West Coast Goalkeeping is America's largest goalkeeping outfitter, kitting out keepers from grassroots clubs through to the professional game. The brand designs and sells gloves, apparel, and training gear built specifically for goalkeepers, and their gloves were most recently worn at the World Cup by the USA Men's National Team. They sell direct-to-consumer through Shopify to a highly engaged community.
Shawn Norris
Founder, West Coast Goalkeeping
“Cannot say enough good things about the team at Mage Loyalty, one of the absolute best organizations we have ever worked with, full stop! So glad we connected with them, completely redid our loyalty program, new concepts, use of loyalty, increasing user engagement, showing us where we were not valuing our best customers, just WOW, amazing team!”
West Coast Goalkeeping already ran a points program on Smile.io, but it sat in a stock widget and did very little. Every customer earned at the same rate whether it was their first order or their tenth, so the people who kept coming back got nothing extra for it, and the store had no clear view of who those customers were. A separate wishlist app sat alongside it, adding another subscription and another experience that didn't match the rest of the site.
Rather than port the old program across, Mage rebuilt it around one idea: the more a customer buys, the more they get back. Cashback Saves pays cashback in points, and the rate rises with spend over a rolling 12 months. New members join Core and earn 5%. At about $150 in spend, usually two or three orders, they move up to Elite and 7%. At about $200, three to five orders depending on basket size, they reach Pro and 10%, plus free upgraded shipping that Mage applies automatically at checkout.
The thresholds are deliberately low. They sit where West Coast Goalkeeping's repeat customers already are, so the best customers reach Pro through their normal buying rather than by chasing a target.
Mage designed a new loyalty page, planned the relaunch to bring existing members back in, and moved points balances across from Smile.io. Customer accounts and the wishlist launched at the same time, so the old wishlist app could go.
Cashback Saves, the loyalty page Mage designed to replace the old Smile.io widget: three VIP tiers, cashback that scales with them, and every way to earn and redeem laid out on brand. Scroll through it below.
Core members earn 5% back, Elite 7% at about $150 in spend over a rolling 12 months, and Pro 10% at about $200. Cashback is paid in points, so every order moves a customer closer to the next rate.
Pro members get faster shipping for free, applied automatically at checkout. There's no code to enter, so the perk shows up on their very next order rather than as a line on a rewards page.
A branded slide-out account with points, rewards, orders, and recently viewed gear. Upsells in the account brought in $5,000+ in the first month.
Included on the same plan, so West Coast Goalkeeping removed its separate wishlist app. Saved items drove $1,100+ in month one.
Mage planned how to reintroduce the program to existing customers, so the relaunch brought current members back in rather than starting from zero.
Points balances and program history moved across from Smile.io, handled end to end by the Mage team.
A tier only motivates people if they can reach it. West Coast Goalkeeping's thresholds, about $150 and $200 over a rolling year, were set from how its repeat customers actually buy: two or three orders to reach Elite, three to five to reach Pro. That keeps Pro within reach of anyone who shops with the brand regularly, and the reward arrives while customers still remember earning it. Pro's main perk follows the same logic. Free upgraded shipping is applied at checkout automatically, so the first order after reaching Pro already feels different. Customers see what the program is worth on a real order, not as a number in a points balance.
