Founded by Marie and Margaux, two mothers with a passion for nutrition, Jolly Mama is a French brand specialising in peri-natal feminine nutrition.
Its mission: to support women at every key stage of their lives, from fertility to the post-partum period, with products genuinely tailored to their needs. Nutritional supplements, drinks and infusions, snacks, all formulated with the finest active ingredients on the market, developed in collaboration with experts.
Beyond its products, Jolly Mama offers holistic support through content, conferences and free consultations, building a community of mothers and mothers-to-be who want to take care of themselves.
Retaining customers whose needs are constantly evolving
Improving repeat purchase rates despite strong acquisition
Building engagement beyond the act of buying
Before Loyoly, Jolly Mama faced a structural retention challenge. Its customers move through fleeting life stages: trying for a baby, pregnancy, post-partum, breastfeeding. Needs that shift quickly, and sometimes disappear altogether, making long-term loyalty genuinely complex.
While the brand benefited from strong acquisition, repeat purchase rates remained below potential despite the volume of new customers.
But the ambition went further than repeat purchases. Jolly Mama wanted to build a real connection with its community, recognising engagement beyond buying and making loyalty a lasting relational lever.
To strengthen its bond with the community, Jolly Mama launched the Jolly Club, a loyalty and referral programme designed to support customers at every stage of their journey.
Connected to Shopify, Klaviyo, Judge.me and Gorgias, it centralises data for a seamless experience. The Loyoly Checkout Extension displays points and rewards directly at the moment of payment, reinforcing perceived value with every purchase.
The mechanic is straightforward: €1 spent = 1 point. Customers can also earn points through engaging missions: newsletter or WhatsApp opt-in, leaving a review, following on social media, or sharing an Instagram post. Points are redeemable as discount vouchers.
A referral programme completes the offering: €15 for the referrer, €15 for the referred friend.
€637k generated in 17 months
Monthly ROI of 69x
LTV x3
Since the Jolly Club launched 17 months ago, the results speak for themselves.
Customers enrolled in the programme place an average of 2.88x more orders, with a lifetime value three times higher. Today, 64% of the brand's revenue comes from its loyal customers.
The programme has generated €637,200 over 17 months, with a monthly ROI of 69x.
Alongside this, over 15,600 opt-ins collected (email and WhatsApp, synced in Klaviyo) and more than 1,900 customer reviews are strengthening social proof and fuelling the CRM strategy.
Loyoly has allowed us to structure and amplify our loyalty strategy in a highly effective way. It is now a key lever for engaging our community and increasing retention, whilst remaining aligned with our long-term, women-focused support approach.
.webp)
%20(1).webp){kind=logo}
