Rubino’s goal was to create a membership program that works flawlessly within their 28 stores as well as in their online store. Their previous in-house build proved the concept but lacked a user-friendly interface and the flexibility needed for multi-tier memberships and a potential points program at scale.
Seeking a reliable, extensible platform, Rubino evaluated external solutions. On the recommendation of their agency Retailogists - who had seen Love Loyalty solve similar challenges for other brands - Rubino chose LL to power a unified program across stores and their online shop, with the agility to support custom requirements.
“Everything’s been great with Love Loyalty - the app has all the features we wanted, the custom requirements are developed fast, the app is reliable and we’re super happy with the relationship with the LL team. Can’t wait to move our POSs to Shopify and work together on it with the team.” - Phil Rose, Director of Sales and Operations
RUBINO is a Quebec-based, multi-brand footwear retailer offering shoes, boots and accessories from labels such as Nike, Adidas, Converse, and Birkenstock. The business operates 28 physical locations alongside a thriving online store. Founded in the 1980s, RUBINO was acquired in 2024 by publicly traded Designer Brands Inc.
RUBINO migrated to Shopify in 2019 with a vision to merge in-store and online experiences. In 2022, the team built a custom app to enable online memberships, but it delivered limited functionality and recurring-billing issues began to surface.
While exploring third-party solutions, RUBINO encountered platforms with misaligned pricing, feature gaps, or insufficient support. Their agency, Retailogists, then introduced them to Love Loyalty.
We spoke with Phil Rose, Director of Sales & Operations (formerly Director of IT), who oversees 230+ employees, about the decision:
Love Loyalty supports paid memberships, points, and Shopify POS. Rubino rolled out a $20/year membership with always-on benefits: 10% off every order, free shipping, free 90-day returns, and a free 180-day warranty.
As roughly 90% of memberships are sold in-store, POS enrollment had to be effortless. A lightweight widget on the POS lets staff enroll customers in seconds, so members start receiving benefits immediately.
In their online store, Rubino highlights value at every step. Collection and product pages display a member price alongside regular pricing and the cart (or cart drawer) shows how much each item would cost as a member, nudging non-members to join before checkout.
At checkout, a one-click membership upsell presents the benefits and adds the membership to the order instantly - so the 10% discount applies to that purchase right away. This one-click upsell feature that applies benefits right away is only available in Love Loyalty, which also made Rubino’s decision easier to move forward.
After 90 days of the launch of, the Rubino membership program’s numbers speak for themselves:
Rubino is pleased with the results from Love Loyalty and is preparing to migrate its stores to Shopify POS. Retailogists managed all front-end customizations, addressing edge cases to ensure a seamless implementation. This migration enabled Rubino to unlock native auto-renewing memberships and support an expanded tier structure, providing enhanced benefits for loyal customers.
The planned “Membership 2.0” will introduce a free tier alongside the existing paid option and the team is exploring members-only spaces in select stores to deepen exclusivity and in-store engagement.
“Everything’s been great with Love Loyalty - the app has all the features we need, the custom requirements are developed fast, the app is reliable and we’re super happy with the relationship with the LL team. Can’t wait to move our POSs to Shopify and work together on it with the team.” - Phil Rose, Director of Sales and Operations
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