How Image Skincare Grew Their Average Customer Lifetime Value by 120%
How Image Skincare Grew Their Average Customer Lifetime Value by 120%
Approaching the challenge
Image Skincare are a premium cosmetics retailer focusing on anti-aging, and facial treatment products. They turned to us for help in growing their customer lifetime value to help scale their business in new markets. Today, they operate in the UK, Scandinavia, and Europe.
They reached out to us to help them:
- Increase customer lifetime value to a more profitable level that would allow them to afford paying higher customer acquisition costs to grow the business in new international markets.
- Build out their email marketing automations that would help support the business in client servicing, client communication, and more accurate customer segmenting.
Here’s a link to their website: https://imageskincare.co.uk/
Approaching the challenge
Image Skincare are a premium cosmetics retailer focusing on anti-aging, and facial treatment products. They turned to us for help in growing their customer lifetime value to help scale their business in new markets. Today, they operate in the UK, Scandinavia, and Europe.
They reached out to us to help them:
- Increase customer lifetime value to a more profitable level that would allow them to afford paying higher customer acquisition costs to grow the business in new international markets.
- Build out their email marketing automations that would help support the business in client servicing, client communication, and more accurate customer segmenting.
Here’s a link to their website: https://imageskincare.co.uk/
Approaching the challenge
Image Skincare are a premium cosmetics retailer focusing on anti-aging, and facial treatment products. They turned to us for help in growing their customer lifetime value to help scale their business in new markets. Today, they operate in the UK, Scandinavia, and Europe.
They reached out to us to help them:
- Increase customer lifetime value to a more profitable level that would allow them to afford paying higher customer acquisition costs to grow the business in new international markets.
- Build out their email marketing automations that would help support the business in client servicing, client communication, and more accurate customer segmenting.
Here’s a link to their website: https://imageskincare.co.uk/
Partnership length: 6 months
Our strategy behind the growth
This was a one time project with a focus on increasing profitability, increasing customer lifetime value, and building a more sophisticated email marketing automation than the one they already had. The challenge here was to understand how customers purchase the products, which products are purchased in bundles, and what are the options to upsell complimentary products to an already active customer base.
Their database and client list was substantial, which made our lives easier in the way that we didn’t have to facilitate customer research workshops and could jump right into the strategy/build. he first thing we did was integrate Klaivyo and their data feed with some additional custom settings, which allowed us to track user engagement in more detail. We focused our attention on:
- Customer segmentation and labeling in the Klaviyo CRM.
- Drafting custom upsell funnel strategies for each of their client personas.
- Building dynamic upsell funnels that would automatically label clients based on how they engage with the email content. If their preferences changed (we tracked how they engaged with products on the website), then the email flow would automatically change the type of content they receive. This made sure people always received emails relevant to them – even if they suddenly changed their preference 2,3, or more months down the funnel. This was done dynamically without someone needing to intervene.
- Finally, we build a referral and feedback flow to support existing customers in inviting their friends/peers to try out the products. This was a win-win scenario, where Image Skincare would pay a significantly lower cost per acquisition, and both the referring person and the referral received motivating rewards for doing so.
It took us 6 months to build and test this system, which was 95% automated. The only thing Image Skincare had to do to keep this system runing was to continue adding new emails to the existing automation flows, so that it would not end. The more they add to it, the longer the funnel is, and the higher their average customer lifetime value gets without them needing to call their prospects of have to think about the next email promotion every week.
It not only exceeded the growth target they set for us, but saved them countless hours of customer relationship management.
Partnership length: 6 months
Our strategy behind the growth
This was a one time project with a focus on increasing profitability, increasing customer lifetime value, and building a more sophisticated email marketing automation than the one they already had. The challenge here was to understand how customers purchase the products, which products are purchased in bundles, and what are the options to upsell complimentary products to an already active customer base.
Their database and client list was substantial, which made our lives easier in the way that we didn’t have to facilitate customer research workshops and could jump right into the strategy/build. he first thing we did was integrate Klaivyo and their data feed with some additional custom settings, which allowed us to track user engagement in more detail. We focused our attention on:
- Customer segmentation and labeling in the Klaviyo CRM.
- Drafting custom upsell funnel strategies for each of their client personas.
- Building dynamic upsell funnels that would automatically label clients based on how they engage with the email content. If their preferences changed (we tracked how they engaged with products on the website), then the email flow would automatically change the type of content they receive. This made sure people always received emails relevant to them – even if they suddenly changed their preference 2,3, or more months down the funnel. This was done dynamically without someone needing to intervene.
- Finally, we build a referral and feedback flow to support existing customers in inviting their friends/peers to try out the products. This was a win-win scenario, where Image Skincare would pay a significantly lower cost per acquisition, and both the referring person and the referral received motivating rewards for doing so.
It took us 6 months to build and test this system, which was 95% automated. The only thing Image Skincare had to do to keep this system runing was to continue adding new emails to the existing automation flows, so that it would not end. The more they add to it, the longer the funnel is, and the higher their average customer lifetime value gets without them needing to call their prospects of have to think about the next email promotion every week.
It not only exceeded the growth target they set for us, but saved them countless hours of customer relationship management.