Case fileDossier

Members in the app are worth 2.55× as much.

Dossier+ members pay every month and get it back as store credit, so they’ll shop either way. That makes them the toughest test of whether app revenue is new or just moved over from the website.

See the resultsRun it on your store
  • +155%12-month LTV, members in the app vs. members who aren’t
  • +26%first order, $96 in the app vs. $76 on the website
  • $39.90monthly fee, paid back as store credit

Subscribfy analysis of Dossier+ members · shared with FUEGO, February 2026

2-player modeThe comparison Dossier+ members, split by where they shop
Attribute Website App
Pays Dossier every monthYesYes
Fee comes back as store creditYesYes
Member pricing and early dropsYesYes
Shops in Dossier’s FUEGO appNoYes

12-month LTVwebsite group = 1.00×

Website1.00×
App2.55×

First orderaverage, new members

Website$76App$96+26%

Stage 1The question

Most app stats compare your biggest fans with everyone else.

People usually love a brand before they download its app, so comparing app users with everyone else credits the app for loyalty it didn’t create. A fair test keeps loyalty equal.

Flatters the app

App users vs. everyone else

App users
Everyone else

Loyalty and channel change together, so when the app wins, you can’t tell which one did it.

Fair test

Members in the app vs. members who aren’t

In the app
Not in the app

Both sides already pay Dossier every month, so they start out equally committed. This is the test Subscribfy ran.

  • Already loyal
  • Occasional shopper
  • Illustration of the two designs, not Dossier data

Stage 2The control group

Everyone in this test pays Dossier every month.

Dossier+ is Dossier’s paid membership, run on Subscribfy. The fee comes back as store credit to spend, app or no app.

1 · Charged$39.90 a monthEvery member pays, and can skip, pause or cancel anytime.
2 · Credited$39.90 in creditIt never expires and rolls over.
3 · SpentWebsite or appMembers spend it with Dossier, wherever they shop.

Also included

  • 10% off every product, up to 30% with Buy More Save More
  • Free shipping on 2+ items
  • Free perfumes on bigger orders and every 3 months
  • A free 3ml sample with every order
  • One free return per order
  • Member-only early drops
  • Experiences and events

As shown in Dossier’s app and on dossier.co, 24 October 2026.

CutsceneInside the app

In Dossier’s app, the membership follows you to checkout.

Five screens from Dossier’s FUEGO app in October 2026. The member price shows as you browse, and you can join in the cart.

  1. Dossier app home screen with The Oud Collection banner and an ‘Up to 30% off with Dossier+ only’ bar above the tab bar.

    1 / 5 · HomeHome keeps the Dossier+ offer docked above the tab bar.

  2. Dossier app perfume list showing a guest price and a Dossier+ member price for each product, such as $49 and $44.10.

    2 / 5 · BrowseEvery product lists two prices, guest and member.

  3. Dossier+ offer sheet: 10% off for 1 or 2 items, 20% for 3, 25% for 4, 30% plus a free perfume for 5, and free shipping on 2 or more items, members only.

    3 / 5 · OfferThe offer’s tiers run from 10% off for 1 to 2 items up to 30% off for 5.

  4. Dossier app cart with a Dossier+ membership offer bar that says ‘Add 1 more item for 20% OFF’.

    4 / 5 · CartThe cart nudges you to the next tier: “Add 1 more item for 20% OFF.”

  5. Dossier app cart step ‘Pick the way you shop’, comparing Dossier+ membership with paying as a guest. Membership is $39.90 a month and becomes store credit.

    5 / 5 · JoinIn the cart, shoppers choose membership or guest checkout.

Swipe for all five screens

Stage 3The results

After a year, members in the app were worth 2.55× as much.

Subscribfy split Dossier+ members by app use, then compared their value after 12 months and new members’ first orders.

12-month LTV
+155%members in the app vs. members who aren’t

If the app only moved revenue, the two bars would match.

If a purchase only moves from the website to the app, the member is worth the same to Dossier.

Both groups pay the same fee and get the same credit. Flip the chart to see a pure shift.

12-month LTV, website group = 1.00×

Website group = 1.00×. Members in the app reached 2.55×, which is 155% higher.

First order
+26%new members’ first order, app vs. website
Website$76
App$96

$20 more on the first order.

New members’ first orders averaged $96 in the app and $76 on the website. App shoppers join in the cart, mid-order (see the screens).

Bonus stageYour store

Run the same test on your own customers.

FUEGO tags app activity in Shopify, so you can split any loyal group by app use.

  1. 1

    Pick customers who’d buy anyway

    Paid members, subscribers or your top VIP tier, so both sides are equally committed.

  2. 2

    Split them by app use

    Filter them in Shopify by FUEGO’s tags.

    • fuego-usersigned in to the app
    • fuego-purchasebought in the app
    • fuego-pushturned on push
    • _fuego_idcart attribute on app orders
  3. 3

    Compare value per customer

    Use each customer’s 12-month total across every channel. A purchase that just moves to the app doesn’t change it.

Strictest versionHold app promotion back from a random slice of the cohort, then compare the two slices after a few months.

Your members, subscribers and VIPs are the test. FUEGO’s Shopify tags let you run it.

Continue?

Continue

Test it on the customers who’d buy anyway.

FUEGO tags app customers and orders in Shopify, so you can run this on any loyal group.

Book a demoBack to fuego.io