$2M+ loyalty revenue generated with points redeemed | 97% repeat purchase rate for loyalty members | 14.6K loyalty member opt-ins
Lensrentals is the largest online rental provider for photography, videography, and lighting equipment in the United States. Founded in 2006 by Roger Cicala, the company offers short-term rentals of cameras, lenses, lighting gear, and production accessories for creators, studios, and event professionals. Known for their professional-grade inventory, reliable logistics, and exceptional customer support, Lensrentals has built a strong reputation among creative professionals and serves hundreds of thousands of photographers and videographers annually.
The Challenge
Lensrentals had built strong brand loyalty among professional and hobbyist photographers but lacked a structured way to monetize that customer satisfaction. The company was heavily reliant on paid media and search channels with rising acquisition costs, and had no scalable system to track and attribute referrals or incentivize word-of-mouth growth. As a rental-based business, they also needed to balance acquisition growth with retention and repeat usage without negatively impacting margins.
The Solution
Lensrentals partnered with Talkable to design a referral and loyalty program tailored to a rental-based model. The program rewards customers for referring friends who complete qualified rentals, provides incentives for both advocates and referred friends, and integrates referral touchpoints across the full customer lifecycle, including post-purchase engagement, email marketing campaigns, on-site placements, and customer account experiences. Through data-driven incentive optimization, end-to-end referral tracking, and A/B testing of incentives and messaging, Talkable helped Lensrentals reduce acquisition costs while encouraging repeat engagement.
The Results
The Talkable Loyalty program transformed Lensrentals’ retention and revenue performance. The program generated $2M+ in loyalty revenue with points redeemed and attracted 14.6K loyalty member opt-ins. Members earned over 70M points with 19M+ redeemed, achieving a 27% redemption rate. Most notably, the repeat purchase rate for loyalty members reached 97%, compared to the overall repeat purchase rate of 76%, proving the program’s impact on long-term customer value.
Lensrentals uses Talkable’s referral marketing platform to grow their business. Learn how Talkable can help you scale further and faster.
