Challenge

This much loved beauty brand may have just celebrated its 5th birthday, but has been growing steadily over the years. Every year, BFCM provides the brand opportunity to acquire thousands of new shoppers who are then nurtured with the hope of building long-term brand loyalty.

In 2023, the Bangn Body team set themselves big BFCM targets around retention and new customer acquisition. In the lead up to November last year, the home-grown beauty brand had a two-part goal: a) get existing customers excited about their upcoming sale and b) win thousands of potential first-time buyers with their unmissable Black Friday Cyber Monday deals.

More importantly, the brand wanted to use the biggest sale event of the year to show their loyal shoppers that extra bit of love.

Solution

As an owned channel that sees high engagement, SMS was set to play a starring role in helping the brand smash their BFCM marketing efforts and sales. Priscilla Hajiantoni, the famous founder of the viral beauty brand says the BFCM success they saw with Yotpo SMS boiled down to the following:

Planning early to maximise BFCM results: The brand prioritised building their email and SMS lists well before BFCM to maximise ROI when they eventually launched the campaign.

Leveraging segmentation to cut through the BFCM noise: Having the ability to surface different kinds of customer data, whether from reviews or loyalty, into channels like SMS and email allowed the brand to send much more personalised, relevant messages to new and returning shoppers.

During BFCM in particular, data from their loyalty platform allowed the brand to segment their most dedicated customers and give them early access to the sale, an hour before it went live.

Strategic use of flows for efficiency and impact: Flows were crucial to the success of Bangn Body’s BFCM SMS strategy. The team updated the messaging in all their flows to focus on their BFCM sale. Including reminders about the time left to grab the discounts helped to create a sense of urgency and drive action on the shoppers’ part.

But more importantly, being automated, flows saved the team precious time during what's no doubt a very busy period.

Giving loyal customers a little extra love: Hooking up their Yotpo-powered rewards program with Yotpo SMS allowed Bangn Body to tailor communications based on customers’ loyalty status. Not only did this make it easy for the brand to reward loyal members with early access to the BFCM sale, it was also a great opportunity to reinforce the exclusive perks that came with their loyalty program.

Bangn Body is all set to repeat their BFCM success in 2024 and has locked in a strategic mix of subscriber collection tools to grow their email and SMS subscriber base ahead of November.

Results

Impressive ROI and engagement on BFCM campaigns: The viral brand sent 5 SMS campaigns throughout the weeklong promotion and saw an average ROI of 10.87x. The first SMS in the series was particularly successful, delivering an impressive 29.56x ROI and a 3.8% click-through rate.

Winning with a unified ecommerce stack: Even outside of BFCM, the brand is seeing the benefits of consolidating their eCommerce stack with Yotpo. Having experienced the synergy between SMS and loyalty, the brand is now looking to explore other cross-product synergies within Yotpo.

“We use all Yotpo products and I really appreciate how its multiple products work together seamlessly, allowing for synchronised efforts across our different channels whether that’s SMS, loyalty or something else” Priscilla notes.

ROI on the brand's loyalty program sits at 7.7x with redeemers bringing in 15% higher AOV on average and showing a 68% higher repeat purchase rate compared to non-redeemers.

"The best part about using Yotpo is the seamless integration across all platforms, ensuring everything works together without competing for acquisition credit.” says Priscilla.

Optimising strategies with real time analytics: The team loves having real-time analytics at their fingertips. The Retention Dashboard has been particularly handy for the team who look at it daily to identify opportunities for improving their stats, optimising performance across channels, and finding ways to better engage customers. This has allowed the brand to see a massive 125% YoY increase in channel ROI for SMS and grow their SMS subscriber base by 212% YoY.

“Yotpo’s analytics tools help us to continuously optimise our strategies and improve business performance throughout the year” says Priscilla.

Personalised comms to stay relevant to customers: Having the right data to hand means better segmentation, which allows the brand to be more relevant to their target audience at all times which is key to improving engagement. But during critical sales periods like BFCM, being able to synchronise effort across channels becomes a huge strategic advantage.

Dedicated support team invested in their growth: When asked what it was like to work with our Customer Success team during BFCM, Priscilla shared this. "We had touchpoints with our CSM both before and during BFCM to help us leverage our loyalty member lists and effectively nurture our customers throughout the sale period. Even outside BFCM, the year-round support on best practices from our CSMs ensures we’re getting the most out of the Yotpo platform."

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