Retail & Consumer

It's all about the customer experience

How we helped Reima accelerate growth with composable commerce and a data-driven loyalty program

Brand & Experience Design,

NoA Ignite — The digital consultancy that delivers

Challenge
Reima wanted to accelerate direct-to-consumer growth, strengthen customer loyalty, and future-proof their e-commerce platform. Their monolithic architecture couldn't scale with their ambitions.
Solution
Together, we built a digital ecosystem for loyalty, data, and e-commerce. Reima Friends gave parents personalized benefits and sustainable choices. The Reima App became its home. And Reima gained the digital maturity to keep innovating.
Impact
Conversions climbed. Order values grew. Organic traffic increased. Revenue followed. Reima now connects directly with families, builds loyalty, and runs on a future-ready digital foundation.

Scaling digital without losing the personal touch

Reima's direct-to-consumer model was gaining traction. But their digital infrastructure couldn't keep up.

Their monolithic e-commerce platform was rigid. Adapting to new markets took too long. Personalization capabilities were limited. And connecting customer data across channels — online store, mobile app, loyalty program — was a puzzle.

"CX is our strategic focus, and we believe that is enabled by digital-first thinking and loyalty," says Johanna Sarviharju, Chief Experience Officer at Reima. "We've made significant investments in shaping our omni-channel experiences in recent years, working closely with key partners."

Reima needed partners who understood their vision, worked as one team, and could balance big-picture thinking with pragmatic execution. Partners who brought openness, candor, flow, and impact.

That's where we came in.

Data strategy, loyalty, and composable commerce

Our partnership with Reima unfolded in phases — each building on the last.

CX-driven data strategy

We started at the source: understanding what Reima's customers actually need. We helped map consumer needs against business value, analyze data and capabilities, and build a multi-year roadmap for developing the data infrastructure to fuel better customer experiences.

The strategy became the backbone for everything that followed.

Reima Friends loyalty program

Next, we helped shape the vision for Reima Friends — a loyalty program designed to increase customer lifetime value and net promoter score for loyal customers.

Together, we mapped what drives customer loyalty. Then we co-created a lean, impactful program that makes life easier for busy parents: the best clothing for their kids, help making sustainable choices, and a mix of service, expertise, and benefits.

For Reima, the program opened direct dialogue with their most loyal customers. Better data. Deeper insights. And fuel for further growth.

Reima App

As a natural extension of the loyalty program, we transformed Reima's Weather App into a home base for customer loyalty.

The rebranded Reima App still advises parents on how to dress their kids based on the weather. But it does much more: early access to designer drops, exclusive rewards, personalized product recommendations, and a marketplace for buying and selling pre-loved Reima items.

Composable e-commerce platform

With the loyalty vision taking shape, Reima wanted to future-proof their e-commerce architecture. Working closely with Reima and other key partners, we co-created a plan to replatform from monolithic to composable commerce.

The goal: a cloud-native, scalable, high-performance solution that supports CX and loyalty across all channels — and gives shopkeepers and marketers flexible tools to shape on-brand experiences for each market.

We took an evolutionary approach. An MVP with the new architecture was ready for pilot markets within months. Results were positive from day one: organic traffic up, conversion rates up, revenue up, average order value up.

Following the pilot's success, all European online stores were replatformed by the end of February 2023. North America and Japan had already launched in summer 2022.

"Our new global e-commerce platform, built on an API-first approach, brings flexibility and ease of use for our shopkeepers and creators," says Jonni Purho, Senior Product Owner, E-Commerce at Reima.

"This allows them to quickly adapt to changing market demands while consistently delivering a compelling customer experience that embodies our brand's identity. As a result, we have been able to accelerate our growth and strengthen our loyal customer base."

Growth across every metric that matters

Over four years, the partnership delivered real business results.

Reima's composable e-commerce platform launched across North America, Japan, and Europe — delivering remarkable increases in organic traffic, conversion rates, and average order value from the first stores that went live.

The Reima Friends community grew globally. Customer relationships deepened. The direct-to-consumer strategy accelerated.

Beyond the numbers, the partnership helped Reima gain digital maturity. Product thinking improved. Collaboration across Reima and their extended partner network became smoother. The team's ability to innovate, imagine, and build digital products strengthened.

"NoA Ignite has had a strong role in helping us shape our digital product thinking and how we could better collaborate across Reima and selected partners as one team, making the everyday experience frictionless for our customers," says Mikko Linnaluoma, Digital Programs Director at Reima.

For customers, this means seamless, on-brand experiences across channels. Start shopping on mobile, finish on web. Loyalty that feels personal, not transactional.

And this is just the beginning. The partnership continues — built on trust, growth, and a shared commitment to making great ideas real.

Ready to build digital experiences that drive loyalty?

We helped Reima accelerate growth with composable commerce and a data-driven loyalty program. We can help you turn customer experience into a competitive advantage too.

If you're ready to move, so are we.