THE WANTS: A Loyalty Program That Feels Like Belonging, Not Marketing

Loyalty often feels like marketing. We wanted it to feel like belonging.

As part of the THE WANTS SHOES relaunch, we partnered with memberr to build a model that deliberately rejects classic loyalty mechanics:

• No points logic.
• No aggressive incentives.
• No "buy more, save more" messaging.

Instead:

• a community
• that grows with every order
• and never feels transactional

THE WANTS COMMUNITY

Some people come and go. Others stay - with THE WANTS.

Our customers move step by step through the system:

Connected → Close → Inner Circle

The longer they're part of the community, the more opens up for them. Not through pressure - through relationship.

And that was the decisive point for us:

• Don't think of loyalty as a push channel
• Think of it as something that grows organically

What we actually built

• memberr integrated as the loyalty infrastructure
• full embedding into CRM & newsletter
• dynamic content along the customer journey
• personalized store credit logic instead of classic discounts
• a dedicated landing page as the community hub

Design as part of the system

Equally important: the design.

Together with Stefanie U., we deliberately developed a distinct visual language that makes THE WANTS COMMUNITY recognizable across every touchpoint.

Not a campaign look. A system:

• recurring assets
• clear symbolism for status & progress
• a consistent sense of continuity

That's how communication becomes an experience. And how a program becomes something you recognize - and understand.

A system built for the long run

For us, this isn't a short-term sales lever. It's a system designed to compound over time:

• higher repeat purchase rates
• stronger brand affinity
• a clear focus on customer lifetime value

And above all: a loyalty approach that doesn't feel like one.

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Source: LinkedIn post by Antonia Kliemke

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