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Lids Access Pass Promise: From Practice To Product
Lids Access Pass is the premier membership program for fans who live and breathe headwear culture. Born from Lids’ decades of in-store expertise and customer connection, Access Pass brings that same level of dedication to the digital world—offering members early access to drops, exclusive rewards, and personalized experiences across channels.
Believing that loyalty should go beyond points, the team behind Lids Access Pass set out to build a program rooted in real value and real connection. That vision—From Practice to Product—translates decades of retail experience into a fully integrated membership platform that serves fans wherever they shop.
While the Lids Access Pass website reflected the brand’s cultural relevance and community-first mindset, its backend infrastructure told a different story. Built on a custom platform and dependent on a patchwork of plugins, the site suffered from slow load times, inconsistent UX, and limited flexibility—impacting both performance and growth potential.
The solution: A full migration to Shopify Plus.
This transformation prioritized speed, simplicity, and scalability—key pillars of the Access Pass experience. With a faster site, a streamlined interface, and more transparent eCommerce data, Lids is now able to:
- Launch member-exclusive drops with confidence
- Track loyalty behavior and purchase patterns in real time
- Empower internal teams with a more agile, user-friendly platform
The Result? A digital experience that mirrors the Access Pass promise: effortless, rewarding, and built for the fan. From practice (years of retail expertise) to product (a best-in-class loyalty platform), Lids Access Pass proves that when you put customers first, innovation follows.
53%
53% increase in total orders due bundling and subscription offering.
18%
Total sales increased by 18% in total sales as a result of updated PDP and collection pages.
15%
Up 15% in customer retention rate after revamping the loyalty program
The Challenge
As Lids’ loyalty program continued to grow, the digital experience supporting Lids Access Pass began to fall short. The program promised exclusivity, speed, and seamless access to perks—yet the underlying Magento platform made it increasingly difficult to deliver on that promise.
Lids Access Pass relied on a complex and fragmented backend setup, leading to:
- Slow site performance during exclusive member drops
- Limited transparency into member behavior and reward usage
- Disjointed user experience (UX) across Access Pass touchpoints
- Operational bottlenecks, where homepage updates, gated content, and loyalty promotions required costly dev time
As the program scaled, so did the friction—making it harder to serve members effectively and iterate on the Access Pass offering in real time.
To evolve Access Pass into a best-in-class digital loyalty program, the team set its sights on Shopify Plus. The goal was clear:
- Deliver faster site performance for high-demand launches
- Unify the member journey across all Access Pass tiers
- Empower internal teams to manage loyalty content and campaigns independently
- Gain visibility into Access Pass-specific data to drive personalized rewards and long-term engagement
The Solution
Our partnership with Lids Access Pass began with a focus on elevating the loyalty experience from both a functional and emotional standpoint. While Access Pass already offered strong value to members, the underlying site infrastructure made it difficult to deliver a seamless, engaging, and scalable rewards experience. Our goal was to remove those barriers and build a digital foundation that matched the strength of the program itself.
1. Strengthened Conversion Paths for Member Engagement
We redesigned Product Detail Pages (PDPs) and Access Pass landing pages to spotlight member-only perks and calls to action tied to loyalty benefits—such as early access, exclusive drops, and point-based incentives. These changes helped deepen engagement while encouraging conversion from casual visitors to Access Pass members./p>
2. Improved Site Speed to Match Member Expectations
Access Pass members expect a premium experience, especially when accessing time-sensitive drops and exclusive products. We optimized site speed across all key flows, ensuring fast page loads, seamless navigation, and a frictionless shopping journey that reflects the VIP nature of the program.
3. Optimized Cart and Checkout to Support Rewards
We enhanced the cart to better surface loyalty-specific benefits, such as free shipping thresholds tied to member tiers or exclusive discounts for Access Pass Premium users. Simplifying the path to purchase helped reduce drop-off and improved how loyalty rewards are applied in real-time.
4.Flexible Templates for Access Pass Promotions
We built modular, easy-to-use templates that allow the Lids team to create dedicated Access Pass experiences—such as promotional landing pages, gated content, or VIP event announcements—without needing developer support. These templates enable rapid rollout of new campaigns and loyalty touchpoints.
5. Integrated Analytics and CRM for Loyalty Insights
To grow the value of Access Pass, we strengthened integrations between the website, CRM systems, and analytics tools. This created a more complete view of member behavior—allowing the team to tailor offers, personalize communications, and better track loyalty program performance.
6. Better Understanding of Member Behavior and Preferences
Through improved measurement, we enabled Lids to document how Access Pass members interact with products, promotions, and content. These insights now drive smarter product prioritization, more relevant rewards, and deeper personalization—strengthening the emotional connection between fans and the brand.
A Truly Diverse Range Of Action
Arctic Grey partnered with Lids Access Pass to elevate the member experience across mobile and desktop, with a focus on driving greater engagement and revenue through upsells and cross-sells. By optimizing the checkout flow and strategically surfacing Access Pass–exclusive offers, we created a seamless, value-driven shopping journey.
This approach not only improved the overall usability of the site but also delivered measurable results—boosting Conversion Rates (CR) and increasing Average Order Value (AOV). The collaboration demonstrated how thoughtful UX design and loyalty-focused merchandising can work hand-in-hand to drive both customer satisfaction and business growth.
Mobile First: To meet the needs of Lids Access Pass members who shop on the go, we designed and implemented a highly flexible, user-centric mobile navigation system focused on simplicity and adaptability.
The navigation structure was built to allow full customization of categories, content blocks, landing pages, and products—giving the Access Pass team the ability to prioritize seasonal offers, exclusive member perks, and trending product lines with ease. This dynamic setup enabled intuitive subcategories that helped members quickly find what mattered most—whether it’s limited-edition Access Pass drops, loyalty rewards, or curated product recommendations.
By making featured products and promotional links easy to update, the site stays relevant and engaging to members throughout the year, reflecting the evolving Access Pass experience in real time.
Optimized UX: Our collaboration with Lids Access Pass delivered a cohesive and unified user experience that truly reflects the program’s brand promise and meets member expectations. By streamlining navigation, refining both mobile and desktop interfaces, and developing consistent templates for landing pages and product detail pages, we simplified the member journey from discovery to purchase. This polished and professional design not only strengthened the Access Pass brand identity but also eliminated friction points that previously hindered engagement. The result was a seamless shopping experience that increased member satisfaction, boosted engagement, and drove higher conversion rates.
By aligning the digital experience with Access Pass’s commitment to exclusive, high-value rewards, this transformation reinforced Lids Access Pass as a best-in-class loyalty program—delivering the quality and care their members deserve. If you want, I can help rework this for a more casual or a more formal tone depending on your audience. Just say the word! Ask ChatGPT
SEO Traffic Boost: We implemented a comprehensive SEO strategy for Lids Access Pass, ensuring every element was optimized for discoverability and flexibility. Alt image tags, canonical URLs, title tags, meta tags, and meta descriptions were automated for efficiency yet fully customizable at all page levels and types, providing the team with the control to fine-tune SEO elements for maximum impact. Canonical URLs were generated automatically based on H1 tags to maintain consistency but could be edited to address specific SEO strategies or campaign needs.
Arctic Grey UI/UX Design Approach.
Enhancing the desktop experience was key to keeping Lids Access Pass members engaged and satisfied during their online journey. Our focus centered on intuitive navigation and filtering options, a responsive design that adapts flawlessly across screen sizes, and clear, compelling calls to action.
Maintaining consistent branding across the site—through thoughtful use of colors, fonts, and design elements—helped reinforce the Access Pass identity and build trust with members. The clean, organized layout leveraged white space strategically, allowing content to breathe and making it easier for users to focus on the most important elements.
Bold calls to action guided members smoothly through browsing and purchasing, resulting in improved click-through rates and higher conversions. This cohesive desktop UX ensured the Access Pass digital experience was both polished and user-friendly—reflecting the premium nature of the loyalty program.
Mobile User Experience (UX) Recognizing that many Lids Access Pass members engage on mobile devices, we prioritized creating a seamless and intuitive mobile experience designed specifically for loyalty users on the go.
We focused on easy-to-navigate menus, streamlined access to member-exclusive content and rewards, and fast load times to keep fans engaged without frustration. The mobile design balances clean aesthetics with functional elements, ensuring members can quickly find limited-edition drops, redeem perks, and manage their accounts—all from their phones.
Consistent branding and strategic use of white space create a polished, premium feel that reflects the Access Pass identity, while bold calls to action guide users toward key interactions like joining tier upgrades or exploring new loyalty offers.
By delivering a mobile UX tailored to the unique needs of Access Pass members, we enhanced overall engagement, reduced friction, and strengthened the connection between fans and the brand—no matter where they shop.
The Results
Mobile-Friendly Growth: Lids Access Pass’s new mobile-optimized experience has driven steady growth in sales and site engagement, boosting conversion rates.
Enhanced Upselling: Upsell opportunities across the site contributed to a noticeable increase in online sales across all product categories.
Reviews & Loyalty Integration: Integrating Reviews and a points-based Loyalty program created a more engaging experience that builds long-term brand loyalty.
Ongoing Improvements: Post-launch optimizations continue to raise customer satisfaction and retention rates.
Built with Shopify Customizer
Our Process
Discover
Define
Develop
Quality Assurance
Deliver
A/B Testing
01 Research
We start our partnership with a client with a kick-off call with a dedicated member of our Success Management team. There, we discuss the site in detail, UX and UI goals, any existing pain-points, and potential solutions. Our team of Success Managers have extensive knowledge of Shopify, and provide ongoing support and daily communication to our clients.
02 Branding
We believe in the power of simplicity and strive to create eCommerce solutions that embody both elegance and functionality.
03 UX Design
From there, we dive right in to the branding and UX design with our talented team of designers. Our focus on delivering results has solidified our commitment to crafting the finest Shopify experiences through dynamic and beautiful UX and UI, and The Cashmere Sale was no exception.
04 UI Design
Our global team of developers are unparalleled in the pursuit of perfection of creating dynamic and responsive themes, that also allows a merchant the ability to manage their site through advanced customization features.
05 Development
We are multi-award winning Shopify Plus Design & Development Firm.
At Arctic Grey, we craft the most exceptional eCommerce solutions for Enterprise Merchants worldwide. Our commitment to excellence is evident in the overwhelmingly positive feedback from our clients, with over 500 Five Star Reviews.
06 Quality Assurance
Our talented Quality Assurance team test each element of a new site, from both a technical and user’s perspective. They are true perfectionists, and have extensive knowledge of UX and UI best practices on all mobile and desktop devices.
07 A/B Testing
AB Testing is crucial, and we are passionate about delivering excellence for our clients by using clear, data-driven results driving all decision making.
The Multi Award Winning Shopify Management Team at Arctic Grey
Brooke Sanderson
Merchant Success Director
Jake Amos
Co-Founder
Truc Peter
Senior Account Executive
Giana Moretti
Senior eCommerce Manager
Anthony Spallone
Co-Founder
Maddie Schwartz
Senior Account Executive
Julia Matviichuk
eCommerce Manager
Sofia Jimenez
eCommerce Manager
Caroline Jay
eCommerce Manager
Best Website Design 2022
Best Web Developers in New York 2022
Top Web Developers 2020
Top Web Developers 2024
Enterprise Shopify Plus
Best Development 2021
Top Digital Agency 2024
Best Shopify Agency
Best Support 2021
Engineering each solution
Arctic Grey employs an innovative approach to enhancing customer experience. Through targeted research, we’ve identified and addressed potential points of confusion in our product offerings. This allows us to refine the user journey, creating a more seamless and engaging shopping experience. Our insights will continue to guide future project developments.
Throughout this project, we have delivered and continue to provide the following services and benefits:
- Strategic Product Placement – Maximizes visibility and ease of discovery for customers.
- Email Marketing Optimization – Boosts engagement and drives repeat purchases.
- Custom Upsell Cart Drawer – Increases average order value with tailored recommendations.
- Fully Responsive Experience – Ensures smooth navigation across all devices.
- Site Speed Optimization – Reduces load times, improving customer satisfaction.
- CRO & AOV Optimizations – Drives conversion rates and revenue growth.
- Core Web Vitals Management – Enhances site health and performance metrics.
- 24/7 On-Demand Support – Provides continuous assistance for uninterrupted service.
- End-to-End (E2E) Shopping Experience – Delivers a cohesive and streamlined shopping journey.
The Conclusion
The transformation of Lids Access Pass into a fast, flexible, and user-centric digital platform marks a pivotal step in redefining loyalty in the sports lifestyle space. By migrating to Shopify Plus and prioritizing member experience, Lids has not only enhanced operational efficiency but also deepened the emotional connection with its most passionate fans.
This foundation enables continuous innovation—allowing the brand to deliver personalized rewards, exclusive offers, and seamless interactions that truly resonate. As Lids Access Pass evolves, it sets a new standard for loyalty programs, proving that putting fans first drives both business growth and lasting brand loyalty.
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