Business Profile
Founded to help every man look and feel his best at every stage of life, COOFANDY offers comfortable and affordable menswear for all occasions.
As a top “Amazon’s Choice” brand, COOFANDY made its New York Fashion Week debut in 2024, turning heads on the global stage. Today, men in over 30 countries embrace the brand’s signature blend of “cool” and “dandy.”
Brand: COOFANDY
Industry: Apparel
Platform: Shopify Plus
Country/Region: Hong Kong
Year Founded: 2015
Employees: N/A
Usage: Since April 2025
The Challenge: Rising Marketing Spend, But Weak Loyalty Performance
The men’s clothing market is booming, driven by a young generation that is fashion-conscious, actively seeking self-expression, and willing to invest in personal image.
COOFANDY has emerged as a standout brand in the dynamic space, generating over 2 billion USD in 2023. In the first half of 2024, the brand achieved an impressive YoY growth of 51.11%, indicating strong momentum and market appeal.
In September, COOFANDY made its debut at New York Fashion Week, where its understated elegance captured widespread media acclaim. Since then, COOFANDY ramped up ad spend to capitalize on the exposure, aiming to drive more traffic and convert new customers.
Later, the marketing team identified that their loyalty app lacked functionality, and coupon redemption at checkout remained low. With escalating marketing costs, a growing calendar of brand events, and a product range priced between just $19 and $119, customer retention became mission-critical. Without it, the ROI on acquisition efforts was at risk.
That’s when COOFANDY turned to Channelwill for a smarter loyalty solution and chose to implement Loloyal.
This case study explores how COOFANDY makes the most of Loloyal to boost customer lifetime value and stay top-of-mind.
Building a Loyalty Program That Customers Actually Love
To win customer loyalty, COOFANDY knew it had to design a rewards program that would engage existing customers while attracting new ones. The goal: make it simple, valuable, and rewarding from the start. Here’s how they did it:
Multiple Ways to Earn Points
COOFANDY offers points for a wide range of actions, from signing up and making purchases to leaving reviews and following on social media. With 13 different ways to participate, customers feel consistently motivated to interact with the brand and accumulate rewards that feel well-earned.
Straightforward Redemption Options
Redemption was designed to be as easy and clear as possible. COOFANDY keeps just two options:
- 100 points = $1 off
- Free shipping coupons
This focused approach minimizes friction and speeds up decision-making. Even better, new members can redeem their sign-up points right away ($2 off their first purchase), helping convert first-time visitors into customers.
A small “diamond” icon in the site’s top navigation opens the COOFANDY Rewards panel. From there, users can view their point balance, redeem rewards, and manage their account (all without leaving the page).
Tiered Memberships That Encourage Growth
Rather than making top membership levels feel out of reach, COOFANDY sets a realistic path. Members can unlock the C3 tier after spending just $150. Since most COOFANDY products are priced between $40 and $90, customers reach this level after only 2 to 4 purchases. This provides a strong incentive to stay engaged (without devaluing the rewards offered at each stage).
💡 Pro Tip:
Redemption should be as simple as possible. When it comes to options, less is more. If customers feel overwhelmed by too many choices, they may abandon the process entirely.
Turning Loyalty Points into Powerful Purchase Triggers
In case you didn’t know, nearly 30% of loyalty points go unredeemed every year, often because members simply forget they have them. This breakage is usually the result of brands failing to remind customers at the right time.
To get the most out of your loyalty program, it’s essential to surface point rewards and redemption opportunities at key decision-making moments. A timely nudge can turn passive members into active buyers and make your loyalty points work harder for your bottom line.
Motivating Purchases with Visible Rewards
When it comes to influencing purchase decisions, COOFANDY takes a proactive approach. Rather than simply offering points as a post-purchase bonus, the brand highlights them exactly where shoppers are making up their minds on the product page.
By clearly displaying how many points can be earned by buying each item, COOFANDY brings immediate value into focus. This small but impactful detail builds confidence, speeds up decision-making, and helps first-time visitors quickly recognize the value of joining the loyalty program.
Celebrating Customers with Purposeful Gifting
COOFANDY taps into emotionally charged moments like birthdays to spark joy and purchases. Their 1,000-point birthday reward (worth $10) encourages members to treat themselves while cleverly reactivating dormant users.
The strategy doesn’t stop there: regular Member Days and brand anniversaries offer double points, creating a sense of exclusivity and shared milestones. It’s not only a transaction, but also a celebration of the customer-brand relationship.
Seamless Checkout, Supercharged Conversions
With nearly 70% of carts abandoned industry-wide, COOFANDY saw an opportunity to reduce drop-off by making savings easy and delightful.
Partnering with Loloyal, they added a smart coupon redemption flow directly on the checkout page. Customers could now seamlessly apply their point-based discounts—no hoops, no hassle.
The result? A 2,000% increase in redeemed point-based coupons and a measurable lift in sales.
💡 Pro Tips:
- Surface rewards before checkout. Don’t wait—let customers see what they’re earning as they shop.
- Time your offers around emotional moments. Birthdays, anniversaries, and member events are high-impact touchpoints.
- Simplify redemption. Remove barriers between intent and purchase with a frictionless, in-checkout experience.
Creating Urgency and Driving Sales Through Loyalty Campaigns
The apparel industry faces the highest return rates in retail. On top of that, fast-changing fashion trends mean today’s best-sellers can quickly become tomorrow’s clearance stock. Off-season and returned items can pile up fast, posing inventory and profitability challenges.
COOFANDY understands this reality well and responds by integrating its loyalty program directly into its sales strategy, transforming reactive clearance efforts into proactive, results-driven campaigns.
“Bonus Points” Campaigns That Convert
During the U.S. summer sales season, COOFANDY launched a “3x Points for Registration” campaign (July 1–15). This promotion was timed to meet seasonal shopping demand while reinforcing the brand’s value-for-money appeal. The limited-time offer created a clear sense of urgency, successfully driving new registrations and boosting conversions.
Point Expiration That Encourages Action
To prevent point hoarding and ensure continued engagement, COOFANDY resets both point balances and VIP levels at the start of each year. This annual reset not only manages costs but also encourages customers to redeem points regularly.
End-of-year shopping events like Black Friday, Cyber Monday, and Christmas offer natural moments to drive redemptions, clear aged inventory, and push sales to peak levels (all while delivering real value to loyal customers).
💡 Pro Tips:
- Use limited-time offers and point expiration to create a sense of urgency that motivates action.
- Align loyalty campaigns with key promotions, whether you’re launching new collections or moving old stock.
- Always balance the cost of loyalty rewards with your inventory strategy to ensure profitability.
Conclusion
From humble beginnings as an affordable menswear brand to becoming a billion-dollar powerhouse, COOFANDY’s journey is nothing short of inspiring, and its approach to loyalty is one that’s well worth learning from.
As customer acquisition costs continue to rise, brands that lack a strong retention strategy risk getting caught in endless price wars. That’s why a well-designed loyalty program is no longer optional, but essential.
At Channelwill, we’ve seen firsthand how effective loyalty programs can transform performance. Brands that implement them properly often achieve up to 25% more repeat purchases and a 15% lift in overall revenue. In short, loyalty points aren’t just perks—they’re a growth engine for modern DTC brands.
Ready to unlock long-term value from your customer base? Book a demo with Channelwill today!
