Patchology increases average purchases per customer for loyalty members by 80% with loyalty program
What we've done
Patchology, a skincare brand, partnered with Bubblehouse to enhance its loyalty program. The new system led to an 80% increase in average purchases per customer among loyalty members, a 42% rise in SMS sign-ups, and a 36× increase in review submissions compared to non-loyalty members.
Facing limitations with their previous loyalty platform, Patchology integrated Bubblehouse to create a seamless and engaging loyalty experience. The new program featured additional customer touchpoints on the account page and at checkout, personalized messaging through Klaviyo, and a focus on design and brand identity. These enhancements resulted in an 80% increase in average purchases per customer, a 42% rise in SMS sign-ups, and a 36× increase in review submissions compared to non-loyalty members.
Patchology
Patchology is an eCommerce site that sells skincare products direct to consumer. Patchology sells their own high quality skincare products aimed at improving self-care direct to consumers through their online Shopify store.
Part of Rare Beauty Brands, Patchology, is the skincare focused arm of the overarching brand focused on health and beauty.
Patchology faced the common challenge of having a loyalty program that was not suited for a brand looking to scale and improve their existing customer experience. Patchology previously had a loyalty program with Rivo that lacked some core functionality which was necessary for the brand. Specifically, the brand was looking for a loyalty program that would incorporate additional customer touchpoints to increase conversions and points redemption, as well as deep analytics to help the brand track the performance of the loyalty program.
Additionally, Patchology was lacking a loyalty program which would seamlessly integrate and embed into their branded ecommerce side, to improve the customer journey as people were browsing their products. Engagement of the customer base through participation focused loyalty offerings was something that Patchology was aiming to improve by moving over to Bubblehouse as the new loyalty program provider.
Solutions
Main Takeaways
Bubblehouse and Patchology worked together to craft a loyalty program that was aimed at increasing customer touchpoints around loyalty to increase participation and redemptions. By adding in more engaging ways to interact with loyalty, Patchology was able to increase the amount of data collected from their customer base. Average reviews collected was 36x more than those who have not interacted with the loyalty program.
By adding in additional touchpoints for customers at the account and checkout level, Patchology was able to boost metrics across all the key KPIs, including AOV, purchase frequency, and average revenue per customer. This was also boosted by sophisticated email marketing flows that have driven a large percentage of Patchology’s revenue from the loyalty program implemented by Bubblehouse.
Patchology was also able to further cultivate its brand identity through the loyalty program by incorporating all the key tone and branding across the loyalty program page and in the additional touchpoints provided by Bubblehouse.
Bubblehouse and Patchology implemented a powerful loyalty program with additional customer touchpoints on the account page and at checkout for increased participation
Bubblehouse’s email marketing team helped the Patchology create and implement a compelling strategy around loyalty communication to engage customers in the most effective way
A strong focus was placed on design and and brand identity when crafting the loyalty program for Patchology to create a seamless experience for customers and make the program feel like an ingrained part of Patchology’s eCommerce site
Results
Main takeaways
Loyalty redeemers had 2x higher average revenue per customer compared to non-redeemers ( $105.7 vs. $51.2)
Loyalty redeemers had 80% higher average purchases compared to non redeemers (1.8x vs 1.0x per year)
42% of loyalty members have signed up to SMS updates from Patchology through the loyalty program
The Results
Since launching the program, Patchology has seen tremendous results which goes to show how much brand VIPs appreciate the program and are sticking with Patchology as their primary purchasing destination because of it.
For loyalty members, defined as those active in the loyalty program, they had on average 2.78x higher average purchases compared to non members. While redeemers purchased 3.9 times per year, non redeemers only purchased 1.4 times per year. This goes to show how the loyalty program has an important effect in getting customers to increase their purchase frequency.
A similar result is shown with the average revenue per customer and AOV KPIs. Redeemers had a 3.95x higher average revenue per customer, where for redeems it was $944 and for non redeemers it was $239. Again, this shows how loyalty is an important component for customers who spend the most on stores. With AOV, likewise, redeemers have a 39% higher AOV compared to non redeemers, where redeemers came in with an AOV of $241 and non redeemers with an AOV of $173.
Schedule a call today to learn how Bubblehouse can transform your retention strategy into a scalable and impactful loyalty system.