How For Them Drives 3.4x More Orders with Paid Memberships — No Points Required
Not every loyalty program needs points. For Them proves that paid memberships alone can transform customer behavior. Their members order 3.4x more often, repeat at 5.5x the rate of non-members, and they did it all without a single loyalty point.
About For Them
Website: forthem.com
Industry: Body care / personal care
Using Toki since: February 2024
For Them is a body care brand that took a different path to loyalty. Instead of building a traditional points-and-rewards program, they went all-in on paid memberships — and the results speak for themselves.
The Challenge
Points programs are the default in e-commerce, but they don't always create deep loyalty. Customers collect points passively, redeem occasionally, and feel no real connection to the program. For Them needed something that attracted genuinely committed customers — not just discount-seekers.
The Solution
Paid Memberships — Zero Points, Maximum Commitment
For Them launched a paid membership program with 3 tiers using Toki. Customers pay for membership access, which creates an upfront investment in the relationship. No complex earn-and-burn mechanics, no point balances to track — just clear value for committed customers.
Toki is the only Shopify loyalty app that supports paid memberships natively on all paid plans, making it possible to build subscription-style loyalty programs directly within your store.
Referral Engine
For Them pairs their membership program with a referral program that has generated tens of thousands of referral links, turning loyal members into brand ambassadors.
The Results
The numbers reveal a stark difference between members and non-members:
- 3.4x more orders per member compared to non-members
- 62.1% repeat purchase rate among members vs 11.3% for non-members — a 5.5x lift
- 1.4x higher lifetime spend from members despite lower average order values
- Thousands of active paid members across multiple membership tiers
- Tens of thousands of referral links generated by members
The lower AOV is actually a feature, not a bug — members buy more frequently at comfortable price points, resulting in higher total spend over time.
Key Takeaways
- You don't need points to build loyalty. For Them's membership-only approach drives 3.4x more orders without a single loyalty point. Simplicity wins.
- Membership programs attract higher-intent customers. A 62.1% repeat rate from members (vs 11.3%) shows that customers who invest upfront are customers who come back.
- Pair memberships with referrals. For Them's tens of thousands of referral links show that committed members are also your best growth channel.
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
- 5.0 stars on the Shopify App Store (80+ reviews)
- Free migration from Smile.io, LoyaltyLion, Yotpo, or any other loyalty app