How we scented success for Poo-Pourri with a loyalty overhaul
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Increased loyalty series revenue by $11,928 (22% of total flow revenue)
Increased anniversary engagement revenue: $454
Increased redemption-related revenue: $654
Total flow revenue increase: $54,932
THE CLIENT
About Poo-Pourri
Poo-Pourri emerged as a pioneering solution in the landscape of natural odor elimination, transforming awkward dinner party dilemmas into a widely acclaimed product line. Founded in 2006 by Suzy Batiz, PooPourri innovated the way we address bathroom odors by introducing a product that effectively traps odors beneath the water's surface.
Our collaboration with PooPourri was initiated to tackle the challenges associated with low customer Lifetime Value (LTV) and the need for increased brand loyalty. By implementing a comprehensive loyalty program, we aimed to enhance customer retention and engagement, ensuring PooPourri's continued growth and leadership in the industry.
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Elevating Customer Loyalty and Retention
Increase Of Total Flow Revenue
22%
Elevating Customer Loyalty and Retention
When PooPourri partnered with us, the main challenge was clear: transitioning from one-time purchases to fostering enduring customer relationships. Despite the innovative nature of their products and a solid customer base, PooPourri was facing a plateau in customer Lifetime Value (LTV), with consumers showing little incentive to revisit and repurchase. So we wanted to transcend the typical transactional relationship between PooPourri and its consumers and shifted focus towards cultivating a sense of brand loyalty that was previously absent.
What were the pain points?
The primary issue at hand was the inherent nature of the product leading to low customer Lifetime Value (LTV) and a noticeable lack of repeat site visits. Despite offering innovative solutions to everyday problems, there was a gap in cultivating a deeper brand connection, resulting in consumers treating PooPourri purchases as one-off transactions rather than recurring necessities.
So we were faced with 3 critical questions to solve the issue:
- How could we transform one-time buyers into loyal customers, encouraging them to integrate Poo~Pourri into their regular purchasing habits?
- How could we ensure Poo~Pourri stood out not just for its efficacy but as a brand that consumers felt personally connected to and advocated for?
- How could we streamline our email volume to strike a balance between consistent communication and not overwhelm our audience?
Addressing these pain points required a shift from traditional marketing strategies to a more engagement-focused approach.
How did we do it?
Addressing Poo~Pourri's unique challenges required focus on deepening customer relationships and enhancing brand value. The cornerstone of our strategy was the implementation of a loyalty program designed to engage customers beyond the initial purchase. We began by launching an extensive loyalty series aimed at re-engaging existing customers. Recognizing the diverse interests and interactions of Poo~Pourri's audience, the program was structured around a points or rewards system. Actions such as sharing on social media, referring friends, and celebrating birthdays were incentivized, turning everyday activities into opportunities for engagement. Each element of the loyalty series was tailored to resonate with the individual's preferences and past interactions with the brand. As a result, this personalization ensured that the communication felt relevant and valuable, fostering a deeper connection between customers and Poo~Pourri.
Through these measures, we transformed Poo~Pourri’s relationship with customers, fostering a sense of community and loyalty that went beyond the functional benefits of the products.
Account Overview
We Inherited an Account That Had:
- Limited customer engagement leading to a low Lifetime Value (LTV).
- A significant portion of consumers not returning to the site post-purchase.
- Absence of a structured loyalty program to foster brand allegiance.
Main points to note:
Personalize Customer Engagement:
Implement a loyalty program? Make sure to tailor communications to reflect individual customer preferences and past interactions. This personal touch turns generic outreach into meaningful conversations.
Incentivize Beyond Purchases:
Reward customers for various forms of engagement, such as social media shares, referrals, and celebrating personal milestones. Every interaction should enhance their connection to your brand.
Maintain Regular, Engaging Communication:
Keep your customers informed and excited about the loyalty program with creative and engaging updates. These communications should enrich the customer experience and reinforce their bond with the brand.
The Outcome?
Increased loyalty series revenue by $11,928 (22% of total flow revenue)
Increased anniversary engagement revenue: $454
Increased redemption-related revenue: $654
Total flow revenue increase: $54,932
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If you’re looking to elevate your brand and achieve long term sustainable growth, we’d love to discuss how our expertise can drive your success. Enter your details below, and let’s start the conversation!
