PROGRAM CARD - Ma Maison du Monde

Program name: Ma Maison du Monde
Distinction: emotions, statuses, own streaming service
Brand / operator: Maisons du Monde (MAISONS DU MONDE FRANCE SAS)
Family / owner: Maisons du Monde Group (listed on Euronext Paris)
Industry: home and interiors
Model for the industry: yes
Market: France (FR) - stores in metropolitan France and maisonsdumonde.com (FR)
Related programs: none - program exclusively for the French market; account holders from other EU countries cannot transfer benefits
Status: active
Legal / time status: no restrictions; personal program, exclusively for individuals
Launch year: 2024 (launched on 2 October 2024)
Main type: tier-based
Additional type: member-benefit
Cost of joining: free (no entry fees or subscription)
Channels: in-store · online · app (mobile Wallet)
Reach: approx. 4.5 million customers automatically enrolled at the program's launch (outside the terms)

Comparative parameters (estimated ratings)

Implementation difficulty (1-5): 3
Main KPI (impact strength): engagement (medium)

Descriptive sections

0. Summary

"Ma Maison du Monde" is the first loyalty program from Maisons du Monde, launched on 2 October 2024 in France. It is built on three status tiers (Liker, Lover, Addict) determined by annual purchase volume. It stands out by combining transactional benefits with emotional ones (exclusive events, its own MDM+ streaming platform) and by the absence of a traditional points system.

1. Objectives and context

The program was created as part of the "Inspire Everyday" strategic plan (2024), whose goal is to bring the brand closer to customers after nearly 30 years of operating without a loyalty program. Key priorities: increasing engagement, growing basket value and building a community around the brand, which is meant to translate into return visits to the store and content-inspired purchases.

2. Target group

Individual customers in France, of legal age (or from age 15 with the consent of parents or legal guardians), holding an account on maisonsdumonde.com or registered in a physical store. Profile: French customers interested in decoration and interior design, seeking both savings and inspiration.

3. Architecture and type

Registration: free in-store, online or by phone (09 70 01 89 89); holders of an existing customer account were automatically enrolled on 2 October 2024.
Status determination: no points - status depends on the sum of net spending (TTC, excluding delivery and partner services such as Rhinov) over a rolling 12-month period: Liker (€0-199.99), Lover (€200-999.99), Addict (≥€1,000).
Update: status is refreshed 30 days after purchase (a buffer for the return period); upgrades are possible during the year, with no downgrade before the end of the annual period.
Using benefits: via the mobile Wallet (Apple/Google) or identification at checkout based on personal data; the program is fully dematerialized.

4. Earn & burn mechanics

Accrual: no points system; status based on annual net spending. Not counted toward calculations: gift cards, partner services (including Rhinov), returned products, professional purchases, or purchases in franchise stores outside France.
Threshold and redemption: no exchange of points for rewards; benefits active for 12 months within the granted status.
Reward forms: one-time percentage discounts for a chosen day (10 / 15 / 20%), free delivery thresholds, a birthday voucher or a Rhinov decoration service, invitations to in-store events, access to the Maisons du Monde+ streaming platform.
Point expiration: not applicable (points-free program); status expires after 12 months if spending in the previous year did not reach the required threshold.

Benefits by status (per CGU and official sources):

Liker (€0-199.99 / year):

Ma journée shopping Privilège: −10% on a chosen day (available 30 days after the first purchase)
Ma livraison Privilège: free delivery from €800 in purchases
Mon relooking déco Privilège: reimbursement of the Rhinov service (design of one room) from €800 in purchases (outside the terms - confirmed from multiple official sources)

Lover (€200-999.99 / year):

Ma journée shopping Privilège: −15% on a chosen day
Ma livraison Privilège: free delivery from €700 in purchases (outside the terms - confirmed from multiple official sources, the CGU does not directly confirm this threshold)
Mon privilège d'anniversaire: €15 shopping voucher
Mes Événements Privilèges: invitations to in-store animations and surprises
Access to Maisons du Monde+ (VOD platform)

Addict (≥€1,000 / year):

Ma journée shopping Privilège: −20% on a chosen day
Ma livraison Privilège: free delivery from €200 in purchases
Mon privilège d'anniversaire: free Rhinov decoration service
Mes Soirées Privilèges: exclusive shopping evenings in stores with special offers
Mes Événements Privilèges: invitations to in-store animations
Access to Maisons du Monde+ (VOD platform)

5. Emotional value

The program deliberately moves away from pure transactionality - its creators speak of "preuves d'amour" (proofs of love) for customers. Addict evenings in stores, the MDM+ platform with content on decoration and travel, the ability to interact with other brand enthusiasts - all of it builds the identity of a community, not just a wallet of discounts. Brand tone: warm, homely, aspirational.

6. Gamification

Progression through three tiers with aspirational emotional names (Liker → Lover → Addict)
The ability to upgrade during the year (no mid-year downgrade - a status-protection mechanism that motivates further purchases)
The customer chooses the "Ma journée shopping Privilège" day themselves - a sense of control and exclusivity
The MDM+ platform as an intangible reward available after upgrading to Lover - gamification of access to content

7. Differentiation

Maisons du Monde is the first interior decoration operator in Europe with its own streaming platform (50+ hours of content, developed with Alchimie) as a loyalty benefit. The program eliminates points debt on the balance sheet and shortens the reward cycle - instead of accumulating points over months, the customer enjoys status benefits immediately upon reaching a threshold.

8. Data and personalization

Data required for registration: civility, first name, last name, email; date of birth optional (required for the birthday benefit)
Consents and data protection: GDPR; DPO available at dpo@maisonsdumonde.com
Personalization: email communication about status changes; event invitations targeted by status; MDM+ content tailored to the decoration profile

9. Technology

Mobile Wallet (Apple Wallet / Google Wallet) as the main in-store verification channel
Customer account on maisonsdumonde.com - managing status and benefits online
MDM+ platform: proprietary VOD platform developed in cooperation with Alchimie (a leader in European streaming solutions); available on all devices, with a community feature (comments, interactions)

10. Communication and lifecycle

Email: status-change notifications, event invitations, benefit announcements
Onboarding: automatic activation for holders of an existing account; no action required for the 4.5 million customers at launch
Retention: access to MDM+ content and recurring seasonal events motivate regular store visits; annual status with a mid-year upgrade option sustains engagement throughout the year

11. Conclusion / inspiration for the almanac

"Ma Maison du Monde" proves that the home and interiors category - with a less frequent purchase cycle than FMCG - can build strong loyalty without traditional points. A status model based on annual purchase volume + a proprietary content platform is a valuable model for premium brands with quarterly or annual purchases: they reward loyalty with experiences, not just discounts.

Sources: program page maisonsdumonde.com/FR/fr/edito/programme-fidelite; program CGU (maisonsdumonde.com/FR/fr/e/legal/cgu-programme-fidelite, effective date: 02.10.2024); Maisons du Monde Group press release (corporate.maisonsdumonde.com); Le Courrier du Meuble (07.11.2024); Univers Habitat (03.10.2024); Républik Retail
Terms (link): https://www.maisonsdumonde.com/FR/fr/edito/programme-fidelite
Entry compiled on: 2026-06-26

Ma Maison du Monde