.png)
Mission was inspired by a charity bike ride across South America in 2016 when founder Tom discovered the energising effects of Yerba Mate tea.
Once back in the UK, he set about developing a range of teas designed to deliver long, sustained energy without the drop. Since then, Mission has built a fanbase online and across retailers in the UK.
.png)
Mission 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. Mission 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, Mission 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 Mission to make use of, and enable more of their customers to come back.
James Wynn-Higgins, Head of Growth Marketing at Mission, commenting on the problems faced prior to Relo.
Firstly, Mission 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 Mission Klaviyo dashboard, immediately making them actionable and driving revenue straight away:
Here’s an example of a Mission 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:
James Wynn-Higgins, Head of Growth Marketing at Mission
Lastly, Mission 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 Mission customer Thomas, including their previous order, new product recommendations, and a link to checkout in 2 clicks:
James Wynn-Higgins, Head of Growth Marketing at Mission
With these changes, Mission were able to dramatically increase their repeat revenue and Klaviyo efficiency. Not only did they achieve a 6x ROI, but their replenishment flow became one of their top performing Klaviyo flow.
.png)
