44%
increase in revenue per customer across 45k members
$2.3M
increase in incremental revenue in 8 months
24%
increase in order frequency for members
6%
membership attach rate

Ready to introduce a game-changing loyalty program for your brand?

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OVERVIEW

True Classic began with a singular mission: to finally bring a great-looking t-shirt to the everyday guy at an accessible price. The shirts were a hit, reaching the $100 million mark in just two years. Since then, they’ve expanded to 192 countries, added clothing categories, and opened five brick-and-mortar locations.

QUICK JUMP
ChallengeSolutionResults

The more we’ve leaned into the membership program, the more we’ve gained from it. The smallest actions in the past months have skyrocketed our results.

Troy Petrunoff
Director of Owned Media at True Classic
Challenge

True Classic needed to increase customer retention and lower CAC

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In an increasingly competitive market, even eCommerce successes like True Classic face high customer acquisition costs. So as ad rates continued to rise, they focused on increasing LTV. Troy Petrunoff, Director of Owned Media at True Classic, says that’s why they set out to increase repeat purchases and lean into its most valuable customer segments.

To do this, they considered several strategies, including subscriptions and points-based loyalty. Overall, the results were less than stellar, and the loyalty program was difficult to manage.

So Troy began to explore paid membership programs. His interest was twofold:
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  • ‍Encouraging repeat purchases: The right membership program would entice loyal customers to return (and reward them for doing so), creating a positive cycle of repeat purchases and customer satisfaction.
  • Standing out in a competitive industry: He hadn’t seen many membership programs in the fashion or apparel spaces, so he was eager to test one out. If it worked, True Classic would be ahead of the curve.

When he discovered Inveterate, he was eager to try our program on for size to see if it made the difference he was looking for.

“High customer acquisition costs are a major industry challenge right now. Since repeat customers are the most valuable, we needed to lean into that segment.”

SOLUTION

Inveterate’s bespoke solution for paid memberships revitalized True Classic’s customer loyalty

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The Inveterate team immediately began strategizing with Troy to figure out how to meet True Classic’s needs. Here’s what they came up with:
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  • Full funnel integration – True Classic revamped its email and SMS marketing flows to promote the program, allowing customers to join and gain membership benefits across all segments and product pages.
  • In-cart reminders – When customers view their cart, they’re shown how much members would save on that purchase and are prompted to sign up.
  • Conversion-driving perks – Members receive early access to new products, exclusive offers, members-only gifts, and SMS notifications reminding them what rewards they’ve earned. The FOMO effect further drives signups and member participation.
  • Improved testing – The membership program naturally segments customers into an extremely valuable cohort. Built-in levers like cash back incentivize members to return, allowing True Classic to focus on growing LTV.

What’s more, Troy says Inveterate’s membership program distinguishes True Classic from brands with less desirable perks.

“The membership program merges perfectly with our site. We built out our marketing flows to support it, so now it feels seamlessly exclusive and purposeful.”

RESULTS

True Classic increased revenue per customer 44% with its Inveterate-powered loyalty program

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Thanks to their revamped loyalty program, True Classic’s revenue began to climb, and it continued to grow as they expanded segmented testing.

In the past few months, they also added a 10% off benefit that doubled their opt-in rate from 4% to 8%. When coupled with improved merchandising on the site, they boosted opt-ins to 12%. Here are the other success metrics they’re seeing:

44%
increase in revenue per customer across 45k members
$2.3M
increase in incremental revenue in 8 months
24%
increase in order frequency for members
6%
membership attach rate
35%
of members joined as new customers

In Troy’s words, True Classic is “leaning in” to its revitalized membership program. They look forward to expanding the program internationally and perfecting the entire member experience.

“Our metrics have skyrocketed with the membership program. My main takeaway? There are so many more opportunities ahead of us.”

Ready to introduce a game-changing loyalty program for your brand?