Authentic Brands Group

Architecting Authentic Brands Group’s cross-store membership program in Shopify

Commerce

Our Impact

We partnered with Shopify to architect and build a cross-store membership program for Authentic Brands Group (ABG).

Built the front-end experience so it can be deployed in one click and managed in one place
Helped unlock a unified customer shopping experience across ABG’s brands
Membership reached 6K+ members, with 200 new signups per day

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ABG is one of the largest holding groups of brands in the world.

Their global lifestyle and entertainment portfolio includes more than 50 brands such as Reebok, Nautica, Juicy Couture, and Sports Illustrated.

THE VISION
In their migration to Shopify, ABG wanted to create a unique cross-store shopping experience, offering benefits like free shipping and product discounts across their brands.

WHY LAZER?
As a result of our senior engineering team, our expertise building complex and custom applications, and our experience and speed building on Shopify, Lazer was brought on to architect a loyalty program that would quickly onboard ABG’s brands and customers and provide an incredible unified experience.

Visit Authentic

platform

Web
Shopify
Google Cloud Platform (GCP)

Expertise

UI/UX Design
Frontend Development
Backend Development
Integrations
Custom Shopify Apps & Integrations

Stage

Private

Investors

General Atlantic
BlackRock
CVC Capital Partners
Simon Property Group
HPS Investment Partners
Partners and Brookfield

Approach

Custom Shopify app for onboarding portfolio brands

We built a custom Shopify app that would make it easy for ABG brands to join their membership program.

It was tightly integrated into the Shopify ecosystem so that when brands install the app on their storefront, it instantly enables membership trial and subscription blocks that they can add to their checkout and product detail pages (PDP).

Shopify provided a subscription API that we integrated so that any sign-up through a participating brand’s storefront is attributed to the Authentic account. This increases program growth, because members sign up through any brand’s storefront, but transactions are captured and managed through the Authentic storefront.

6K+

members

200

new sign ups a day

The admin portal for the Authentic membership program on Shopify, in desktop view.

Approach

Intuitive admin portal for program tracking and management

We designed and built a portal in Hydrogen and Oxygen that allows Authentic admins to easily track and manage the program in a user-friendly dashboard.

We featured member and brand stats on login for the user to review the program’s overall growth, as well as trial memberships collected by each brand. They can dig deeper into brand membership stats, as well as member spending for each brand.

We created a simple form for adding a new brand, which generates a custom install link for the brand’s Shopify app. Custom apps usually have one install link, but we create a separate custom app using the same backend. This way each brand could be onboarded quickly and easily, driving membership growth.

Admins can also easily manage the brands that are featured during sign up and in emails. We integrated Klaviyo to capture member information to enhance marketing emails, such as how much they are spending and with which brands.

Approach

Easy-to-use customer portal for reviewing membership details

We designed and built the membership portal, also in Hydrogen and Oxygen, to allow customers to intuitively review their spending, savings, and billing.

The backend was intimately built on Google Cloud Platform and we used Terraform for the infrastructure. We also leveraged meta objects to inform the content, which can be managed in the admin portal, including featured brands, photos, and copy for deals and promotions.

Mobile views of the member portal for the Authentic membership program on Shopify.

Conclusion

We built a unique cross-loyalty program that can easily grow to include all the Authentic brands.

Authentic’s brands are already some of the most popular in the world, but this program has allowed them to better engage their customers with a truly connected membership experience.

They launched with 5 brands — Juicy Couture, Frederick’s of Hollywood, Ted Baker, Frye, and Rockport — and have already expanded to 14 total, with plans to add more.

We enjoyed getting to flex our skills to architect this in Shopify, and we’re proud to have helped Authentic create something so unique and rewarding for their brands and customers.

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