Deconstruct

The Challenge: Increasing Revenue per Customer & Encouraging Repeat Engagement

As a rapidly scaling skincare brand, Deconstruct needed to:

• Increase average order value without relying solely on discounts
• Encourage repeat purchases across a growing first-time buyer base
• Build a structured rewards journey that nudges customers to return
• Create advocacy loops through referrals to bring in high-intent new customers
• Drive urgency in redemption behavior to prevent dormant rewards

The brand required a retention engine that complemented its performance marketing efforts while improving monetization from existing customers.

About Nector’s Loyalty Program

Nector’s loyalty program helps D2C brands increase repeat purchases and customer lifetime value through a structured rewards ecosystem. Customers earn coins for purchases and engagement actions, which can be redeemed seamlessly at checkout. The program includes tier-based progression to reward high-value shoppers, automated incentives like birthday rewards to drive emotional engagement, referral capabilities to turn customers into advocates, and configurable coin expiry to create redemption urgency. With on-site widgets, checkout integrations, and automated reward tracking, Nector enables brands to build a consistent engagement loop that encourages customers to return, spend more, and stay loyal over time.

Nector’s on-site loyalty widget on Deconstruct highlights savings (“Save up to ₹500”), encourages quick sign-ups, and gives customers easy access to VIP tiers, earning actions, and redemption options.

The dedicated “Ways to Earn” section clearly showcases earning actions like purchases, social follows, and birthday rewards, making it simple for customers to understand how to collect coins and stay engaged with the brand.

The Solution: A Retention Engine Powered by Nector (Loyalty + Referrals + Tiers)

Nector enabled Deconstruct to build a structured engagement ecosystem through:

1) Loyalty Program to Increase Order Value

• Customers earned coins on purchases and engagement actions
• Coins were redeemable seamlessly at checkout
• On-site loyalty widget improved visibility and adoption

2) Tier Program to Reward High-Value Customers

• Tier progression incentivized higher spending
• Customers unlocked better benefits as they moved up tiers
• Encouraged long-term engagement and increased customer lifetime value

3) Birthday Rewards to Drive Emotional Retention

• Automated birthday rewards created timely re-engagement moments
• Improved brand affinity and return purchase likelihood

4) Coin Expiry to Drive Redemption Urgency

• Expiry logic created urgency around reward usage
• Reduced dormant balances and nudged repeat transactions

5) Referral Program to Build Advocacy

• Customers referred friends and earned rewards on successful conversions
• Helped acquire high-intent customers via trusted recommendations

Success Metrics: Revenue Efficiency & Loyalty Contribution

• +30.3% AOV Uplift from Loyalty Shoppers

Loyalty-engaged customers spent 30.3% more per order compared to non-loyalty customers, significantly improving revenue per transaction and overall monetization efficiency.

• 6.11% Revenue from Loyalty-Driven Orders

Loyalty customers over-indexed on spend, contributing a higher revenue share relative to their order share, indicating a strong monetization impact.

• 4.76% Orders from Loyalty Members

A measurable share of total purchases was driven by loyalty-engaged customers, reflecting consistent program adoption.

^*Timeline

^{(October 2024-February 2026)}