Q&A with Rachel Tyers: Loyalty that lasts

Momentum, Rebuy’s upcoming event for innovative Shopify brands and ecommerce visionaries, is fast approaching. In the run-up to the event, we’re spotlighting our key sponsors. Today, we shine our light of gratitude on our long-time and trusted Rebuy partner: Okendo.

Left: The Okendo team. Right: Rachel tyers.

Known for powering high-performing customer journeys through reviews, surveys, and loyalty programs, Okendo helps brands collect and activate zero-party data to increase retention and drive revenue. From personalized product discovery to loyalty-driven retention strategies, they’re at the forefront of what makes DTC brands thrive.

I sat down with Rachel Tyers, SVP of Marketing and Partnerships at Okendo (and a featured Momentum speaker), to talk about the state of customer loyalty, underrated loyalty tactics, and what attendees can expect from her session in San Diego.

What’s the #1 thing most DTC brands get wrong about customer loyalty?

Tyers: Two big things: First, too many brands install a loyalty platform and just hope for the best. They assume it’ll work on autopilot, but loyalty isn’t "set and forget."

Second, they don’t tailor their program to their customer data. Loyalty should be optimized based on real insights. Tiers, perks, and communications need to be aligned with behavior, not based on templates or guesses.

What signals tell you a customer is likely to churn?

Tyers: A negative review is a clear sign of churn risk, but it’s also an opportunity. Brands that respond authentically (both publicly and privately) often turn those situations around.

Also, implementing an NPS survey helps track experience over time and identify at-risk customers earlier. And here’s a fun fact: conversion doesn’t peak at 5 stars. The sweet spot is an aggregate rating between 4.2 and 4.7. That’s where customers perceive authenticity.

What role does personalization play in building loyalty?

Tyers: Personalization is essential. You can’t just send the same message to everyone and expect results. Loyalty today depends on zero-party data and delivering the right products to the right people.

At Okendo, we love combining our data with Rebuy’s tools — for example, inserting star ratings into Rebuy product recommendation widgets to create social proof that reinforces trust.

Brands should collect data through quizzes, reviews, and surveys, then sync it to platforms like Klaviyo, Attentive, or Postscript to personalize email and SMS outreach based on customer traits like skin tone, skin type, or concern.

What are the most underrated loyalty-building tactics that brands aren’t using enough?

Tyers: I love the idea of a secret VIP tier in your loyalty program.

Here’s how it works: You have your standard tiers listed publicly, but then there’s an exclusive top tier that’s invite-only or unlocks after a certain spend. Brands like Sabo and Dixon do this well.

Perks might include:

• • • Access to limited drops

    • Exclusive events

    • Early access to new products

It builds community, excitement, and superfan energy, while keeping your top customers deeply engaged.

Why did Okendo decide to sponsor Momentum?

Tyers: Rebuy is one of our top partners, and we share a ton of customers. Our platforms work beautifully together, so sponsoring Momentum felt like a no-brainer.

The event attracts exactly the kind of Shopify brands we love working with, and I wanted to be there to share practical strategies and connect with the community. Plus, we just love supporting the Rebuy team!

What can attendees expect from your session at Momentum?

Tyers: I’ll be walking through real customer examples and showing how brands are using data to personalize journeys and increase revenue.

My goal is for everyone in the audience to walk away with actionable strategies they can implement immediately to boost retention and loyalty.

Bonus Question: What have you been watching lately?

Tyers: I’m not a big TV person, but I love YouTube. I’m deep into rabbit holes about real estate, interior design, and even credit card hacks. It’s my favorite blend of education and entertainment.

Don't miss Rachel Tyers at Momentum!

Join us at Momentum on May 7–9 in San Diego to learn how to unlock customer loyalty, personalize with purpose, and scale smarter.

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