Digital loyalty campaign rewarding daily participation

The holiday season is filled with short-term promotions. Wehkamp wanted to create a reason for customers to return every day.

In December, retail is driven by urgency and temporary offers. Attention is fragmented and loyalty is easily replaced by the next discount. For Wehkamp, the question was how to build participation that lasts longer than a single purchase.

The ambition was to design a digital loyalty experience that would reward consistent behaviour and strengthen the relationship with customers throughout the holiday period. Not a one-off promotional moment. A reason to come back daily.

Wannagive Days was designed as a digital experience that invited customers to collect a new card each day in the run-up to the holidays. For twenty-two consecutive days, participants unlocked daily rewards ranging from discounts to gift inspiration and prize opportunities.

The structure followed a clear rhythm. Each day offered something new, while consistent participation unlocked additional value. This simple mechanic shifted the focus from single transactions to repeated interaction. Instead of competing on one strong promotion, the experience encouraged daily return.

The experience was developed as a responsive digital environment that worked smoothly across devices, making participation accessible at any moment.

Email and social reminders supported the daily rhythm, guiding customers back to the experience at the right time. By aligning the reward structure with the festive shopping period, the activation remained relevant throughout December and strengthened its impact through repetition.

Wannagive Days became part of the daily routine for many customers during the holiday season. By rewarding consistent participation, the experience strengthened the relationship between customer and brand over time.

A clear loyalty mechanic, supported by a simple digital structure, turned a busy retail period into a sustained moment of connection.