1. Case Study
Mavi: Using Loyalty Programs to Drive AOV
and Purchase Frequency
Dietrich Chen, AgilOne
dietrich.chen@agilone.com

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3. exotic and inspirational,
contemporary and accessible
top 10 most recognized brands in
Turkey next to Coca-Cola and Nike
maviterranean…
celebrity fans include Lady Gaga,
Samuel L. Jackson, Kate Winslet
design co-operations with Adriano
Goldschmied and others
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4. an extraordinary success story
over 350 retail stores flagship stores in NYC, Istanbul,
Vancouver, Montreal, Berlin, Frankfurt, and Dusseldorf sold at
over 4,000 specialty stores and department stores in over 50
countries Nordstrom, Urban Outfitters, Lord & Taylor, Peek &
Cloppenburg $300 million in revenue 30% annual growth unit
sales of more than 5.5 million per year over 40 million Mavi
jeans sold to-date
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5. loyalty: a perfect fit…
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6. mass loyalty offers/promotions
• use the loyalty program as a marketing vehicle for
special promotions
• spend more to accelerate point earnings
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7. segmented loyalty offers/promotions
• introduce different product categories to different
product clusters
• tailor loyalty campaigns by gender
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8. personalized loyalty offers/promotions
• retain customers back by sending out point
expiration reminders
• reactivate customers with aggressive point offers
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9. 80% penetration rate (revenue
generated from loyalty cardholders)
67% increase in frequency
7% increase in total revenue
results
Loyalty customers responding to
expiration reminders spend 5x their
available point value
Some specific product cluster
campaigns generated repeat purchases
within 2 months
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10. start small, DREAM BIG
Mavi started with just 2 campaigns in the beginning of the program
After 5 years, Mavi now runs close to 30 campaigns
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11. start small, DREAM BIG
Mavi started with just 2 campaigns in the beginning of the program
After 5 years, Mavi now runs close to 30 campaigns
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