Wella Store – Spin To Win

Wella wanted to start 2025 with a bang. Following a successful September Spin to Win activation, the brand was keen to bring the game back, this time with a focus on increasing sales, average order value and Digital Sales Order.

Objective

The goal? To turn a quiet trading month into an opportunity to drive revenue, reward loyal customers, and grow their CRM base with an engaging mechanic that cut through inboxes and feeds.

Key objectives included:

Boosting customer engagement and brand loyalty
Increasing online orders and basket size on Wellastore
Growing the email marketing database
Encouraging repeat purchasing behaviours
Increasing DSO usage

The Challenge

The challenge was to drive greater engagement and repeat purchasing within the Wella Store by creating a more compelling and interactive customer experience. With a diverse audience of salon professionals and stylists, Wella needed a way to cut through with a value-driven proposition that not only incentivised transactions, but also strengthened long-term loyalty.

The objective was to increase order frequency and basket size while encouraging users to actively engage with the platform, moving beyond traditional promotional mechanics to deliver a more dynamic, gamified experience that would capture attention and influence purchasing behaviour.

Our Role

Loyalty Works partnered with Wella UK to design and deliver a gamified loyalty campaign that would reignite excitement and engagement among Wellastore customers.

Building on the proven success of the previous Spin to Win initiative, we elevated the concept into a strategic engagement engine that combined entertainment with measurable business impact. This reusable, scalable system powers each new activation, ensuring long-term value and consistency across campaigns.

Our Approach:

Smart CRM
Targeting

Activating high-value customer segments while capturing new, high-quality data from fresh audiences.

Gamified Engagement

Reintroducing Spin to Win as a rewarding, dynamic way for customers to interact with the brand and shop online.

Seamless Customer Journey

Creating a frictionless experience across email, digital touchpoints, and redemption flows to maximise participation and satisfaction.

The Results

The January campaign turned a traditionally quiet month into a period of growth and engagement, delivering outstanding performance across key metrics:

1,128 spins – up +121% vs. September 2024

+17% sales uplift vs. January 2024

36% DSO adoption, up +4% YoY

183 new CRM opt-ins added to the database

CRM Campaigns: 7 emails generated £77k in attributed sales, +25% vs. September

Social Reach: Mirrored the +121% growth in engagement and participation

Conclusion

Through strategic planning, gamified design, and smart CRM targeting, Loyalty Works helped Wella UK transform a slow trading period into a revenue-driving success.

The Spin to Win campaign not only boosted engagement, loyalty, and DSO usage but also expanded Wella’s CRM base — proving that with the right incentive and experience, even quieter months can deliver exceptional growth