PearlConvert and FLOYD have collaborated closely in digital commerce since the launch of their PWA ecommerce solution in 2021. The partnership has since included continuous development and optimisation, including the implementation of Voyado Engage as a Marketing Automation solution in 2023 and Voyado Elevate for search, navigation and product recommendations in 2025.
The next step in the digital journey is FLOYD Friends, a loyalty club focused on retention, repeat purchases and a consistent experience across both online and in-store.
The Need: Better Data and Higher Customer Identification
FLOYD wanted to strengthen their relationship with customers across both channels. A core objective was increasing customer identification, so FLOYD could understand who shops with them and deliver relevant, personalised experiences. With a strong presence in both physical and digital retail, the solution had to work seamlessly across channels. FLOYD also aimed to collect richer behavioural data, build long-term loyalty and grow repeat purchases over time.
The Solution: Workshop-Based Process and a Well-Considered Model
PearlConvert took a structured approach and conceptualised FLOYD Friends from the ground up. A workshop at FLOYD informed the model selection, based on what motivates their customer base and what is realistic to operate and develop over time.
The chosen model is a bonus points system: 1 NOK equals 1 point, and at 1,000 points the customer receives a bonus voucher worth 30 NOK. Simple to understand and clear enough to drive repeat purchases. The model is designed for future expansion with new ways to earn points, and gives customers an incentive to register every purchase.
To maintain control over discounts, Multichannel Promotions in Voyado is connected to rules in Adobe Commerce and FLOYD's POS system, Front Systems. Only customers assigned a coupon can redeem it, making this a more controlled model than traditional discount codes. The solution also includes member pricing, providing extra value for club members.
The entire experience is designed with the FLOYD Friends visual identity, featuring a consistent pink profile that makes the club instantly recognisable across all channels. PearlConvert was responsible for the full design of the loyalty club experience.
PearlConvert has employees with strong knowledge of digital customer journeys. With a focus on building loyalty and reaching our goals, the loyalty club has given us new automations to follow up customers at the right point in their journey. A highly competent resource and a great sparring partner throughout the entire setup, solution and optimisation process.
- Mariell Midtbø Bøyum, Digital marketing, FLOYD
Communication and Automations via Voyado
A loyalty club is only as strong as the communication around it. PearlConvert built a complete automation setup in Voyado Engage, including a welcome flow for new members, a birthday automation with a gift and a series of automated messages triggered at the right point in the purchase journey. All communication follows the FLOYD Friends pink visual profile, ensuring a cohesive and recognisable experience across every channel.
Early Results – a lot to look forward to
The loyalty club has been live for just over one month. More than 7,000 new members have signed up, and registered members show a higher basket value compared to non-members. The data set is still building, but the direction is clear.
FLOYD Friends is one of the most important strategic decisions we have made to build long-term loyalty. We did not just want a loyalty programme; we wanted a tool that helps us understand who our customers are and serve them better, whether they shop in store or on floyd.no.
The collaboration with PearlConvert has been strong throughout. They are solution-oriented when challenges arise and have shown solid knowledge of Voyado as a platform, which made the implementation more confident. The team understood that this is about more than technology; it is about giving the Floyd customer an experience that feels relevant and personal, regardless of whether they shop in store or on floyd.no.
The early results are promising. We already see a purchase rate among members that is more than twice as high as the control group. We are proud of what we have built and look forward to developing FLOYD Friends further.
- Alf Jondahl, CDO, FLOYD
Eager to learn more?
Get in touch with Markus! He knows quite a bit about eCommerce - oh, and he's quite nice to talk with as well!
