Little, a children's boutique in Portland, Maine, has become one of the preeminent U.S.-based purveyors of several high-end national and international children's brands.
With a strong following but facing intense competition in the boutique market, Little needed a strategy to ensure customer retention rather than losing sales to competitors. Because many of their brands have strict Minimum Advertised Price (MAP) policies, discounting wasn't viable—nor did it align with their premium experience. Instead, we sought to increase customer loyalty through a rewards program.
Through initial discovery sessions, we identified Smile as the optimal platform for Little's loyalty program. The platform provides a simple modal that outlines the program and dynamically updates when customers log in. With clear instructions, Little has experienced minimal customer confusion regarding program participation, point accrual, and reward redemption. We continue to enhance and optimize as new features roll out, including the addition of points and redemption for in-store purchases.
In the three years since launch, Little's loyalty program membership has nearly quadrupled, with an average redemption rate of 31%. Following the reopening of Little's brick-and-mortar store, we successfully extended the loyalty program to physical retail, with in-store rewards becoming the third most popular redemption option.
