Inspired by her desire to help others lead a healthy lifestyle, Tamar Coleman decided to create the product she was struggling to find herself—a nutritionally replenishing snack that was still delicious. As an endurance athlete, Tamar was frustrated with the snack options at the sporting and fitness events she attended. That’s when she decided to share her family’s passion for the humble oat and flapjack, catering various community events. With that, Oatopia was born.

Folding in loyalty to an established family-owned business

Since launching in 2011 in Sussex, England, Oatopia now offers over 20 different flapjack flavors, including the fan favorite Breakfast Bar, Peanut Butter, Salted Caramel, Almond Bakewell, Carrot Cake, and Biscoff flavors. “Our community has steadily grown over the years, and we receive messages from customers all the time to say how much they love and appreciate our products,” shares Sophie Coleman, Marketing Director of Oatopia.

A bird’s eye view image of 8 oat-based flapjacks on a wooden cutting board.
Oatopia sells healthy and nutritious flapjacks.

With a loyal following, Oatopia took its community to new heights with the introduction of its loyalty program, Oat of this World Perks. Learn how this family-owned oat brand configured a winning rewards program in less than 1 year.

Oat of this World Perks with Oatopia
When you can’t find a product that fits your needs, the next step is to create your own product. See how Oatopia created their loyalty program.

Get the most oat of your loyalty program with Oatopia’s 5 tips

Deciding to launch a loyalty program is a great first step. But don’t adopt a “set it and forget it” mentality. Just as you do with email marketing or social media, you need to test and adjust your loyalty program to fit your customers’ needs.

After launching its program 7 months ago, Oatopia has already achieved success with a 400% ROI on its loyalty program. Smile has driven over 12% of all revenue for Oatopia since launching Oat of This World Perks

So what’s the secret to its success? Let’s find out.

1. Align your reward redemption levels with purchase frequency

Increasing profits can come in two forms–increasing average order value or purchase frequency. One of the best ways to increase purchase frequency is by giving your customers a reason to come back sooner.

A screenshot of Oatopia’s loyalty program panel showing the ways to earn and redeem points. It highlights that customers earn 10 points per £1 spent when placing an order and they can redeem 100 points for £1 off a future purchase.
Oatopia’s loyalty program offers 10 points per £1 spent and £1 off for every 100 points earned.

Oatopia has done a phenomenal job at this with its reward point values. Customers earn 10 points for every £1 spent and can redeem 100 points for £1 off their next order. This means that customers can earn a reward after spending only £10. But if we assume most customers spend around £35 per order to reach the free shipping threshold, then customers would earn 350 points or £3.50 on every order. With the average price of one flapjack being £3.50, Oatopia has configured its program perfectly to reward customers with one free flapjack every time they spend enough to earn free shipping.

2. Be generous with your points when you have low-cost items.

Oatopia offers customers 10 points for every £1 spent and £1 in rewards for every 100 points earned. This is a very generous 10% back on every £1 spent. “It encourages customers to continue spending in our store as they feel valued, therefore we have seen a good retention of new and old customers.”

A key feature in the scheme is that our customers redeem significant points on every order they place, so they feel well rewarded and included to continue ordering,” Sophia tells us.

3. Use bonus-point events to increase retention

As we mentioned, increasing purchase frequency is one way to increase profitability. The other is increasing average order value. This next strategy has the potential to increase both at the same time. Bonus point events, or double points days, are effective in re-engaging dormant customers by giving them extra motivation to shop again and they encourage your repeat customers to spend more during that period to earn more.

A screenshot of an email campaign from Oatopia: Double Reward Points On All Orders! It explains that customers can earn 20 points per £1 spent during the double points weekend.
Oatopia runs bonus points campaigns to increase customer retention.

Oatopia recently ran a double point weekend, giving customers 20 points for every £1 spent, and informed its customers through an effective branded email campaign.

How To Run a Successful Bonus Points Event
Drive rewards and loyalty program participation. Here is a how-to guide on how to run a successful bonus points event for your rewards program.

4. Let customers choose their reward value

There are several types of rewards you can offer–free shipping, free products, percentage-based discounts, and amount-based discounts. With discounts, you can either offer fixed or incremental rewards. With fixed rewards, you decide what percentage or amount customers will be working towards to redeem. With incremental rewards, you can set up a slider with a constant scale that customers can customize.

A bird’s eye view image of a branded Oatopia box full of oat-based flapjacks. There are different varieties with frosting, berries, nuts, and other ingredients in them.
Oatopia’s Oat of This World program lets customers earn free flapjacks.

Oatopia has opted for the latter by allowing customers to redeem whatever value they want, given that 100 points = £1 off. With high consumables, such as food, this is a great option because it allows customers to redeem how they like. They can save a few bucks each time they shop or they can save up for a big reward later on. Offering incremental rewards caters to different types of customers.

5. Pair referrals with points for a winning recipe

Along with a well-configured points program, Oatopia offers a referral reward of £3 to both referring and referred customers. Not only does this give customers an immediate incentive to make a purchase, but the trust associated with getting a product recommendation from a friend encourages product trials from new customers. Once again, offering a generous reward of £3 gives customers nearly enough money to purchase one flapjack, reducing the risk associated with making a purchase. Referrals and points make the perfect pair by encouraging product trials through referrals and then turning those customers into loyal repeat purchasers through a point program.

Ready to start retaining customers like Oatopia?
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