How GOAT Runs One Loyalty Program Across 9 Stores with Toki
Most loyalty programs serve one store. GOAT runs a single program across 9 specialty candy stores — Licorice.com, Pretzels.com, Caramels.com, Chocolate.com, Taffy.com, Cashews.com, Truffles.com, and more. Members earn and redeem across every store, and the results show why: they spend 2.6x more, repeat at 2.7x the rate, and are 2.9x more likely to shop across multiple stores.
About GOAT
Website: licorice.com (flagship)
Industry: Specialty food & candy
Using Toki since: February 2024
GOAT operates a portfolio of specialty candy and snack e-commerce stores, each focused on a single product category. From licorice to pretzels to caramels to chocolate — each store is its own Shopify shop with its own brand, but they all share one customer base and one loyalty program powered by Toki.
The Challenge
Running multiple specialty stores creates a fragmentation problem: a customer who loves your licorice might never discover your pretzels. Without a unified loyalty program, each store is an island — there's no mechanism to drive cross-pollination between brands. GOAT needed a loyalty platform that could span all 9 stores while still being simple for customers.
The Solution
One Program, Nine Stores
GOAT uses Toki to run a single loyalty program that spans all 9 Shopify stores. Customers earn points and membership benefits regardless of which store they shop at. This creates a powerful flywheel:
- Customer buys licorice → earns points / has membership
- Sees they can redeem at Pretzels.com → discovers a new store
- Repeat across more stores → lifetime value compounds
Paid Membership at $9.95/Year
GOAT offers an annual paid membership at $9.95/year — a low price point that reduces friction while still creating commitment. With tens of thousands of active paid members, the math works at scale.
Points + Membership Hybrid
Beyond paid membership, GOAT runs a points-based rewards program with over a hundred thousand loyalty members. The "Spend $75, Get a $25 Gift Card" activity alone has driven tens of thousands of completions — a simple, high-value reward that customers understand instantly.
The Results
Members vs Non-Members
The behavioral difference is consistent across all 9 stores:
- 2.7x higher repeat rate — 72.3% of members make repeat purchases vs 26.6% of non-members
- 2.6x more orders per customer — members average 4.11 orders vs 1.61 for non-members
- 2.6x higher lifetime spend — members spend significantly more over their lifetime
The Cross-Store Effect
This is where the multi-store model really shines:
- 28.2% of members shop at 2+ stores vs only 9.6% of non-members — a 2.9x lift in cross-store purchasing
- Members don't just buy more from one store — they discover and buy from the entire portfolio
- Every additional store a customer shops at multiplies their lifetime value
Program Scale
- Tens of thousands of active paid members enrolled at $9.95/year
- Over a hundred thousand loyalty members across the rewards program
- 83.2% of members actively holding a point balance
- 9 Shopify stores unified under one program
- Peak months processing tens of thousands of orders across the portfolio
Key Takeaways
- Unified loyalty drives cross-store discovery. Members are 2.9x more likely to shop at multiple stores. Without a shared program, these cross-sales wouldn't happen.
- Low-price annual memberships work at scale. $9.95/year is easy for customers to say yes to, and tens of thousands of members add up to meaningful recurring revenue.
- Multi-store brands need multi-store loyalty. Running separate programs per store leaves money on the table. One program = one customer relationship across your entire portfolio.
- Simple rewards drive volume. "Spend $75, Get a $25 Gift Card" is easy to understand and has driven tens of thousands of completions. Complexity isn't always better.
Build Your Own Loyalty Program with Toki
Whether you run one store or nine — Toki gives you a unified loyalty program across your entire brand portfolio.
- 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