Hey Honey: Building Pan-European Customer Loyalty in Fashion-Forward Activewear

When Hey Honey approached memberr, they faced a unique challenge: how to create a unified loyalty experience across nine European markets while maintaining the personal touch that had made them successful. As a family-owned business specializing in sophisticated yoga wear and activewear, they needed a loyalty solution that could scale internationally without losing their community-focused ethos.

From Local to Pan-European Success

Founded in 2015 by sisters Imke von Johnston and Janka Oeljeschlager, with Tomma Oeljeschlager joining in 2017, Hey Honey has grown from a Hamburg-based startup into a significant player in the European activewear market. Their presence spans nine countries with dedicated sites for France (hey-honey.fr), Spain (hey-honey.es), Poland (hey-honey.pl), Italy (hey-honey.it), Belgium (hey-honey.be), Switzerland (hey-honey.ch), Austria (hey-honey.at), the UK (hey-honey.co.uk), and the Netherlands (hey-honey.nl).

The Challenge of International Loyalty

Hey Honey's expansion brought new complexities to customer retention. Traditional points-based loyalty programs proved particularly challenging in a multi-country operation, with different currencies and varying customer expectations across markets. They needed a solution that could:

• Provide clear value across different currencies
• Maintain consistency across all European markets
• Support their sustainability-focused brand message
• Integrate with their existing international infrastructure

Implementing Loyalty 2.0 Across Borders

Working with memberr, Hey Honey implemented a Store Credit system that revolutionized their approach to customer loyalty. Instead of complicated points calculations that varied by market, customers now receive rewards in their local currency, creating immediate understanding and appreciation of the program's value.

The implementation focused on three key areas:

Clear Value Communication

In each market, customers see their Store Credit balance in their local currency, eliminating confusion and creating immediate understanding of reward value. Whether a customer is shopping in euros on hey-honey.fr or pounds on hey-honey.co.uk, they always understand exactly how much their loyalty is worth.

Seamless Cross-Border Experience

The program maintains consistency across all markets while adapting to local preferences and regulations. A customer earning Store Credit in Germany can easily use it when shopping on any of Hey Honey's European sites, creating a truly borderless loyalty experience.

Community Building

The program supports Hey Honey's community-focused initiatives, rewarding customers for actions that align with their brand values, such as sustainable purchasing decisions and community engagement. This approach resonates particularly well with their core audience of active, contemporary women who prioritize both style and sustainability.

Technical Innovation for International Scale

The technical implementation required careful consideration of multiple factors:

• Multi-currency support for seamless credit calculation
• Integration with country-specific payment methods
• Compliance with varying regulatory requirements
• Coordination with local shipping and fulfillment systems

memberr's flexible platform allowed Hey Honey to maintain their sophisticated style statement while delivering a streamlined customer experience across all markets.

Results Across Markets

The implementation of Loyalty 2.0 has driven significant improvements across Hey Honey's European operations:

Customer Engagement

• Increased repeat purchase rates across all markets
• Higher customer lifetime value aligning with memberr's benchmark of +55%
• Strong adoption rates in all nine countries

Operational Efficiency

• Reduced customer service inquiries about loyalty programs
• Streamlined reward management across markets
• Simplified international reporting and analytics

Brand Consistency

• Unified loyalty experience across all countries
• Maintained brand voice and values across markets
• Strengthened international community engagement

Future Growth

Hey Honey continues to expand their loyalty initiatives, focusing on:

• Enhanced integration with their sustainability initiatives
• Expanded community features across markets
• New ways to reward customer engagement
• Potential expansion into additional European markets

The memberr Advantage

The success of Hey Honey's international loyalty program has been powered by memberr's comprehensive solution suite:

• Multi-currency Store Credit system
• International payment integration
• Cross-border reward management
• Localized communication tools

A Family Business Goes Global

Hey Honey's success demonstrates that with the right loyalty strategy, a family-owned business can successfully scale across borders while maintaining their core values and personal touch. By implementing Loyalty 2.0 principles through memberr's platform, they've created a customer experience that resonates with their international community while driving business growth.

"Our vision was always to contribute something innovative to yoga wear while maintaining our focus on sustainability and community," notes the Hey Honey team. "memberr's Loyalty 2.0 approach has helped us scale this vision across Europe without losing the personal connection that makes Hey Honey special."

Schedule a meeting and talk to us about how memberr can help you increase your repeat purchase rate and revenue.