We created a modern CRM loyalty program, which was centered around both achieving our financial and marketing KPIs, but also on not alienating our consumers with a standard multi-tier and points-based approach. Two of the brand's core values are authenticity and fairness. This led to the program's visual and verbal idendity and the simple mechanics behind it. We digged into our past datapoints and identified what really drives engagement in our consumer database. Our consumers clearly told us, they want to actively take part in our product development and value sustainability over incentives which drive unneccesary consumption, ultimately resulting in a higher return rate and a lower CM2 on the P&L side of things. The result is a benefits structure for members which is focused on pre-access to product, the chance to become product testers and exclusive perks from partner brands.