The Smiggle Club
Overview
A loyalty program only works if it shows up everywhere the customer does. Smiggle’s challenge was launching The Smiggle Club across the whole eCommerce experience and every campaign touchpoint, not just one page, and making it feel as fun as the brand.
The Challenge
The program had to be built into an already live AU/NZ store, with real customers, orders, and accounts running through it. Points, levels, and rewards had to appear in the right places across the site without disrupting the buying journey, and the launch needed a full set of campaign assets so every channel told the same story.
Approach & Integration
The work started with the member journey: how people join, earn, level up, and redeem. That shaped where the program appears across the site, from sign-up and account areas to checkout. Each element was built as a reusable web component with bundled assets, so it slots into the existing platform without touching core commerce flows. The same visual system carried through to the campaign assets, keeping site and marketing consistent in both markets.
The Solution
Full eCommerce integration: the loyalty program embedded into the existing AU/NZ storefront, covering membership, points, levels, and rewards, with reward redemption fitting into the live buying journey
A complete campaign asset suite: eDMs, homepage tiles, landing pages, and supporting digital assets, built on one consistent design system across channels
Tested and ready to roll out: developer handover, cross-browser and regression QA, and a coordinated cross-channel rollover for both markets
