back to case studies

Transforming Loyalty at American Girl: From Fragmented to Fully Integrated

Bubblehouse partnered with American Girl to completely modernize and unify their loyalty experience across eCommerce and retail. The team introduced a suite of new features that expanded engagement far beyond points-for-purchase, including receipt upload for missed points, interactive voting and surveys, a full achievements system, and an expanded “Ways to Earn” framework that brought the program to life.

On the transactional side, Bubblehouse delivered seamless cart and checkout redemption directly within the Shopify flow—eliminating the old $10 coupon-code system and enabling real-time point application at the moment of purchase. These enhancements were fully extended to American Girl’s retail stores as well, creating a true omnichannel program where customers can earn, redeem, and participate consistently whether shopping online or in person. The result is a premium, integrated loyalty ecosystem that drives deeper engagement and significantly higher participation across all customer touchpoints.

INDUSTRY

Specialty Retail

PLATFORMS

Shopify Plus, Klaviyo, Bazaarvoice, PredictSpring

LOCATION

United States

WEBSITE

https://www.americangirl.com/

back to case studies

Transforming Loyalty at American Girl: From Fragmented to Fully Integrated

Bubblehouse partnered with American Girl to completely modernize and unify their loyalty experience across eCommerce and retail. The team introduced a suite of new features that expanded engagement far beyond points-for-purchase, including receipt upload for missed points, interactive voting and surveys, a full achievements system, and an expanded “Ways to Earn” framework that brought the program to life.

On the transactional side, Bubblehouse delivered seamless cart and checkout redemption directly within the Shopify flow—eliminating the old $10 coupon-code system and enabling real-time point application at the moment of purchase. These enhancements were fully extended to American Girl’s retail stores as well, creating a true omnichannel program where customers can earn, redeem, and participate consistently whether shopping online or in person. The result is a premium, integrated loyalty ecosystem that drives deeper engagement and significantly higher participation across all customer touchpoints.

INDUSTRY

Specialty Retail

PLATFORMS

Shopify Plus, Klaviyo, Bazaarvoice, PredictSpring

LOCATION

United States

WEBSITE

https://www.americangirl.com/

back to case studies

Transforming Loyalty at American Girl: From Fragmented to Fully Integrated

Bubblehouse partnered with American Girl to completely modernize and unify their loyalty experience across eCommerce and retail. The team introduced a suite of new features that expanded engagement far beyond points-for-purchase, including receipt upload for missed points, interactive voting and surveys, a full achievements system, and an expanded “Ways to Earn” framework that brought the program to life.

On the transactional side, Bubblehouse delivered seamless cart and checkout redemption directly within the Shopify flow—eliminating the old $10 coupon-code system and enabling real-time point application at the moment of purchase. These enhancements were fully extended to American Girl’s retail stores as well, creating a true omnichannel program where customers can earn, redeem, and participate consistently whether shopping online or in person. The result is a premium, integrated loyalty ecosystem that drives deeper engagement and significantly higher participation across all customer touchpoints.

INDUSTRY

Specialty Retail

PLATFORMS

Shopify Plus, Klaviyo, Bazaarvoice, PredictSpring

LOCATION

United States

WEBSITE

https://www.americangirl.com/

back to case studies

Transforming Loyalty at American Girl: From Fragmented to Fully Integrated

Bubblehouse partnered with American Girl to completely modernize and unify their loyalty experience across eCommerce and retail. The team introduced a suite of new features that expanded engagement far beyond points-for-purchase, including receipt upload for missed points, interactive voting and surveys, a full achievements system, and an expanded “Ways to Earn” framework that brought the program to life.

On the transactional side, Bubblehouse delivered seamless cart and checkout redemption directly within the Shopify flow—eliminating the old $10 coupon-code system and enabling real-time point application at the moment of purchase. These enhancements were fully extended to American Girl’s retail stores as well, creating a true omnichannel program where customers can earn, redeem, and participate consistently whether shopping online or in person. The result is a premium, integrated loyalty ecosystem that drives deeper engagement and significantly higher participation across all customer touchpoints.

INDUSTRY

Specialty Retail

PLATFORMS

Shopify Plus, Klaviyo, Bazaarvoice, PredictSpring

LOCATION

United States

WEBSITE

https://www.americangirl.com/

About

American Girl

American Girl is a leading premium children’s brand known for its iconic dolls, immersive storytelling, and deeply engaging retail experiences. Since its founding in 1986, the company has built a multigenerational following through its commitment to quality, empowerment, and education.

With a nationwide retail presence and a vibrant e-commerce business, American Girl creates meaningful connections with families through personalized products, memorable in-store moments, and a rich ecosystem of books, activities, and experiences.

About

American Girl

American Girl is a leading premium children’s brand known for its iconic dolls, immersive storytelling, and deeply engaging retail experiences. Since its founding in 1986, the company has built a multigenerational following through its commitment to quality, empowerment, and education.

With a nationwide retail presence and a vibrant e-commerce business, American Girl creates meaningful connections with families through personalized products, memorable in-store moments, and a rich ecosystem of books, activities, and experiences.

About

American Girl

American Girl is a leading premium children’s brand known for its iconic dolls, immersive storytelling, and deeply engaging retail experiences. Since its founding in 1986, the company has built a multigenerational following through its commitment to quality, empowerment, and education.

With a nationwide retail presence and a vibrant e-commerce business, American Girl creates meaningful connections with families through personalized products, memorable in-store moments, and a rich ecosystem of books, activities, and experiences.

About

American Girl

American Girl is a leading premium children’s brand known for its iconic dolls, immersive storytelling, and deeply engaging retail experiences. Since its founding in 1986, the company has built a multigenerational following through its commitment to quality, empowerment, and education.

With a nationwide retail presence and a vibrant e-commerce business, American Girl creates meaningful connections with families through personalized products, memorable in-store moments, and a rich ecosystem of books, activities, and experiences.

CHALLENGE

The previous loyalty experience was overly complex and created friction at multiple points in the customer journey. Members couldn’t redeem points directly on-site and were instead limited to $10-increment coupon codes delivered via monthly emails—an inefficient and non-seamless process that suppressed redemption. Beyond transactional earning, customers also had very few ways to engage with the program, leaving the experience feeling static and low-value. Additionally, the tier structure offered little differentiation: despite roughly 60% of customers sitting in the top two tiers, rewards were nearly identical across levels, providing minimal incentive for progression and diluting the perceived value of higher-tier status.

The brand’s loyalty solution also lacked the features to enable them to drive more participation in the program. Specifically, they needed a flexible loyalty system that would grow awareness of the program on-site, enhance communication through robust email and SMS marketing capabilities, and deliver on-brand, fully customizable landing pages.

CHALLENGE

The previous loyalty experience was overly complex and created friction at multiple points in the customer journey. Members couldn’t redeem points directly on-site and were instead limited to $10-increment coupon codes delivered via monthly emails—an inefficient and non-seamless process that suppressed redemption. Beyond transactional earning, customers also had very few ways to engage with the program, leaving the experience feeling static and low-value. Additionally, the tier structure offered little differentiation: despite roughly 60% of customers sitting in the top two tiers, rewards were nearly identical across levels, providing minimal incentive for progression and diluting the perceived value of higher-tier status.

The brand’s loyalty solution also lacked the features to enable them to drive more participation in the program. Specifically, they needed a flexible loyalty system that would grow awareness of the program on-site, enhance communication through robust email and SMS marketing capabilities, and deliver on-brand, fully customizable landing pages.

CHALLENGE

The previous loyalty experience was overly complex and created friction at multiple points in the customer journey. Members couldn’t redeem points directly on-site and were instead limited to $10-increment coupon codes delivered via monthly emails—an inefficient and non-seamless process that suppressed redemption. Beyond transactional earning, customers also had very few ways to engage with the program, leaving the experience feeling static and low-value. Additionally, the tier structure offered little differentiation: despite roughly 60% of customers sitting in the top two tiers, rewards were nearly identical across levels, providing minimal incentive for progression and diluting the perceived value of higher-tier status.

The brand’s loyalty solution also lacked the features to enable them to drive more participation in the program. Specifically, they needed a flexible loyalty system that would grow awareness of the program on-site, enhance communication through robust email and SMS marketing capabilities, and deliver on-brand, fully customizable landing pages.

CHALLENGE

The previous loyalty experience was overly complex and created friction at multiple points in the customer journey. Members couldn’t redeem points directly on-site and were instead limited to $10-increment coupon codes delivered via monthly emails—an inefficient and non-seamless process that suppressed redemption. Beyond transactional earning, customers also had very few ways to engage with the program, leaving the experience feeling static and low-value. Additionally, the tier structure offered little differentiation: despite roughly 60% of customers sitting in the top two tiers, rewards were nearly identical across levels, providing minimal incentive for progression and diluting the perceived value of higher-tier status.

The brand’s loyalty solution also lacked the features to enable them to drive more participation in the program. Specifically, they needed a flexible loyalty system that would grow awareness of the program on-site, enhance communication through robust email and SMS marketing capabilities, and deliver on-brand, fully customizable landing pages.