Brand & End Consumer Focused

“The whole is greater than the sum of its parts.”


Those brands who have a cohesive way to interact with their customers, whether it is referrals, rewards or some sort of collaboration, attract new customers and also drive repeat traffic around the ecosystem effectively. Think of it as walking into a shopping mall where you shop at one store but automatically discover the other and may purchase something there. Even if you do not make another purchase, you’re bound to register and discover a new brand you may have never heard of. Another example is, when you walk into a book store, you must have usually noticed a cafe in there, in which case both parties benefit. This sort of cross-promotion and cohesive approach gives customers the idea that the brand is trustworthy and carries a premium value to it. With the lack of the added freedom that comes with their purchasing power with a traditional singular rewards program, customers may end up forgetting that they even signed up a for a rewards program, let alone wanting to come back every single time.

We, MUULA have created just that with our platform and are striving to innovate and improve the user and brand experiences. Customers that shop at your brand are able to earn points that carry redemption value at yours and all the other partnering brands, which leads us to the next point, curation! Making sure that the stores are complementary in nature, have similar brand values and missions, is how we plan to cohesively increase new and repeat traffic for all of the brands involved. The questions we asked ourselves while building this platform and will continue to drive on are: What is it that makes a customer want to go back? What can we learn from real life case studies? And… with all else equal what is the marginal deciding factor between choosing one brand over the other for a consumer?

With heavy emphasis on curation, our catalog includes only Shopify brands in the lifestyle sector: Food and Beverage; Cosmetics; Health, Wellness & Fitness, Apparel & Fashion, Sports, Arts and Craft etc. Our goal is to promote as many quality brands as we can, given that they fit into the categories and are complementary with other brands within the rewards program. Ultimately, we create a win-win situation for partnering Shopify brands, and the end consumer.

Focus for most rewards programs

When it comes to loyalty rewards and discounts there are a few big names that get thrown around from an end user standpoint. Speaking of loyalty rewards applications for Direct to Consumer (DTC) brands that use Shopify, there are plenty of options to say the least that allow brands to reward their customers with various features. In this post we will analyze the key differences between the two sides to a loyalty program: Consumer Focused and Brand Focused. Our mission with MUULA is to bring the best of both worlds from a Shopify brand standpoint, as well as from an end customer standpoint.

End Consumer Focused

Some large reward programs’ focus is on the end consumer. They have eased the process of getting discounts and earning cash back and have been able to scale up to thousands of partnered businesses. They are also typically partners with larger conglomerate brands rather than small to medium businesses which doesn’t make it a viable option for most Shopify brands. End consumers who are becoming more brand conscious and want to put their dollar where it matters, also require a discovery platform to find those kind of brands, let alone incentivizing purchases.

Brand Focused

Typical rewards program plug-ins offer a strong one-off loyalty program for Shopify stores with great features such as tier systems. The interface and functionality is great and they are established brands for a valid reason. They also provide referral capabilities with tiered systems which is effective when looking to reward customers. Even with all the great features they posses, brands are still unable to really drive customer loyalty back to the stores.  This comes from the idea of non-flexibility. Customers are only tied to one store when it comes to the limited purchasing power of the points/rewards that they earn which doesn’t incentivize repeat purchases as often.

Rishabh Sharma

Rishabh Sharma

Co-Founder and COO