How Pets Purest increased replenishment by 21% with Relo

Increase in replenishment
Performing Klaviyo Flow
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About Pets Purest:

Pets Purest is the UK’s first pet supplement brand prioritising daily pet wellbeing! Founded by Oli and Evie Bristowe in 2017 when their family pets were suffering from dry and itchy skin, they set about creating a range of 100% natural treats, supplements and hygiene products that would help keep their pets feeling healthy!

Now serving over 1m customers globally, Pets Purest was named in The Times Top 100 fastest-growing companies for the last two years running, and were also awarded the Family Business Entrepreneur of the Year Award at the Great British Entrepreneur Awards.

The problem

Pets Purest 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. Pets Purest 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, Pets Purest 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 Pets Purest to make use of, and enable more of their customers to come back.

“We needed some help encourage repeat purchases in our campaigns! It's really important for us to keep building a loyal customer base that returns."

Chris Socratous, Brand Marketing Manager at Pets Purest, commenting on the problems faced prior to Relo.

How Pets Purest solved this using Relo

Firstly, Pets Purest 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 Pets Purest Klaviyo dashboard, immediately making them actionable and driving revenue straight away:

Here’s an example of a Pets Purest 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:

“We’ve only recently started to use Relo, however are already seeing replenishment rates starting to increase, with second and thrird-time purchasers starting to come through."

Chris Socratous, Brand Marketing Manager at Pets Purest

Lastly, Pets Purest 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 Pets Purest customer Thomas, including their previous order, new product recommendations, and a link to checkout in 2 clicks: 

“The team were really proactive and went out of their way to ensure the set-up was quick and easy. As a relatively small and time-poor team, this was really important to get everything up and running as quickly as possible."

Chris Socratous, Brand Marketing Manager at Pets Purest, commenting on working with Relo

The results

  • 21% increase in repeat orders
  • 4x ROI
  • Top performing Klaviyo flow

With these changes, Pets Purest were able to dramatically increase their repeat revenue and Klaviyo efficiency. Not only did they achieve a 4x ROI, but their replenishment flow became one of their top performing Klaviyo flow.

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