Halfdays is at the forefront of women's outdoor apparel, known for its fusion of impeccable fit, function, and style, particularly in ski wear. In our partnership, we honed in on overhauling Halfdays' post-purchase series, with the goals of elevating their audience’s lifetime value and fortifying brand loyalty through enhanced engagement and personalized follow-up strategies.
71% Increase in Customer Lifetime Value ($262 in the first order to $448 for returning)
10% Increase in Repeat Purchases
THE CLIENT
Maximizing Post Purchase Opportunities for Sustainable Growth
TOTAL CONVERSIONS UP
71%
from initial purchase to returning orders
Maximizing Post Purchase Opportunities for Sustainable Growth
Halfdays approached Structured with a clear objective: to enhance profitability and customer retention through an optimized post-purchase experience. As a brand specializing in seasonal women's outdoor apparel, the challenge was to transform each purchase into an opportunity to build lasting customer relationships and encourage repeat business, particularly during the critical ski season window.
Understanding the urgency to capitalize on the post-purchase journey, we dove deep into revamping Halfdays' post-purchase series. Our strategy was to personalize the customer experience, ensuring that every communication added value and fostered a deeper connection with the brand. By implementing a series of targeted follow-ups and cross-sells based on what the customer purchased, we aimed to not only increase the likelihood of repeat purchases but also solidify Halfdays' position as the go-to brand for quality ski wear.
What were the pain points?
The main challenge here: Enhancing Engagement & Loyalty For First Time Customers
The primary hurdle for Halfdays was not just to escalate sales but to do so in a manner that nurtured customer loyalty and repeat business, particularly crucial given the seasonal nature of their product line. Despite offering high-quality ski wear, Halfdays faced the challenge of converting first-time buyers into loyal customers, a key factor in maximizing the profitability of the short ski season.
So HalfDays grappled with 3 key questions:
Limited Post-Purchase Engagement
Underutilized Customer Data
Generic Communication Strategy
Inconsistent Customer Experience
Additionally, Halfdays also need a more personalized and dynamic post-purchase experience. The goal was to transform one-time buyers into brand enthusiasts by not only meeting, but exceeding customer expectations through targeted engagement strategies, ultimately leading to improved customer retention and increased lifetime value.
How did we do it?
Recognizing the need for a more engaging and personalized customer experience, we initiated a comprehensive review and redesign of the post-purchase communication series. This effort was aimed at not only thanking customers but also encouraging them to deepen their relationship with Halfdays through additional, well-timed engagements. By segmenting the journeys and showing specific content based on what they purchased, we had a solid foundation to building up customer lifetime value.
By revamping Halfdays' entire post-purchase experience, we laid the groundwork for increased customer lifetime value and brand loyalty, driving sustainable growth YoY for the brand.
Account Overview
We Inherited an Account That Had:
- Limited Post-Purchase Engagement
- Underutilized Customer Data
- Generic Communication Strategy
- Inconsistent Customer Experience
Main points to note:
Prioritizing the Post-Purchase Experience:
Elevating the post-purchase journey is critical for premium brands like Halfdays. A structured, personalized series of communications can significantly enhance customer loyalty and repeat purchases. Invest in creating a seamless, engaging post-purchase experience that reflects the quality and exclusivity of the brand.
Data-Driven Personalization is Key:
Use customer data to tailor the post-purchase journey, from product recommendations to personalized content. This not only improves customer satisfaction but also presents opportunities for increasing the average order value by encouraging the completion of bundled sets.
Embrace Creative Experimentation:
In a market saturated with standard marketing messages, fresh and diverse creative strategies stand out! Make sure to incorporate a variety of content, from personalized emails to dynamic content blocks to keep the brand experience engaging.
The Outcome?
71% Increase in Customer Lifetime Value ($262 in the first order to $448 for returning)
10% Increase in Repeat Purchases
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