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PXP (Project X Paris) started in Paris in 2015 and grew fast — on every front at once: an online shop, 45 stores, 1,500 resellers, 1.4 million followers.
On paper, that's rare firepower. In practice, it's the same headache every brand that sells everywhere runs into: the more channels you add, the more your customer slips through the cracks between them.
A customer relationship split in two between web and stores.
A loyalty scheme that rewarded the transaction, never the engagement.
In-store buyers left anonymous — and therefore impossible to bring back.
Sell both online and in-store? Then you've probably lived this already. A customer walks into a shop, buys, leaves… and vanishes. No email, no name, no way to bring them back. That was PXP exactly: a 100% transactional loyalty programme, no missions, no engagement, blind to anyone buying off the web.
This isn't a detail. When half your sales happen offline, you can only engage half your customers. The other half keeps buying — and never hears from you.
And there's a moment when that really hurts: peak season. Black Friday pulls in the crowds, then lets them walk straight back out — barely 22% of new customers buy again within a year (Uptain study, 2025). Every euro you spend acquiring them funds a relationship that never starts. PXP fixed it at the right moment: its migration to Shopify, the chance to unify everything without losing a thing.
PXP's answer comes down to one idea: make loyalty follow the customer, instead of waiting for them online.
With Loyoly, the brand built a programme that works the same everywhere. The base mechanic is simple — €1 = 1 point — but it doesn't stop at the purchase: reviews, UGC, shared posts, newsletter sign-ups, WhatsApp opt-ins, games… reasons to engage between two orders.
The real turning point is elsewhere. On the e-shop, the Checkout Extension brings points right into the payment step; in stores, an API connection between Loyoly and PXP's in-house POS syncs every loyal customer in real time. The result: points are earned and redeemed in stores just as on the site. The customer who bought in-store is no longer a stranger: identified, rewarded, and — crucially — reachable again. Loyalty no longer stops at the shop door.
Around that foundation, PXP built a real brand experience: four VIP tiers — Welcome to the Crew, Gold, Platinum, Diamond — inspired by its musical world, unlocking up to 20% off, free products and exclusive rewards. A double-sided referral scheme — €10 for the referrer, €10 for the friend — feeds acquisition. And it all plugs natively into the existing stack: Shopify, Klaviyo, Klaviyo Reviews, Gorgias.
This is the setup PXP put at the centre of its Black Friday: loyalty as the engine, not the discount.
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€1.3M revenue generated
x24 monthly ROI
+230% LTV
Seventeen months on, the numbers settle it. A loyal customer orders three times more than the rest and is worth 230% more over time. The programme generated €1.3M in revenue at a monthly ROI of x24 — and the Shopify migration tripled its output.
But the most interesting part isn't in the till. Along the way, PXP collected 71,338 opt-ins, 1,756 reviews and 272 pieces of UGC: a first-party data asset the brand genuinely owns, and a direct line to its most engaged customers.
Black Friday sums it all up in a single day: more than 6,000 engaged customers, over 10,000 rewards handed out, and loyalty-driven revenue up 83% on a normal week. The peak is no longer a flash in the pan: it kicks off a relationship.
One data point captures the whole thesis. In H1 2026, PXP's email campaigns generated revenue with a telling split:
77% in-store · 23% online
The CRM isn't a digital channel that sells online: it's an engine that fills the stores. Email alone accounts for close to 1 euro in 9 of total e-shop revenue. And where a "web-only" brand would see just the 23% online, PXP measures — and steers — the full 100%.
That's the whole point of unified loyalty: without it, the brand would ignore the largest share of the value its own digital creates.
Loyoly allowed us to centralise the operation, simplify store management and give more meaning to our programme. Loyalty has become a communication channel in its own right — online and in-store.
