Editor’s note, May 2026: This article was first published in July 2022. We updated it in May 2026 to reflect SHEIN’s current points program, product range and review guidance.
Personalisation is the way the world is going. Since COVID-19, online shopping has become increasingly popular, where customers prefer to be a part of a personalised shopping experience. According to a study done by McKinsey [1] in 2021, 76 percent of customers are more likely to purchase from a company that personalises. To keep up with the trend, companies are having to increase their levels of personalisation by enhancing a member’s experience through relevant rewards and communications. A great case study of a company that has excellent levels of personalisation is SHEIN.
There are many controversial opinions about purchasing from SHEIN but whether you support them or not, credit must be given where credit is due. They know how to market their products. SHEIN provides customers with personalised product suggestions and has a great review system that allows members to get a better sense of products before purchasing. All of this is tied to their loyalty program, SHEIN Points.
The SHEIN Points program
To join the program, customers simply have to create an account and enter a few basic details. After that, the member has access to discounts, points and more.
There are three main ways for members to earn:
- Spend: Members earn points when they shop
- Reviews: Members can earn points by posting eligible reviews
- Other activity: Members can earn points through selected SHEIN activities and promotions
Once they earn, members can spend their points on their next order where 100 points is equivalent to one dollar. This means a member must earn 100 points to receive $1 back. Compared to a lot of other retail companies the value that the members receive back is insignificant. The biggest difference here is SHEIN’s low prices. Customers can buy multiple items quickly and generate returns faster. However, this still requires significant investment from the member.
SHEIN personalisation
The SHEIN Points program offers lots of channels for customisation. One way is that members have the option to set their preferences and earn bonus points for doing so. Members can choose what their favourite categories are, who they buy clothes for and what their style preferences are.
After setting preferences, and through previous SHEIN searches, the main shopping page shows products that SHEIN assumes the member will prefer. This is the case in both the browser and the app. This means members will see products they are most likely to buy, generating sales for SHEIN and a more personalised experience for members. A win-win for both.
Reviews
Another way SHEIN offers a high level of personalisation is through its well-known reviews. After purchase, members can review items and post photos. They can also share size information. This helps other members judge fit, quality and style before buying.
One of the best things about these reviews is that they don’t need to be positive. SHEIN’s review guidance says positive and negative reviews can earn points. That makes the review system more useful for shoppers. If the fabric is thin, members can say so.
SHEIN customer experience
These reviews help to create an amazing user experience for all customers, not just members. Members can see what the products look like on actual customers before purchasing. In terms of personalisation, this is a growing trend in retail. In an increasingly digital shopping experience, consumers enjoy being able to trial and preview products before purchasing.
2026 update: SHEIN is now more than fashion
Since this article was first published, SHEIN has continued to grow in Australia. Its Australian site now spans categories including fashion, beauty, home, electronics, toys and pet supplies.
This makes SHEIN’s personalisation engine more important. The more categories SHEIN adds, the more it needs relevant recommendations, reviews and points.
Roy Morgan reported that SHEIN had 2.9 million Australian shoppers in 2025. That was up 28 percent year-on-year.
The controversy has also grown. SHEIN still faces scrutiny over fast fashion, sustainability claims and marketplace practices.
From a loyalty perspective, that tension matters. SHEIN shows how powerful personalisation can be, even when the brand itself divides opinion.
Conclusión
The program shows that many members will share data when they get something in return. SHEIN lets members update sizing and preferences. It also encourages members to post product photos. This creates a large network of useful customer content.
Overall, SHEIN has done an excellent job of creating a personalised shopping experience. Reviews, preferences and points all support repeat engagement. However, the program itself could use more juice. The points value remains low, even when the experience feels highly engaging.
Looking to build customer loyalty for your fashion brand? Our team can help create a customised loyalty program strategy. Explore our services and get in touch to learn more.
[1] McKinsey & Company. 2021, The value of getting personalization right–or wrong–is multiplying. McKinsey & Company. Retrieved July 11, 2022, from https://www.mckinsey.com/business-functions/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying
