--- title: "How Motherswork Achieved 43% Loyalty-driven Revenue" slug: "motherswork" url: "https://joy.so/case-study/motherswork/" kind: "case-study" published_at: "2025-10-20T10:52:26.000+00:00" updated_at: "2026-08-17T09:46:00.000+00:00" description: "43% of revenue now flows through loyalty. How a premium mother & baby retailer made it happen." tags: ["Success Stories"] feature_image: "https://cdn-web.joy.so/cdn/image/2025/10/image-60681-3d5ecc.png" company: "The Motherswork" industry: "Home & Garden" location: "Vietnam" store_url: "https://www.motherswork.com.sg/pages/membership" --- # How Motherswork Achieved 43% Loyalty-driven Revenue ## Results - **43%** Loyalty-driven revenue - **43%** redemption rate - **100%** operator satisfaction > “Motherswork is a perfect example of what happens when a premium brand meets a loyalty platform built for excellence — seamless tech, human support, and measurable results.” > **— Joy Team** --- ## The Challenge: A Premium Brand Seeking a Premium Loyalty Experience ### About [Motherswork Vietnam](https://www.motherswork.com.vn/) Motherswork is Vietnam’s leading premium retailer for mother and baby products, representing over 300 international brands such as Stokke, Bugaboo, and Uppababy. The brand’s omni-channel model — combining online retail with its *RETECH Experiential Center* at Estella Place, Ho Chi Minh City — caters to mid- to high-end customers who value both quality and community. Now part of *The Parentinc Group* (the largest parent-tech platform in Southeast Asia, with 35 million users), Motherswork Vietnam continues to innovate its customer experience across physical and digital channels. ![Motherswork Vietnam store page listing 19 Stokke baby mattresses and cribs with prices in VND](https://cdn-web.joy.so/cdn/image/2025/10/image-13f58a.png) Yet, before Joy, the loyalty operations behind the scenes told a different story. ### Fragmented Systems and Limited Support Before migrating to Joy, Motherswork Vietnam was using **Growave** - a platform that couldn’t keep up with its rapid growth. The team struggled with: - **App fragmentation:** Multiple tools handled promotions, discounts, and shipping, often clashing and creating manual rework. - **Operational inefficiency:** Every campaign or rule change required developer involvement. - **Complex discount logic:** Overlapping rules caused errors and customer confusion. - **Limited documentation & support delays:** Operators had to search for answers externally and wait for escalation. > “We were using different apps for every small function — promotions, shipping, discounts — and they just didn’t talk to each other. Every change became a technical task.” > **— *Tuan, Engineering Manager, Motherswork Vietnam*** --- ## The Solution: A Smooth Migration and a Stronger Foundation with Joy Motherswork’s engineering lead, Tuấn, sought a loyalty platform that was flexible enough for a growing omni-channel retailer — and responsive enough for his fast-paced team. Joy proved to be both. ### Seamless Migration The transition from Growave to Joy was executed through a dedicated **staging environment**, allowing full testing before launch. Historical reward data and customer points were preserved flawlessly, and the migration went live with **zero downtime**. > “The migration was smooth. We had a staging server to test everything before going live — no data lost, no downtime.” > **— *Tuan, Engineering Manager, Motherswork Vietnam*** --- ### Engagement Loyalty Programs With [Joy's Loyalty](https://www.motherswork.com.vn/#joy-home) interface, all engagement programs are now shown up to the customer's end with a user-friendly and branded appearance: - **Referral Program:** Became the main driver of organic growth and customer acquisition. - **VIP Tiers:** Segmented loyal customers by spending level, rewarding top spenders with exclusive perks. - **Points & Redemptions:** Clear, easy-to-understand system across all touchpoints. - **Analytics Dashboard:** Offered precise data for executive reporting and team optimization. ![Three phones showing the Motherswork VN loyalty widget with membership card, Silver tier and ways to earn points](https://cdn-web.joy.so/cdn/image/2025/10/image-e7639b.png) ### UI/UX Superior Design > “Every little detail was handled so carefully — from the text to the widgets. Everything was easy to use and beautifully designed.” > **— Tuấn, Engineering Manager, Motherswork Vietnam** [Joy’s Shopify-native design](https://www.motherswork.com.vn/account) made loyalty management intuitive for operators and delightful for customers. Every element was crafted for usability, flexibility, and polish — empowering Motherswork’s team to create on-brand loyalty experiences without developer help. **Key Advantages:** - **Shopify-native interface:** Familiar environment with minimal learning curve - **Widget customization:** No-code design editor for quick setup and edits - **Visual flexibility:** Colors, images, and layouts easily tailored to brand style - **Professional polish:** Everything feels refined and consistent across touchpoints ![Motherswork storefront account page with a Silver tier card, 0 available points and one 5% off coupon](https://cdn-web.joy.so/cdn/image/2025/10/image-a901e6.png) ### Analytics & Reporting > “With Joy’s analytics, we now have clear, specific overviews that go far beyond what we had with **Growave**.” > **— *Tuan, Engineering Manager, Motherswork Vietnam*** Joy’s data dashboard gave Motherswork full visibility into program performance — from customer engagement to revenue impact. These insights empowered data-driven decisions at every level. - **Comprehensive dashboard:** Real-time tracking of sales, engagement, and redemptions - **Detailed reports:** Drill down by campaign, tier, or segment - **Executive-ready insights:** “It’s easier to communicate success with clear numbers.” - **Team validation:** “Everyone — from operators to management — recognizes the results.” ### Documentation & Operator Empowerment > “Honestly, the documentation says it all. Everything is so clear on the website that I almost never need support — I can find everything I need myself.” > **— *Tuan, Engineering Manager, Motherswork Vietnam*** Joy was designed to empower operators. Its [**comprehensive documentation**](https://help.joy.so/) **and** [**self-service tools**](https://devdocs.joy.so/) turned loyalty management into a smooth, independent process. The team could customize, test, and launch new loyalty campaigns confidently — without waiting for technical help. - **Clear documentation:** Step-by-step resources covering every feature and use case - **Operational independence:** Operators configure and deploy programs on their own - **Consistent scalability:** New team members learn directly from built-in guides - **Reduced dependency:** Support used only for strategy, not setup ![Joy Loyalty Help Center documentation page explaining Sandbox mode for testing a program without awarding real points](https://cdn-web.joy.so/cdn/image/2025/10/image-b196b5.png) --- ## The Results: 43% of Total Sales Driven with Joy | **Metric** | **Result** | | --- | --- | | Joy Assisted Revenue | **43% of total sales** | | Redemption Rate | **43%** | | Operator Satisfaction | **100%** | | Support Response Time | **Instant via private channel** | | Migration Downtime | **0 business interruption** | The results exceeded expectations: the loyalty program became a central growth engine, driving both sales and team efficiency. - **Happier operators:** No more technical dependencies or scattered apps. - **Higher repeat purchases:** Returning customers accounted for nearly half of total revenue. - **Stronger leadership confidence:** Clear visibility into ROI and loyalty performance metrics. > “Everyone — from operators to executives — agrees Joy was the right move. It’s rare to find a platform that makes both the tech team and the business side happy.” > **— *Tuan, Engineering Manager, Motherswork Vietnam*** --- ## Customer Voice: From Vendor to Partner > “Joy isn’t just a software. It’s a team that listens, acts fast, and makes us better at serving our own customers.” > **— *Tuan, Engineering Manager*** > “When the founder and CEO personally reach out to discuss improvements — that says everything about how much Joy values its merchants.” --- ## Key Learnings ### Tech Excellence Meets Human Touch Motherswork’s engineering-driven culture appreciated Joy’s robust infrastructure — but what stood out most was the responsiveness and attention to detail. ### Seamless Experience, End to End From migration to campaign setup, Joy eliminated friction at every step, empowering non-technical operators and freeing up developer time. ### Premium Brands Need Premium Loyalty Joy’s customizable, Shopify-native design matched the polish and precision expected from luxury retail experiences. ### Partnership, Not Just Platform Through instant, dedicated support and founder-level engagement, Joy became an extension of Motherswork’s own operations team — not just a vendor. --- Motherswork Vietnam’s journey proves that when great technology meets proactive partnership, loyalty becomes a measurable growth engine. With 43% of total sales now powered by Joy, the brand has redefined what premium retention looks like — combining elegance, data, and trust in every interaction. **Ready to turn your loyalty program into a revenue powerhouse?** Join Shopify brands like Motherswork Vietnam that use Joy to build retention-driven growth. 👉 [Get started with Joy Loyalty](https://joy.so/) ## Company - **Industry:** Home & Garden - **Use case:** Loyalty Program - **Location:** Vietnam - **Store:** https://www.motherswork.com.sg/pages/membership ## Key features used - VIP Tier - Referral program - Widget customization