How Stamped Helped New York & Company Drive a 97% Repeat Purchase Rate with VIP Customers

• Website: https://www.nyandcompany.com
  
• Industry: Apparel
• Region: North America
• Products: Loyalty
  

About New York & Company

New York & Company is a contemporary fashion brand that has long been synonymous with accessible, professional women's clothing. The brand has evolved significantly over the years, expanding its portfolio to include diverse collections and establishing itself as a go-to destination for working women seeking versatile, stylish pieces. Known for offering affordable yet sophisticated apparel, New York & Company fills a crucial gap in the market by providing professional women with wardrobe essentials that transition seamlessly from the office to after-work events.

The brand's product range spans from tailored blazers and dress pants to casual weekend wear, with their signature pieces including workwear separates, dresses, and accessories. New York & Company has built a loyal customer base of professional women who value quality, versatility, and value in their fashion choices. Their price point sits in the accessible luxury segment, making designer-inspired looks attainable for a broader demographic than traditional high-end retailers.

Challenges

New York & Company was facing three specific challenges at the time they decided to launch their loyalty program:

• They had accumulated a substantial customer base with a significant portion of non-engaged users who weren't making repeat purchases or interacting with existing loyalty initiatives
• They sought strategic ways to incentivize customers to increase basket size without relying solely on discounting strategies that would impact their AOV, which was typically $80.89
• They wanted to better understand their customers' shopping behavior and preferences to create more personalized experiences and targeted marketing campaigns
  
  “Retention is a top priority for us, and Stamped has been a game-changer. Not only have we re-engaged lapsed customers, but we’ve also increased AOV among our most loyal shoppers—all without relying heavily on discounting.”
  Laura Cantor, VP of Marketing at New York & Company

Solutions

Atelier Commerce, an ecommerce agency, introduced New York & Company to Stamped because they wanted a comprehensive loyalty solution that could launch quickly while providing the flexibility to implement sophisticated retention strategies. 

With Stamped, New York & Company was able to:

• Implement a points-based system with multiple earning opportunities including purchases, reviews, and special promotional events, giving customers various ways to engage with the brand
• Develop targeted initiatives like Double Points Tuesdays and spend-threshold bonus point campaigns that drove both engagement and higher order values without deep discounting
• Build a VIP tier system that recognized and rewarded their most valuable customers, creating aspirational goals that encouraged increased spending and engagement

Results

Since partnering with Stamped and launching their loyalty program in January 2025, New York & Company has driven strong loyalty program adoption and engagement:

• Successfully enrolled over 500K customers into their VIP program, demonstrating strong customer engagement
• Delivered a 14% increase in AOV among highest spending customers, successfully driving their most valuable customer segment to increase purchase amounts
• Drove a 97% repeat purchase rate with the most engaged segment of loyalty customers, showing exceptional retention
• Achieved a healthy 21% redemption rate in June with 805 first-time redeemers, indicating customer satisfaction with available rewards
  
  “You're only hitting on certain paid strategies when [customers] are in market, but [with Stamped], you're always messaging her, keeping her up-to-date via campaigns, as well as rewards and point expirations. We always put a loyalty program in all of our recommendations.”
  Michael J. McBride, CEO & Founder at Atelier Commerce

What’s Next?

Building on the strong foundation established through their loyalty program success, New York & Company is exploring additional Stamped capabilities to further enhance customer engagement and retention. The team has expressed particular interest in implementing a customer referral program to leverage their satisfied customer base for organic growth, especially given their shift away from heavy paid media investment.

Additionally, they're looking to integrate NPS surveys to gain deeper insights into customer satisfaction and identify opportunities for continuous program improvement. These initiatives align perfectly with their cost-conscious approach while finding new avenues to strengthen customer relationships and drive sustainable growth through existing customer advocacy.