Launched by Josh Meyer as a way to combat toxic and synthetically made men's grooming products, Brickell is now one of the fastest-growing skincare companies in the USA. “Every day, men from around the world use our products to look and feel better. We use the highest quality, natural & organic ingredients to offer the most effective men's skincare and grooming products available.”
During the time since launch, Brickell has served 300,000 customers across 110 countries, building over 8000 5-star reviews for their amazing product range. As with many eCommerce focused companies, Brickell was always looking for ways to increase repeat revenue through their current customer base and CRM, and looked to Relo to make that happen. Here’s how they got on.
Brickell 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.
Brickell 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, Brickell 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 Soylent faced before using Relo, Marketing Manager, Cameron Autry, said:
Brickell used Relo’s unique predictive reordering functionality to target their customers at the exact right time based on their order history. For example, if I had ordered multiple of a SKU that has a long usage pattern, my engagement from Brickell would be very different from if I had only ordered one single SKU that had a fast replenishment cycle.
Firstly, Brickell 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:
Relo then automatically synced those predictions straight to Brickell’s Klaviyo dashboard, immediately making them actionable and driving revenue straight away:
Here’s an example of a Brickell 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.
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Lastly, Brickell 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 Brickell customer Joshua, including their previous order, new product recommendations, and a link to checkout in 2 clicks:
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With these changes, Brickell was able to dramatically increase their repeat revenue and Klaviyo efficiency. Not only did they achieve a 31x ROI, but their replenishment flow became their top performing Klaviyo flow.
