How MASC Grew Repeat Purchases with YOYO
Vancouver men's grooming retailer MASC used YOYO cashback and VIP to build ~10k loyalty-active customers and CAD $1M+ in repeat (2nd+) orders in under a year.
“Once someone trusts a pomade or a deodorant, the next purchase is mostly habit — if you give them a reason to come back to you.”
MASC has been curating premium men’s skincare and grooming in Vancouver since 2007 — online at shopmasc.com and in their Yaletown flagship. For a specialty retailer like this, the hard part isn’t the first order. It’s getting the same customer back for the refill, the next pomade, the next routine upgrade.
In October 2025 they turned on YOYO. Roughly eleven months later, here’s what success looks like in the data — and which YOYO tools actually drove it.
Results
The results
All figures are CAD, from YOYO’s loyalty-tracked order and reward data (Oct 2025 → Sep 2026). Repeat orders mean a customer’s 2nd purchase and beyond in that stream — associated with the program, not a controlled “lift vs no loyalty” experiment.
- 9,825 loyalty-active customers (at least one reward on their account)
- 10,361 if you also count wishlist-only shoppers
- 3,265 customers with two or more YOYO-tracked orders
- 9,707 repeat (2nd+) orders totaling CAD $1,044,018
- 253 VIP members on Platinum or Diamond (lifetime spend tiers)
- 1,057 customers using wishlist (6,090 saved items)
- Last 90 days alone: 1,681 repeat orders worth CAD $178,769
First-order average value in this stream sits around CAD $97; repeat orders around CAD $108 — a descriptive gap, not a claimed causal lift.
Program
The tools MASC used
MASC did not turn everything on. They ran a tight stack: cashback loyalty, VIP tiers, wishlist, and a dedicated loyalty page with on-theme widgets. Referral and memberships stayed off. No popup spam.
1. Cashback loyalty (not points)
Every active earn rule is cashback:
| Earn way | Reward |
|---|---|
| Place order | 2% cashback |
| First order | 2% cashback |
| Sign up | CAD $2.50 |
| Set birthday | CAD $5 |
Credit sits on the customer for the next purchase — the loop that turns a one-time groomer into a repeat buyer. There are no points redeem catalogs; customers spend cashback balance directly.
Organic earn (excluding merchant manual grants): 14,200 earn events → CAD $32,667 cashback. 189 customers redeemed CAD $6,335 of that credit.
2. VIP on lifetime spend
VIP is calculated on lifetime order value, with three tiers:
| Tier | Entry (lifetime spend) | Order cashback |
|---|---|---|
| Gold | $0 (default) | 2% (base) |
| Platinum | $1,000 | 3% |
| Diamond | $2,000 | 5% |
253 customers sit on Platinum or Diamond. Gold is the default entry tier for essentially everyone — so the story is the 253 who leveled into higher VIP rates, not the Gold roster.
3. Wishlist
Wishlist is on for signed-in and anonymous shoppers, with icons on collection and product cards. 1,057 customers and 6,090 items saved — “come back for this later” without a second app.
4. Loyalty page + quiet widgets
Live on the theme:
- Product widget (by buy buttons)
- Loyalty launcher widget
- Loyalty page widget
- Wishlist icons on collection + product cards
Dedicated page on their store: /pages/loyalty-rewards — how it works, cashback, balance, VIP tiers, redeem.
Left off on purpose: signup/first-order popups, cart widget, referral page/popup, custom profile chrome. Referral is configured but inactive.
What they did not rely on
- Referrals — off
- Memberships — off
- Heavy email win-back campaigns — almost unused
- Points catalogs — none; it’s cashback
They run on YOYO Life Time Free (legacy free) — cashback, VIP, wishlist, and the loyalty page without a second paid loyalty stack.
Why it fits
Why this mix fits men’s grooming
Men’s grooming is refill and ritual. Once someone trusts a pomade or a deodorant, the next purchase is mostly habit — if you give them a reason to come back to you.
MASC’s YOYO setup does three jobs at once:
- Earn on every order so credit builds whether someone is new or returning
- VIP for lifetime spend so the highest-value customers feel the difference (3–5% earn)
- Wishlist + loyalty page so intent isn’t lost between visits
Takeaways
Takeaways if you sell on Shopify
- Lead with cashback or store credit, not opaque points, when AOV is in the tens-to-hundreds
- Put VIP on lifetime value if your catalog is refill-friendly; quote non-default tiers only
- Ship a dedicated loyalty page plus on-page widgets; skip the popup tax until the program is proven
- Measure repeat order count and value and loyalty-active customers, not just “rewards issued”
- Keep referral and memberships off until you have a real motion for them
Next step
Ready for a program like MASC’s?
Install YOYO on Shopify — loyalty, cashback, VIP, wishlist, memberships, subscriptions, and POS. Comparing to Smile? Start at YOYO vs Smile.io.
Frequently asked questions
What YOYO tools did MASC use?
A tight stack: cashback loyalty, VIP tiers, wishlist, and a dedicated loyalty page with on-theme widgets (product widget, loyalty launcher, loyalty page widget, and wishlist icons). Referral and memberships stayed off. Signup/first-order popups and the cart widget were left off on purpose.
What do repeat orders mean in this case study?
Repeat orders are a customer's 2nd purchase and beyond in YOYO's loyalty-tracked order stream (Oct 2025 → Sep 2026). They are associated with the program, not a controlled "lift vs no loyalty" experiment. In that window MASC had 9,707 repeat orders totaling CAD $1,044,018.
Is MASC's VIP based on lifetime spend?
Yes. VIP is calculated on lifetime order value. Gold is the default ($0, 2% order cashback), Platinum starts at $1,000 (3%), and Diamond at $2,000 (5%). 253 customers sit on Platinum or Diamond. Gold is the default entry tier, so the story is those 253 who leveled into higher rates — not the Gold roster.
Did YOYO cause a lift in average order value?
This post does not claim causal AOV lift. First-order average value in this stream sits around CAD $97 and repeat orders around CAD $108 — a descriptive gap, not a controlled experiment versus no loyalty program.
Does MASC use points or a points catalog?
No. Every active earn rule is cashback (2% on orders, CAD $2.50 on signup, CAD $5 for setting a birthday). Credit sits on the customer for the next purchase. There are no points redeem catalogs. Organic earn (excluding merchant manual grants) was 14,200 events → CAD $32,667 cashback, with 189 customers redeeming CAD $6,335.
Is MASC on a paid YOYO plan?
No. They run on YOYO Life Time Free (legacy free) — cashback, VIP, wishlist, and the loyalty page without a second paid loyalty stack.