Challenge

Already a fast-growing business, the highly driven team behind Naked Harvest knew they could be winning more new customers and doing more to keep existing customers engaged. The disconnected nature of their ecommerce tech stack was becoming a major hindrance, preventing teams from working efficiently.

Secondly, while most brands have customer acquisition sorted and have to grapple with retention strategies, the team at Naked Harvest found themselves in a unique position where they didn't have to worry about retaining customers – a testament to their brand values and products, no doubt. The big priority for Naked Harvest was driving acquisitions without giving away discounts.

Lastly, using too many ecommerce solutions meant getting a holistic view of the customer journey was not always possible (or easy), preventing the marketing team from effectively engaging customers in various stages of the lifecycle.

Solution

The ideal marketing stack would allow this fast growing brand to easily see the customer journey in one place, improve channel engagement with timely and personalised communications, and save the team all the hours of manual work required to do this.

The team did its due diligence, scouring the market for ecommerce solutions that would fit the bill, but found that no single ecommerce marketing solution was able to match Yotpo’s overall value proposition. Chantel Brayley, Director of Marketing at Naked Harvest says “Regardless of the partnerships or integrations they came with, a lot of the solutions we explored simply couldn't match what Yotpo was able to offer: both in terms of functionality and support.”

Replacing multiple solutions in their tech stack, including Email, with the Yotpo suite has helped the marketing team become more efficient and effective. “Yotpo is definitely helping us to be much more journey focused,” says Chantel who is especially excited about the multi-message campaign feature. This Yotpo-exclusive feature allows the NH team to easily set up multi-step, automated email and SMS campaigns within the one experience, without having to spend a lot of time planning this out manually. “From our customers’ point of view, the communications they receive from us will feel more thoughtful and personalised.”

The family-owned health and wellness supplements brand knew it had built one of the most engaged communities in Australian eCommerce, which is why it needed a loyalty solution that could help the team do more with it. “I believe that the only way to quantify the financial impact of ‘community’ is through a loyalty program. And in partnership with Yotpo, we’ve been able to build a really cool, really authentic loyalty program.” Chantel also points out that Yotpo's in-platform analytics are critical when it comes to planning and strategy.

Yotpo is also playing a vital role in helping the brand plough ahead with its acquisition strategy – specifically, Yotpo Reviews. “We only have 60 or 70 SKUs, so converting new customers really hinges on the quality of our reviews. And Yotpo Reviews is proving to be a really robust solution for us in this regard.”

Results

A boost to the brand’s acquisition strategy: Driving more reviews across all their SKUs is helping convince first-time shoppers and improve conversions. “What this also means is that we’re looking at a much smaller remarketing spend, which we can then channel towards acquisition.”

Quantifying the impact of community with Yotpo Loyalty: Not only has their rewards program, the NH Collective, given customers incentive to repurchase, boosting repeat purchase rates (RPR), it has also increased average order value (AOV) among top-tier customers by 40-50% according to Chantel. The participation rate for their rewards program sits comfortably above the benchmark of 5% and in FY23-24, redeeming customers helped the brand see a 11.5x ROI on the program, which is double the average benchmark.

Better performance across SMS and Email: From subscriber growth to ROI, the proudly Australian health and wellness brand is seeing really positive results with Yotpo SMS and Email. “Yotpo’s lead-gen tool is so much more superior compared to JustUno, which we’ve been able to cut from our stack and save ourselves that cost. Our deliverability has improved and the ROI we’re seeing from some of our email and SMS flows now with Yotpo are really positive too.” Recently, Naked Harvest used Yotpo's multi-message campaign feature to create an EOFY marketing campaign that has seen a massive 132x ROI.

Saving at least 60% with Yotpo SMS and Email: Compared to their previous email provider Klaviyo, the brand is spending 60% less with Yotpo’s usage-based pricing and Chantel estimates that in Q4 this year these savings will be even greater thanks to all the activity planned around BFCM.

Invaluable support from dedicated CSMs: While cost savings are one thing, getting support from dedicated CSMs is incredibly valuable for the brand. “It’s good to be working with a team that wants us to win as bad as we do,” says Chantel.

A significant improvement to customer experience: A key benefit of a unified ecommerce stack – one where their SMS, Email, Loyalty, Reviews all talk to each other – is that Naked Harvest is now able to offer a much more engaging and well-rounded customer experience without needing to add to the headcount in that department. Recently, the brand also went live with Yotpo Subscriptions allowing their customers to unlock a new level of convenience and reliability.

Ease of use and increase in efficiency: “The team is no longer spending as much time on the tools, freeing up bandwidth and allowing us to be more productive,“ says Chantel. “And because the platform is so intuitive, it’s enabling our teams to pick up and build things without any teething problems." Chantel also notes that with the whole team on the same platform, they are able to work more collaboratively, reducing the reliance on a single ‘super user’.

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