Shopping as a Social Sport: The Gamification of Les Benjamins
Powering Les Benjamin's First-Ever Web3 Brand Membership through Kalder's cutting-edge CRM
At Paris Fashion Week, luxury streetwear brand Les Benjamins hosted an event with Chinatown Market, unveiling its first-ever brand membership program.
Les Benjamins’ “Flying Carpet Crew” was also its first foray into the world of web3, leveraging the tools provided by brand loyalty and engagement provider Kalder to offer exclusive NFT membership passes which unlocked a wide array of benefits. While the membership was initially limited to the attendees of the Paris Fashion Week event, Kalder and Les Benjamins opened access to the allow list on May 3rd to the broader LB community.
Although the membership was initially limited to the attendees of the Paris Fashion Week event, Les Benjamins opened up the mint supply to +500 — the rest of the membership was minted out in less than 1 day with a 30% email activation rate.
To ensure that new entrants to the web3 space had the most seamless experience, from onboarding to daily activity, Kalder built and operates the Flying Carpet Crew program on Polygon POS. Community members benefit from low operating costs and quick, frictionless transactions, which has led to continued use as the portal for the membership garners 250+ visitors daily on average. The prioritization of user experience is also why the program was designed with mobile optimization in mind.
By making loyalty mobile-first, they were able to empower day-to-day engagement where users started using loyalty programs.
Customers usually just engage by the time they need to purchase.
Bi-Weekly to Daily
Increased drive = Increased sales
From exclusive access to fashion shows and pop-up sales to gamified, contribute-to-earn quests which reward community members for participating in live streams and sharing how they style their favorite LB pieces, the membership program was designed to turn passive customers into active participants.
Each quest is designed with Les Benjamins’ community in mind as the team works with Kalder to create opportunities that will excite the Flying Carpet Crew.
LB QUESTS
Visit LB Cafe- Share your Cup
LB Cafe is officially open in Alscancak! As we take the next steps into this journey be a part of our LB Cafe experience and share your cup, don't forget to leave a note! The artwork for the cups are still in progress- so it's time to be creative! Take a pen and leave us a note before sharing it/ you can either rank 1-10, give suggestions or just leave a personal message, up to you!
Connect your Discord account –Join the Discord & Get Exclusive Role
Join the CARPETIZM discord community and connect with other members of the Flying Carpet Crew
Get the following rewards with LB PASS: - FLYING CARPET CREW discord role - Exclusive access to #flying-carpet-crew - 75 $LB tokens 1. Connect your discord here to get it: https://discord-lb-pass.kalder.app/ 2. Once connected, you will get be able to see the #flying-carpet-crew channel (say 'gm' 👋). 3. After you've finished (or if you already set up the role previously) come back and type 'done' in the text box & submit for verification.
The efforts have been successful thus far, with an average of 48% members participating in each quest with 750+ Quests Completed
75% of users are participating on mobile (25% from desktop)
25% of users have their LB pass to their Apple Wallets for re-activations
50% of users who've minted their membership card, have demonstrated interest + participated in quests
300+ discord conversation messages in the private discord channel only for LB PASS holders
To date, the quests with the highest participation rates have come from users sharing a photo of their coffee from Les Benjamins’ in-store cafes and the sneaker that they were wearing at the time of the activation, which prompted a longer community discussion about personal style, trends they are excited about, and where they like to shop.
This characterizes a vision for the next wave of membership shared by Polygon and Kalder — turning shopping into a social sport again. While online shopping shifted the paradigm as people could individually browse, this new wave of community and engagement couples new technology with the shopping tendencies of yesterday when groups would join together and sift through brick-and-mortar stores together.
As the membership program continues expanding and growing to scale, more Les Benjamins supporters are eager to get involved. There are many more on the waitlist, who will soon have the chance to participate in the members-only Discord channel, earn $LB tokens for sharing their thoughts on fashion trends and their personal style, and integrate their pass into the Apple Wallet for use in-store.