Original's is a concept retail chain in Israel that specializes in leading international footwear brands. The company runs 34 stores nationwide alongside a growing ecommerce business.
The brand wanted its website to do more than sell. It set out to build a site that could hold a community together, collect first-party data as privacy restrictions tightened, and bring customers back more often. Working with Shopify partner BOA Ideas, the team built a custom loyalty club directly into the shopping experience, with no third-party app in the middle.
- Approximately 55,000 registered members since launch
- Approximately 66% of identified transactions now come from loyalty members
- Three months from kick-off to launch
The challenge: loyalty apps too rigid to embed
Original's depended heavily on one-time purchases, and it lacked the quality of data needed to understand customers over time. Building a complete view of each shopper, and a reason for that shopper to come back, became the priority.
Off-the-shelf loyalty platforms did not offer the flexibility the team needed, either in the customer experience or in the business logic underneath it. They wanted loyalty woven into the shopping experience itself, not bolted on through a separate app with its own rules and limits. The program also had to show members their pricing and benefits in real time, without slowing the site or complicating checkout.
Original's already ran its ecommerce on Shopify. The brand had a strong online presence and an active customer base, but its loyalty layer could run promotions and little else. It could not identify, segment, or activate customers, and it gave the brand no way to build a long-term relationship with any of them.
The solution: a custom club built on Shopify
Original's and BOA Ideas designed and developed the program without third-party applications. That decision gave the team full control over business logic, pricing, and the customer experience.
Two Shopify capabilities carried most of the weight. Shopify Forms powers registration, tagging each new member automatically and placing them in the right customer segment. Shopify Functions turns that segment into value on the storefront, running automatic, segment-based promotions and discounts available only to shoppers carrying the loyalty-program tag. Together they let member pricing follow the customer through browsing and checkout, with no loyalty app in the middle.
Keeping the club on the commerce layer mattered most in one place: checkout. A customer club is not only about rewards after a purchase, it is about identifying and converting the shopper during it. Running loyalty as a separate system would have put that moment out of reach, and made the whole program harder to manage and measure.
The program delivered:
- Real-time value at the moment of decision. Product pages show the regular price next to the member price, so the benefit of joining is immediate.
- Enrolment inside the journey. Membership is free and fits into browsing and checkout, with no redirect to an external process, even on a first purchase.
- A hybrid of native and custom. Original's combined Shopify capabilities with custom logic to deliver a precise experience.
- A data foundation. The build established a base for customer identification, behavioural analysis, and marketing across online and offline channels.
The implementation: three months, no replatform needed
The build took approximately three months from kick-off to launch.
Because the store already ran on Shopify, the team did not rebuild commerce infrastructure. They upgraded the customer journey and built the loyalty architecture properly. The work covered moving to a Shopify plan with more room to customize checkout and customer identification, defining the loyalty mechanics, setting up the club logic, connecting the relevant tools, refining checkout, testing the full customer flow, and preparing the launch communication.
Shopify gave the team a commerce foundation to build on. The three-month timeline let them launch with the technical setup, the customer experience, and the marketing infrastructure all ready at the same time.
The result: members now drive most sales
Membership quickly became a normal part of how customers buy. Approximately 66% of identified transactions, meaning purchases where Original's knows who the shopper is, now come from loyalty members.
Since launch, the program has reached approximately 55,000 registered members. Members also show stronger purchase intent and higher value per order than non-members.
Launching the new loyalty club allowed us to turn customer data into a meaningful commercial asset. By clearly presenting exclusive member pricing throughout the shopping journey, we've seen a significant increase in membership, benefit redemptions, and conversion rates, while building a stronger long-term relationship with our customers.
The club also gave Original's an identifiable customer base, which lets the brand run segmented campaigns, member-only benefits, and automated retention journeys.
For Original's, the loyalty club became a business tool rather than a marketing feature. It brought user experience, commercial logic, and customer data into one place, delivering value to shoppers on their first visit and giving the brand something durable to build on: a base of known customers it can bring back, instead of a stream of new ones it has to buy.