Founded in Edinburgh in 1860 by Duncan Napier, Napiers has become one of the UK's leading names in complementary and natural health care. The brand is dedicated to health and wellbeing through herbal medicine and natural therapies.
Duncan's story is remarkable: abandoned at birth and raised by an innkeeper's family, he turned a persistent cough into a calling, teaching himself botany and crafting herbal remedies that would launch a business still thriving 166 years later.
Now in its fifth generation, Napiers combines over 165 years of herbal expertise with a growing international customer base and a reputation built on long-term customer loyalty.
Formalise loyalty recognition for a long-standing, committed customer base
Give top customers a tangible reason to feel genuinely valued
Reduce the risk of loyal customers turning to competitors
Napiers has always benefited from a strong customer base, many of whom have been shopping with the brand for years, some for decades. But that loyalty had no structure behind it: no programme to acknowledge it, no mechanic to build on what already existed.
Without a reward system, there was no way to make them feel genuinely valued, or to reflect the depth of a relationship built over years.
Formalising that loyalty meant giving the most engaged customers a reason to deepen their connection with the brand, creating a stronger barrier against competition, and turning loyalty into something tangible.
Napiers launched the Napiers Rewards Club, fully integrated with Shopify, Klaviyo, Judge.me, and Gorgias to centralise customer data and deliver a seamless experience across every touchpoint.
Equipped with the Checkout Extension, points and rewards show up right at the checkout stage, reinforcing the programme's value throughout the whole buying journey.
Members earn 10 points for every £1 spent, with additional points unlocked through engagement missions: social media actions, reviews, UGC, and WhatsApp opt-ins.
The programme features 3 VIP tiers (Forager, Herbalist, and Master Herbalist), each unlocking exclusive perks: bonus points, birthday vouchers, free products, and free shipping.
It is rounded off by a double-sided referral scheme: give 15% off, get 15% off, turning satisfied customers into natural brand ambassadors.
x34 monthly ROI
x4.3 LTV for engaged customers
+79% AOV
Six months after launch, the Napiers Rewards Club has deeply changed the shape of the customer base. 29% of customers are now enrolled and they shop very differently: x2.4 more orders on average and a +79% higher average order value compared to non-members.
That engagement translates directly into revenue. Loyal customers now drive 12% of total online revenue in just six months, at a monthly ROI of x34.
In parallel, several thousand opt-ins have been collected through the programme and synchronised into Klaviyo, building a valuable first-party data asset and strengthening Napiers' direct relationship with its most engaged community.
Napiers has a uniquely loyal customer base built over 166 years of herbal expertise. Loyoly gave us the tools to finally recognise and reward that loyalty in a structured, meaningful way - something we simply didn't have before. It's allowed us to strengthen relationships with our longest-standing customers and build on retention rates we're already proud of.
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