Objective
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 (AOV), and Digital Sales Order (DSO).
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
Seamless Customer Journey
Creating a frictionless experience across email, digital touchpoints, and redemption flows to maximise participation and satisfaction.
The Results
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
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