Omnichannel club lifted repeat visits 38%

Company overview

Maison Otis is a 140-store specialty retailer in apparel + lifestyle. Digital share of revenue had climbed to 38% but customer behavior was siloed: store shoppers rarely engaged online, and online buyers rarely visited stores.

The business problem

Repeat visit rate declined four quarters in a row. Loyalty card penetration was 64% but program engagement was a token discount at checkout. There was no behavioral bridge across channels.

Strategic analysis

Loyalty programs that reward purchase alone train customers to wait for discounts. The shift was to reward exploration and presence — channel-agnostic behaviors that compound into spend over time.

Gamification solution

A unified passport app with store check-in streaks (geofenced), in-store unlocks (scan-to-reveal at fitting rooms), online-only quests (build-a-look challenges), and surprise-and-delight moments at tier transitions delivered by store associates.

Implementation process

POS, ecom, and CRM were unified into a single customer record — a six-month foundation project before any gamification shipped. The passport app then launched in three flagship markets before going global. Store associates received tablets and a "tier-up moment" playbook.

Results

Repeat visits grew 38%. Omnichannel customers (defined as ≥1 store + ≥1 online transaction per quarter) increased 2.6×. AOV climbed 14%, driven by build-a-look quests that surfaced higher-margin pairings.

Mechanics breakdown

Future optimization

Next: stylist-led quests with named experts, an in-app trade-in marketplace tied to status, and AI personalization that surfaces the next-best quest per shopper.