How Harmon Discount Achieves a 94.6% Repeat Rate from Membership Customers
At high-volume retail scale, even small loyalty improvements compound into massive results. Harmon Discount's paid membership members have a 94.6% repeat purchase rate — compared to 37.8% for non-members — and they order 1.7x more frequently.
About Harmon Discount
Website: harmondiscount.com
Industry: Discount retail / health & beauty
Using Toki since: June 2024
Harmon Discount is a health and beauty discount retailer processing hundreds of thousands of orders. They needed a loyalty platform that could handle their volume while running both paid memberships and a traditional points program.
The Challenge
Discount retailers face a unique loyalty challenge: customers already come for the low prices, so how do you create loyalty beyond just being cheap? Harmon Discount wanted to give their most dedicated shoppers a reason to keep coming back beyond price alone — while still rewarding their broader customer base with a points program.
The Solution
Hybrid: Paid Memberships + Points Rewards
Harmon Discount runs both programs simultaneously on Toki:
- Paid memberships with 2 tiers for their most committed customers — creating recurring revenue and deep commitment
- Points rewards for their broader customer base — thousands of members earning and spending points (with a 24.7% redemption rate)
- Referral program that has generated thousands of referral links
This hybrid approach serves the full spectrum of customers: casual shoppers earn points, while the most loyal fans invest in membership.
The Results
The member vs non-member comparison at this scale is striking:
- 94.6% repeat purchase rate among members vs 37.8% for non-members — a 2.5x lift
- 6.74 orders per member on average vs 4.06 for non-members — 1.7x more frequent
- 1.6x higher lifetime spend from members ($232 avg vs $144)
- Thousands of active paid members enrolled
- Thousands of points members separately engaging with the rewards program
- Thousands of referral links generated, turning customers into brand ambassadors
At Harmon's volume, a 2.5x lift in repeat rate across thousands of members translates to tens of thousands of additional orders.
Key Takeaways
- Hybrid works at scale. Running paid memberships and points together doesn't create confusion — it serves different customer segments with the right level of commitment.
- Membership drives repeat behavior in discount retail. Even when customers already come for low prices, membership creates a reason to consolidate purchases — 94.6% repeat rate proves it.
- Volume amplifies loyalty ROI. A 1.7x frequency lift means a lot more at hundreds of thousands of orders than at a few hundred.
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