How Tajinebanane increased its LTV by 117% in 9 months.

Tajinebanane is far more than a simple breastfeeding clothing brand.
Born from a genuine need among breastfeeding mothers, it has grown with the ambition of supporting every stage of family life, from pregnancy to the early years of childhood, embracing all forms of parenthood.

Breastfeeding-friendly clothing with discreet, practical openings, everyday essentials, kids’ collections, accessories, a menswear line… Each creation blends comfort, style and commitment, always with that distinctive touch the brand is known for: messages that make you smile, reflect or feel connected.

But what truly makes Tajinebanane’s heart beat is its committed, caring and inclusive community. A space for freedom, representation and support, where every voice matters, for everyone who shares the desire for a gentler, freer and more confident parenthood.

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Before using Loyoly, Tajinebanane already had a loyalty programme, but it no longer fully matched the brand’s ambitions.
The intention was to go beyond simple transactional loyalty.
The goal was to recognise the community’s overall engagement by rewarding not only purchases but also social media interactions and feedback on review platforms.

In the same spirit, structuring a referral programme became an obvious next step.
The idea was to create a system capable of becoming a genuine lever for organic and profitable acquisition while staying true to the brand’s DNA: caring, committed and rooted in sincere recommendations.

Another key challenge was to make the existing programme more user friendly, easier to understand and more intuitive and engaging.

To strengthen its bond with its community, Tajinebanane designed a tailor made loyalty and referral strategy that is playful, dynamic and fully aligned with the brand’s world.
The tone is set from the very name of the programme: Breastfast Club. A clear nod to the cult film, the brand reworks the reference to anchor it in its own fun and quirky universe.

To offer a seamless, personalised experience at every stage of the customer journey, Loyoly was integrated with several complementary tools:

• Gorgias to personalise Customer Service using loyalty data
• Typeform to collect customer feedback and reward participation
• Klaviyo to sync opt ins, tailor communications and automate flows

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Referral

The Tajinebanane referral programme stands out for its clarity and ease of use.
With each purchase, both the referrer and the referred friend receive EUR 10, naturally encouraging word of mouth and the sharing of positive experiences.
By valuing these recommendations, Tajinebanane strengthens the feeling of belonging to a true community in which every satisfied customer becomes a brand ambassador.

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Loyalty

The loyalty programme is based on a simple principle: one point awarded per euro spent.
Each purchase is rewarded, allowing customers to collect points that can be exchanged for vouchers on future orders.

The real strength of the programme lies in its relational dimension.

Tajinebanane invites customers to actively engage through various actions:

• Submitting a review
• Following the brand on Instagram
• Tagging the brand on social media
• Signing up to the Nous’letter
• Finding the mystery word

These missions allow the community to take part in the brand’s journey while being rewarded for their engagement.
The result is an authentic bond between the brand and its ambassadors.

The points earned can then be exchanged for various perks.
Alongside vouchers, Tajinebanane regularly offers new rewards such as a downloadable colouring book released for the launch of a children’s collection.

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VIP tiers

The Breastfast Club loyalty programme includes four VIP tiers with playful and meaningful names: LAIT'S GO, BREAST'FRIEND, LAIT'XPERTE and LAIT-GENDARY.
They were created to reward the most engaged members with increasingly exclusive benefits.

Perks include vouchers to celebrate birthdays (both the child’s and the parent’s), exclusive partner-brand offers, free delivery and returns, early access to new releases and more. These varied benefits meet the needs and desires of each customer.

This tiered system not only strengthens loyalty but also cultivates a feeling of privilege and recognition among the most dedicated members.

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Results over 9 months

Since the launch of the Breastfast Club, the results speak for themselves.
The number of orders from programme members has increased by 176 percent, a sign of strengthened loyalty and significantly higher purchase frequency.

In parallel, the LTV of this cohort has risen by 117 percent, showing a substantial increase in the long term value generated by each customer relationship.

These figures have had a direct impact on business metrics. The programme has generated EUR 258,200 in only nine months while maintaining an impressive monthly ROI of 12.

At the same time, the system has enabled Tajinebanane to collect 16,600 opt ins (automatically synced with Klaviyo) and more than 450 reviews on Trustpilot and Google, providing strong social proof that reinforces the brand’s credibility.

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