How XMiles Turned Store Credit Into a Growth Engine with Rise

XMiles, the UK’s go-to destination for endurance nutrition, needed a better way to convert one-time buyers into repeat customers. Their old points-based loyalty program was confusing and siloed. By consolidating loyalty, gift cards, cashback rewards, and compensation into a single branded wallet that lives across their entire customer journey, XMiles turned retention into something smarter than a standalone loyalty program: it became part of how they operate. Their unified approach significantly increased customer engagement, lifting their repeat purchase rate by 33%, and delivered rapid, measurable results.

Disconnected Tools, Low Engagement

Before Rise, XMiles used a patchwork of tools across loyalty, gift cards, and store credit. Customers found the points system confusing, and the repurchase rate remained low. With a growing focus on retention and profitability, XMiles needed to unlock more value from every customer.

A Unified Wallet That Lifts Repeat Purchases and AOV

With Rise, XMiles unified all customer value into one branded store credit wallet. They automated reward flows, enabled seamless POS redemptions, and replaced points with real monetary credit that drove customer engagement. Using Rise’s native Klaviyo integration, XMiles triggered balance reminders, expiry nudges, and win-back campaigns, keeping store credit top-of-mind and redemption rates consistently high:

Loyalty Program

XMiles migrated their old tier-based loyalty program into a new structure powered entirely by store credit. Now, instead of collecting abstract points, customers earn tangible, instantly redeemable credit as they move through tiers, creating a sense of real value and momentum.

Results:

33% uplift on repurchase rate
5.4x upsell on redeemed credit

New Customer Cashback Campaign

To create a retention hook for new customers, XMiles offers 10% store credit back to every new customer on their first purchase. That credit is delivered automatically and available to use immediately, nudging shoppers toward a second order and turning a one-time sale into a loyalty loop.

Results:
21% conversion rate
11x ROI

Omnichannel Activation:

At the National Running Show 2025, XMiles offered 15% credit back on all purchases made via POS. This helped build awareness of their store credit program. Leveraging Rise’s native integration with Klaviyo, they easily set up a reminder flow to invite these customers to use their credit online.

Results:
84% of customers returned within 3 months to place another order

With Rise, XMiles turned store credit into a growth engine by making better use of the value they were already offering. Instead of scattered incentives and underused rewards, they built a unified branded wallet that customers actually engaged with, driving their repeat purchase rate up by 33%. What started as a loyalty upgrade quickly became a smarter way to drive retention, resolve issues, and keep customers coming back.