Peek&Cloppenburg KG, Hamburg* is a leading fashion retailer offering apparel for men, women, and kids across Europe. To better connect with its diverse customer base, the company re-launched its long-running card-based loyalty program and introduced the Friends CLUB. A modern loyalty program designed to reward both in-store and online shoppers. Built on omnichannel convenience — from brick & mortar locations, through the VAN GRAAF Onlineshop and in the VAN GRAAF app — Friends CLUB offers points, perks, and partner benefits tailored to real customer behavior.
Supporting this initiative is Antavo’s flexible loyalty platform, which enabled the brand to create a seamless, fully integrated experience across touchpoints — from sign-up to reward redemption — while allowing for continuous innovation and personalization behind the scenes.
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The Story Behind The Friends Club
For Peek&Cloppenburg, launching the replatformed loyalty program wasn’t just about offering points or collecting customer data — it was about deepening connections with the people who walk into their stores or shop online every day. As a leading fashion retailer for men, women, and children, Peek&Cloppenburg knew their audience was diverse: stylish young professionals, busy parents, seasoned shoppers who value simplicity, and digital natives who expect speed.
The emotional core of the Friends CLUB lies in its name. It’s not just a rewards program; it’s a relationship. The company wanted to create something that truly supports the everyday experiences of their customers — not just incentivizing purchases, but making them feel seen, valued, and welcomed. Launched last summer, Friends CLUB marks a new chapter in how Peek&Cloppenburg connects with its community, supported by the flexible and scalable technology of Antavo AI Loyalty Cloud.
The Friends Club Loyalty Program in a Nutshell
Friends CLUB is built on three simple but powerful pillars: earning points, redeeming rewards, and accessing exclusive partner perks. For every euro spent, members earn one point, which can be redeemed for coupons or other special benefits. Beyond that, members enjoy additional advantages through corporate partnerships — an effort to add ongoing value beyond Peek&Cloppenburg’s own product line.
The program is fully omnichannel, operating seamlessly across both in-store and online experiences.
In physical stores:
- Customers can sign up either by scanning a QR code or filling out a printed form — a thoughtful inclusion for older shoppers who prefer traditional methods.
- The QR code takes customers to a streamlined sign-up page with just three steps to join the Friends CLUB.
Online, the Friends Club integrates naturally into the shopping journey:
- Customers are prompted to sign in and earn points via banners on the VAN GRAAF homepage, login screen, or during checkout.
- They have the option to link their old P&C Card to The Friends CLUB or join as a new member.
Inside the VAN GRAAF app, or on the website’s member page, customers can log in to view their current points, access activated or available coupons, and even upload receipts for retroactive point collection.
To keep things engaging – fully utilizing Antavo AI Loyalty Cloud’s Challenges module, Friends CLUB also includes challenges, for example, earning extra points for completing both online and in-store purchases. Members can track their progress, view point history, and manage their account through a clean and intuitive VAN GRAAF app interface or on the website member page. New users are even welcomed with a 100-point sign-up bonus, making their first experience feel instantly rewarding.
Outstanding Results
Launching the replatformed Friends CLUB loyalty program, one of the company’s main goals was to increase app usage. Engaging digitally-minded customers, creating an ever more seamless omnichannel experience, and creating added value to the program.
The positive impact on which is undeniable:
- App registrations for the Friends CLUB are 3 times higher than before.
- Increase in app usage through increased customer usage.
- Online registration is the first time higher than print registrations in the store in general.
- Millions of points already awarded and many coupons already redeemed.
- More than 12 million points were awarded.
Antavo really understands our needs and what we expect from a tool like a loyalty program, and also the point system. So we felt very comfortable and also got the best support during the onboarding process. That was a very good experience and makes it very easy for us and especially for our IT to integrate the Antavo system to our warehouse.
Antavo’s Technology Behind the Friends Club Loyalty Program
Behind the scenes, Antavo’s technology is what made Friends CLUB possible:
- Enabling a flawless omnichannel experience, which has been the brand’s ultimate goal from the beginning.
- Smooth and well-supported integration process, making the setup both efficient and flexible for the brand’s internal IT teams.
- Our innovative Challenges module enabled the creation of engaging and rewarding challenges for customers.
- Providing extra support was Antavo’s unique blend of technical excellence and creative collaboration, enabling the in-house experts to come to Antavo with a blank sheet of paper, knowing that we can help them build whatever they imagine.
- Antavo’s loyalty engine has enabled Friends CLUB to grow quickly and adapt dynamically to customer needs.
Conclusion
With Antavo AI Loyalty Cloud as its trusted technology partner, Peek&Cloppenburg’s Friends CLUB is redefining loyalty in fashion retail. From effortless onboarding to a seamless omnichannel experience and engaging challenges, the program is already strengthening customer relationships — and it’s only just the beginning.
Interested in launching a high-performing loyalty concept or improving your current loyalty initiatives? Get in touch with our experts by booking a demo to see our platform’s capabilities or by sending us an RFP.
Check out our ready-to-use Rewards Planning Worksheet!
* There are two independent companies, Peek&Cloppenburg with their headquarters in Düsseldorf and Hamburg. This company belongs to Peek&Cloppenburg KG, Hamburg, whose German locations can be found at https://www.vangraaf.com/de/haeuser/haeuser-uebersicht/.
Zsuzsanna is a Loyalty Specialist 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.
