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Anjani Kumar Singh

Zigly · by January 2026

Rewards across website and stores

One points balance that works the same online and in every store, to give customers a reason to come back.

Employer and timeframe: Zigly · by January 2026.

Problem
60% of customers were new and only 40% repeat, so growth depended on costly acquisition
Role
Product lead; designed the programme rules and led the Shopify and store POS integrations
Key decision
One points balance across the website and every store, with points instead of discounts during events
Result
Repeat customers 40% → 60%, with booking, pharmacy and faster delivery also contributing

Problem and context

Pet food and care are recurring needs, yet most customers bought once. The aim was a single points programme that works the same online and in store, so every purchase anywhere gives a reason to return.

Users

Pet parents who buy both online and in stores; store teams at the counter.

Discovery

The 60/40 new-to-repeat split in order data was the trigger.

Options and trade-offs

  • Discounts during events Paid on every order straight away. Replaced by points for events.
  • Points that can only be used on a next purchase ChosenPull customers back, cost the business only when redeemed, and lapse after a year.
  • Points that never expire Not chosen. A one-year expiry limits the liability carried on the books.

The solution

  • Customers earn 1 point per ₹100 spent; each point is worth ₹1; points are valid for one year. Simple to understand: about 1% back on every purchase.
  • One central balance for website and stores, linked by mobile number. This also connects store customers to a digital profile.
  • Easy Rewards is SaaS with connectors for Shopify and store POS systems, so the build effort stayed low.

How it was put in place:

  • Rules configured in Easy Rewards: earn rate, point value, validity, event bonuses.
  • The Shopify website integrated for earning on orders and redeeming at checkout.
  • The store POS (Wondersoft) integrated for earning and redeeming at the counter.
  • Points history later sent into Zoho, so agents see credits per order.

Technical considerations

Easy Rewards as the central points ledger for website and store POS

The balance is the sum of ledger entries, so every point traces back to the order, bill or event that created it, and expiry applies entry by entry.

Outcomes

  • New vs. repeat customersBefore60% new / 40% repeatAfter40% new / 60% repeat
  • Where points workBeforeNo programmeAfterWebsite and every store
  • Event promotionsBeforeDirect discountsAfterReward points

The repeat-customer shift came from several changes together: rewards, online booking, the e-pharmacy (medicines are bought again and again) and faster delivery. It isn't credited to rewards alone.