Azio Beauty launched in 2021 with a vision to create a premium skincare brand without premium pricing. They set out to challenge the status quo of the mainstream beauty industry where some products can sell for up to 12x their product cost.
Azio have focused on advanced anti-aging skincare solutions, and now support a range that includes cream's for various use-cases across the data. Azio is focused primarily on their eCommerce channel and direct relationship with customers, but also supplies retailers across the UK, Europe and USA.
Azio Beauty had a focus on encouraging more customers to come back after their first order, as repeat-revenue was a core metric for the business to scale. However, it was tricky to predict when those customers were best targeted to come back and how to make that journey as seamless as possible. The REAL Drinks Co knew there was a big opportunity here as their product range expanded and they acquired more one-time customers, as the impact of more customers coming back compounds over time. Even a small increase in conversion here could be really impactful on their focus to increase repeat revenue moving forward.
Prior to Relo, Azio Beauty had a standard Klaviyo Replenishment flow in place. However, this didn’t really help solve the issues mentioned above in regards to predicting the best time to target customers and making the journey easy. The flow itself targeted customers on a blanket timeframe of 30-days, which didn’t necessarily relate to the specific product usage of customers that could vary greatly.
In addition, once that customer clicked through on the CTA, they were taken back to normal customer journey from product page, through cart page and to a new checkout. Both of these items together meant that there was a lot of revenue left on the table for Azio Beauty to make use of, and enable more of their customers to come back.
Here's Azio Beauty Founder, Jonathan Penna, commenting on the problems prior to Relo:
Firstly, Azio Beauty synced Relo to their Shopify to automatically generate predictions for when their customers were likely to need to replenish their products. These predictions were built on a per customer basis, taking into account the product each customer ordered previously, the amount of product order, the number of orders they’ve had previously and any seasonality changes. Here's an example of anonymised predictions:
Relo then automatically synced those predictions straight to Azio Beauty Klaviyo dashboard, immediately making them actionable and driving revenue straight away:
Here’s an example of a Azio Beauty email that included a specific customer prediction linked to the trigger above. Each product offering is customized to each customer, as shown on the right hand side of the Klaviyo preview:
Here's what Azio Beauty's Founder, Jonathan Penna, mentioned about the impact of Relo:
Lastly, Azio Beauty added Relo’s unique Magic Cart Feature to reduce all friction for a customer to purchase. Magic Cart is a hyper-optimized mobile-first landing page that is personalized to each individual customer and included in the CTA of each email or SMS prediction sent (example above). Magic cart is:
1. Mobile first
2. Pre-loaded with the customers last order
3. Personalized with add-on product recommendations
4. Connected to a pre-loaded Shopify checkout.
5. Customized in a few clicks to your brand
Here’s an example of a Magic Cart from a Azio Beauty customer Christine, including their previous order, new product recommendations, and a link to checkout in 2 clicks:
Jonathan Penna, Founder, commenting on his experience working with Relo:
With these changes, Azio Beauty were able to dramatically increase their repeat revenue and Klaviyo efficiency. Not only did they achieve a 30x ROI, but their replenishment flow became their top performing Klaviyo flow.