PrettyLitter offers a revolutionary health-monitoring cat litter that changes color to alert pet parents of potential wellness issues. Despite having a product cat owners love, the brand faced familiar e-commerce headwinds: rising customer acquisition costs, increasing competition in the pet care space, and the need to do more with less.
With a lean marketing team of just three people, PrettyLitter needed a scalable solution to transform one-time buyers into repeat customers and turn satisfied customers into active brand advocates—all without adding overhead or complexity to their operations.
The question wasn't just how to acquire more customers. It was how to unlock more value from the customers they already had.
PrettyLitter partnered with Friendbuy to launch a comprehensive loyalty and referral program designed to reward engagement, drive advocacy, and capture valuable zero-party data at every customer touchpoint.
Unlike traditional points-for-purchase programs, PrettyLitter's loyalty ecosystem rewards actions that matter: completing wellness quizzes (powered by integration partner Digioh), subscribing to auto-delivery, engaging with educational content, sharing with friends, and celebrating milestones with their cats.
"Friendbuy has been instrumental in converting engagement into tangible growth. Our loyalty members are more active, more engaged, and far more enthusiastic about redeeming their rewards."
— Matthew Seifert, VP, CRM & Loyalty at PrettyLitter
The program delivers on four strategic pillars:
1. Increase Retention Through Engagement
Members earn points for completing personalized quizzes, maintaining subscriptions, and interacting with PrettyLitter's wellness content—turning education into currency.
2. Drive Acquisition Through Referrals
Friendbuy's intuitive sharing mechanics make it effortless for satisfied customers to introduce PrettyLitter to fellow cat parents, achieving a 19–20% share rate and 20% conversion among referred friends.
3. Expand First-Party Data
Every quiz completion, referral share, and reward redemption enriches customer profiles, enabling more personalized messaging and product recommendations without relying on third-party cookies.
4. Boost Engagement & Upsells
Strategic rewards motivate members to explore new products, upgrade subscriptions, and deepen their relationship with the brand—resulting in a 7% higher average order value.
PrettyLitter's loyalty program centers on flexibility and connection rather than transactional discounting.
Rather than generic discounts, PrettyLitter offers tiered rewards that align with customer needs: free shipping, product credits, exclusive early access to new products, and surprise-and-delight gifts that celebrate the human-cat bond.
Friendbuy's platform integrates directly into PrettyLitter's existing tech stack, connecting with Digioh (for quiz data), Klaviyo (for email personalization), and Recharge (for subscription management). This creates a unified view of customer behavior across every touchpoint.
"What makes Friendbuy so powerful is its seamless integration into our ecosystem. It connects effortlessly with Digioh, Klaviyo, and Recharge, turning quiz and referral signals into actionable loyalty data. It's flexible, easy to optimize, and fully customizable to meet our brand's goals."
— Matthew Seifert, Vice President, CRM and Loyalty at PrettyLitter
With Friendbuy's turnkey platform, PrettyLitter launched and scaled their program without hiring additional staff or building custom technology. The intuitive dashboard gives the team full visibility into performance, while automated workflows handle enrollment, point allocation, and reward delivery.
Revenue & ROI
Referral Performance
Engagement & Activation
PrettyLitter's success with Friendbuy demonstrates a fundamental shift in e-commerce strategy. Rather than treating loyalty as a discount mechanism or referrals as an afterthought, the brand built an integrated growth engine where:
The result is a flywheel where every customer interaction creates compound value—for PrettyLitter and for the customer.
With rising acquisition costs and a lean team, PrettyLitter couldn't outspend competitors. Instead, they out-engaged them.
By partnering with Friendbuy, PrettyLitter transformed their existing customer base into a sustainable growth channel. Loyalty members spend more, stay longer, and bring new customers through the door—all while providing the first-party data needed to keep improving.
The program isn't just driving revenue. It's building a community of passionate cat parents who see PrettyLitter not as a vendor, but as a partner in their cats' health and happiness.
Ready to turn your customers into your growth engine? Learn how Friendbuy can help you build a loyalty and referral program that drives measurable results.
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