No one can argue with the fact that a retail loyalty program is one of the most effective ways to reach customer loyalty. With that said, you can’t just whop up a loyalty program in a heartbeat and think it’s going to work. You need strategies, knowledge about your customers, and a well-planned platform for it. And in this blog post, you’ll learn the philosophy behind golf niched company Dormy’s super successful loyalty program!
Loyalty programs in retail are no longer just a “nice-to-have.” They are the foundation for sustainable growth, deeper customer relationships, and higher customer lifetime value. One retailer that has truly mastered the loyalty game is Dormy Golf—Sweden’s leading golf retailer with a program that sets the benchmark for how to do loyalty right.
In this blog post, we’ll walk you through why loyalty matters more than ever, what makes Dormy’s approach stand out, what they’ve achieved so far, and how you can begin building a loyalty strategy of your own.
In a market where customer acquisition is becoming increasingly expensive, retention is where the real value lies. Studies show it costs up to 7x more to acquire a new customer than to keep an existing one. Loyal customers do more than return, they recommend, spend more, and engage on a deeper level.
In a retail environment defined by rising expectations and endless choice, loyalty programs offer you a way to:
For Dormy Golf, loyalty isn’t a tactic—it’s a business philosophy.
Dormy’s loyalty program, My Dormy, is deeply integrated into their entire customer journey. It’s not just a marketing channel—it’s a core part of how they operate.
Here’s what sets My Dormy apart:
CEO Anders Wall sums it up best:
“Working with customer loyalty is the backbone of our business and has been since day one. It sounds cliché, but what’s good for the customer is good for us.”
Dormy’s approach to loyalty has produced impressive results:
Their customers don’t just participate in the loyalty program; they identify with it. Many feel proud to be in the “Black” membership tier, not just for the perks, but because of the recognition and appreciation it represents.
This level of success didn’t come from offering blanket discounts. It came from building trust, delivering value, and maintaining a human connection at scale.
Looking to follow in Dormy’s footsteps? Here are a few practical actions to build your own loyalty program:
Don’t silo loyalty into marketing. Involve sales, support, logistics, and leadership. Everyone should understand how their role contributes to customer satisfaction and retention.
Use segmentation to understand different customer needs. What do first-time buyers need vs. loyal VIPs? What motivates each group to return?
Offer meaningful interactions—personal product advice, helpful content, or birthday perks. Small touches create a big emotional impact.
Like Dormy, consider introducing membership levels. This motivates shoppers to engage more while giving you a framework to scale benefits.
Track retention rate, repeat purchase behavior, member satisfaction, and engagement with loyalty communications, not just redemption rates.
Dormy Golf proves that loyalty isn’t just about retention; it’s about building a brand that customers want to be part of. Their approach shows that when loyalty is ingrained in your culture, supported by the right technology, and guided by empathy, the results speak for themselves.
If you want to build a program that creates real value for both your business and your customers, Dormy’s model is a masterclass worth following.
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