Names that read right in every language.

Czech and Polish don't just translate — they bend a person's name depending on how you address them. Charm greets each shopper in the correct grammatical case, and turns their name day into a reward. Powered by the free Vocato app.

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What it is

In English you write "Hi, Jan" and you're done. In Czech, Polish, and other inflected languages a name changes form depending on its role in the sentence — so addressing someone as "Ahoj, Jan" is as jarring as writing "Hi, Jane's" in English. The correct greeting is "Ahoj, Jane." Most loyalty apps never get this right, because their copy was written in English first and localized afterwards.

Charm reads the correct forms from Vocato — a free companion app that maintains curated Czech, Slovak, and Polish name data — and uses them in two places: the greeting a customer sees in their loyalty hub, and a name-day reward that fires on the right date. Nothing for you to translate, and nothing for the shopper to fill in.

How it works

Four moving parts.

The configuration surface is small on purpose. Most stores set this up in one sitting.

Greetings in the vocative

When Vocato is connected, Charm addresses each customer in the vocative — the case your language uses to speak to someone. "Jan" becomes "Jane", "Petr" becomes "Petře", the Polish "Piotr" becomes "Piotrze". The loyalty hub greets them the way a person would, not the way a database would.

It's on by default the moment Vocato is detected — better copy with zero configuration — with a single toggle if you'd ever prefer the plain first name. Czech and Polish are supported; Slovak keeps the plain name, because modern Slovak has effectively dropped the vocative for names, and we won't invent a form native speakers would find odd.

Name-day rewards

In Czech, Slovak, and Polish culture a name day — svátek, meniny, imieniny — is a second personal celebration alongside a birthday. Charm turns it into an automatic reward: set the points or the discount, and every customer earns it on their day.

It works exactly like the birthday rule, minus the friction — the date comes from the customer's first name, so there's nothing to collect. The loyalty hub shows a friendly countdown to the next name day, and a dedicated name-day email goes out when it arrives.

Powered by the free Vocato app

Vocato is a free sister app that maintains the name-declension and name-day datasets Charm reads from. Install it and Charm detects it automatically — no API keys, no field mapping, no setup screen. Both capabilities light up on their own.

A single "Sync from Vocato" button backfills your existing customers in one pass, so the correct greetings and name-day dates apply to the people already in your program, not just new signups.

Honest about the edges

The name has to exist in Vocato's curated datasets. Real Czech, Slovak, and Polish given names are covered; an unrecognized or made-up name simply falls back to the plain first name, and no name-day reward is scheduled. Nothing breaks — the personalization just doesn't apply.

Because the datasets are curated rather than machine-guessed, what Charm shows is correct whenever it shows anything at all. The failure mode is "plain name", never "wrong name".

Examples

Three configurations to steal.

Ready-to-copy patterns we see in production. Tune the numbers to your margin and audience.

Pattern 1

The hub greeting

A returning shopper opens their loyalty hub and sees "Ahoj, Jane!" — their name in the case a Czech speaker would actually use out loud.

Pattern 2

A name-day treat

150 points land automatically on the customer's name day, with an email that wishes them well by name. No birthday form required.

Pattern 3

Countdown in the hub

The hub shows "Svátek za 3 dny" — a gentle nudge that a reward is coming, which brings shoppers back on their own.

Use cases

What it looks like in the wild.

Beauty

Czech DTC beauty

A Prague skincare brand greets every member correctly and gifts a name-day discount — small touches that read as "this brand is one of us", not a US import.

Apparel

Polish apparel

Addressing shoppers as "Piotrze" rather than "Piotr" is the difference between a localized store and a merely translated one — and it costs nothing to switch on.

Food & Beverage

Selling into CEE

A merchant expanding into Czech and Polish markets via Shopify Markets gets native-grade personalization without hiring a copywriter for each language.

FAQ

Common questions.

Do I need the Vocato app for this?

Yes — the vocative greetings and name-day dates come from Vocato's curated datasets. It's free, and once installed Charm detects it automatically with no setup. Without it, Charm uses the plain first name and skips name-day rewards.

Which languages are supported?

Vocative greetings work in Czech and Polish. Name-day rewards work for Czech, Slovak, and Polish name-day calendars. Every other locale keeps the plain first name.

Why no Slovak vocative?

Modern Slovak has effectively dropped the vocative case for names, so Vocato doesn't produce one — and neither do we. Slovak customers still get name-day rewards; their name just stays in its plain form.

What happens if a name isn't recognized?

It falls back gracefully to the plain first name, and no name-day reward is scheduled. Because the data is curated, Charm only personalizes when it's confident it's correct.