Lamps Plus
Rewards
One loyalty program for consumer and Pro, online and in store. The case, the revenue impact, and what it takes to build, timed to the Adobe Commerce replatform. And we can start in Q1.
Customers love us. The funnel still leaks.
Every stated measure says the experience is fine. Every behavioral measure says we lose people we already won. That gap is what a loyalty program is built to close.
What they say
NPS. Customers rate us highly
say checkout feels smooth
What they do
abandoned a cart
hit a broken promo
lost or doubt saved items
never finished online
Affluent, older homeowners mid project
Not an impulse buying, discount chasing base. Established, high value, and infrequent, exactly where recognition and remembered value beat another sitewide sale.
are 55 or older
own their home
are mid renovation
household income
Customers asked for exactly what a program delivers
We did not ask do you want a loyalty program. We asked what would make this better. The top answers describe one.
A member account that remembers saved items and pings you when the price drops.
Clear, automatic member pricing instead of codes that silently fail.
A persistent member wallet that holds the project across visits and channels.
Where the market sits, and the whitespace we can own
Only Lamps Plus pairs a strong site with 35 showrooms and a trade arm. No rival owns genuinely omnichannel loyalty that serves consumer and Pro from one spine. That intersection is open. Hover any competitor to see where they sit.
| Question | What the top retailers do | Proof points |
|---|---|---|
| Reward currency | Cash back and member pricing beat points for big ticket home. Points mostly live on the trade side and in mass retail. | RH 25% member pricing; Crate & Barrel and Williams Sonoma reward dollars; Ferguson and Lumens use points for trade |
| Paid vs free | Two models: an annual fee, or a free base plus a co-branded credit card as the paid depth layer. | RH $200/yr and Wayfair $29/yr fees; Crate & Barrel, Williams Sonoma, Pottery Barn credit card accelerators |
| Trade tools | Trade discount is table stakes. Winners differentiate on tools: quotes, project tracking, dedicated managers, CEU. | Home Depot Pro Xtra, Ferguson PRO Plus, Lumens Trade Advantage, RH Trade and Contract |
| Warranty as a perk | Rare in home furnishings. Proven as a perk in appliances, electronics, and home services. Whitespace for Lamps Plus. | Best Buy, Costco, and service clubs use protection as a perk; RH and WS lead with design |
| Expiry and breakage | Retail breakage runs 20 to 30%. Aggressive expiry alienates loyal, infrequent buyers. Reminders lift redemption up to 30%. | Bond, Salesforce, Kobie benchmarks; ASC 606 accounting |
| Omnichannel and BOPIS | Channel agnostic earn and redeem is becoming table stakes and measurably lifts both channels. | Omnichannel members: 4% more in store, 10% more online, 30% higher LTV; 75% of BOPIS buyers add a purchase |
Wayfair RewardsPaid subscription+
- 29 dollars per year, consumer only, not open to Wayfair Professional.
- 5 percent back on everything, 7 percent with the store card.
- Free shipping, member sales, early access. Reward dollars never expire while active.
- About 30 percent of US revenue now flows through the app.
A paid tier works when the perk stack is obvious. Consider an optional paid or credit accelerator on a free base.
Williams Sonoma · The KeyClosest analog+
- Free base tier earns 2 percent back across eight brands, no fee.
- A credit tier lifts to 5 percent. Zero annual fee, birthday reward, design consult.
- One balance redeemable across the family of brands. Run with Capital One.
- A free omnichannel base for reach, a card tier for depth and funding.
The model to study most. Free omnichannel base, card tier for depth, design services folded in. Fits a considered category like lighting.
Home Depot Pro XtraPro benchmark+
- Free, three spend tiers. Status carries into the next year.
- Business tools: purchase tracking, quotes, crew spend limits.
- Volume pricing and a paint rewards ladder reward consolidation.
- A digital wallet applies Pro pricing automatically, online or at the desk.
Reward the whole business, not just the basket. Wrap our account managers and CPSAs in tiers, tools, and one Pro identity.
LumensDirect lighting rival+
- Lux Rewards: free consumer, 1 point per dollar, 500 points equals 25 dollars.
- Trade Advantage: free for pros, 20 to 25 percent off tiered by spend.
- Pro perks: free CEU, tax exempt ordering, 90 day returns.
- Two programs share the brand but keep purpose built value.
Validation that consumer and Pro should be distinct. We can go further with what Lumens lacks: physical showrooms.
Grounded answers, from the market and our data
Lead with cash back style reward dollars and clear member pricing, not abstract points. Our high value, infrequent buyer wants to know exactly what a reward is worth.
Launch a free base to maximize enrollment and data, then add an optional paid or credit accelerator for the affluent core. The RH and Williams Sonoma pattern.
Compete on tools, not just discount: quotes, saved project boards, reorders, a dedicated manager. Validate the designer workflow first.
Make the warranty a tiered, membership contingent benefit with priority replacement, the Best Buy and Costco pattern. A retention lock rivals do not offer.
Model breakage at 25 to 30%, book under ASC 606, and use activity based expiry with reminders. Keep the redemption threshold low.
Build channel agnostic earn and redeem and give associates member profiles. Omnichannel members spend more in both channels, and our 35 showrooms are the moat.
Three levers, one measurable outcome
A loyalty program grows revenue three ways, each backed by published benchmarks and a gap we measured in our own base.
Retention
Profit lift from a 5 point retention gain. Our loyal 40 percent are easiest to keep once there is a reason to stay.
Omnichannel spend
More annual spend from members who shop both channels. Our 35 showrooms plus the site are the unfair advantage.
Reactivation
Redeemers outspend non redeemers. Price drop alerts, the 67 percent ask, become the hook that pulls carts back.
Revenue model · try it yourself
Illustrative. Move the sliders to see the range. Swap in your actual figures and it recalculates. No Lamps Plus financials are baked in.
Member driven revenue: $45M
Largely self funded by shifting existing markdown budget into member value. Real world proof: RH's membership grew to about 95 percent of sales and cut return rates.
One platform. One identity. Two doors.
Unify the plumbing, differentiate the experience. A single member identity and wallet built into the replatform, presented as a consumer program and a Pro program.
Homeowners mid project
- Points and member pricing on every purchase
- Warranty and price drop alerts as signature perks
- Design consults, early access, birthday reward
Designers, builders, trade
- Trade pricing and spend based tiers
- Project tools, quotes, reorders, client handoff
- Dedicated account manager, CEU education
Personalized offers and picks
Use the personalization engine we already run to tailor offers and recommendations to each member.
Cart and project recovery
Automated reminders bring back abandoned carts and saved projects across visits. No new build.
SMS that sends real assets
Move Attentive beyond standard triggers: send useful assets first, then personalize. Content, not just nudges.
Price drop alerts on saved items
The single most wanted feature at 67 percent. A light build watches saved items and notifies on a drop.
Member pricing and points
Earn and clear member pricing on every purchase, online and in store. Comes with the loyalty engine.
Warranty, early access, Pro tools
Tiered perks including the membership warranty lock and Pro project tools. Phased in after launch.
- No app to download. A wallet pass works on any phone. Critical for a 55 plus base that will not install another app.
- One QR, everywhere. The same code identifies the member at the register and links every purchase to one profile.
- Points always visible. Balance and tier sit on the card, a constant, low effort reason to come back.
- Price drop alerts built in. The 67 percent most wanted feature lives right on the card.
Your Rewards
Price dropped 15%
Saved 3 weeks ago
Price dropped 10%
Join Lamps Plus Rewards
Scan to sign up in seconds. Earn points today.
Insider · 2,450 pts
Points for this purchase: +180
- The showroom becomes an enrollment engine, turning foot traffic into known members.
- The associate sees tier, points, and member price without asking the customer.
- Every in store purchase links to the same profile as the website. That is the omnichannel lift.
Most of the value rides tools we already own
We do not have to wait for the replatform to start. The Q1 wave is configuration, not construction, on martech we already run. The engine and deeper mechanics land with the platform, and Q1 seeds the member data the build relies on.
- Personalized offers and recommendations
- Cart and project recovery reminders
- Attentive SMS: assets first, then personalize
- QR enrollment pilot in two showrooms
- Member identity on existing accounts
- Price drop alerts on saved items
- Apple and Google Wallet membership pass
- POS member lookup and member pricing
- Points and tiers engine
- Member pricing at the shelf
- Optional paid or credit accelerator
- Pro project tools: boards, quotes, reorders
Phase 1 · Q1 quick wins
Personalization and cart recovery, Attentive assets, QR enrollment pilot, member identity on existing accounts.
Phase 2 · AC launch
Member identity, wallet pass, and QR in the platform core. Free consumer tier with warranty. Price drop alerts. Member pricing at the shelf and POS lookup.
Phase 3 · scale
Optional paid or credit accelerator. Unified Pro with Elite and Studio tiers. Early access to clearance and new arrivals. A PWA or app if engagement earns it.
You do not need a native app to launch. A web account, a digital wallet pass, and a QR code deliver the full experience at a fraction of the cost, with no download barrier for an older base.
Adobe Commerce native accounts, built in the replatform. The single sign in the program hangs on.
Points, tiers, and rules. Build on Adobe Commerce or integrate a platform by API. A build versus buy decision, not a blocker.
Apple and Google Wallet passes. No app to install, works on any phone, scannable in store.
QR or phone lookup at the register applies member pricing and points automatically.
Email and SMS for price drop alerts. The 67 percent most wanted feature, and cheap to run.
Wallet passes, a web account, and SMS cover it today. Add a PWA or native app in phase 2 only if engagement proves it earns the cost.
RH and Ethan Allen replaced scattered sales with membership and everyday member pricing plus design service. RH's membership grew to about 95 percent of sales and cut return rates, because it removed the urgency to buy before a sale ends.
The customer demand is proven in our own data, the build is light, and the upside is measurable and largely self funded by smarter markdown spend. We can ship real member value in Q1 with tools we already own. What we need is a decision to build member identity into the replatform now, while it is cheap, rather than bolt it on later.
Confirm the reward currency and richness with a quick member concept test.
Model the points liability and margin with finance, using the appendix model.
Scope the build versus buy loyalty engine decision with Enterprise Applications.
Pilot QR enrollment in two showrooms before the full replatform launch.
Appendix
The supporting evidence, expandable. The full revenue model and the complete benchmark table live in the accompanying workbook.
Current state and gaps+
Store only. A free 1 year warranty, digital receipts, and coupons. Not points based, not tied to online, not a reason to return.
A real trade arm since 2000 with account managers and CPSAs, but split across two discount models. Fragmented.
- No earn and burn engine — nothing accrues value across visits.
- No omnichannel identity — online and store are not linked to one profile, so the showroom advantage is invisible in data.
- Pro program fragmented — two discount paths, no unified tiering.
- No first party data spine — the replatform loses its cleanest source of consented data.
Customer journey · Maya, consumerConsumer+
Homeowner mid renovation. Browses online, wants to see the fixture in person, returns in a year for the next room.
Discover
Finds Lamps Plus searching for a chandelier.
Join free at first save. A member wallet tracks her project.
Consider
Wants to judge scale in real life.
Reserve to view in showroom. Cart and visit share one profile.
Purchase
Buys in store after seeing it lit.
Points earned in store, warranty auto attached.
Own
Months before the next room.
Points do not expire. Care content keeps the brand present.
Return
Starts the bedroom.
Reward dollars pull her back, cutting acquisition cost to zero.
Customer journey · David, ProPro+
Interior designer. Needs trade pricing, fast quotes, reliable reorders, and a clean showroom handoff.
Qualify
Applies for trade pricing.
One Pro identity, verified once, works everywhere.
Specify
Builds a whole home lighting plan.
Project boards tied to his account and manager.
Quote
Client wants a number fast.
Instant trade quote from a saved project.
Order
Large multi room order to a job site.
Volume pricing and rebate unified.
Reorder
Next project begins.
One tap reorder and rising tier reward loyalty.
Recommended tier architecture+
- Member (free) — points, warranty, member pricing, birthday reward.
- Insider (free, by spend) — free shipping, early access, design consult, bonus events.
- Signature (paid or credit) — accelerated earning, extended warranty, concierge.
- Trade (free) — unified trade pricing, one Pro identity.
- Elite (by spend) — deeper volume pricing, project tools, dedicated manager.
- Studio (top) — best pricing, CEU, tax exempt, named CPSA.
Stacking rules that protect margin+
Members earn points almost everywhere, because points are cheap and keep the data clean. Member discounts never stack on already marked down clearance or open box.
| Item type | Members earn | Discount stacks |
|---|---|---|
| Full price | Yes, full rate | Yes, member pricing lives here |
| Regular promo or sale | Yes, full rate | No, already discounted |
| Clearance (aged stock) | Yes, bonus 3x to move it | No, already the deepest price |
| Open box | Yes, reduced | No, already deeply discounted |
| New arrival or trend SKU | Yes, bonus 2x | Early access, not extra discount |
Warranty pressure test · is it a credible perk?Pressure test+
The whitespace holds in home furnishings, but the mechanism is well proven one category over. Three models to borrow from.
My Best Buy Total, $199.99/yr. Protection up to 2 years plus AppleCare and 24/7 support headline the top tier.
A free 2 year manufacturer warranty extension on appliances and electronics, plus lifetime tech support.
An extended labor and parts warranty that lasts only while membership stays active. A sticky retention lock.
Make the warranty a tiered, membership contingent benefit with priority replacement, kept only while active. Bundle install support to raise value, since lighting fails less than a dishwasher. Validate perceived value in the concept test.