How GardenCup Collects Thousands of Zero-Party Data Responses Through Their Loyalty Program
What if your loyalty program didn't just reward purchases — but also told you what your customers eat, what they do for work, and what they can't stand? GardenCup turned their Toki-powered loyalty program into a zero-party data engine, collecting thousands of customer preferences while driving a 67.3% redemption rate and 3.2x higher lifetime spend from members.
About GardenCup
Website: gardencup.com
Industry: Meal delivery / health food
Using Toki since: May 2023
GardenCup delivers healthy meals and smoothies. For a food brand, knowing your customers' dietary restrictions, preferences, and lifestyle isn't just nice to have — it's essential for product development, marketing, and personalization.
The Challenge
Most brands collect customer data through surveys that nobody fills out, or by inferring preferences from purchase history. GardenCup wanted a way to ask customers directly — and get them to actually answer. The key insight: people will share personal information when there's a reward attached.
The Solution
Zero-Party Data Collection Through Rewards
GardenCup designed loyalty activities that collect rich customer data in exchange for points:
- "Tell us what you do professionally!" — thousands of responses
- "My dietary restrictions are..." — thousands of responses
- "My food ethos is..." — thousands of responses
- "I really DON'T like (or can't have)..." — thousands of responses
- "My day is typically spent..." — lifestyle data
This isn't a survey — it's a loyalty activity. Customers are eager to complete it because they earn rewards. The result: thousands of zero-party data responses that feed directly into personalization and product decisions.
Gamification with Challenges
GardenCup uses Toki's challenge feature to gamify repeat purchases:
- "Crush 5 Orders" — tens of thousands of completions
- "Crush 10 Orders" — thousands of completions
- "Crush 20 Orders" — thousands of completions
These challenges turn repeat purchasing into a game, with each milestone creating a sense of accomplishment that drives the next order.
4-Tier Program
GardenCup uses 4 tiers with escalating perks, giving customers aspirational goals beyond individual transactions.
The Results
GardenCup's program delivers across every dimension:
- 3.2x higher lifetime spend from loyalty members ($491 avg) vs non-members ($151 avg)
- 71.7% repeat purchase rate among members vs 39.8% for non-members — a 1.8x lift
- 67.3% redemption rate — members are actively using their rewards, not just hoarding points
- Thousands of zero-party data responses across dietary, professional, and lifestyle categories
- Over a hundred thousand loyalty members enrolled
- Tens of thousands of challenge completions across 3 gamification milestones
- 5.36 orders per member on average vs 1.60 for non-members
"Toki is the best value in ecommerce rewards, period." — Brad Savage, Founder, GardenCup
Key Takeaways
- Loyalty programs are data collection engines. Customers will share dietary restrictions, profession, and lifestyle data when there's a reward attached. GardenCup proves it with thousands of responses.
- Challenges gamify repeat behavior. "Crush 5 / 10 / 20 Orders" turns purchasing into a game — and tens of thousands of completions prove customers love it.
- High redemption rate = healthy program. A 67.3% redemption rate means members are engaged, not just collecting dust. When customers use rewards, they come back.
- Members are worth 3.2x more. The lifetime spend difference between members and non-members is the ultimate proof that loyalty programs pay for themselves.
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