GLAS Members — Internal Brief

GLAS Members — Internal Brief
Internal brief · GLAS Eyewear

GLAS
Members

A new framework for how GLAS treats its loyal customers — launched today as an introductory drive, transitioning to an evergreen membership program on April 22.

Phase 1 · Launch Drive
April 8 → April 21
Owner: Christoffer
Last updated: 2026-04-08
TL;DR

For 14 days, everyone gets 20% off every frame, automatic at checkout. Existing customers are already members. New customers become members the moment they buy. Visitors who aren't ready to buy can still sign up via the popup to lock in their member status — and get early access when new launches drop.

What's going out — visually

The three things customers will see

Below: the live homepage hero, the campaign email going out at 18:00 CEST today, and the new welcome flow email that triggers when someone signs up via the popup. All in Swedish — the other 5 markets receive localized copy with the same layout.

01 · Hero · Live on glaseyewear.se

Homepage hero — "Introducing GLAS Members"

Full-bleed Seline product photo with member messaging overlaid. Currently English copy across all 6 markets.

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02 · Campaign email · Sends 18:00 CEST today

GLAS Members Launch — to 138 825 existing subscribers

The thank-you / welcome email going to all existing customers, framed as "you're already a member." Subject (SV): "Presenterar GLAS Members — välkommen in".

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03 · Welcome flow · Live in Klaviyo

Welcome email 1 — for new sign-ups

Triggers when a new visitor signs up via the popup. Replaces the previous "free gift 600 SEK" welcome with Members framing. Subject: "Välkommen till GLAS Members".

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What this is

From rea to relationship

GLAS Members is the brand's first loyalty framework. It moves us off ad-hoc rea logic and into a stack of perks (discount + early access + birthday + referral + free delivery) that gives customers a recurring reason to come back — without depending on the next 2for999 to drive sales.

Phase 1 is the public launch. The 20% gift to existing customers is both a thank you and a demand-generation event. Phase 2 (from April 22) shifts the program into its evergreen state: discount becomes a sign-up reward gated behind email opt-in.

The two phases, side by side

How it works now vs how it works after April 21

Phase 1 · Now

Launch Drive

April 8 → April 21

  • Discount20% off every frame, automatic at checkout. No code, no signup gate.
  • Existing customersAll ~138k Klaviyo subscribers are treated as members. Email going out April 8 at 18:00 CEST tells them so.
  • New customersBecome a member automatically when they buy — via the consent checkbox in checkout.
  • Visitors who don't buy yetCan sign up via popup to become a member (subscriber). Get early access on launches without buying.
  • New releasesCommunicated as excluded ("early access for members"). Discount technically applies, but we don't promote it on new launches.
  • 2for999Lives alongside as an event, not the default state. Members can stack both when running.
Customer scenarios

What happens for each type of visitor

Use this to answer customer questions and to align on edge cases. All four scenarios are valid Phase 1 paths.

Who How they become a member Discount in Phase 1 What they get long-term
Existing Klaviyo subscriber~138k profiles across 6 markets Already a member
No action needed. Treated as member by default during Phase 1.		 20% automatic
Applies at checkout with no code.		 Early access · birthday offer · referral · free delivery
New customer who buysFirst-time purchase during Phase 1 Becomes member at checkout
Via consent checkbox during purchase. Joins Klaviyo + gets glas-member tag.		 20% automatic
Same 14-day drive applies.		 Same as above. From order #2 they're an established member.
Visitor who signs up but doesn't buyEngages with popup or footer signup Becomes member as subscriber
Via popup signup. No purchase required. Onboarded into welcome flow.		 20% available
If they decide to buy during the drive, the automatic discount applies.		 Early access on new launches. Birthday offer. Future referral perk.
Anonymous visitorDoesn't buy, doesn't sign up Not yet a member. Site copy invites them to join. 20% automatic
If they check out, they get the discount AND become a member at that moment.		 Nothing until they engage.
Per role

What each of you needs to know

A focused brief for the people coordinating site, ops, and wholesale.

For Eric · Site & functionality

Site coordination

You own the site experience and the technical backbone of the launch. The discount itself is live as an automatic Shopify discount. The site needs to communicate Phase 1 consistently across hero, announcement bar, and popup — and we need a clean swap to Phase 2 on April 22.

What you need to do
  • Verify the announcement bar copy matches Phase 1 (currently still says "first order only" — which is Phase 2 wording)
  • Confirm hero section is live and serves the Members message on all 6 markets (currently English only)
  • Decide: should announcement bar push the discount, or push the popup signup? Christoffer flagged the trade-off — reach vs. data capture
  • Verify automatic discount "GLAS Members Launch" exists in Shopify with correct end date (April 21 23:59 CET)
  • Plan the Phase 2 cutover for April 22: hero swap, announcement bar text swap, popup change, gated discount logic
  • Welcome flow on signup → triggers a member tag that syncs to Shopify customer tag (for Phase 2 gated discount)
For Timmy · Customer service & ops

Customer service

You'll get questions today about the email and the discount. The most important thing to know: everyone gets 20% during Phase 1, no code needed. If a customer says it's not working, troubleshoot the cart, not the eligibility.

What you need to know
  • Discount is automatic at checkout. No code. No customer login required.
  • If a customer says "I didn't get the discount" — check that they're not checking out with a new release product (those are excluded in messaging, even if technically eligible)
  • If a customer asks "am I a member?" — yes, if they're on our email list. Yes, the moment they buy. Yes, if they sign up via popup.
  • Existing customers don't need to do anything to claim. The email is a thank-you, not a call to action.
  • The form linked in the email ("BERÄTTA OM DINA GLAS") is optional. Customers who skip it still get the discount.
  • 2for999 still works in parallel where active. Members can use both — 20% applies to single bågar, 2for999 to dual purchases.
For Maria · CEO & wholesale

Strategy & wholesale

Members is the brand's move away from BOGO-as-default toward retention through perks. The drive week is the test: does a 20% framing inside a brand story shift CVR more than another rea-style campaign? Wholesale isn't directly affected, but data from this drive matters for B2B positioning.

Strategic context
  • This is a test of demand-without-rea-language. Reference brands: Mejuri, Glossier, Tekla — all with similar member structures
  • Margin impact during Phase 1: GP1 88% → 85% on members orders. Within brand floor
  • If drive moves the needle on CVR + AOV, we commit to evergreen and start measuring repeat-rate impact
  • If drive doesn't move it, the answer is "the discount isn't the bottleneck" — and we know to look at site, creative, or brand instead
  • Wholesale is unaffected — Members is D2C-only. But the data captured (form responses, segments) feeds into how we describe the customer to retail partners
  • Open question for you: should member status carry over to wholesale customers, or stay D2C-only? Phase 2 question
Status snapshot

What's live, what needs attention

Live
Homepage hero Updated to "GLAS Members · For the next 14 days, everyone is a member." English only across all 6 markets.
Fix
Announcement bar Reads "MEMBERS SAVE 20% ON YOUR FIRST ORDER · BECOME A MEMBER" — that's Phase 2 wording. Should match Phase 1 framing or push popup signup. Open decision.
Live
Popup Updated to "Members get early access. Join for early launches, birthday offers, and member-only releases." Works for Phase 1 — drives signup without buying.
Live
Welcome flow email 1 Updated by Christoffer this morning to reflect Members framing. New signups today will receive the new version.
Live
Shopify automatic discount Confirmed by Christoffer: 20% automatic at checkout, applies to all products. Marketing communication says "excludes new releases" but the rule itself does not exclude.
Fix
Checkout consent checkbox Needs copy update so that ordering automatically grants member status. Christoffer is locating it now.
Live
Email campaign — 6 markets Scheduled in Klaviyo for April 8 at 18:00 CEST. Subject lines localized. From: news@glaseyewear.com.
Note
Earlier broken send (06:30 CEST) 138,825 emails were skipped due to a template syntax error. Zero deliveries. Sender reputation unaffected. Renamed in Klaviyo to [VOID-template-error].
Verify
/pages/consent on non-SE markets The form linked in the email is confirmed live on glaseyewear.se. NO/NL/DE/FI/EN versions need verification. Risk: 404 for those markets.
Verify
"new-release" product tag Communication says new launches are excluded ("early access instead"). The Shopify discount itself doesn't exclude — manageable risk, but worth confirming the tag is set on Seline before April 22 launch.
Email campaign

What's going out at 18:00 CEST

Data capture

What we collect, where it lands, who uses it

The email links existing customers to /pages/consent — a Klaviyo-powered form that already lives on glaseyewear.se. The form is optional, framed as "tell us about your GLAS" rather than a data gate.

01 · Source

Email CTA

"Berätta om dina GLAS" links to /pages/consent. Optional, no gate.

→
02 · Capture

Klaviyo form

7 fields: phone, phone consent, birthday, usage, who-for, discovery, email (pre-filled).

→
03 · Enrich

Profile property

Klaviyo profile fields update on submit. Tags applied per response.

Where the data goes

Marketing uses birthday + usage + discovery channel to segment future flows (birthday flow Phase 2, ad audience exports, retargeting). Wholesale uses aggregated discovery + usage data to describe the GLAS customer to retail partners — what they wear, where they bought, how they discovered the brand. Expected completion rate: 10–15% of opens, ~12k enriched profiles from this single send.

Timeline

The next 14 days, day by day

Apr 8 · Tue
Launch · Email send 18:00 · Drive begins
Apr 9 · Wed
Monitor opens, CVR, first member orders
Apr 11 · Fri
First weekend traffic check
Apr 14 · Mon
Mid-flight reminder email (decision: send or not?)
Apr 18 · Fri
Closing reminder email (3 days left)
Apr 21 · Mon
Drive ends 23:59 CET · Final push

Mid-flight and closing reminder sends are not yet built. Decision needed by April 12 on whether to add them. The current scheduled send is the launch only.

For customer service

FAQ — what to say if customers ask

Use these as drafts. Adapt the language to the channel.

"Where do I enter the discount code?"
There's no code. The 20% discount is automatic at checkout. Just add the frames you want to your cart and the discount applies before payment. If you don't see it, please check that the products in your cart aren't new releases — those are excluded from this offer.
"Am I a member? I never signed up for anything."
If you're receiving this email, you're already a GLAS Member. We've treated all our existing email subscribers as members during this welcome period. There's nothing you need to do — just shop with the discount automatically applied at checkout.
"What happens if I'm not a customer yet — can I become a member?"
Yes. You can sign up via the popup on glaseyewear.se to become a member. As a new member, you'll get early access to upcoming launches (5 new reading glasses dropping this April) and member-only perks. You can also become a member simply by placing an order during this drive — the discount applies and your member status starts the moment you buy.
"Does this work with 2for999?"
When 2for999 is running, members can use it just like everyone else. The 20% Member discount applies to single frames; 2for999 applies when you buy two frames at the bundle price. They don't stack on the same items, but you can choose whichever offer benefits you more on the products you're buying.
"Why isn't the discount applying to the new Seline frames?"
The new releases launching this April are excluded from the 20% Member discount. Instead, members get 48-hour early access to the launches before everyone else. The idea is that being first is its own kind of value — and we want the new collection to have its own moment without being framed as a discount.
"How long does this last?"
The 20% Member discount runs through April 21. After April 22, the program shifts to its evergreen state, where new members will need to sign up to receive a one-time welcome discount code. As an existing member, you'll keep all the other benefits — early access, birthday offers, free delivery, and more.
"What's in the form linked in the email?"
The form is optional. It asks a few questions about how you use your glasses, when your birthday is (so we can send you a small gift on your day), and how you discovered GLAS. It helps us send you things that are actually relevant. You can skip it entirely or fill in only what you want.
"Can I return a frame I bought with the Member discount?"
Yes, the standard return policy applies. Member discount orders are subject to the same return rules as any other order — same window, same conditions. We'll process your refund as usual.
Open

Decisions still needed

Before April 22 transition

  1. Announcement bar copy. Push the discount (reach) or push popup signup (data capture)? Decision needed today.
  2. Checkout consent checkbox copy. Where it lives, what it should say, how it triggers member tag in Klaviyo.
  3. Customer = Member? Are these 1:1 in our data model, or distinct concepts? Decide before Phase 2 to avoid migration headaches.
  4. Mid-flight reminder. Send a "7 days left" email on April 14? Send a "3 days left" on April 18? Or let the drive run silently?
  5. Translation of /pages/consent. Currently SE only. NO/NL/DE/FI/EN need verification — and if missing, decide whether to translate now or accept SE-only for v1.
  6. Welcome flow code generation. For Phase 2 gating, the welcome flow needs to deliver a unique code per signup. Decide format (static vs unique) before April 22.
  7. Wholesale crossover. Do B2B retailers' end-customers count as members? Maria question for evergreen design.
GLAS Eyewear — Internal document. Not for external distribution. Updated 2026-04-08 by Christoffer. For questions about this brief, ping Christoffer in Slack. For customer-facing questions, refer to the FAQ section above.