If retention is an art, Yon-Ka Paris has it down to a science.

In this episode of The Retention Edge, we’re joined by Raphael Faccarello, Global E-commerce Director at Yon-Ka Paris, who shares how the heritage French skincare brand built a 50% repeat purchase rate without relying on discounts or race-to-the-bottom tactics.

From loyalty tiers and app-based rewards to full-size gifts during Black Friday, Raphaël explains how Yon-Ka turned retention into its most effective growth strategy. He breaks down how they rebuilt their email program, introduced mobile push and SMS, and used targeted incentives to bring 20% of customers into the app.

Their mobile app, developed with MobiLoud, has played a key role in boosting conversions and creating a direct communication channel that complements email and SMS.

Inside the episode:

- How Yon-Ka structured loyalty tiers to increase repeat orders

- Why app users convert better and stay engaged longer

- How sending fewer emails led to four times more revenue

- Why gifting full-size products is more effective than discounting

- How Klaviyo and SMS are used to build loyalty from the first order

- How Yon-Ka balances push notifications with a non-intrusive experience

If you're leading ecommerce or retention at a premium brand, or trying to protect margins in a high-CAC market, this episode offers a retention playbook grounded in real numbers and tested strategy.

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📱 Get a free preview of your brand’s mobile app: https://www.mobiloud.com/

Connect with Eric: https://www.linkedin.com/in/eric-gopeesingh/

Connect with Raphael: https://www.linkedin.com/in/raphaël-faccarello/