How Hairstory increased Klaviyo email campaign revenue by 34% with Relo Omniblock

Increase in campaign revenue
campaign personalization
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About Hairstory:

Hairstory took the world by storm back in 2015 with their First-of-its-kind formula and product, New Wash. This innovative hair formula cleans, conditions, detangles, and restores hair without using harsh foams and damaging detergents found in traditional shampoos. The luxurious result: Your healthiest, happiest hair ever. New Wash is like shampoo, but it’s actually good for your hair.

Started by a group of Haircare veterans dedicated to helping people rethink everything about hair, Hairstory have gone on to build a cult brand with a loyal following of enthusiasts that have changed their relationship with their hair.

Alongside rethinking the haircare product range, Hairstory also their innovated on both their packaging and route-to-market. Hairstory launched with a “direct-through-stylist” business model that enables hairdressers to participate in eCommerce in a way designed to respect their relationship with their clients, and all Hairstory products are delivered in recyclable, refill pouches to reduce nearly 90% plastic and produce 80%+ fewer CO2 emissions through their lifecycle.

The problem:

Hairstory were struggling to increase revenue from their bi-weekly campaigns as open and click rates decreased. They didn’t want to send more frequently, as this could have an adverse effect over time on customer experience despite initial bumps.

A key area that could have an impact here was to personalize the campaign content based on a customer prior experience with the brand. For example, to display their previously purchased products, and other recommendations that align with their unique journey with Hairstory. However, to create this at scale at a campaign cadence that Hairstory wanted to execute, would require extensive data science resources that weren't available.

Here's Ben Clark, Head of Lifecycle Marketing at Hairstory, commenting on the problems faced prior to Relo:

“It allows us to follow up to repeat orders with the correct timing and custom products based on their previous orders. Previously we were relying on static assumptions on when the best repeat order time would be.”

Ben Clark, Head of Lifecycle Marketing


How Hairstory solved this using Relo:

Hairstory used Relo’s customer predictions to surface contextualized offers for their customers within their campaigns to increase conversion. Here's how it works:

1. Firstly, Relo syncs Shopify order history to build understanding of customer purchasing habits.

2. Next, Relo seamlessly creates predictions for whether customers are ready to reorder, to try a new product, or to start a subscription over the next 30-days.

3. Relo syncs that data to Klaviyo dynamically, so you have the data at your fingertips automatically to send personalized email and SMS comms.

4. Lastly, Relo converts any customers that engage with a prediction email or SMS with an optimized mobile-first cart, called the Magic Cart.

Let's dive into each element and how this worked for Hairstory.

Firstly, Hairstory 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 are examples of anonymised predictions for customers that are ready to reorder. Haistory were able to toggle on the left-hand side between customers that were ready to reorder, to try a new product (Cross-Sell) or start a susbcription (Subscription Converter):

Once Hairstory had those customer predicts, Relo makes it really easy to action them by syncing the data to Klaviyo. This can either happen as a dynamic trigger for a flow, or via the Omniblock feature in campaigns. The Omniblock is a Universal Content block that is dragged into each campaign to display dynamic offers to each customer. Here's a campaign draft from Hairstory:

If we go ahead and preview the campaign draft as a specific customer, you'll see the Omniblock now displays a dynamic offer depending on whether Relo thinks the customer is ready to reorder, to try a new product, or start a subscription:

“We have been able to drive incremental revenue by being able to recommend accurate repurchase products based on their previous order. We can now leverage educational or content focused email to still drive revenue by using omniblocks.”

Ben Clark, Head of Lifecycle Marketing


Lastly, Hairstory added Relo’s unique Magic Cart Feature to reduce all friction for a customer to purchase once they have clicked on the campaign CTA above. 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 Hairstory customer Casey, including their previous order, new product recommendations, and a link to checkout in 2 clicks: 

Here's Ben Clark, Head of Lifecycle Marketing at Hairstory, commenting on the what they've experience by working with Relo:

“It's easy to set up, the team is very responsive and always looking for optimizations, it provides machine learning Klaviyo cannot do and saves resources on our internal teams!”

Ben Clark, Head of Lifecycle Marketing


The impact

By adding Relo Omniblock to all of their campaigns, Hairstory were able to increase their campaign revenue by over 34%. This addition allowed Hairstory to keep their campaign revenue high whilst still delivering a great customer and brand experience. Here are the main results for Hairstory:

  • 34% increase in campaign revenue
  • 12x ROI
  • Automatic campaign personalization

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