Maria Rilo Zoo Diller case study

“I would never buy a cash register system without an integrated loyalty program”

Rilo Zoo is a pet shop in Jönköping, Sweden that was established 50 years ago. Owner Maria Quarnström has run the store for the past 10 years, being the third owner of the company. Rilo Zoo has 9 employees and an annual turnover of SEK 14 million (2022). It is a store with many regular and local customers. We interviewed Maria to hear about her transition to Diller at the start of 2023.

Why did you start a loyalty program?

I set up a program back in 2015, because I wanted to promote our loyal customers, those who chose to shop with us again and again. I wanted my customers to profit from being loyal and get something back as a thank you.

You switched over to Diller 6 months ago – why is that?

I switched the cash register system to Yabie, and Diller was a part of the POS. For me, it was essential to have a good loyalty program included in the POS, and that they were fully integrated with each other.

We had a transition with only Yabie before we started up with Diller. We were without a loyalty program for 6 months. We used excel and other things to keep track of members during that period, and it was incrediblydifficult and cumbersome. That half year of manual handling was terrible – I’ll never go back! It was anhuge difference not having a loyalty program. Our customers were disappointed because it didn’t work.

I was really pushing Yabie in the buying process, telling them that there had to be a loyalty program included in the POS. It was an absolute necessity. I would never buy a cash register system without an integrated loyalty program.

How was the Diller onboarding process?

It was really easy to set up the bonus program – everything was smooth and went very well. I had expected more problems and bugs at first, but everything went great.  I also got great help from Diller – excellent customer service!

The attitude from Support is always “no problem – we’ll fix this”. It’s fantastic, and I really feel like I’m getting the help I need.

What kind of results have you seen so far?

The biggest difference is from having a loyalty program to not having one. The half year of manual handling was terrible. What I like about our bonus program is that the customer’s bonus shows up as a kind of “lottery ticket”.

When we say they have a bonus to use, they’re so happy. It’s very, very positive. They say “I got a bonus from you again” and are so pleased.

In that sense, I don’t think that the bonus system is a direct reason for customers choosing us, but we are becoming much more “top of mind” to our customers, and become something positive to them. They chooseto  come to us instead of others, and I think the positivity pays off in this way.

Do you think Diller works well?

Yes, I think so. If there have been any problems, it is because we ourselves have done something wrong. It really works great. Very smooth!

Do you have examples of successful campaigns?

We mainly run a bonus program, and it works great. However, we did one SMS sendout – a campaign for everyone with a 300 kr unused bonus – and it was very well received. We should probably do this more, because we see that customers like it and we connect with them even when they are not in the store. We will also send out a market survey by SMS, where everyone who participates receives points as a thank you, or a gift when they shop.

What do you think of the collaboration with Diller?

Five stars! Support is there for me and it works superbly. Diller has first class customer service.

How do you recruit new members?

We do that at the checkout. We ask all customers if they would like to join. The majority accept, because they like our points-based system. All employees are good at recruiting new members, since it’s so easy. Just press a button and a text message will go out to new members for verification.

How did you train employees in using Diller at checkout?

We don’t have to teach them– everything is self-explanatory in the system. The only thing they need to learn is which of our store items are part of the bonus system. If you have a coupon card, for example, you don’t get a bonus.

How will you develop your loyalty program going forward?

We will have more SMS campaigns and probably also have more coupon cards, plus we’ll be sending out market research via SMS. We will basically be utilizing the system more in the future, because it is so easy to use.

Tone Tengesdal_Tengesdal Sport

“A loyalty program is the absolute best way to increase sales numbers”

Tengesdal Sport in Norway  was established as Egersund Maskinforretning already in 1918, and today the store is run by Tone Tengesdal Stavnheim, who is 4th generation. The company has over the years had great development and is now a modern and customer-friendly store, with a large selection of products and great customer service. Tengesdal Sport is part of the Stadion sport retail chain. The Diller team has interviewed Tone to learn about her experience since the starting up with a loyalty program in 2020.

Why did you decide to have a loyalty program?

We started up with Diller during covid, just before the summer of 2020. We just had to be more innovative in the new circumstances. In addition to setting up an online store, I thought that a loyaltyprogram would be a great way to reach customers, since they couldn’t get to the store.

I am really happy that we created a loyalty program at that time. It has resulted in us reaching our customers in a much better way than before. We meet them directly by SMS, which means that they drop by the store when we have promotions.

During covid, customers would never have noticed our campaigns if they hadn’t seen them on their mobile. When the store was open again, the would come and shop, or they would could shop in our online store.

What is the main benefit of a loyalty program?

A loyalty program is by far the more economic way to reach out to customers, compared to other types of advertising ormarketing.

You can use Diller as much as you need without worrying about the costs. Every store can afford to use this solution!

How do you use SMS to communicate with members?

We have chosen to use SMS messages for campaigns only, such as extra offers to members, so that we don’t “bother” them too much. We make sure to tell customers that they will only receive 1.2 SMS’es per month, and that these will contain promotions and member benefits.

We don’t want to be like the major nationwide chains that “flood” their customers with information. There’s going to be a real benefit coming from us, and our customers have understood this – and like it.

We get very good feedback from customers saying that our loyalty program is the best there is. This makes us both proud and happy!

How did you hear about Diller?

It was via the Stadion retain chain system, and I think it was mentioned at a trade show, or perhaps it came from a newsletter. We received many recommendations to start up with a webstore and loyalty program. We are indeed pleased that we decided to begin using Diller.

How did you get started with Diller?

I primarily had an information meeting with Charlotte at Diller. The onboarding went very well, and only stated that I said that I had one prerequisite; namely that I would get help with messaging and promotions in Diller. Charlotte said “sure, we’ll take care of it!” and she’s helped me send out every time. The assistance and support from Diller has been fantastic.

If the store isn’t quite busy enough or the weather makes it suitable to send out a particular promotion to members, I can easily request help to create a new promotion – and it happens right away!

Advertising must be planned 2 weeks in advance, but at that time the campaign may be completely irrelevant. With Diller we can turn around and act in no time! We can put out a campaign overnight. This is absolutely invaluable to us.

Do you see results on sales and revenue?

I think it’s perfectly fine to give discounts to our members, because we get many more, loyal customers who come by the store more often. If the customer looks at full-priced products, they earn a bonus, so it pays off anyway for the members. It also, however, provides us with good sales figures and margins at the end of the day.

We give new members a welcome coupon of 15%. We see that we often sell expensive products this way, and our customers are very satisfied and return to the store, because they feel that they have received great service and benefits.

How important is it that Diller is integrated into the POS and in the webstore?

This is absolutely essential.

How do you recruit new members?

We recruit new members in our web store and have posters around the store, but 90% of our new members come from employees recruiting in the cash register. We explain about the bonus program and promotions, as well as assure them that they won’t receive too much information from us.

Customers realize that there are many good benefits to be had, and it’s easy for us to get new members.

What would you recommend to the other Stadium stores?

Especially for small stores, and the stores located away from city centres, a loyalty program will be a fantastic way to reach customers.

We all need to carefully consider every dollar we spend these days, and Diller is the absolute best method to get more in-store sales.

Customers see our loyalty program purely as providing them with benefits and advantages. They are truly happy with it!

What do you think of the collaboration with Diller?

I think it works perfectly! Support is always quick to help out, and that’s important. I am really pleased with you!


Linestore storefront Shopify_1

A Shopify case study: How Linestore motivated customers to return to their Shopify store

Diller’s partnership with Shopify has brought enhanced loyalty and reward programs to the Shopify e-commerce platform. It provides a low-priced loyalty platform for all Shopify stores – to help store owners boost customer retention and increase revenue. Reward your customers, and they’ll reward you back!

In our new downloadable Shopify and Linestore customer case you can not only read about Linestore, their start – up with Diller in August 2022, and their General Managers’ results and experiences with loyalty programs previously. We also provide deeper insight into some of our other stores’ success with Diller and SMS – marketing, as well as the success of stores that utilizes the Diller Loyalty app for Shopify.

 Download as PDF

Image: Courtesy of Linestore


“The goal is for the loyalty program to be the “icing on the cake” for our customers”

PetXL is a Norwegian retail chain that offers a complete range of equipment and services to pet owners. There are PetXL warehouses in Stavanger, Kristiansand, Tønsberg, Ålesund and Haugesund, “Hund som Hobby” in Trondheim and “Oslo Dyrebutikk” in Oslo, in addition to 3 online stores. The company is growing rapidly and opens new warehouses in Vestby and Skien during 2021/2022. The Diller team interviewed Marketing Manager Jon Grøteig Andersen at PetXL to learn about their experience after starting using the Diller loyalty platform in September 2021.

Why did you start with a loyalty program?

Our main goal was to create a better customer experience. We wanted it to be easier than it was before, when we had paper coupon cards, and we wanted to get closer to our customers. We also wished to make it easier for our employees to have good customer dialogue in the store. With Diller, the customer just enters their phone number at checkout, and employees easily register new members or see purchase history and interests of existing members. It works great and provides a good customer experience.

What made you decide to switch to the Diller platform?

We have known for a long time that it is necessary to have a good loyalty program. We had a program before as well, but Diller has a much better recruitment system, and is very intuitive and easy to use. The old system had no integration to our cash register, so we decided to switch to Diller which is fully integrated with the checkout.

When we investigated whether Diller was right for us, I recognized the same features from loyalty programs I personally am a member of and that I believe are good. Diller has all the features that make me stay loyal to a company or store.

How did you hear about Diller?

We learned about Diller both through our own web searches and via Pål Bakken in ExtendaRetail. They deliver the ExtendaGO POS system that we use. We got a demonstration of Diller and decided to switch to a new loyalty platform and transfer the membership base, so that all existing members had the opportunity to join our new loyalty program.

What kind of results have you seen so far?

Already after only 1 month of running the new platform, we see that average sales are significantly higher for members compared to non-members. We also see that recruitment of new members in the store is going very well – above all expectations!

We started on September 21st 2021, and during the nine days of September we recruited 2080 new members. And to this day, on October 18th, we have recruited 5050 new members in October alone. We estimate that we get more new members in October with Diller than we recruited in total from October 2019 to September 2021. This is possible because it is so easy for employees to handle registration of new members at checkout. Everyone who shops with us gets asked if they want to join the loyalty program, and the employees tells them that they get a 10% welcome coupon, digital coupon cards, and other great benefits as a member.

We experience that sales and margins are higher despite providing an initial 10% discount. The customers tend to put a little extra in the shopping cart to make the most of the discount.

What are your goals for the loyalty program?

We aim to reach 100,000 new members within 1 year – and we believe that is a rather careful estimate. We open new stores in Vestby and Skien over the next few months, so there is potential for a good increase in the membership base.

The goal is for the loyalty program to be the “icing on the cake” for our customers, so that they wish to continue shopping with us.

What will you do going forward to keep the high recruitment rate?

We have several measures in progress. Today we have all employees ask customers at checkout if they want to become a member. Employees inform about the welcome gift of 10%, about digital coupon cards, and that members get offers before others in weekly newsletters. In addition to this, we are going to put up posters with QR codes in the stores, so that customers can register themselves before they get to the cash register. We’re also going to set up displays with member benefits in all of our warehouses, and seeing that some stores and employees are “super recruiters,” we’re also going to share more information between warehouses.

What do you think about the opportunities in segmenting the member base?

We see great potential to use segmentation to benefit our customers. Our customers belong to very different groups, and communicating to for example dog owners is completely different from reptile owners. Member segmentation help us navigate better to make sure we communicate in a good way to all our customers.

Today we divide members into different segments. First of all, we categorize members to their preferred store and what kind of pets they have. Next, we segment on interests, such as hunting, breeding, family with pets, hiking & outdoors, pet shows, agility, or feeding. Diller offers “multi choice” opportunity, which is great, because many multiple pets and interests.

Because of the segmentation, we can add many more tailormade member benefits into our program, such as invitation to free dog training for loyal members who have accumulated a certain bonus level.

What vision do you have for PetXL as a company?

We want to be the ultimate destination for pet owners. With us, you get everything you need for your pet, whether it’s products in the store, veterinary services, dog grooming or rehabilitation. All these services and products are to be made available to the pet owners in a simple and intuitive way, so that they get a great overall experience when shopping. With the loyalty program as the “icing on the cake”, it really pays off to shop with us. Loyal customers get great customized benefits and offers. We also want to build communities for like-minded pet owners with common interests.

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

That was a decisive factor. It was essential with good integration between the POS and loyalty program. The alternative would be far too cumbersome, and we only want seamless, fully integrated solutions.

What do you think of your collaboration with Diller?

Very good! Knut Ole Hauge in Diller has been extremely good at following us up along the way, and we are very pleased with that.

How did you get started, and what do you envis imagine going forward?

It was important that the loyalty program had good benefits from the start, with a welcome coupon and digital coupon cards for different pet owners. We plan to have bonus points systems and different membership levels coming up, because this will create an even better loyalty program for our members.

Diller is really a marketing platform more than just a loyalty program, and we are very much looking forward to giving our customers great experiences in our stores. Even better segmentation and custom advantages should benefit our members going forward!


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.

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.