Founded to democratise the benefits of mulberry silk, Emily's Pillow offers high-end sleep accessories combining comfort, elegance and respect for tradition.
It started with a simple observation: silk is hypoallergenic and less absorbent than cotton, a real ally for hydrated skin and soft hair. With quality suppliers and Oeko-Tex certified materials, the brand is committed to sustainable, healthy products.
From silk pillowcases to scrunchies, sleep masks and sheets, every creation is designed to improve sleep while taking care of us.
Optimizing customer acquisition cost
Increasing the number of repeat purchases
Boosting purchase frequency and AOV
Before Loyoly, Emily's Pillow faced three major challenges.
First, optimise acquisition costs by relying more on its existing customer base rather than solely on paid channels.
Then, increase LTV by boosting both purchase frequency and average order value. Despite a committed community, driving repeat purchases remained a challenge.
The brand needed a solution capable of boosting loyalty and engagement.
For over a year, Loyoly has supported Emily's Pillow with a comprehensive loyalty and referral programme that continues to grow.
The loyalty programme rewards 10 points per €1 spent, redeemable for vouchers between €5 and €20. A relational layer enriches the system with missions: newsletter sign-up, Instagram follow, birthday entry and more, increasing touchpoints throughout the customer journey.
Three VIP tiers (Bronze, Silver, Gold) reward the most committed customers. Early tiers offer discounts and bonus points, while higher statuses unlock experiential perks like preview collections, private events and priority customer service.
The referral programme gives €10 to both referrer and referee. In one year, it attracted nearly 100 new customers through trust and natural recommendation, optimising acquisition beyond paid channels.
Monthly ROI of 48
x3 LTV
+21% AOV
In just one year, the programme has had a significant impact on growth, generating €67,000 in additional revenue with a monthly ROI of 48x. Programme members now account for 26% of total sales.
Loyal customers place 2x more orders with a 21% higher average order value, resulting in a LTV 3x higher than non-engaged customers.
Reward usage follows an upward curve: 8% of baskets contain rewards from the 2nd purchase, rising to 26% by the 4th, proving their role in activation and retention.
Engagement has also been optimised with 850 opt-ins synced directly in Klaviyo.
We are delighted to be working with Loyoly! Our customers love the points system; it's simple and motivating for them. We quickly realised that the more ‘gaming’ mechanics, such as earning points for a story, a post, etc., didn't work too well with our community. Fortunately, Loyoly offers a lot of flexibility, which has allowed us to adapt the program by focusing on what our customers really like. The result: they are more engaged, and we even see a slightly higher average order value among Loyoly customers!
