The story
From one scarf to Indonesia’s leading lifestyle brand
Founded in 2016 with the simple idea of producing premium scarves that are comfortable and fashionable, Buttonscarves has grown into Indonesia’s leading lifestyle brand. Its ethos lives in one sentence: every woman deserves to own the pieces that make her look her best.
What started online has expanded into a full lifestyle category, scarves, apparel, bags, footwear, accessories, with retail stores across Indonesia, Malaysia, and Singapore. As part of the Modinity group, a family of eight Shopify-powered brands with hundreds of retail locations, Buttonscarves operates a truly omnichannel business where every channel needs to feel like one brand.
The challenge
One brand across every channel, no loyalty to match
Since launching in 2016, Buttonscarves grew quickly across Southeast Asia, but the team faced a familiar early-stage challenge: how to turn first-time buyers into repeat customers. With a fast-expanding catalog and a customer base shopping for both everyday styling and special occasions, the brand needed a way to keep shoppers coming back, not just once, but again and again.
In 2018, Buttonscarves expanded into physical retail across shopping centers in Indonesia and Malaysia. That opened a second, harder question: how do you make customers feel equally valued whether they buy in a flagship store, on the website, or through the Buttonscarves app, and how do you reward them consistently across every channel?
The solution
BSLady Club: one loyalty program, every channel
Buttonscarves launched BSLady Club, an omnichannel rewards program built on Smile.io. Members earn points for every purchase, online, in any retail store, or through the Buttonscarves app, with a simple, easy-to-understand earning ratio that the team’s large customer base could engage with immediately.
A standout element of BSLady Club is the variety of ways customers can earn beyond purchases. Members earn points for leaving product reviews, which has helped Buttonscarves build a deep library of user-generated content, and for ordering through the Buttonscarves app, giving members an extra reason to download and stay engaged.
Because the majority of Buttonscarves sales and loyalty engagement happen in retail stores, the integration between Shopify POS and Smile.io is what makes the program work end to end. Members earn and redeem with the same identity across every channel, and the brand sees a single view of loyalty performance.
What BSLady Club delivers for Buttonscarves:
- Omnichannel points earning and redemption across online, app, and every retail location
- Simple earning ratio that customers understood immediately, driving high program adoption
- Points for product reviews, building a continuous stream of user-generated content
- Bonus points for ordering through the Buttonscarves app, driving app installs and retention
- Shopify POS + Smile integration giving the team one unified view of loyalty engagement
The stack
Shopify Plus, Shopify POS
The results
Loyalty members don’t just come back, they spend dramatically more
When customers love a loyalty program we expect to see a high redemption rate, and with an average yearly redemption rate of 31%, Buttonscarves has clearly found a sweet spot with its customer base. BSLady Club members are not just engaged, they spend dramatically more: 15x more than non-members, with an average order value 2x higher.
BSLady Club captivates customers across every selling channel by delivering meaningful perks that spark genuine excitement. This strategic loyalty approach turns everyday shoppers into long-term advocates, fostering lasting connection, trust, and repeat purchase, online and in every store.
Why Smile
Built for the way Buttonscarves sells
For an omnichannel brand like Buttonscarves, loyalty only works when it works everywhere. Smile.io’s deep Shopify and Shopify POS integration meant BSLady Club could launch online, in every retail location, and inside the app with a single program identity, no fragmented customer files, no developer overhead, no separate logic per channel.
