How ANOTHERSOLE's Paid Membership Drives 2.1x Higher Customer Spend
Most loyalty programs measure success by how many people sign up. ANOTHERSOLE measures it by how differently members behave — and the difference is dramatic. Their paid membership members spend 2.1x more and repeat at 7x the rate of non-members.
About ANOTHERSOLE
Website: anothersole.com
Industry: Footwear (Singapore-based)
Using Toki since: June 2025
ANOTHERSOLE is a Singapore-based footwear brand focused on everyday comfort shoes. They launched a paid membership program with Toki to deepen loyalty with their most committed customers.
The Challenge
Loyalty points work for some brands, but ANOTHERSOLE wanted something that created real commitment — not just occasional discount-seekers, but customers who are invested in the brand. A paid membership creates that investment upfront.
The Solution
Paid Membership with Tiered Perks
ANOTHERSOLE launched a paid membership program using Toki with 4 tiers of escalating benefits. Members pay for access to exclusive perks, creating a direct value exchange that goes beyond earn-and-burn mechanics.
This dual approach — paid memberships for VIPs plus a points-based rewards program for their broader audience — lets them serve different customer segments with the right level of commitment.
The Results
The behavioral difference between members and non-members tells the story:
- 87.8% repeat purchase rate among members vs just 12.4% for non-members — a 7.1x lift
- 2.3x more orders per member compared to non-members
- 2.1x higher lifetime spend — members average significantly more total spend per customer
- Thousands of paid members enrolled within months of launch
- 80.7% of rewards members actively holding a point balance
The data shows that paid memberships don't just identify loyal customers — they create them. Members buy more often, spend more over time, and are far more likely to come back.
Key Takeaways
- Paid memberships change behavior, not just reward it. The 7.1x repeat rate lift isn't just selection bias — membership creates commitment that drives repeat purchases.
- Lifetime value matters more than AOV. Members actually spend slightly less per order but buy far more frequently, resulting in 2.1x higher total spend.
- You can launch fast. ANOTHERSOLE built a 4-tier paid membership program and enrolled thousands of members within months using Toki.
Build Your Own Loyalty Program with Toki
Whether you want paid memberships, points rewards, referrals, or all of the above — Toki gives you everything in one platform.
- Free plan available — up to 1,000 orders/month
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- Free migration from Smile.io, LoyaltyLion, Yotpo, or any other loyalty app