Loyalty Q&A with Bondi Sands

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I used to be thrilled to be part of the NextGen Retail Leaders Digital Roundtable hosted by the Nationwide On-line Retailers Affiliation (NORA) in November. As a part of the occasion, I sat down with Emma Quirk, World Digital Advertising and marketing Supervisor at at Australian suncare model Bondi Sands to debate buyer loyalty and retention forward of their greatest peak season and the steps they took to construct their wonderful loyalty program with Yotpo.

1. What are your greatest peak seasons and the way do you forecast for them?  

For Bondi Sands, we now play in 4 main markets: APAC, NA, the UK and Europe. And being predominantly a self-tanning model, we positively do see robust seasonality throughout our areas, with our peak seasons primarily based round summer time — circling round our self-tan and suncare ranges.

We take insights throughout every market’s key peak seasons as they wrap up for that 12 months, to use any key learnings we have now seen to the markets which might be then getting into into their peak season. Nonetheless, no market is ever the identical and localization could be very key! We additionally look into our previous information for earlier tendencies inside every market, after which overlay these tendencies with our gross sales goals and KPIs to type the premise of our forecast and key digital exercise.

2. With so many peak seasons to handle, are you able to discuss us by means of the way you method buyer retention? And has it modified for the reason that pandemic?

Properly, it has positively modified for the reason that pandemic — that’s for positive! Throughout our harshest lockdowns, we noticed a lot of our retail doorways shut. This actually allowed us to pivot and put extra emphasis on-line through our international eCommerce websites. With a lot enterprise deal with eComm, it grew to become our precedence door throughout that point.

It additionally made us evolve quicker. We checked out methods to extend our digital disruption available in the market and centered on the sources and platforms that will assist elevate our eComm. We re-platformed our web site, shifting to Shopify Plus, which has made such a optimistic impression — having a extremely built-in web site allowed us to offer clients the perfect on-line expertise.

We shifted CRM platforms too, shifting to Klaviyo, which made us capable of see extra of our first-party information and have that single buyer view. That basically helped us elevate our e mail advertising practices. After which after all the rollout of our loyalty program!

3. How did your loyalty program come to be and the way did you construction it?

We launched our loyalty program, Bondi Babe Rewards in Could 2021. It’s a totally built-in loyalty program which runs on our eCommerce Shopify web site and can also be related to our CRM community, social channels, customer support helpdesk and our assessment platform, Yotpo.

By way of the steps we took to construct out our program, having our buyer on the forefront of Bondi Babes Rewards was of the utmost significance to us, and that’s precisely the place we began. We wished to know what our clients want to see from us and our loyalty program. So, we surveyed a gaggle of our VIP clients, asking questions on what sort of loyalty applications they have been at the moment utilizing, what they appreciated, what they didn’t like and what they worth most from loyalty applications. This grew to become the bones of our program’s construction.

When in search of the appropriate loyalty companion, we wished to make sure we had synergies throughout our eCommerce platform, CRM community, social channels, and so forth. Having a robust relationship with Yotpo, our Rankings & Evaluations companion, made us resolve it was the perfect match to proceed the partnership into the loyalty arm of their enterprise. As a digital-first model, we see how necessary opinions and referrals are, and have loved working with Yotpo to carry these components into our loyalty program.

4. You latterly shared with me that since we began working with you, loyalty ROI elevated by 348% — a large achievement.

Sure! Since launching in Could we’re seeing unbelievable outcomes throughout the board, throughout all our KPIs, particularly our total program ROI!

5. What recommendation would you provide manufacturers who’re excited about beginning a loyalty program?

I might inform different companies trying to arrange their very own loyalty program to take their time, to grasp your first-party information and your buyer earlier than leaping ft first into loyalty.

We spent an excessive amount of time ensuring that our goals and KPIs have been sound. We ran monetary modelling to make sure our loyalty program can be worthwhile to run and hung out making 3-year projections to indicate the optimistic impression loyalty could have on the enterprise.

Testing can also be key. We hung out testing the performance, the logic, and the client expertise earlier than we went stay. Having a stable testing interval was necessary to iron out any glitches or points to keep away from any buyer dissatisfaction at launch. You positively wish to launch and have the ability to ship on the belongings you mentioned you’ll, so testing is essential!

6. What are you doing at Bondi Sands to foster neighborhood?

Group is so necessary to us and making our clients really feel like part of the model! Throughout digital and social we have now completely different neighborhood teams our clients can be part of and take part in: our FB Group (Babes Who Bondi), e mail advertising (Membership Bondi), and loyalty program (Bondi Babe Rewards). We provide distinctive experiences inside these communities, offering pre-sale entry for brand spanking new product launches, early entry to buy our promotions on-line, involvement in trial groups to check new merchandise earlier than they hit the shelf, and in addition alternatives to contain our Bondi Lovers in our advertising campaigns.

We not too long ago launched an entire new class for us — skincare! Which is so thrilling and really completely different for Bondi Sands. Our On a regular basis Skincare vary is positioned to be created for actual pores and skin and examined by actual individuals. So we reached out to our communities to be the face of the launch, to be our On a regular basis Influencers. To trial the merchandise for 30 days and to shoot weekly check-ins of their pores and skin journey which we have now now utilized throughout each touchpoint of our skincare launch. It’s so thrilling to see our passionate clients on the forefront!

7. What are you most enthusiastic about in 2022? Any tendencies you need to discover?

Aside from constructing the success of our loyalty program additional, one actually thrilling alternative I’m most wanting ahead to in 2022 is partnering with TikTok on a deeper degree. We now have simply applied TikTok Store for our NA area for natural social procuring — much like instagram checkout within the US. We’re additionally wanting into additional testing new advert options throughout TikTok, like conversion advertisements and assortment advertisements to proceed the eComm momentum for the enterprise.

 



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