SHEIKE

A custom loyalty eco system that reached 230,000 members in under 12 months

Loyalty & Rewards Strategy,
Solution Architecture,
API Integrations & Middleware,
Lifecycle & Retention Design

Website

sheike.com.au

Founded in 1979 and still family-owned, SHEIKE has spent four decades helping Australian women dress for the moments that matter — bold, feminine pieces designed for presence, not just occasion. Across more than 50 stores nationally and a strong online channel, the brand had cultivated something most retailers spend years chasing: a customer who returns consistently, and with conviction.

What SHEIKE lacked was the infrastructure to activate it. Without a unified data layer bridging online and in-store behaviour or a cross-channel mechanism to identify and reward their most valuable customers, the opportunity to deepen those relationships was going unrealised.

In partnership with The Working Party, SHEIKE designed and launched SHEIKE Society — a fully custom loyalty ecosystem built across CEGID, Shopify, and Klaviyo. The project was a ground-up rearchitecture of the customer experience: every digital touchpoint reconsidered, every loyalty state designed for, and a members-first philosophy embedded into the operational fabric of the business.

Custom-built, brand-owned

The decision to build rather than buy was also a decision about ownership. SHEIKE Society is a custom loyalty ecosystem architected across CEGID, Shopify, and Klaviyo, with no third-party platform sitting between the brand and its data.

With years of customer records already living in SHEIKE's ERP, CEGID was established as the source of truth: the system through which every transaction, tier progression, points balance and reward redemption would be recorded and resolved. Shopify was positioned as the middleware layer connecting CEGID to Klaviyo, ensuring loyalty data moved cleanly from the point of transaction through to customer communication. To enable this, The Working Party designed a custom customer profile schema using Shopify metafields and metaobjects — a purpose-built solution to receive, store, and surface loyalty data across the storefront in real time.

The result? An architecture SHEIKE controls entirely, no platform constraints, no data dependencies, and no ceiling on how the program evolves as the brand does.

UX that's subtle by design, strategic by intent

As the primary channel for loyalty registration and participation, the storefront required the most considered attention. That meant engineering four distinct loyalty-state variations — non-member, Member, Level 1, Level 2, and Level 3 — for every key touchpoint, each surfacing the right content and benefit without interrupting the experience. The implementations are precise, considered, and deliberately invisible to anyone not looking for them:

On the product detail page, complimentary shipping eligibility surfaces dynamically based on a member's tier — a quiet signal of value in the very moment a purchase decision is forming.

For shoppers yet to join, the same page holds a sign-up mechanic that leads with an offer rather than the program name, meeting prospective members where their motivation lives.

The customer account page was rebuilt as a loyalty hub: tier status, points balance, upcoming rewards, and a digital membership card, all represented within SHEIKE’s elevated aesthetic.

Where Shopify’s customer accounts out-of-the-box solution left room to go further, The Working Party built from scratch — including a store credit display that surfaces seamlessly across account locations, a feature absent from the native experience entirely.

Through LiteCard integration, members can save their SHEIKE Society digital card to Apple Wallet or Google Pay, enabling in-store scanning, push notifications and location-based messaging. Members who use the digital card purchase 23% more frequently than those who don't.
Since launching SHEIKE Society, in-store email capture rates have increased by 123%, a direct result of giving customers a reason to identify themselves at the register.

Rewards with commercial rigour

Dollar-value rewards were chosen over percentage discounts from the outset — a move that makes the benefit feel unconditional and compounds in perceived value as members progress through the tiers. The commercial modelling behind the structure was exacting, designed to ensure profitability at every level rather than eroding the margin the program was built to protect. Non-discount rewards run alongside this, including member-only events, early product access, and a calendar of loyalty-exclusive moments that create genuine occasion rather than transactional incentive.

Status hold, the ability to pause tier status for up to 12 months without penalty, stands as one of the few features of its kind in Australian fashion retail. It acknowledges something important about the SHEIKE customer: that her life changes, her priorities shift, and a loyalty program worth keeping should hold her place until she's ready to return.

That level of consideration has translated into something rarer still: a shift in how SHEIKE operates internally. Members-first thinking is now a standing part of trade meetings and product launch planning; embedded, not enforced. Since launching in July 2025, SHEIKE Society has exceeded its member target by more than double in under 12 months, with over 50% of all transactions now made by loyalty members.