Beaming Baby: Building long-term loyalty with store credit
Beaming Baby case study snapshot
Constant site-wide discounts attracted one-time buyers, not loyal customers. Traditional points programs felt complicated.
Universal store credit through Koin gave Angels members £10 monthly credit usable across the entire store, no category restrictions, no checkout friction, no complicated redemption rules
Members actively redeem credit and return for repeat purchases. Less reliance on aggressive discounting. Margins protected. A sustainable retention model that builds genuine loyalty, not discount dependency
About Beaming Baby: The first UK-based baby product online store
From catalogue pioneer to e-commerce trailblazer
It’s 1996. Most parents are still flipping through paper catalogues to order nappies and baby wipes. That’s when Beaming Baby launched in Devon, England. Starting as a traditional catalogue business before becoming the UK’s first baby product e-commerce site. This was years before online shopping became normal.
The mission was straightforward: sell quality, eco-friendly baby products while supporting the local community. Nearly three decades later, that Devon startup has become one of Britain’s most trusted baby brands.
Growth, though, came with problems. Their Magento platform had turned into a mess. Slow, complicated, and hard to manage. Last year, they switched to Shopify. But they needed to bring over key features from their old system without making things difficult for customers.
The challenge: Retention without constant discounts
When you’ve built a loyal customer base, the real work isn’t finding new buyers. It’s keeping existing ones coming back without turning your store into a never-ending sale.
Beaming Baby had launched their Angels membership, a monthly subscription offering ongoing perks. The trick was making those perks feel genuinely valuable, not just another discount code. They wanted customers to stay because they loved the brand, not because everything was cheap.
What they needed:
A way to encourage repeat purchases
Less reliance on site-wide sales
Something simple that customers could actually use
Clean integration with Shopify
They deliberately avoided one common trap: restricting rewards by product category. Customers hate that. Jump through hoops to redeem points? No thanks.
The solution: A store credit system built on simplicity
Beaming Baby implemented a store credit system with Koin. Simple concept, powerful results.
Angels members pay their monthly fee. They get £10 back as store credit. Use it anywhere on the site. No exclusions. No fine print. No “this reward only applies to Category X” nonsense.
Why this works:
Zero friction at checkout. Customers don’t hunt for promo codes. They don’t check if their cart qualifies. The credit just applies.
It gives members genuine flexibility to shop based on what they actually need.
Behind the scenes, Koin helped recreate the functionality they’d relied on for years, without the technical headaches.
The setup was smooth. Koin’s team configured everything to match how Angels already worked. When questions came up after launch, support responded quickly.
“We love how responsive and easy to work with the Koin team are. They were good partners with whom we came to great solutions.”
Results: Real engagement, better retention
Angels members are actively using their store credit. They’re coming back for repeat purchases. The membership delivers what it promised: a genuine reason to stay connected.
What’s changed:
Members regularly redeem their credit and return to shop
Purchase frequency is up
They’ve stepped back from constant promotional discounting
The retention model actually sustains itself
By replacing blanket discounts with flexible store credit, Beaming Baby rewards loyalty without devaluing the brand. The credit reinforces why the membership matters in the first place.
“The flexibility has been crucial. Our members use their credit however suits them best. That keeps it customer-friendly and straightforward.”
Key takeaways
Beaming Baby proves something important: customers don’t just want lower prices. They want to feel valued.
Their Angels program works because it offers genuine flexibility and tangible benefits. It’s not transactional. Members aren’t hunting deals, they’re choosing to stay because the program improves their experience.
If you’re stuck in the discount cycle, Beaming Baby’s approach offers a way out. Reward loyalty meaningfully. Keep it simple. Give customers freedom to shop their way.
Get value insights to grow your stores!
-About Author
Emma C.
As the Chief Marketing Officer at KOIN app, I’m here to build a robust ecosystem by collaping with Shopify apps. Together, we can create seamless integrations that add more value to our shared customers.
KOIN helps merchants retain customers, increase repeat purchases, and drive loyalty by offering cashback and store credit rewards.
📩 Let’s connect! emma@getkoin.io
