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CASE STUDY
American Girl
How American Girl built a truly integrated, premium loyalty experience and tripled its participation rate
INCREASE IN REVENUE DRIVEN THROUGH REDEMPTION
440%
INCREASE IN REVENUE DRIVEN THROUGH REDEMPTION
440%
INCREASE IN REVENUE DRIVEN THROUGH REDEMPTION
440%
INCREASE IN MEMBER REVENUE
21%
INCREASE IN MEMBER REVENUE
21%
INCREASE IN MEMBER REVENUE
21%
HIGHER REPEAT PURCHASE RATE FOR MEMBERS
127%
HIGHER REPEAT PURCHASE RATE FOR MEMBERS
127%
HIGHER REPEAT PURCHASE RATE FOR MEMBERS
127%
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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/
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/
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/
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.
Solutions for American Girl
Expanding Engagement Beyond Transactions
To help American Girl move away from a purely transactional, points-for-purchases program, Bubblehouse introduced a modern engagement framework designed to deepen participation at every touchpoint. New modules such as Receipt Upload, Achievements, Voting, and an expanded Ways to Earn system gave customers multiple reasons to interact with the brand—well beyond buying.
Members can now earn points for product reviews, surveys, social interactions, reservations, and completing key milestones, creating a program that feels dynamic, rewarding, and woven into the broader American Girl universe. These features transformed the loyalty program from a passive, single-channel system into a vibrant engagement engine that meets customers where they already are.
Frictionless experience across every channel
Fully integrated, unified omnichannel experience
Bubblehouse also reengineered American Girl’s redemption experience to eliminate the friction of monthly coupon codes and rigid $10 increments. Customers can now redeem points directly within the cart and checkout flow—natively integrated into Shopify—making the process intuitive, real-time, and seamlessly tied to the purchase experience. This upgrade significantly reduced redemption barriers and increased customer satisfaction at the most critical moment of conversion. The same capabilities were extended to retail stores, ensuring customers can earn and redeem consistently whether they shop online or in person. By unifying web and retail through a single flexible system, Bubblehouse enabled American Girl to finally deliver the omnichannel loyalty experience their customers expect.
Account Page Optimization
Display personalized loyalty information on account page
Account Page Optimization
Display personalized loyalty information on account page
Account Page Optimization
Display personalized loyalty information on account page
Account Page Optimization
Display personalized loyalty information on account page
Cart & Checkout redemption
Enable seamless redemption for customers directly on Cart and Checkout page
Cart & Checkout redemption
Enable seamless redemption for customers directly on Cart and Checkout page
Cart & Checkout redemption
Enable seamless redemption for customers directly on Cart and Checkout page
Cart & Checkout redemption
Enable seamless redemption for customers directly on Cart and Checkout page
Omnichannel Integration
Robust POS & eCom integrations unlock unified loyalty experience across all channels
Omnichannel Integration
Robust POS & eCom integrations unlock unified loyalty experience across all channels
Omnichannel Integration
Robust POS & eCom integrations unlock unified loyalty experience across all channels
Omnichannel Integration
Robust POS & eCom integrations unlock unified loyalty experience across all channels
A loyalty system built for scale
Unified, omnichannel, and built to drive long-term engagement.
Through Bubblehouse’s flexible loyalty architecture, American Girl moved from a fragmented, static program to a fully integrated engagement ecosystem that reaches customers across every channel. With modern modules like Achievements, Voting, and Receipt Upload—combined with frictionless, real-time redemption embedded directly into checkout and retail POS—the brand now delivers a loyalty experience worthy of its iconic status. The result is a system that is intuitive, omnichannel, and built for long-term participation and growth—setting a new standard for what premium loyalty should feel like for customers and for the brand.
440%
INCREASE IN REVENUE DRIVEN THROUGH REDEMPTION
21%
INCREASE IN MEMBER REVENUE
127%
HIGHER REPEAT PURCHASE RATE FOR MEMBERS
440%
INCREASE IN REVENUE DRIVEN THROUGH REDEMPTION
21%
INCREASE IN MEMBER REVENUE
127%
HIGHER REPEAT PURCHASE RATE FOR MEMBERS
440%
INCREASE IN REVENUE DRIVEN THROUGH REDEMPTION
21%
INCREASE IN MEMBER REVENUE
127%
HIGHER REPEAT PURCHASE RATE FOR MEMBERS
Get more from your existing customers than you ever have
Schedule a call today to learn how Bubblehouse can transform your retention strategy into a scalable and impactful loyalty system.
Get more from your existing customers than you ever have
Schedule a call today to learn how Bubblehouse can transform your retention strategy into a scalable and impactful loyalty system.
Get more from your existing customers than you ever have
Schedule a call today to learn how Bubblehouse can transform your retention strategy into a scalable and impactful loyalty system.
Get more from your existing customers than you ever have
Schedule a call today to learn how Bubblehouse can transform your retention strategy into a scalable and impactful loyalty system.