VMMA × Loyallyst Case: how a women’s fashion brand automated its loyalty program

From manual spreadsheets to Wallet cards: the experience of a Ukrainian fashion brand automating its loyalty program

VMMA is a Kyiv-based women’s fashion brand that offers collections for modern women and is actively growing both online and offline. As the customer base expanded, the team ran into a typical problem: bonus tracking was done manually — first via physical cards, then online cards, but still in spreadsheets. This took up consultants’ time and created a risk of errors.

Challenge

The VMMA team was looking for a solution that would automatically accrue and redeem bonuses — without human involvement in routine operations. A key requirement was integration with KeyCRM, which the brand was already using.

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We used to issue cards to customers, then switched to online cards and kept track manually. It was very inconvenient. So we started looking for software that would automatically calculate and handle bonus redemptions. VMMA Co-founder Oleksandra Moryk

Solution

We built a loyalty program for VMMA on top of Loyallyst — designed to solve exactly the problems the brand outlined, without creating new ones. VMMA implemented the Loyallyst loyalty program with the following setup:

— 5% бонуси від кожної покупки for all program members. — 10% bonuses for customers whose total purchases exceed UAH 25,000. — UAH 300 in bonuses 7 days before the customer’s birthday — accrued automatically. — Bonuses are activated 14 days after purchase — to avoid issues with returns. — Loyalty card in Apple Wallet and Google Wallet — customers can independently check their balance. — Synchronization with KeyCRM — consultants instantly see all customer information.

Result

The main outcome is time savings for the team. Consultants no longer spend time searching for customers in spreadsheets to check their bonus balance.

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Consultants no longer waste time searching for customers in the “old spreadsheet” just to see how many bonuses they have. The program helps speed up consultants’ work in this area. Oleksandra Moryk

The team also highlighted the importance of displaying bonuses in actual currency (UAH), not percentages. A concrete balance amount is much clearer for customers and increases engagement with the program.

Why is a loyalty program important for retail?

A loyalty program in retail is not “just another marketing activity.” It is infrastructure that determines how much you will earn from the next purchase of the same customer — and whether there will be a next purchase at all. Most brands spend the majority of their budget on acquiring new customers — ads, influencers, promotions. But the statistic remains the same: 20% of loyal customers generate 80% of revenue.

A loyalty program is a tool that turns a one-time buyer into a repeat customer. It does three things at once: keeps your brand top of mind between purchases, gives customers a reason to come back to you instead of a competitor, and increases the average order value — because when people see bonuses on their balance, they are more likely to spend a bit more to use them or accumulate them faster.

In the fashion segment, where the average customer chooses between your brand and a dozen similar ones, a digital loyalty program solves three key problems at once: First — it makes the customer “yours.” A card in Apple Wallet means your logo appears on the smartphone lock screen every time the user picks up their phone. This creates constant brand presence — without any advertising costs. Second — it saves the team’s time. Manual bonus tracking takes about an hour per week for each consultant. Over a year and across the whole team, this adds up to dozens of hours that can be redirected to sales instead of spreadsheets. Third — it provides a retention tool. When a customer sees that they have UAH 340 sitting in their balance, ready to be used, the likelihood that they will buy their next dress from you — rather than a competitor — increases significantly. This is not magic; it’s simple decision economics. Customer LTV grows when customers return more often. A loyalty program is exactly the mechanism that drives this: bonuses on the balance, birthday rewards, and new discount tiers. Each trigger reduces the time between purchases. Improved unit economics is the result. Returning customers do not require acquisition costs. The more returning customers you have, the lower your cost per order and the higher your margin on each subsequent purchase.

Conclusion

VMMA started with a specific pain point — “manual spreadsheets are inconvenient.” As a result, they built a system that: — runs automatically, without daily team involvement; — communicates with customers in a language they understand (real currency, not percentages); — works within the tools the brand already uses; — scales together with the business — both online and offline.