Founded in 2015, Hindbag is a brand of ethical fashion bags and accessories. The products are made in India in collaboration with the Swami Sivananda Memorial Institute (SSMI), an NGO working towards the empowerment of women in a disadvantaged neighbourhood of Delhi.
The accessories are crafted from GOTS-certified organic cotton, in a model that celebrates local textile craftsmanship whilst ensuring better working conditions. The women involved in the manufacturing process receive above-average wages for the country, along with social and educational support for their families.
Increasing purchase frequency
Structuring a referral programme
Generating social proof
At Hindbag, one of the main challenges was customer retention. Customers would make an initial purchase, but the brand struggled to drive repeat buying over the long term.
At the same time, Hindbag had no structured referral programme in place. The objective was therefore to build a system capable of activating word-of-mouth recommendations between customers and supporting acquisition.
Finally, the brand was also looking for a way to encourage its customers to create content and leave reviews, in order to strengthen social proof and further engage its community.
Hindbag deployed a programme with Loyoly combining loyalty, referrals, and engagement missions, designed to activate retention, word-of-mouth, and customer-generated content simultaneously.
The loyalty scheme is built on a simple mechanic: €1 spent = 2 points. Customers can also earn points through a wide range of missions, such as leaving a review, subscribing to the newsletter, following the brand on social media, making an in-store purchase, posting a story, or sharing a photo with a Hindbag.
Points can then be redeemed for vouchers, gifts, or promotional codes.
The referral scheme rounds out the programme: give a friend 20% off and receive 20% off in return, turning satisfied customers into brand ambassadors.
+€140,000 in revenue generated through referrals
+300 UGC assets ready for use
+2,700 customer reviews collected
After one year of collaboration, Hindbag has successfully activated its community and transformed its customers into brand ambassadors.
The referral programme has generated over €140,000 in revenue and accounts for 3% of all new customers acquired by the brand.
The missions offered to customers have also produced over 300 reusable UGC assets, ready to be deployed across product pages, social media, and marketing campaigns.
In addition, the brand has collected over 2,700 customer reviews, strengthening social proof and the credibility of its products.
"Loyoly represents an all-in-one solution that integrates all our social networks (corresponds to the wishes/needs of our target community). We can also create a lot of diversified missions, and make them grow according to the periods of the year or our highlights. Loyoly also offers us an easy-to-use platform, which enabled us to get the program up and running quickly."
