How Andiata Transformed Customer Retention: A Data-Driven Approach to Loyalty and Growth

Founded in 1986 by Tarja Rantanen and now co-led by her daughter, Matilda Morelius, Andiata is a Finnish womenswear brand based in Helsinki. Blending Parisian elegance with Nordic minimalism, the brand creates refined, sustainable collections, producing two each year.

With a focus on timeless design, high-quality fabrics, and responsible manufacturing, Andiata embodies modern sophistication and maintains flagship stores in Helsinki, Paris, and Saint-Tropez.

These challenges made it difficult to build lasting customer relationships and understand customer behavior. The fragmented data limited visibility into shopping patterns, while the absence of a loyalty program prevented the business from rewarding loyal customers or encouraging repeat visits. Additionally, the simplistic segmentation model failed to capture deeper differences in customer behavior and engagement, limiting opportunities for targeted marketing and personalized communication.

To overcome these challenges, Andiata, a Shopify Plus brand, adopted a more data-driven and connected approach with Growave. The platform enabled the team to better understand customer segments by revealing differences in shopping behavior and purchase patterns across various price points. By connecting online and in-store data, Andiata gained a unified view of its customers, allowing for more targeted communication and consistent experiences across channels.

"With Growave, we’ve been able to understand our customer segments and pricing patterns more clearly, collect authentic reviews, and unify customer data from both our online and physical stores.”

Emmi Nguyen

Ecom & Digital Marketing Manager at Andiata

In parallel, integrating reviews helped the brand collect authentic customer feedback and strengthen credibility among new audiences. Wishlists offered additional insights into customer preferences and encouraged engagement. The loyalty program, complete with tiered rewards, fostered repeat purchases and nurtured lasting relationships, turning engagement into measurable growth.

Together, these improvements allowed Andiata to move from basic segmentation to a truly customer-centric strategy built on insight, trust, and retention.

How Redeemers Compare to Non-redeemers (Apr 1 – Sept 30, 2025)

Redeemers significantly outperformed non-redeemers across all key metrics:

Andiata’s transformation delivered a measurable impact across every customer metric. Redeemers of loyalty rewards became the brand’s most valuable audience, shopping more frequently and generating significantly higher revenue per customer compared to non-redeemers. Their repeat purchase and returning customer rates surged, demonstrating the loyalty program’s ability to foster long-term relationships rather than one-time transactions. Tiered members also showed deeper engagement, achieving higher order values and revenue per customer.

Overall, Growave helped Andiata turn fragmented data into a connected, customer-first strategy, transforming insights into retention and loyalty into measurable growth.