Every year, we celebrate the brands that turn customer data, loyalty, and CRM excellence into meaningful business results. This year’s Voyado Awards 2025 winners showcase three different paths to growth — each powered by customer insight, creativity, and strong operational execution.
What sets these winners apart is that they didn’t just “improve CRM.” They built scalable, measurable, high-impact engines that transformed how their businesses acquire, engage, and retain customers.
Below, we dive into the initiatives that moved the needle, the KPIs that earned them recognition, and the reasons why each winner is shaping the future of customer engagement.
Success case of the year: Pet Pawr Group (ZOO, Dyrekassen, Tinybuddy & PetXL)
A loyalty and CRM transformation at group level
Pet Pawr Group’s achievement is exceptional because it spans multiple brands, markets, and business models — yet still delivers clarity, speed, and measurable impact. What they built in 2025 is a complete CRM and loyalty ecosystem that fuels growth across the entire group.
Key outcomes that set them apart:
- Close to 1 million members across the group
- 85% of all in-store revenue is driven by members
- Nearly 200,000 new contacts in ZOO over 12 months
- 258,000 additional contacts migrated from Dyrekassen and PetXL
- Growth acceleration from ~3,000 to ~5,500 new contacts per month (+83%)
- Member basket size ~50% higher than non-members (and up to 70% during campaigns)
These numbers don’t come from isolated tactics. They come from a coordinated, long-term strategy where CRM is one of the group’s seven strategic initiatives on the path to 1.5B SEK in revenue by 2026.
The factors behind Pet Pawr Group’s win:
1. A subscription service connected across the full customer journey
They launched a subscription service covering onboarding, retention, and win-back, with automated communication for every potential scenario — including out-of-stock issues and failed payments. This significantly reduced customer frustration, lowered pressure on customer service, and increased retention.
2. Digital membership cards across Apple Wallet and Google Wallet
Together with Voyado and WasHere, they introduced digital membership cards that make the loyalty experience instant and easy in both online and physical stores. More than 19,000 cards were downloaded early on, driven by automated incentives and strong omnichannel adoption.
3. A measurable uplift in recruitment and loyalty
Their recruitment engine is running at peak performance. Brands that previously added ~3,000 new contacts per month now add ~5,500. Meanwhile, member-driven revenue at PetXL increased from 81% to 87% in just six months.
4. A unified CRM strategy that scales across brands
Pet Pawr Group is a model for running CRM in a complex retail organization. Their work proves that Voyado can serve as the operational hub for international, multi-brand structures.
Pet Pawr Group’s win, in a nutshell:
This is an excellent demonstration of how loyalty and CRM can accelerate growth at enterprise scale, delivering improvements in acquisition, retention, customer experience, and revenue — simultaneously.
Omnichannel of the year: Name It (BESTSELLER)
A unified customer journey across retail, app, and digital channels
Name It has built one of the cleanest, most connected omnichannel ecosystems in the industry. Their program proves that the customer journey becomes more powerful when every touchpoint speaks the same loyalty language.
The KPIs that earned them the win:
- App downloads up 121%
- App demand up 45%
- App orders up 44%
- Behavior-driven flows increasing demand by 25%
- Loyalty-focused flows generating 20% of all automated demand
- Clear uplift in AOV and repurchase rate for members vs non-members
These numbers highlight a program that performs consistently across channels — not just in isolated pockets.
The factors behind Name It’s win:
1. Retail and e-commerce working as one
Their loyalty members consistently show higher value:
- Higher AOV in retail
- Higher AOV online
- Higher repurchase rates across both
This is textbook omnichannel synergy.
2. The app as a true loyalty hub
With triple-digit growth in downloads and strong increases in demand and orders, the app is now central to the customer experience. Members use it to track points, redeem vouchers, access the loyalty program, and engage with offers.
3. Automation that moves the business
By connecting online and in-store behavior, Name It increased demand from behavior-driven flows by 25%. Their loyalty-focused journeys contribute 20% of all automated demand, proving that nurture creates real commercial value.
4. A fully connected ecosystem
Salesforce powers My Account. Voyado runs CRM, loyalty, points, and flows. POS (D365) ties everything together in-store. And customers and staff see one program, one identity, and one experience — regardless of channel.
Name It’s win, in a nutshell:
Name it has built an omnichannel engine that delivers clarity, consistency, and measurable customer value at scale.
Loyalty program of the year: Apohem
Community-first loyalty with strong commercial results
Apohem took loyalty beyond discounts and points by building a membership experience rooted in community, guidance, and seamless digital interaction.
The KPIs that define their impact:
- 800,000+ members
- 85% of new customers join immediately
- Automations contribute 25–30% of CRM revenue each month
- Very high engagement among app users and community participants
Apohem’s program illustrates how emotional connection can support commercial outcomes.
What’s behind Apohem’s win:
1. A member app that lifts the entire experience
Customers can collect points, shop, activate challenges, read AI-powered review summaries, and access app-exclusive deals — all in one space. This makes loyalty feel integrated into the shopping journey.
2. A thriving community that drives engagement
Thousands of members interact daily, share insights, join brand challenges, and receive guidance from professional skin therapists. This strengthens loyalty in a way that purely transactional programs cannot.
3. A synchronized multi-channel communication model
Push, email, SMS, on-site messaging, community interactions, and app touchpoints all complement each other. This ecosystem supports the consistent delivery of personalized, timely content — and drives a dependable share of CRM revenue.
4. A focus on emotional and functional value
Apohem improves the shopping experience with human and data-driven tools, such as AI summaries in product reviews, which help customers make faster decisions with more confidence.
Apohem’s win, in a nutshell:
The brand has created a loyalty program that is both high-performing and deeply human. It blends content, community, and personalization into a model that simultaneously builds long-term loyalty and drives commercial uplift.
Final thoughts from our jury
Pet Pawr Group, Name It, and Apohem each demonstrate world-class use of Voyado — but in three different ways:
- Zoo, Dyrekassen & PetXL (Pet Pawr Group) proved what scalable group-level CRM and loyalty can achieve.
- Name It showed how omnichannel alignment drives value across every touchpoint.
- Apohem built a loyalty ecosystem centered on membership, community, and personal relevance.
Three industries. Three strategies. One shared principle: When you put the customer at the center, growth follows.
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