How Azio Beauty increased replenishment by 18% with Relo
18%
Increase in reorders
30x
ROI
Top
Performing Klaviyo Flow
Harry Willis
Partnerships Lead
•
March 19, 2024
About Azio Beauty:
Azio Beauty launched in 2021 with a vision to create a premium skincare brand without premium pricing. They set out to challenge the status quo of the mainstream beauty industry where some products can sell for up to 12x their product cost.
Azio have focused on advanced anti-aging skincare solutions, and now support a range that includes cream's for various use-cases across the data. Azio is focused primarily on their eCommerce channel and direct relationship with customers, but also supplies retailers across the UK, Europe and USA.
The problem
Azio Beauty 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, Azio Beauty 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 Azio Beauty to make use of, and enable more of their customers to come back.
Here's Azio Beauty Founder, Jonathan Penna, commenting on the problems prior to Relo:
Limited Customer Engagement: One of the primary challenges we faced prior to using Relo was effectively engaging customers after their initial purchase and identifying those at risk of churning. Without an advanced tool like Relo, our ability to track and understand customer engagement levels was limited. This made it difficult to implement targeted strategies to re-engage those who were losing interest or at risk of not returning. Relo has significantly improved our capacity to monitor customer engagement in real-time, enabling us to proactively address potential churn risks. By recognising patterns and signs of dwindling interest, we've been able to take timely action, such as sending personalised messages or special offers, to rekindle their interest and encourage repeat purchases.
Inadequate Personalisation: The beauty sector thrives on personalised experiences. We found it difficult to offer tailored recommendations and experiences to individual customers, leading to missed opportunities for repeat sales.
Inefficient Cross-Selling Strategies: Before integrating Relo, our approach to cross-selling was less than optimal. The main challenge was the lack of a sophisticated system capable of deep analysis into customer preferences and purchasing habits, which are fundamental for crafting successful cross-selling strategies. This deficiency meant that our efforts were often more generic than tailored, lacking the personalised touch that can significantly enhance the effectiveness of cross-selling initiatives. Personalised cross-selling, where product recommendations are uniquely aligned with individual customer profiles, was a key area we were striving to improve. Without this level of personalisation, our cross-selling attempts were not as impactful or appealing to our customers, leading to missed opportunities for increasing sales and enhancing customer experience. Relo's introduction brought a much-needed sophistication to our cross-selling efforts, enabling us to offer more relevant and personalised recommendations, thereby significantly boosting their effectiveness.
Data Utilisation Challenges: There was a gap in effectively utilising customer data to predict future buying behaviours and preferences. Without this insight, it was more challenging to encourage repeat purchases through targeted marketing and promotions.
Customer Retention Difficulties: Retaining customers in the highly competitive beauty industry is a significant challenge. We needed more robust strategies to keep customers returning, often more cost-effective than acquiring new ones.
Firstly, Azio Beauty 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 Azio Beauty Klaviyo dashboard, immediately making them actionable and driving revenue straight away:
Here’s an example of a Azio Beauty 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:
Here's what Azio Beauty's Founder, Jonathan Penna, mentioned about the impact of Relo:
Enhanced Customer Engagement: Relo's tools have enabled us to maintain consistent and meaningful communication with our customers. By sending targeted follow-up messages and offers, we've been able to keep our brand at the forefront of our customers' minds, encouraging repeat purchases.
Improved Personalisation: With Relo, we've been able to offer more personalised experiences to our customers. The system's ability to analyse customer data and preferences has allowed us to tailor our product recommendations and marketing efforts, making them more relevant and appealing to individual customers.
Effective Cross-Selling Techniques: Relo's sophisticated analytics capabilities have enhanced our cross-selling strategies. By understanding our customers' purchasing patterns and preferences, we've been able to recommend complementary products more effectively, thus increasing the likelihood of additional purchases.
Optimised Data Utilisation: Relo has provided us with the tools to better utilise customer data. This improved data analysis has helped us in predicting future buying behaviours and in crafting more targeted and effective marketing campaigns.
Increased Customer Retention: With Relo's comprehensive features, we've been able to implement stronger customer retention strategies. The system has aided us in creating a more engaging and satisfying shopping experience, which is crucial for encouraging customers to return.
Overall, Relo has been instrumental in addressing the challenges we previously faced in driving repeat orders. Its suite of features has allowed us to engage with our customers more effectively, offer more personalised experiences, and understand and utilise customer data more efficiently. As a result, we've seen a marked improvement in our ability to secure repeat business.
Lastly, Azio Beauty 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 Azio Beauty customer Christine, including their previous order, new product recommendations, and a link to checkout in 2 clicks:
Jonathan Penna, Founder, commenting on his experience working with Relo:
Competitive Price Point: One of the most appealing aspects of Relo has been its cost-effectiveness vs ROI. The pricing structure offered by Relo has been very reasonable, considering the extensive features and benefits it provides.
Rapid Onboarding Process: The quick and efficient onboarding process provided by Relo has been a significant advantage. We were able to integrate Relo into our existing systems smoothly and swiftly, without major disruptions to our operations. This expedited onboarding meant we could start reaping the benefits of the tool almost immediately.
Responsive and Knowledgeable Team: Perhaps most impressively, the team behind Relo has been exceptionally responsive and switched on regarding any queries or support needs we've had. Their readiness to assist, combined with their in-depth knowledge of the product, has greatly enhanced our overall experience.
With these changes, Azio Beauty were able to dramatically increase their repeat revenue and Klaviyo efficiency. Not only did they achieve a 30x ROI, but their replenishment flow became their top performing Klaviyo flow.
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