OSEA subscription customers see exactly how many points they have and can redeem with one click, no password required. Rivo makes loyalty effortless for every subscription customer, giving them access to perks and easy point redemption with each order. Sea Rewards isn’t just a perk. It’s powering results, with a 20% retention lift year-to-date.
Building the first loyalty program for a brand that's over 25 years old
OSEA Malibu, a pioneer in clean, ocean-inspired skincare, had never offered a loyalty program in its 25+ year history. When the team decided to launch Sea Rewards, their first-ever loyalty initiative, they were determined to make it feel anything but a run-of-the-mill points program. Instead of a generic template, OSEA envisioned a program deeply on-brand, one that would reflect the company’s marine ethos and cultivate a true community of loyalists. “Our vision for Sea Rewards went beyond the basics of points and perks. We wanted a program that felt authentically OSEA, while also being built on a platform flexible enough to scale and evolve with us. Rivo’s team not only understood that vision but gave us the support and speed we needed to bring it to life from day one.” said Rachel Mack, Director of Ecommerce at OSEA Malibu, who led the Sea Rewards launch.
Starting from scratch with a high bar
OSEA had never run a loyalty program before. From the first discovery call, the goal was clear: build something thoughtful that rewarded not just spend, but deeper engagement with the brand. Think reading skincare articles, following on TikTok, and subscribing to email and SMS, all seamlessly incentivized through Rivo’s platform.
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Rivo's ability to sync subscriber status into custom tiers with real-time updates, all without custom development, made our integration seamless. The out-of-the-box customization options and landing pages eliminated most of our development work. What really sets them apart though is their support team – they're incredibly responsive and always available when we need them.
Designing Sea Rewards: points, perks, and a subscriber-only tier with Loop Subscriptions
OSEA’s final program structure rewarded customers for purchases, referrals, education, and subscriptions, with VIP tiers unlocking higher multipliers and exclusive perks:
- Ripple – $0–$199: 1x points multiplier
- Current – $200–$399: 2x points multiplier
- Wave – $400+: 3x points multiplier
- Subscriber – active Loop subscribers, regardless of spend: access to VIP-only perks
OSEA is one of the first Shopify brands to offer a dedicated VIP tier for subscribers, powered by Rivo’s native Loop Subscriptions integration. This move paid off.
Subscribers instantly gained access to priority rewards, bonus point actions, and higher multipliers, all visible directly inside their account portal.
The real impact of a thoughtful loyalty launch
For a brand launching loyalty for the first time, expectations were grounded in caution. The team at OSEA didn’t want just another “earn and burn” points engine – they wanted a system that actually built stronger relationships with their customers.
With Rivo, the OSEA team rolled out:
- Fully branded accounts and loyalty portal
- Personalized reward visibility per tier
- Autologin via Klaviyo campaigns
- Deep attribution tracking on referrals, repeat purchases, and rewards
And tied everything together with a visual identity that matched their serene, minimalist brand, right down to the tier names. Just months after launch the Average Customer Lifespan rose from 365 days in Q4 2024 to 390 days in Q2 2025, showing long-term engagement.
- $167 AOV for loyalty redeemers (40% higher than total site AOV)
- 77% repeat purchase rate among redeemers
- 5.5x more orders from redeeming customers vs. non-members
OSEA’s loyalty customers spent more, returned more often, and drove a 13% loyalty attribution rate, all within the first couple quarters.
But the biggest signal of success? Subscribers. OSEA’s Subscriber tier customers:
- Had a 3.0x higher purchase frequency than non-members
- Made 5.1x more repeat purchases
“We're also seeing positive trends in our repeat purchase rate,” said Rachel Mack, Director of Ecommerce at OSEA.
Integration wins with Loop Subscriptions
OSEA’s team leaned on Rivo’s Klaviyo integration to drive adoption and redemptions. Over 73,000 accounts were created in a matter of months from Rivo's Klaviyo auto login functionality. OSEA also uses Loop Subscriptions to sync subscriber data to Rivo and reward loyalty actions like recurring orders and joining Subscribe & Save.
“We're also seeing positive trends in our repeat purchase rate,” said Rachel Mack, Director of Ecommerce at OSEA. “OSEA subscription customers see exactly how many points they have and can redeem with one click, no password required. Rivo makes loyalty effortless for every subscription customer, giving them access to perks and easy point redemption with each order.”
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