Case Studies / Lensrentals

97% repeat
purchase rate.
$2M+ in loyalty
revenue.

America's largest camera rental company had one of the most loyal customer bases in DTC — they just had no way to measure or monetize it. Talkable gave them the infrastructure to turn that brand love into a structured, trackable growth engine.

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Program Results

$2M+

Loyalty Revenue Generated

From points redeemed

97%

Repeat Purchase Rate

For loyalty members vs. 76% overall

14.6K

Loyalty Member Opt-ins

70M+

Points Earned by Members

19M+ redeemed (27% redemption rate)

Memphis, TN · With Talkable since 2016

Loyalty existed.
Infrastructure didn't.

Founded in 2006 by Roger Cicala in Memphis, Lensrentals built a cult following among photographers and videographers. Customers loved them — exceptional inventory, reliable shipping, best-in-class support.

The problem: that loyalty was invisible. There was no system to track who referred who, no way to reward advocates, and no structured path to turn a happy renter into a brand ambassador. Word-of-mouth was happening, but Lensrentals couldn't see it, measure it, or scale it.

Meanwhile, paid acquisition costs were climbing. The solution was already in their customer base — they just needed the tools to activate it.

No referral tracking

Word-of-mouth was driving new customers with no way to attribute, measure, or reward it.

Rising paid media costs

Heavy reliance on paid search with no lower-cost alternative to drive new customer acquisition.

Rental model complexity

Unlike traditional ecommerce, a rental business needed a program that rewarded repeat usage without killing margins.

No loyalty mechanism

Frequent renters had no reason to stay loyal beyond product quality — no points, no rewards, no recognition.

Members come back.
Almost all of them.

The gap between loyalty members and the general customer base tells the whole story. When customers are enrolled in a structured rewards program, retention nearly maxes out.

Loyalty Members

Enrolled in Rental Rewards

97%

Overall Customer Base

All customers including non-members

76%

Loyalty members are 21 percentage points more likely to come back — in a rental business where repeat usage is the entire revenue model.

How the Program Works

Refer a friend

Share a unique link. Friend gets $25 off their first rental. Advocate earns up to 1,000 points.

Earn on every rental

Points accumulate automatically with each qualified rental, tracked via full post-purchase and email touchpoints.

Redeem at checkout

Points apply directly to future rentals — creating a reason to return rather than try a competitor.

Built for a rental model.
Not just adapted from ecommerce.

Referral Tracking at Every Touchpoint

Talkable integrated across the full customer lifecycle — post-purchase, email, on-site, and account portal. Every share, click, and conversion is tracked and attributed back to the advocate.

Points-Based Loyalty ("Rental Rewards")

Members earn points on qualified rentals, redeemable at checkout. Over 70M points earned and 19M+ redeemed — proof the currency has real perceived value for their customer base.

Data-Driven Optimization

Ongoing A/B testing of incentive structures, messaging, and touchpoint timing. Talkable acts as an extension of the team — not just a platform, but an active optimization partner.