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The REAL Drinks Co. is a pioneer of the UK non-alcoholic beverage market, having been founded by David Begg in 2017. Known for working with the world’s finest loose-leaf teas, they produce exquisite Naturally Fermented Sparkling Teas at their sustainable Fermentery on the Waddesdon Estate in Buckinghamshire. They play in the on-trade, speciality off-trade, multiple retail and eCommerce.
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The REAL Drinks Co 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, The REAL Drinks Co 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 The REAL Drinks Co to make use of, and enable more of their customers to come back.
Here's The REAL Drinks Co Commercial Director and Co-Founder Adrian Hodgson, commenting on the problems prior to Relo:
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Relo collaborated with Hound, The Real Drinks Co digital agency to kick-start things. Firstly, The REAL Drinks Co 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 The REAL Drinks Co Klaviyo dashboard, immediately making them actionable and driving revenue straight away:
Here’s an example of a The REAL Drinks Co 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:
Lastly, The REAL Drinks Co 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 The REAL Drinks Cocustomer Alexina, including their previous order, new product recommendations, and a link to checkout in 2 clicks:
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Adrian Hoddson, Commercial Director and Co-founder, commenting on her experience working with Relo:
With these changes, The REAL Drinks Co were able to dramatically increase their repeat revenue and Klaviyo efficiency. Not only did they achieve a 6x ROI, but their replenishment flow became their top performing Klaviyo flow.
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