Patchology was launched as part of the Rare Beauty Brands portfolio, combining operational and brand-building excellence to incubate and scale the next-gen of consumer facing skincare brands.
Patchology focuses on simple, effective products with "work-like-magic ingredients" that are there for you when you need them. Originally kicking off with a range of eye gels, they've since expanded into products for other areas like lips, hands & feet, and face.
Patchology were looking 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 Patchology. However, to create this at scale at a campaign cadence that Patchology wanted to execute, would require extensive data science resources that weren't available.
Here's Rina Goldman, Retention Brand Manager at Patchology, commenting on the problems faced prior to Relo:
Patchology 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 Patchology.
Firstly, Patchology 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.
Patchology 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 subscription (Subscription Converter):
Once Patchology 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 Patchology:
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:
Lastly, Patchology 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 Patcholgy customer Christina, including their previous order, new product recommendations, and a link to checkout in 2 clicks:
Here's Rina Goldman, Retention Brand Manager at Patchology, commenting on the what they've experience by working with Relo:
By adding Relo Omniblock to all of their campaigns, Patchology were able to increase their campaign returning revenue by 12%. This addition allowed Patchology to keep their campaign revenue high whilst still delivering a great customer and brand experience. Here are the main results for Patchology: