Challenge

Parks Project recognized that they needed to expand their eCommerce tech stack if they hoped to grow effectively. The brand’s demographic skews younger, so it was important to take their engagement preferences into consideration. “We asked ourselves, ‘How can we connect with these people in a way that helps them find the products they want and in a fun way?’” says Tyler Prone, Director of Growth Marketing, Parks Project.

In the past, Parks Project kept their customers informed about new products, sales, and general education about their mission through weekly emails. However, knowing that consumer preferences are ever-changing, the brand saw an opportunity for a new channel, like SMS, to reach those who crave a personal connection and keep them up-to-date on their offerings.

Inspired by other brands leveraging SMS and achieving exponential revenue growth, Parks Project was ready to explore this new channel. They just needed a partner, like Yotpo, that could take customer experiences to a whole new level.

Solutions

Yotpo SMS & Email was a natural addition to their eCommerce toolbox. “Yotpo is a one-stop shop. As a lean team, it was attractive to have loyalty and referrals along with SMS all under one roof from a management standpoint,” says Prone. With Yotpo, Parks Project was able to seamlessly onboard SMS with a dedicated team, who helped them craft an SMS marketing strategy that aligns with their ultimate goal of giving customers a frictionless shopping experience. “Our expectations were far exceeded in terms of customer service with SMS. The Yotpo SMS & Email team helps us reach our goals and get the most out of the platform,” says Prone.

To bring out the brand’s fun and colorful persona, Parks Project plays with both MMS and SMS messages, while leveraging Yotpo’s powerful A/B testing capabilities to identify customer preferences. “We love the A/B testing capabilities, being able to test engagements and instantly roll out the top-performing message by using numbers to back up what our customers like vs. what they don’t like,” says Prone.

Aligning with their mission of connecting customers with parks, Parks Project is constantly rolling out new products specific to the parks they collaborate with. SMS has helped them notify their customers about what’s new and what’s upcoming. The brand is also able to navigate their merchandise supply through SMS communications. “SMS has been great to keep our customers informed on items that are limited in supply or back in stock,” says Prone.

Results

Since launching Yotpo SMS & Email, the brand has driven incremental revenue through the channel. “With Yotpo SMS & Email, the revenue value per customer on SMS is higher than email. We’re able to guide our future resources to focus on driving more subscribers because it’s been so effective,” says Prone. Parks Project maximizes subscriber growth, averaging 35% MoM utilizing Yotpo SMS & Email's library of collection tools including a pop-up, keyword, dedicated landing page, and social opt-in. 51% of new subscribers converted via the welcome flow, and the brand has seen 73x ROI from triggered flows overall.

The brand’s primary strategy is to use SMS to promote new products. In a recent campaign that saw 26x ROI, they used SMS to communicate their new collaboration with Vans. Leading up to this campaign, they created an SMS signup form, incentivizing customers to be the first to know when the Parks Project X Vans collection would drop. This signup form welcome flow saw a 20x ROI.

Parks Project also keeps their customers updated on sales, seeing an 80x ROI on the most recent announcement. In addition, they communicate at key touchpoints in the customer journey — sharing the company's mission, sending abandoned cart and shipping notifications, using customer winback flows to engage those that haven’t purchased in 90 days, and more — through Yotpo SMS & Email and Shopify’s powerful integration.

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