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I have acquired over 10,000,000 wallet purchasers. More Americans own a Ridge wallet than live in Los Angeles County. There are more Ridge wallet owners than people in Sweden. But I gotta beg them to buy another. So much so, people meme us sending emails: "Bro, I do not need two wallets, stop emailing me."
More wallet owners than Sweden has people, and most of them never come back
Ridge's CEO, Sean Frank, has been public for years about the brand's single biggest weakness: getting a customer who already bought a wallet to buy anything else.
That's not a small-brand problem with a small-brand fix. Ridge runs five separate Shopify Plus storefronts (US, AU, CA, UK, and EU), each with its own currency and its own repeat-purchase math, selling a core product line that most customers only ever need one of.
Why Ridge skipped points entirely
Instead of a points program, Ridge's Rivo setup is just three things: Accounts, Cashback, and Drops. No tiers to design and no earning rules to tune across five currencies, just a lever they can pull when they want a spike.
That's a deliberate call, not a gap. A traditional points ladder assumes customers are shopping often enough to watch a balance climb or chase a tier threshold. Ridge's own numbers say the opposite: most customers buy once. Building an elaborate points economy around a one-and-done purchase pattern solves a problem Ridge doesn't actually have. Cashback keeps a standing incentive running in the background, and Drops give the team a lever to reach back into the base on their own schedule, without a points ledger nobody's checking in between purchases.
Rivo is building modern, practical tools for Ecom. And Stuart is a bad ass for doing this in public."
Three store-credit Drops, tied to Ridge's own Sweepstakes calendar, in five currencies
Every Drop Ridge has run is an instant Drop (credit lands automatically, no claim link to click) sent to their full base of past purchasers, with an expiration window attached so the credit reads as a real event instead of a standing discount.
- Father's Day: Offer 2 ($20 store credit): June 5, 2026, 7-day expiry.
- Sweeps 26 Offer 1 ($10 / local-currency equivalent): July 24, 2026, 25-day expiry.
- After Sweeps 26 Drop ($5 / local-currency equivalent): September 9–12, 2026, 48-hour expiry. Timed to the close of the Sweepstakes period.
Through Rivo, Ridge runs separate, entries-based sweepstakes every year, where customers earn contest entries for purchases, referrals, and SMS/email opt-in. Drops are the credit layer riding on top of that calendar, not a standalone campaign.
Why this works
Most winback plays compete with a full inbox. Ridge's doesn't try to out-email anyone. It's a single, dated, real-money offer that shows up once, in the account widget and at checkout, and then it's gone. That's a much easier decision for a customer to make than another 10%-off code sitting in a promotions folder.
Every region, every Drop, landing in the same ~70% claim-to-purchase range
Across all five storefronts and three Drops: ~70% claim-to-purchase rate that held between 60% and 81% in every single region.
What's next
Three Drops in, Ridge has a repeatable playbook: pick a moment on the calendar, size the credit and the window, and push it to five markets at once in local currency. The next test is whether a bigger, VIP-sized Drop for top-spend customers moves the needle further, or whether tightening the expiry window even more sharpens urgency without hurting the claim rate. The infrastructure's already built. It's just a matter of when Ridge wants to pull the lever again.
A few of the features Ridge uses at Rivo
Ridge runs Rivo on Accounts, Cashback, and Drops; no points-based Loyalty program at all.
