Overview

Lounge Underwear runs a verified Essential Worker discount on its own site through Gocertify. Lounge is a well-established UK lingerie and loungewear brand that is expanding into new markets, including the US. It wanted a closed-group offer that converted well and stayed under its control, instead of relying on voucher code sites and affiliates.

With Gocertify, Lounge launched an on-site, on-brand Essential Worker discount for the first time. Verified shoppers now convert at an industry-leading 67.8% click-to-sale rate, an 801% uplift on the programme default, driving more than $165k in sales and a 12% increase in average order value.

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Background

Lounge was founded in 2015 and has grown quickly into multiple markets worldwide. The brand is known for empowering every woman, and it builds its relationship with customers around comfort and understanding.

As Lounge explored expansion opportunities in the closed-group space, it found that most options came with clear problems. Voucher code sites converted poorly, and many affiliates did not give the brand the level of control it wanted over its offers. Lounge also wanted to give back to its customers, which has always been a primary objective for the brand, in a way that would perform well commercially.

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Strategy and execution

Lounge and Gocertify built a programme that puts a verified offer directly on the brand’s own site and keeps Lounge in control of how it is presented.

- On-brand Essential Worker discount. Lounge offers a verified discount to essential workers, with Gocertify handling verification on-site. The offer matches the Lounge brand and sits within the shopper’s normal buying journey.

- Use across every digital channel. The verified offer can be promoted across any of Lounge’s digital channels, which gives the brand flexibility in how it reaches eligible shoppers.

- Rewarding new and existing customers. The discount is open to both new and returning shoppers, which helps Lounge recognise loyal customers while attracting new ones.

- SEO-led discoverability. Lounge’s verified offer page ranks #1 on Google, directing discount searches straight to the brand’s own site instead of to third-party code sites.

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Integrations

Lounge is adding Gocertify’s DataCapture feature, which passes the details of shoppers who access the offer directly into the brand’s CRM. This gives Lounge first-party data it can use for remarketing and further personalisation. Alongside this, Lounge is looking at expanding the programme into more markets and verified groups.

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Results

The programme has given Lounge a high-converting closed-group channel that it fully controls.

- 67.8% click-to-sale rate, showing that verified shoppers are highly engaged and usually go on to purchase.

- 801% uplift in conversion rate compared with the programme default.

- More than $165k in sales from verified shoppers.

- 12% increase in average order value.

- #1 ranking on Google for discount searches.

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