentum has continued for over a year. Our customers are delighted with it, and we particularly value the responsiveness and attentiveness of the Loyoly teams in helping us develop the programme.
How they achieved a monthly ROI of 36 in 22 months ?
How they increased its LTV by 117% in 9 months.
How they achieved +40% AOV in 5 months
