The Challenge: Turning Soul Club into a Growth Engine
wagamama’s Soul Club loyalty programme had strong brand recognition, but the CRM setup felt under-optimised. Despite high membership numbers, repeat visits were flat and email engagement lacked segmentation or journey depth. The brand’s campaign templates were rigid, design-heavy and slow to update, and there was no unified roadmap guiding member progression from sign-up to habit-forming visit behaviours.
In short: wagamama needed a strategic refresh to boost visit frequency, streamline builds and create a modular platform for loyalty-campaign execution.
- wagamama’s campaign build time was significantly reduced thanks to the modular template library.
- The CRM team shifted focus from “build & send” to “iterate & optimise”.
- Soul Club member journeys became more personalised and visit-driven.
- While full visit-frequency lift is still underway, the foundation is now in place for measurable gains in repeat visit behaviour and streamlined loyalty-campaign execution.
How We Solved It: From Audit to Modular Build
Comprehensive Audit & Strategic Miro Planning
We kicked off by performing a full CRM audit: mapping existing journeys, analysing campaign performance, identifying gaps in segmentation and triggers, and uncovering opportunities to increase “one more visit” from each member.
Then we led a collaborative workshop on Miro: plotting the Soul Club lifecycle — from “stamp-zero” to “reward achieved”, defining micro-journeys (e.g., “one-stamp-away”, “three-stamps-to-reward”), setting visit-frequency goals, and aligning stakeholders behind a clear loyalty trajectory.
Modular Template Build in Bloomreach
Once the strategy was in place, wagamama’s design agency provided the creative assets, and we handled the full master template build in Bloomreach Engagement, completing it in under 24 hours. The build included over 40 reusable content blocks covering hero sections, promotional banners, stamp-book progress bars, Soul Club status footers, stacked CTAs, and colour-variant backgrounds.
The finished library gave wagamama’s CRM team a fast and flexible framework to launch on-brand campaigns without design bottlenecks.
Journey Deployment & Optimisation
While the build work was underway, we simultaneously activated the new micro-journeys: automation triggers for stamp balance milestones, member re-engagement flows, test subject-lines for loyalty offers, and suppressed redundant general blasts. Campaign sets were aligned to emphasise repeat visits and loyalty behaviours rather than one-time transactions
The Results: A Faster Workflow & Loyalty Growth
By implementing these strategies, 7879 experienced significant growth in email driven revenue and customer engagement. Comparing August 2024 to January 2022, the results speak for themselves:
- wagamama’s campaign build time was significantly reduced thanks to the modular template library.
- The CRM team shifted focus from “build & send” to “iterate & optimise”.
- Soul Club member journeys became more personalised and visit-driven.
- While full visit-frequency lift is still underway, the foundation is now in place for measurable gains in repeat visit behaviour and streamlined loyalty-campaign execution.
Final Thoughts
wagamama’s collaboration illustrates how loyalty programmes become growth levers when paired with the right infrastructure: strategic audit and lifecycle mapping, followed by modular execution. With the new architecture in place, Soul Club is no longer just a rewards scheme but a scalable engine for driving repeat visits and loyalty.
If you’re looking to scale loyalty-driven CRM performance and build email workflows that work for you, not against you, let’s talk.
