How they came to use easyPoints

ALBUM ONLINE STORE is the official online store operated by ALBUM, a hair salon with multiple locations across Tokyo. The store offers a carefully curated selection of salon-exclusive hair care and beauty products, including shampoos, treatments, and hair oils. Through its thoughtfully selected products, ALBUM ONLINE STORE aims to make everyday beauty routines more enjoyable and rewarding.

“Some of the products we carry cannot be discounted due to manufacturers’ pricing policies, so we wanted to offer our customers value in ways other than through price reductions. That led us to introduce a loyalty & point program. Another goal was to differentiate ourselves from other stores while creating an experience that encourages customers to continue shopping with us and ultimately helps us build a stronger base of repeat customers. There are differences between Japan and overseas markets in how loyalty points programs are perceived and used, as well as in general shopping practices. Among the many Shopify apps available, we felt that easyPoints was particularly well suited to Japanese loyalty point systems and shopping habits, which ultimately made it the right choice for us.”

A Highly Flexible Loyalty Program

In addition to storewide campaigns, ALBUM ONLINE STORE offers a wide variety of promotions tailored to specific products and membership tiers. With multiple opportunities for customers to earn additional points at any given time, the store effectively encourages purchases through a diverse range of incentives.

They regularly run limited-time bonus point campaigns on dates containing a 5 or 0. Over time, these recurring campaigns have become well established among customers as an opportunity to get more value from their purchases. During campaign periods, the store has seen an average increase of approximately 7% in conversion rates, as well as an increase of up to approximately 16% in average order value.

They offer up to 14x bonus points on selected products, allowing customers to earn significantly more points than usual on eligible purchases. These product-specific bonus point collections are used to boost sales and drive greater interest in selected collections.

They offer a five-tier membership program based on purchase amount, with members earning up to 6x the standard points rate. Unlike storewide campaigns and bonus point promotions available to all customers, membership tiers provide exclusive benefits to loyal customers, encouraging more frequent purchases and higher spending as customers work toward reaching the next tier.

“With our membership tier program, we can clearly communicate the benefits and rewards customers can receive based on their purchase history, which we believe gives them an added incentive to continue shopping with us. Having the goal of reaching the next tier also creates a reason to make another purchase. We’ve seen the program contribute to stronger long-term relationships with our loyal customers while encouraging repeat purchases.”

A Wide Variety of Point Rewards

ALBUM ONLINE STORE offers point rewards for a wide range of customer actions, including logging in, newsletter opt in, celebrating a birthday, referring friends, and submitting reviews. These rewards help encourage repeat purchases while also improving conversion rates among first-time customers.

The daily login reward, which customers can earn once a day with a simple click, encourages regular visits to the store. In just two months since its introduction, participation has steadily increased, with nearly 2,000 customers now visiting the store each month to claim their login rewards.

Birthday rewards vary by membership tier, with higher-tier members receiving more points. This provides an additional incentive for customers to move up through the tiers.

“We renewed our website in July and introduced new benefits, including daily login rewards and birthday points based on membership tier. In a survey conducted after the renewal, both the login rewards and tier-based birthday points were highly rated by customers as particularly appealing benefits.”

By integrating with Shopify Flow, ALBUM ONLINE STORE has also created its own unique rewards, further differentiating its loyalty program from those of other stores.

The homepage brings together key information about the loyalty program, including available rewards and point promotions, making it easy for customers to see the best offers currently available at a glance. By clearly highlighting these savings opportunities, ALBUM ONLINE STORE helps reduce barriers to purchase and drive higher conversion rates.

Customised store front display

ALBUM ONLINE STORE takes advantage of the theme integration support, a service available with easyPoints’ paid plans, to display the number of points customers can earn not only on product pages but also in list views and other areas of the store.

By consistently displaying the points earning rate, customers can instantly see the total value they can receive on each product, combining their current tier rate with any applicable campaigns or bonus point offers.

This user-friendly implementation makes it easy to see at a glance which products offer the most value. At the same time, it helps ensure that customers do not miss out on available rewards while increasing awareness and visibility of the loyalty points program itself.

Long-Term Results with easyPoints

Over more than six years of using easyPoints, awareness and participation have steadily grown. Today, approximately 20% of all orders include the use of points, demonstrating how widely the program has become adopted by customers.

Comparing 2021, the year after easyPoints was introduced, with 2025, the total number of points redeemed annually has increased more than tenfold.

What They Hope to See Next from easyPoints

“We often run loyalty point and coupon promotions at the same time, so we hope to see support for combining product discounts with point discounts as a standard feature in the future.”