Stine Handley, Head of Administration at Fredrik & Louisa

We see good results from the loyalty program. The immediate feedback comes from employees in the store, who notice that customers enter the stores just 5-10 minutes after we send out an SMS. These SMS messages have a big effect. We believe that SMS is the best channel for reaching members, since it is personal and direct.

Cosmetic retail chain with a fast-growing loyalty program

Fredrik & Louisa is a Norwegian nationwide cosmetic retailer with 50 stores from Kirkenes to Kristiansand, as well as an online store. The first Fredrik & Louisa store was founded in Oslo in 1984, and they sell luxury products from the beauty industry’s leading brands. The Diller team interviewed Stine Handley, Head of Administration at Fredrik & Louisa, to learn about their experience with moving to the Diller loyalty platform in April 2021.

Why did you start with a loyalty program?

First and foremost, we wanted to build loyalty and get closer to our customers, and also to help make it a more conscious decision which cosmetic store a customer end up visiting. We wanted to make a difference and give customers good reasons to come to us. We were very clear about the importance of a good loyalty program – we simply saw the need.

Our goal is to create shopping experiences that hopefully exceed the expectations of our customers. We try to run our loyalty program in a way that makes our customers feel it is both enjoyable and useful to be a member.

The loyalty program is a marketing platform that is part of our marketing budget. The communication to club members via SMS and email reaches customers more directly than many other marketing channels. It is cost effective and works well for us.

What kind of results have you seen so far?

We see good results from the loyalty program. The immediate feedback comes from employees in the store, who notice that customers enter the stores just 5-10 minutes after we send out an SMS. These SMS messages have a big effect. We believe that SMS is the best channel for reaching members, since it is personal and direct. We make sure to have a good mix of email newsletters and promotions by SMS, so that customers don’t get too many inquiries from us, because we don’t want to “bother” them.

We send SMS campaigns every month with a good offer and a simple message. We see that this is effective, and that customers are responding by visiting our stores and shopping with us.

Do you have examples of successful campaigns?

Campaigns with a 30% discount on an optional item or category campaigns with for example a good skincare offer are always very successful. Once you get the customer into the store, there will often be upsell opportunities of other items, so we see that such promotions pay off in a good way.

We also believe that there may be good potential in inviting loyal customers at a certain bonus level to e.g. skincare events in the store or other relevant and exclusive events. It definitely doesn’t always have to be discounts that drive loyalty. A combination of discounts and exclusive events is quite effective. We look forward to doing more of this going forward.

How important is it that Diller is integrated with the POS / cash register?

It was simply essential!

What do you think of the cooperation between you, Diller and Dekon?

Diller was recommended to us by Fredrik Halvorsen in Dekon,which is our supplier of cash register systems. It’s been an excellent collaboration between the parties. In particular, I’d like to mention Knut Ole Hauge in Diller, who has been phenomenal in assisting us through the process.

How did you get started —and how do you recruit new club members?

We started with Diller in April 2021 and we are very pleased with the recruitment of new members to the loyalty program. We had 85,000 members from our previous loyalty member database when we started, and after only six months we have doubled this to 170,000 customers in our membership base.

Recruitment of new members takes place in our stores, and all employees ask customers if they want to become a member. They mention the welcome coupon, which is a 30% discount on an optional item, and that members save 2.5% bonus every time they shop. We see that this works really well.

What do you think about the potential of segmenting the member base?

We believe that it’s important and that it will enable us to create really good concepts and benefits for our members. We look forward to addressing this more going forward. Both segmentation on demographics and interests, but also campaigns based on purchase history are interesting. For example, it might be good to have campaigns towards non-active customers with a good offer to encourage a revisit to their local store.

What is your vision for the loyalty program going forward?

Today’s consumers aren’t necessarily super loyal, so it’s important to have a loyalty program that makes them enjoy shopping with us. We always have great offers, but we also try to create good shopping experiences. If a customer leaves the store with a bag full of products, it is a happy and satisfied customer who has had a good customer experience.

We believe that we will have around 250,000 members by next year, and it is more important to us that we have active customers than to have as many members as possible. We look forward to developing the loyalty program, to make sure that it’s an important part of creating these great shopping experiences.


Diller®. All you need in a loyalty program – easy, affordable and profitable

The Diller® loyalty platform helps small and medium-sized businesses increase their competitiveness by getting customers to shop more, and more often. This saves costs and increases the lifetime value.

Diller® is a smart solution for companies that do not have a large marketing budgets, but still want to increase sales. Marketing is expensive, and a loyalty program offers huge savings because you do not spend precious funds getting new customers into the store and webshop.

With a good loyalty program, you can convert single sales to repeat sales and get much better customer dialogue.

Have any questions? We’d love to hear from you.

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"The loyalty program button is on the front page of the cash register, so everything is automatic. Our members use the stamp cards and coupons because it’s so easy to use. We see that we get higher sales from members than non-members."

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"Data is the new gold. It is essential that purchase information and customer data form the foundation for all good customer dialogues. Having control over this is in my opinion absolutely crucial."

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"A terrific app that really helps our business to grow together with our customers. Adds value for both us and the customer, a complete customer journey from the physical to the online store."

BMB Paleet

"Thank you very much for the fantastic follow-up when we launched our loyalty program from Diller. You guys made the whole process painless. Looking forward to seeing what we can achieve together. We really recommend Diller AS to anyone that need a loyalty program on the Shopify platform."


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"I would never buy a cash register system without an integrated loyalty program. For me, it was essential to have a good loyalty program included in the POS."

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"We recently startet using Diller and are very pleased with the app. It is easy and understandable to use, and it has already generated more customers and sales. What is important to mention is that the customer service is outstanding, and we are getting all the help and support we need! Our contact has been patient and so happy to help and guide in out teams-meetings for the set up :)"



"Great app and customer service! The loyalty features combined with the SMS engine and mail integration towards MailChimp is a winner for me. Thanks to Erik for helping me set everything up!"

Henriks Herre

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"Great app, easy to customize and simple to use. Customer service is outstanding and helpful. The few times we have had any issues, customer support was very responsive and resolved the issues in minutes! Highly Recommend!"



"We see great results from the loyalty program. The immediate feedback comes from employees in the store, who notice that customers enter the stores only 5-10 minutes after we send out an SMS."

Stine Handley

Head of Administration, Fredrik & Louisa

"Very easy to set up the app. It’s perfect for creating a good-looking loyalty program widget, that is customized to my brand and webshop.   Super friendly and helpful support team! They answer very fast and do everything to help you out.  Great experience so far."

Corado Coffee Roasters

"We see that average sales and margins are higher even though we offer a 10% welcome discount. As a customer, you are welcome to bring a little extra in the shopping cart to get the most out of the deal. The goal is for the loyalty program to be the icing on the cake for our customers so that they want to continue shopping with us."

Jon Grøteig Andersen

Head of Marketing, PetXL

"I searched the web for suppliers and found Diller that way. They have everything I need in a loyalty program, and for me, it was an added advantage that it is a Norwegian company."

Hans Hvinden

General manager,

"We have seen that it is not just discounts that attract customers. For example, when we send out an SMS about new products from one of our brands, traffic to the stores increase, since the members like to get early product information."

Martine Remsøy Romøren

Store manager, Lively

"When customers shop in our store, we ask them if they want to be members and tell them that they get bonus coupons depending on purchase levels, invitations to events and other benefits. Everyone signs up!"

Heidi Andersen

Store Manager, Coco Skien

"The big advantage of the loyalty program is that it becomes easy to communicate with customers. We see endless possibilities with this in the future and look forward to using it more."

Anders Johan Braaten

General manager of Buster Hund og Katt