Antavo empowers LeMieux with a loyalty program built around belonging, not discounts, helping the brand to turn a passionate equestrian community into its fastest-growing revenue channel.
Outstanding result already pouring in:
- 22.89% of total revenue generated by app users,
- 8X more revenue per user generated by app users versus mobile website,
- 2X retention rate for customers who join the loyalty program versus those who don’t.
But strong numbers don’t build themselves. Here’s how LeMieux and Antavo made it happen.
For the broader picture on what’s driving loyalty performance across industries and regions, the 2026 Global Customer Loyalty Report is worth a read before you dive in.
Who Are LeMieux?
LeMieux is a premium equestrian lifestyle brand with a highly engaged customer base of professional and hobby riders, families, and sports lovers. The brand has built strong product loyalty through quality, style, and a deep understanding of the equestrian community.
To bring customers closer to the brand, LeMieux launched LeMieux Insiders, an app combining ecommerce, community, and the brand’s first-ever app-based loyalty program, powered by Antavo. The program connects ecommerce, community, missions, rewards, and tier progression in one experience designed to drive engagement beyond the transaction.
The 4 Challenges LeMieux Faced: Turning Passion Into Long-Term Loyalty
LeMieux operates in a category where customers are highly engaged, emotionally invested, and community-driven. But that does not automatically make loyalty simple. Here are the key challenges LeMieux set out to solve.
Challenge #1: Creating stickiness beyond product quality
LeMieux already has strong product loyalty, but the brand wanted to add more value to the customer experience and give people more reasons to stay connected.
Challenge #2: Rewarding advocates who may not be direct buyers
A large part of LeMieux’s audience includes young riders whose parents or grandparents may be the actual purchasers.
Challenge #3: Building an owned community instead of relying on external platforms
LeMieux already had a large community presence of approximately a quarter of a million people, but the brand had limited visibility, control, or ability to reward participation in those spaces.
Challenge #4: Avoiding discount dependency
LeMieux needed a loyalty model that could encourage repeat purchase while protecting both brand perception and margin.
The Solution: How LeMieux Insiders Connects Loyalty, Community, and Commerce
LeMieux Insiders brings together ecommerce, community, missions, rewards, and tier progression in one app-based experience. With Antavo’s Loyalty Engine, Challenges, Workflows, and innovative integration ecosystem, LeMieux can reward different types of engagement, not just purchases, while keeping the program flexible enough to evolve over time.
What was really important for us, and this is where Antavo came into play as a partner, is that we needed a dual point system and we wanted to be able to offer something which wasn’t an earn and burn style loyalty program. That was very important to us because, as a brand, it can’t be discount-driven. So it’s experiential, it’s benefit-driven, it’s exclusivity, and it’s rewards.
1. Creating Customer Stickiness Through an App-First Loyalty Experience
LeMieux didn’t want just another mobile storefront; it wanted to give customers an experience that extends beyond browsing and buying. Which is why they created an app with 3 strong pillars: E-commerce, Community, and Loyalty.
Powered by Antavo, the app-exclusive loyalty program acts both as a foundation and an umbrella of the app.
The program enables loyalty members to take part in community activities, complete missions, earn coins and rosettes for shopping and engagement, progress through benefit tiers, redeem rewards, and feel more involved in the brand.
2. Rewarding Advocacy And Data Sharing, Not Just Spend
For LeMieux, a loyal customer isn’t always the one placing the order. Young riders love the brand and influence buying decisions, but parents or grandparents complete the purchase.
Missions and community challenges – powered by Antavo’s gamification features – let LeMieux reward that advocacy without requiring a transaction. Members can also earn rosettes by completing profile information and sharing product preferences, supplying LeMieux with richer first-party data while giving customers a reason to engage.
Future missions, including friend referrals, product reviews, and in-store QR code scans, will extend this further, connecting offline behavior to the loyalty program.
3. Building an Owned Community Around the Brand
By building community into the app and connecting it with loyalty, LeMieux created a space where members can post, join groups, share experiences, and contribute ideas.
The loyalty program adds a further layer of motivation by rewarding participation and making community engagement part of the member journey.
We knew there was a huge community out there, but we had no agency in it and no way to reward people for participating. So launching our own community platform and then integrating it with the rewards program was a way to get some agency and some insight into what was happening and what people were talking about, but also a way to reward the people who were most actively engaged and loyal to our brand and our community.
Using Antavo, LeMieux can connect these engagement moments to loyalty progression, where members can earn recognition for taking part, while the brand gains more direct insight into what customers care about.
4. Avoiding Discount Dependency With a Dual-Currency Model
As a premium lifestyle brand, LeMieux needed to give members genuine value without training them to wait for money-off offers. The solution was a dual-currency model:
1. Coins are spendable points members earn through transactional and opt-in actions: Making purchases (1 GBP = 5 Rosettes), signing up for the newsletter, or enabling notifications.
2. Rosettes are progression points that can never be spent. Members earn them through purchases (1 GBP = 5 Rosettes) and soft actions: Commenting in the community, completing their profile, and sharing their interests.
The strategic value of the Dual-currency Model:
– Coins satisfy the desire for immediate value.
– Rosettes build something that feels earned rather than bought: A sense of belonging and recognition that a discount code could never replicate.
– Together, they let LeMieux reward its members generously without ever cheapening the brand.
Outstanding Results
The LeMieux program is still fresh, but the early performance of the app and loyalty ecosystem is already strong. Currently, the program sits at 49,000 loyalty members acquired from 72,000 app downloads, reflecting a high organic signup rate.
Key early results include:
- 22.89% of total revenue generated by app users, who represent only 3.95% of the customer base.
- 4X more revenue per user generated by app users versus desktop.
- 8X more revenue per user generated by app users versus mobile website.
- The app overtook desktop as LeMieux’s number two revenue platform within just five months of launch.
- ~52% uplift in 90-day spend per app customer (£170.20), versus for website customers (£111.72).
- ~52% higher lifetime value for app customers versus website customers.
- 2X retention rate for customers who join the loyalty program versus those who don’t.
- 30% app 90-day retention versus 12% on website, more than twice the rate.
- 4X sessions per user on the app versus mobile web.
Strong result numbers takeaway
These results show that LeMieux’s app-based loyalty strategy is not just creating engagement; it is attracting and retaining higher-value customers.
The difference in revenue per user is especially important. App users are not simply browsing more often; they are generating significantly more commercial value.
Thanks to the loyalty program, the app has now overtaken our desktop website. In a five-month period, it became our number two platform. Which I think is staggering really, because the desktop website’s been around for 20 years.
What’s Next For LeMieux: Expanding the Ways Members Can Participate
LeMieux Insiders is still evolving. The next phase focuses on creating more ways for members to engage, contribute, and advocate.
Upcoming mechanics include:
- Friend referral missions: Turning engaged members into acquisition drivers.
- Product review and survey missions: Generating social proof and direct customer insight.
- QR code scan missions: Creating engagement moments outside the app.
- Competitions and prize draws: Adding excitement and seasonal energy.
- Invite-only product focus groups: Giving select members a role in shaping the brand.
With Antavo’s flexible Workflows, gamification, rewards, referral, and tier capabilities, LeMieux can continue adding these mechanics without rebuilding the program from scratch.
They can test new ideas, learning from member behavior, and expanding the program beyond transactions while keeping the experience aligned with the brand.
The Antavo Technology Behind the Program
Antavo gives LeMieux the flexibility to run a loyalty program that is not built around discounts. Through Antavo’s Loyalty Engine, LeMieux can manage coins for rewards, rosettes for tier progression, curated benefits, missions, challenges, and campaign mechanics such as double points weekends.
Antavo’s Workflows were especially valuable because they allow the team to configure missions and other automations, such as Birthday Campaigns, without relying heavily on developer resources. This helps LeMieux test, learn, and evolve the program as member behavior changes.
Integrations: How LeMieux Connects Loyalty, Ecommerce, and Community
Adobe Commerce (Magento) is one of the world’s leading ecommerce platforms, powering complex retail operations at scale. LeMieux’s storefront runs on Adobe Commerce, and Antavo connects directly to it via standard API calls, pulling in purchase events and soft action completions in real time to keep member data accurate and rewards firing at the right moment.
Klaviyo is a B2C CRM and AI marketing platform, helping brands activate customer data across email and SMS at scale. In this case, Antavo connects to Klaviyo and n8n through webhooks, transmitting key loyalty signals – opt-in confirmations, tier upgrades, reward issuances, and mission completions – so LeMieux can deliver timely, loyalty-informed communications that reflect exactly where each member is in their journey.
Tom&Co is a leading Adobe Commerce (Magento) agency in London, designing, developing, and growing high‑performing e‑commerce sites. The company is responsible for the app design and development, working through the loyalty logic, and supporting LeMieux on campaigns and member experience.
Conclusion: What LeMieux Insiders Teaches Us About Modern Loyalty
LeMieux Insiders proves what’s possible when loyalty is designed around how customers actually behave, not just what they spend.
Dual currencies, community missions, tier progression, and app-first engagement have already delivered measurable results:
- Higher revenue per member,
- Stronger 90-day retention,
- An app that punches well above its weight commercially.
For lifestyle brands with passionate communities, the lesson is clear: loyalty built around identity and belonging outperforms loyalty built around discounts; every time.
Ready to build something that lasts? Book a call with Antavo.
Don’t forget to grab the latest edition of our Global Customer Loyalty Report featuring the latest stats and trends!
Zsuzsanna Ban Zsuzsanna Ban LinkedIn profile
Zsuzsanna is a Loyalty Specialist and Certified Loyalty Expert™ with years of experience in digital marketing and e-commerce. Zsuzsanna is known for having an analytic approach and high-level communication skills, helping her deliver engaging content. In her free time, she enjoys watching Formula 1 and listening to endless Taylor Swift playlists.
