CASE STUDY
Kazoo increases loyalty member count by 79% within 4 months with loyalty program relaunch
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Solutions
Main takeaways
Bubblehouse and Kazoo completely relaunched the brand’s loyalty program under a clear points based approach to improve redemption and repurchases
Bubblehouse and Kazoo implemented a tiered system with different rewards, as well as a new custom-built section of the program to collect pet information from Kazoo’s customers further
Bubblehouse’s email marketing team helped Kazoo create and map out a clear email marketing strategy around the loyalty program to re-engage customers
A branded user-interface was a top priority for Kazoo and Bubblehouse as Bubblehouse developed bespoke designs together with Kazoo’s team to make a program that has a unique Kazoo feeling
Bubblehouse and Kazoo crafted a brand-new loyalty program for Kazoo leveraging points, tiers, and referrals, along with unique features like voting and pet profiles to improve participation in loyalty and to leverage valuable zero party data for more personalized marketing.
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Through a bespoke program that encourages customers to redeem their points with redemption options on the cart, Kazoo was able to increase AOV by almost 50% and drive 10% of total revenue through loyalty since the launch of the program.
Additionally, Kazoo and Bubblehouse were able to translate the playful feeling that the Kazoo eCommerce site evokes in customers onto the loyalty program through custom design elements and screens, to allow Kazoo to use its loyalty program to further boost its brand image and positioning.
Results
Main takeaways
Since relaunching the program, Kazoo has seen a great uptick across all stats related to loyalty. Kazoo’s customers are responding positively to the updated program which uses points as a base and adds in additional features and ways to engage with the site that were not possible with the previous program.
Within the first 4 months of the new loyalty program being live, Kazoo has seen a 74% increase in loyalty members, which was in line with one of the biggest goals of the brand when starting work on a new program. Coupled with a hugely successful loyalty welcome series that drove 4.7x the revenue of the next best performing flow, Kazoo was able to turn new loyalty members into purchasing customers effectively by offering benefits and rewards enabled through the new loyalty program.
In addition to this, loyalty members, those customers who are active participants of the loyalty program, have seen an 89% higher average revenue per customer. Redeemers on average spend $AU 301 on Kazoo’s site compared to non-redeemers who spent just $AU 159. This shows that allowing customers to earn rewards and redeem points to orders incentivises customers to spend more on the site to reach additional benefits quicker.
Similarly, we can see that loyalty members also purchase significantly more times, compared to non-loyalty members. On average, loyalty participants have had 1.3x more purchases per customer compared to non-loyalty members, showing that an effective loyalty program coupled with a strong email marketing plan gets customers to come back and shop on the site more often.
With varied loyalty offerings, a bespoke design, and effective email marketing strategies, Kazoo has seen a strong performance from the loyalty program within the first 4 months of being live. Compared to a less user-friendly program, Kazoo’s loyalty has been excelling at getting customers to sign up, spend more, and come back to repurchase more often. We’re excited to continue seeing Kazoo’s loyalty program grow as they continue to onboard more and more customers into their loyalty scheme.