How it worked
Two currencies: MinisoCoins, earned by buying, and hearts, earned by playing and completing missions. Hearts were redeemed in a prize marketplace (products, collections and concerts) picked up in store.
Behind it was an economic model that had to balance: the value of each currency, conversion rates, the probability of winning each prize and its cost.
Operations
Once the launch hype faded, many members stopped registering their purchases. I took the program into the stores: contests between stores, goals tied to their tickets, dashboards for regional managers and MinisoLove as part of their bonus. The program started moving when operations made it their own.
The result
133% of the sign-up target in the first month and a 57% higher average ticket among members. MinisoLove is still active: per published data, it reached 1.8 million members in 2025 and won silver at the 2024 Loyalty360 Awards.
What I would do differently
- Signing up is not activating. I would design the activation process before launch; without it, the hype leaves a large base of inactive members.
- Engagement is predisposition, not purchase. The bridge between the game and sales was missing: offers and reasons to buy again.
- Phased launch. Starting by region would have reduced risk, and IT needed to be involved from vendor selection.
Sources
- 1.8 million members: Merca2.0, February 14, 2025, “MinisoLove celebra su tercer aniversario” (in Spanish).
- Silver at the 2024 Loyalty360 Awards: Loyalty360, award recap.