How retention agency Rebel360 use Relo to increase replenishment rates by 54% for Studio10 Makeup

Replenishment Increase
Performing Klaviyo Flow
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About Studio10 Makeup, the eCommerce brand:

Studio10 Makeup was founded by Grace Fodor with the belief that “I want to make every WOMAN look and FEEL their most beautiful and confident version of their age.” Having experienced the narrative of hitting 50 years old and being labelled as ‘middle aged’ with the attachments of losing the looks and attractiveness of a younger person, Grace wanted to fight back and expose the fact this isn't true, and nor should other women have to face the stigma.

Grace set out with a bold vision to disrupt how beauty advertising is published and how beauty products are made, with a focus on breaking up the "one-size-fits-all" model the industry was previously built on. Studio10 Makeup is "PRO-AGE beauty, developed 100% by women for women. It’s a shortcut to flawless skin, lit from within radiance and ageless beauty that makes us look good, and feel even better.We're more than skin deep - it’s a MOVEMENT." Since then, Studio10 has gone on to launch multiple ranges of skincare covering focuses from Skin, to eyes, and from cheeks to lips, empowering thousands of customers globally to embrace ageing for the beauty it is.

About Rebel360, the retention agency:

Rebel360 A London-based, fully managed growth & digital marketing agency. Rebel360 focus on "unleashing your online business's full potential with our data-driven marketing approach that maximises customer value and drives long-term business growth". They come with 13 years omni-channel industry experience with services ranging from full-service email marketing to strategic website design and UI. Rebel360 power global brands such as GP Nutrition, Jess Collett Milliner and of course, Studio10 Makeup.

The problem

Studio10 Makeup 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 difficult to predict when those customers were best targeted to come back and how to make that journey as seamless as possible. Rebel360 knew this was a big opportunity, as Studio10's product range was perfectly suited, and designed, for continual use across the range.

Prior to using Relo, Studio10 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 Brickell to make use of, and enable more of their customers to come back.

Commenting on the problems Studio10 faced before using Relo, Emma Powell, Founder at Rebel360, said:

“Prior to Relo we struggled to offer a dynamic & personalised experience to each returning customer. Everything was bulked together so we couldn't really define when to target customers, how, and then tie the experience together effectively with our Shopify.”

How Rebel360 solved this using Relo:

Rebel360 used Relo’s unique predictive reordering functionality to target their customers through their usual Klaviyo flows at the exact right time based on their order history. For example, depending on which product purchased, when, and what my history has been with Studio10, I would have received completely different communication via a personalised experience. So, how does this work?

Firstly, Rebel360 synced Relo to Studio10's Shopify to automatically generate predictions for when their customers were likely to need to replenish their products. These predictions are 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:

Relo then automatically synced those predictions straight to Studio10's Klaviyo dashboard, immediately making them actionable and driving revenue straight away:

Here’s an example of a Studio10 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.

“Super simple, but by creating a really seamless returning customer flow targeting the right customers at the right time, we saw click rates jump and revenue follow.”

Lastly, Rebel360 added Relo’s unique Magic Cart Feature for each of the Studio10 emails and SMS 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 Studio10 customer Luana, including their previous order, new product recommendations, and a link to checkout in 2 clicks: 

Although this end-to-end replenishment flow delivered significant results for Studio10, Rebel360 weren't done on improving results further! Once they had synced Relo to Studio10's Shopify and Relo had created predictions for which customers are ready to order, Rebel360 utilised some of the other ways to get these predictions in-front of customers vs just exclusively in flows. One of the best other ways to surface these predictions effectively is by placing them inside of current campaigns that Studio10 was already sending out on a weekly basis. This functionality is called Omniblock within Relo, and allows a brand to include a content block that includes a customers last order ready to reorder, or a new product recommendation they may be interested in based on their previous orders.

Rebel360 enabled this functionality in Studio10's campaigns by dragging the pre-built Universal Block in their campaigns:

Since the Omniblock is dynamic dependent on which customer is viewing it (e.g if they have a reorder prediction, if they've ordered before etc), each design will change. In this instance, the customer has a reorder prediction and the Omniblock displays that.

Once a customer clicks on the Omniblock, they are taken to the Relo Magic Cart mentioned above, to complete a seamless end-to-end customer experience. This further addition to Rebel360's holistic retention plan for Studio10 allowed them to have a greater impact to increase replenishment rates, because they were able to surface customer reorder predictions in both flows and campaigns, and convert all of that traffic effectively with Magic Cart.

“The onboarding and customer service is the best we've experienced from any 3rd party app we deal with! Jordan from the Relo team is the absolute best!”

The results

  • ROI: 323x
  • Increase Replenishment Revenue by 54%
  • Relo became the best performing Klaviyo flow

With these changes Rebel36 made, Studio10 were able to dramatically increase their repeat revenue and Klaviyo efficiency. Not only did they achieve a significant ROI, but their replenishment flow became their top performing Klaviyo flow.

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