Søstrene Grene turns moments of surprise into loyalty
Søstrene Grene is introducing the first phase of its new loyalty programme, bringing tangible member benefits together with a loyalty engine powered by Talon.One, an Adyen company, and implemented by IMPACT.
For many loyalty programmes, the value exchange is straightforward: spend more, collect points, unlock a reward.
Søstrene Grene is taking a different approach. Building on its brand universe of discovery, inspiration and small surprises, the retailer has developed a loyalty concept where recognition and relevant benefits take centre stage.
The first phase introduces five tangible perks, giving members something extra from day one while establishing the foundation for a more personalised loyalty experience over time.
For us, loyalty is about building on what customers already love about Søstrene Grene: discovery, inspiration and small moments of surprise. We want membership to feel like a natural extension of that experience, with tangible benefits from day one. This first phase lays the foundation for a closer relationship with our customers and, over time, a broader creative community.
Small surprises, tangible benefits
The idea behind Søstrene Grene’s loyalty concept is to make membership feel like a natural extension of the customer experience, with benefits that add value to everyday interactions with the brand.
In its first phase, the programme introduces five member benefits:
- Welcome gift: A complimentary Søstrene Grene tote bag, collected in-store.
- Reduced shipping: On the first online order after signing up.
- Free shipping: On the second online order after signing up.
- Early access: Shop new product launches online one day before non-members.
- Extended returns: A 100-day return period for both online and in-store purchases.
These benefits are just the beginning. Søstrene Grene expects to introduce additional perks in future phases, creating new ways to recognise and reward members as the programme evolves.
The ambition is to build a closer relationship with customers through relevant benefits and moments of recognition that reflect the brand’s distinctive universe.
A different way to use a loyalty engine
Behind the customer experience is a new loyalty engine built on Talon.One and implemented by IMPACT.
Rather than making points and progression the centre of the experience, Søstrene Grene uses Talon.One to manage loyalty mechanics behind the scenes. Beyond purchases, the concept is designed to recognise how members engage with the brand, creating opportunities for more relevant benefits over time without requiring customers to navigate the underlying mechanics.
What’s interesting here is how Talon.One is used behind the scenes, rather than as a traditional points-led loyalty programme. Hidden progression drives recognition and relevant rewards – a clever use of the platform that rethinks what loyalty can look like.
IMPACT has implemented the solution and connected it with Søstrene Grene’s wider technology landscape, enabling loyalty information to flow between Talon.One, Salesforce and other parts of the customer and marketing setup.
The loyalty mechanics should support the experience, not dominate it. Our role has been to build the technical foundation that lets Søstrene Grene bring its loyalty concept to life and evolve it over time.
Building the foundation for what comes next
The first phase marks the beginning of Søstrene Grene’s loyalty journey.
With the initial benefits and technical foundation in place, the programme is designed to evolve as Søstrene Grene introduces new perks, engagement opportunities and ways to recognise its members.
For IMPACT and Talon.One, the project demonstrates how loyalty technology can support a brand-led customer experience while providing the flexibility to develop new capabilities over time.
The next chapter will be shaped by how Søstrene Grene builds on this foundation, learns from its members and expands the experience in future phases.
Søstrene Grene is a Danish retail brand known for its distinctive universe of home accessories, furniture, creative supplies and everyday essentials. Founded in 1973, the company operates more than 430 stores across more than 20 European markets, with online shops in 19 markets.
Is your loyalty strategy too dependent on discounts?
If you’re exploring how loyalty technology, customer data and martech can support a more relevant member experience, reach out to Mira and the team. We help turn loyalty ambitions into scalable technical setups that connect customer experience, data and activation.
