20% Increase in Returning Customers Thanks to BLOY: The Gentlemen’s Vault Story
Learn how branded loyalty, tiered perks, and effortless automation drive repeat purchases and customer retention.
Loyalty Program Name
GentlePoints
Industry
Fashion Retail
Loyalty Program Type
Points, VIP tiers
From Exclusive Fashion to a Community of Style
When Thijs Wijlens founded The Gentlemen’s Vault, his vision was clear, to create a destination for men who appreciate timeless style. Based in the Netherlands, the store curates exclusive menswear collections that blend Italian tailoring with luxury streetwear. Brands like Gucci, Stone Island, Prada, Brioni, and Dolce & Gabbana define its high-end aesthetic.omen who care about fashion, quality, and personalized service.
Target Audience
The brand’s customers are men aged 20 to 45, people who care about craftsmanship, detail, and individuality more than loud logos. As Thijs puts it, “We’re not just another store. We’re a place where men can explore and refine their personal style.”
The brand grew quickly. Social media engagement was strong, first-time sales came steadily, and the online store had momentum. Yet Thijs soon realized one key challenge remained, keeping customers coming back.
The Challenge: Turning Style Seekers into Repeat Buyers
For The Gentlemen’s Vault, customer acquisition wasn’t the issue, retention was. Paid ads and influencer marketing drove awareness, but the cost of reacquiring customers kept rising. Thijs wanted a way to reward loyalty naturally, without eroding margins or overwhelming customers with complexity.
“Getting first-time purchases wasn’t the issue. But bringing customers back without constantly spending more on marketing was the tricky part.”
— Thijs Wijlens, Founder of The Gentlemen’s Vault
He also knew any loyalty solution needed to fit the brand’s look and feel. It had to be fully customizable, beautifully designed, and easy to run without coding or third-party developers. That search for simplicity led him to explore apps on the Shopify App Store.
The Solution: Finding the Perfect Fit in BLOY
Among hundreds of loyalty tools, one stood out, BLOY Loyalty. The interface was sleek, setup was quick, and every element could be tailored to match The Gentlemen’s Vault identity.
“It looked modern and customizable. Once I realized I could adjust every part of the loyalty system to my own branding, I was sold.” Installation was smooth and effortless. Within minutes, Thijs launched his loyalty program, aptly named GentlePoints, to reflect the brand’s polished aesthetic and appreciation for detail.
How The GentlePoints Program Works
Rather than hiding rewards behind complex sign-ups, The Gentlemen’s Vault made loyalty visible and rewarding throughout the entire shopping journey.
1. Points Program
💎 Ways to Earn Points:
Sign up → 200 points
Place an order → 5 points for every €1 spent
Follow on Facebook, Instagram, or TikTok → 200 points each
Celebrate your birthday → 200 points
Subscribe to the newsletter → 200 points
🎁 Ways to Redeem Points:
Every 500 points = €10 discount
2. Key Feature
Every element of the loyalty program reflects the store’s identity, from the pop-up design to the loyalty page layout. Here are the features Thijs uses:
- 📄 Dedicated loyalty page: GentlePoints Program
- 🖼 Branded loyalty widget integrated on every page
- 🔢 Points displayed directly on product pages and thank-you pages
- 🛒 Redemption available straight from the cart
- 👑 Seamless Shopify account integration and VIP tiers
Thijs particularly loves one feature:
“The ‘Earn X points with this product’ message under the Add to Cart button had a noticeable impact. It gives customers a sense of value before checkout and it absolutely improves conversions.”
Since then, the program has been running smoothly in the background, fully automated inside Shopify. “It fits naturally into the customer journey,” Thijs says. “It helps people take that extra step to buy or come back, and that’s exactly what I needed.”
The Results: Real Loyalty, Real Growth
The numbers tell the story. After launching the GentlePoints program, customer engagement and retention improved across the board:
- 🔁 Out of every 30 orders, 5–6 come from returning, logged-in customers earning points
- 📈 Conversion rates increased, especially on product pages that show potential rewards
- ⏱ Time on site and repeat visits both grew significantly
“BLOY Loyalty is doing exactly what I hoped it would, increasing customer loyalty, improving conversions, and adding value without overcomplicating things.”
— Thijs Wijlens, Founder of The Gentlemen’s Vault
By combining smart automation with personalized branding, The Gentlemen’s Vault built a loyalty experience that truly strengthens relationships while preserving its premium feel. Best of all, everything is managed within Shopify, requiring no external tools or ongoing maintenance.
A Simple Truth: Loyalty Doesn’t Need to Be Complicated
Today, The Gentlemen’s Vault continues to grow, not by shouting louder, but by valuing customers better.
“BLOY helps The Gentlemen’s Vault reward loyal customers in a stylish, smart way, with full customization, seamless Shopify integration, and real results. No stress. No complexity. Just a loyalty program that truly fits.”
— Thijs Wijlens, Founder of The Gentlemen’s Vault
One app – One elegant system – Infinite loyalty potential. Sometimes, building a lasting relationship with customers doesn’t require doing more, it just requires doing it right.