IBANA is a Dutch womenswear brand whose range spans leather jackets, dresses, knitwear, tailoring, and accessories. Seasonal collections and wardrobe additions create several opportunities for customers to return throughout the year.

The Members Club connects those purchases through an ongoing membership. Customers begin at Silver, earn points when shopping while logged in, and work toward Gold benefits that improve both the value and experience of future orders.

The Problem This Blueprint Solves: Make Membership Part of the Next Purchase

A successful first order gives a customer confidence in a brand, but it does not automatically establish a habit of returning.

IBANA gives shoppers a reason to continue through their member account. Purchase points are reserved for customers who log in during checkout, making membership the route to receiving loyalty value from an order.

That relationship becomes more valuable over time. Rewards provide shorter-term goals, while Gold offers faster earning, stronger birthday recognition, free returns, and exclusive access.

The program connects two objectives: turn shoppers into participating members and recognize customers who keep choosing IBANA.

The Blueprint: Build Membership Through Value and Better Treatment

The Members Club combines a simple starting point, rewards tied to account-based shopping, and a higher level that changes the customer experience.

1. Give Account Creation Immediate Value

Creating an IBANA account automatically starts membership and earns 25 points. Existing account holders and newsletter subscribers are also included in the program.

Silver members have access to purchase earning, birthday benefits, double-points days, and special offers. Customers can begin building toward rewards without first reaching Gold.

This gives account creation a purpose beyond storing order details. It becomes the starting point for benefits customers can continue using as their relationship with IBANA develops.

2. Make Logged-In Purchases Build Reward Progress

Silver members earn 1 point for every €1 spent. Customers must be logged in when placing their order, and points cannot be awarded retrospectively for a guest checkout.

That condition gives members a concrete reason to use their account whenever they return. Logging in preserves the earning opportunity attached to the purchase.

The rewards include vouchers and products, giving customers different destinations for their balance. Double-points days create additional opportunities to accelerate progress during selected shopping periods.

3. Recognize Stronger Relationships Through Gold

Gold raises the earning rate to 1.5 points per €1, making eligible purchases 50% more rewarding than at Silver.

Recognition also extends beyond points. Gold members receive a birthday gift worth €35, compared with €25 at Silver, alongside free returns, exclusive rewards, and exclusive access to sales and new collections.

These benefits address different reasons to choose IBANA again. Faster earning strengthens the financial value, free returns reduce a practical concern when shopping for clothing, and exclusive access gives committed customers more opportunities to engage with upcoming collections.