Collectors Club
Limesharp have partnered with the Paul Smith team to take this from concept to delivery – creating a loyalty programme that feels unmistakably Paul Smith: playful, curious and full of the unexpected.
Partners
- Antavo
- Klaviyo
- Vervaunt
- Centra
The Challenge
Paul Smith had been attempting to launch a loyalty programme for over a decade, but struggled to formalise an offering that truly represented the brand while aligning multiple internal stakeholders, including finance, retail, digital, brand, and marketing.
Our challenge was to first facilitate meaningful dialogue across these teams. Through a series of workshops, we helped define a shared vision, align on objectives, and establish what the programme needed to deliver for both the brand and the business. From there, we began shaping the foundations of the service itself.
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Our Approach
This year-long project began with strategic workshops and concept exploration, followed by the creation of dedicated brand guidelines and a bespoke build in partnership with Antavo.
The concept was tested and refined through focus groups, involving members of the Paul Smith fan club to ensure it resonated with the brand’s most loyal audience.The Results
This project was about more than loyalty mechanics, we wanted to build something that feels true to Paul Smith’s world: playful, unexpected, and rooted in community, without losing sight of what the program needs to deliver for the business.
With a tiered structure, digital wallets, and a personalised data strategy behind it, the Collectors Club is designed to make every interaction – online and offline – feel like a moment worth collecting.
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The programme is designed to delight every Paul Smith customer, adapting to different habits and interests. There is something for everyone. Its flexibility allows value-driven shoppers to earn and redeem rewards effortlessly, without needing to engage beyond the essentials, while true Paul Smith fans can immerse themselves in the brand’s world, exploring its stories and connecting with Paul on a deeper level.
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Built around a three-tier structure based on spend, complemented by secret, invite-only VIP tiers and a points-based earning system, the programme relies on mechanics customers already understand.
These familiar foundations are elevated through a distinctive visual language and storytelling approach, making the experience unmistakably Paul Smith.
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Inspired by Sir Paul’s own love of collecting, the Collectors Club brings the joy of discovery into every customer interaction. Members collect digital “stamps” - a nod to Paul’s Japanese Eki stamp collection, through unique experiences – from finding them in shops, to uncovering them in rare collaborations. As their album grows, so do the rewards.
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Data capture was a key objective of the programme, enabling Paul Smith to further personalise the customer experience. Upon joining, members are invited to complete a short quiz in exchange for a special reward, creating an engaging and value-driven onboarding moment.
By sharing information such as their birthday, interests, sizes and measurements, or even their favourite stores, customers unlock increasingly tailored experiences. This data allows the brand to move beyond one-size-fits-all communication, delivering a deeper level of personalisation across channels.
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As the programme was designed to evolve over time — driven by the flexibility of the stamp system, marketing opportunities, events, and customer demand — the visual language was built with the same mindset.
While remaining aligned with the website look and feel our team had established a few years earlier, the programme’s logo, colour palette, and typography were intentionally restrained, allowing the stamps — the true stars of the experience — to take centre stage.
At launch, we designed and illustrated more than 100 bespoke stamps. This collection is intended to continue growing over time, expanding with each new store opening, collaboration, and product launch.
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Every journey was carefully mapped to ensure new visitors can easily join and understand the programme, while logged-in members enjoy the personalised experience they expect.
The experience extends beyond the digital world. Members can use their digital pass in-store and receive personalised push notifications when they are near a Paul Smith location. Member-only products further reward loyal customers and fans with exclusive items, fully aligned with the Collectors Club concept.
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