Driving Engagement: UNIQSO Collects 25k Reviews via Growave

UNIQSO is a Shopify Plus brand rooted in the glamorous, expressive world of cosplay. Known for its wide range of costume accessories and custom contact lenses, the company has become a trusted name in this vibrant niche. What sets UNIQSO apart is its ability to spot trends early and transform customer demand into unique, eye-catching products. Its close connection with the cosplay community is more than a strategy, it’s the driving force behind its continued growth.

Together, these challenges reflected a broader need for a more unified strategy - one that aligned with UNIQSO’s identity as a socially driven brand shaped by community needs. To strengthen customer relationships and turn social engagement into long-term loyalty, the company set out to build trust, amplify community content, and reward their most loyal fans.

UNIQSO partnered with Growave, a flexible retention platform, to launch a loyalty program designed to address key challenges and deepen customer relationships. The program introduced tailored rewards such as points for photo reviews, social media follows, and spending thresholds - each aimed at increasing engagement and average order value (AOV).

The brand brought this strategy to life by rewarding specific actions that aligned with their brand’s strengths, including user-generated content and social sharing. First-time purchases were also incentivized, helping to build trust quickly while expanding the brand’s visibility across multiple marketing channels.

"The Instagram gallery is very convenient for customers. It lets them quickly find the product they saw on Instagram instead of searching for it on the site. Most of the time, customers just give up if they can’t find the item they’re looking for.”

Lee Lee

Owner at UNIQSO

Their Instagram, filled with user-generated content featuring real customers in cosplay, showcases the program’s success in creating an authentic and loyal community. As a way to further reinforce this sense of community, UNIQSO used Growave’s Instagram UGC feature to pull tagged customer photos into a dedicated gallery on their site, giving real shoppers a visible place in the customer journey.

To nurture long-term relationships, UNIQSO used automated emails featuring personalized product suggestions, review requests, and timely reminders. They also implemented a wishlist reminder feature, which helped create a sense of urgency and motivated buyers to complete purchases as soon as possible. Combined with loyalty tiers and point multipliers based on purchase history, these efforts gave customers strong reasons to keep coming back, turning casual shoppers into engaged community members.

"The Instagram gallery is very convenient for customers. It lets them quickly find the product they saw on Instagram instead of searching for it on the site. Most of the time, customers just give up if they can’t find the item they’re looking for.”

Lee Lee

Owner at UNIQSO

By integrating Growave’s loyalty tools into their Shopify Plus store, UNIQSO successfully turned community engagement into measurable growth. Customers who participated in the loyalty program shopped more frequently and spent more per order, with redeemers showing a 1.3x higher purchase frequency and 1.15x higher average order value. This led to a 1.5x increase in revenue per customer, clearly demonstrating the program’s effectiveness.

With over 365,000 customers actively engaging with the program, UNIQSO built a thriving ecosystem where community interaction, user-generated content, and repeat purchases reinforce one another. The brand also gathered nearly 25,000 photo-rich reviews, enhancing trust and making it easier for shoppers to see product quality through real customer experiences.