About Studio10 Makeup, the eCommerce brand:
Studio10 Makeup was founded by Grace Fodor with the belief that “I want to make every WOMAN look and FEEL their most beautiful and confident version of their age.” Having experienced the narrative of hitting 50 years old and being labelled as ‘middle aged’ with the attachments of losing the looks and attractiveness of a younger person, Grace wanted to fight back and expose the fact this isn't true, and nor should other women have to face the stigma.
Grace set out with a bold vision to disrupt how beauty advertising is published and how beauty products are made, focusing on breaking up the "one-size-fits-all" model the industry was previously built on. Studio10 Makeup is "PRO-AGE beauty, developed 100% by women for women. It’s a shortcut to flawless skin, lit from within radiance and ageless beauty, making us look good and feel even better. We're more than skin deep - it’s a MOVEMENT." Since then, Studio10 has gone on to launch multiple ranges of skincare covering focuses from skin to eyes and from cheeks to lips, empowering thousands of customers globally to embrace ageing for the beauty it is.
The problem
Studio10 Makeup focused on encouraging more customers to return after their first order, as repeat revenue was a core metric for the business to scale. However, it was difficult to predict when those customers were best targeted to return and how to make that journey seamless. We knew this was a big opportunity, as Studio10's product range was perfectly suited and designed for continual use across the range.
Before using Relo, Studio10 had a standard Klaviyo replenishment flow in place. However, this didn’t help solve the issues mentioned above concerning predicting the best time to target customers and making the journey easy. The flow 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, when customers clicked through on the CTA, they were taken back to normal customer journey from the product page, through the cart page and to a new checkout. Both of these items together meant a lot of revenue left on the table for Brickell to use and enable more of their customers to come back.
How we solved this using Relo:
We used Relo’s unique predictive reordering functionality to target their customers through their usual Klaviyo flows at the exact right time based on their order history. For example, depending on which product purchased, when, and my history with Studio10, I would have received completely different communication via a personalised experience. So, how does this work?
Firstly, we synced Relo to Studio10's Shopify to automatically generate predictions for when their customers were likely to need to replenish their products. These predictions are 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 Studio10's Klaviyo dashboard, immediately making them actionable and driving revenue straight away:
Here’s an example of a Studio10 email with a specific customer prediction linked to the trigger above. Each product offering is customised to each customer, as shown on the right-hand side of the Klaviyo preview.
Lastly, we added Relo’s unique Magic Cart Feature for each of the Studio10 emails and SMS to reduce all friction for a customer to purchase. Magic Cart is a hyper-optimised mobile-first landing page that is personalised to each customer and included in the CTA of each email or SMS prediction sent (example above). Magic cart is:1. Mobile first2. Pre-loaded with the customer's last order3. Personalised with add-on product recommendations4. Connected to a pre-loaded Shopify checkout.5. Customized in a few clicks to your brandHere’s an example of a Magic Cart from Studio10 customer Luana, including their previous order, new product recommendations, and a link to checkout in 2 clicks:
Although this end-to-end replenishment flow delivered significant results for Studio10, we weren't done improving results further! Once they synced Relo to Studio10's Shopify and Relo had created predictions for which customers are ready to order, we utilised other ways to get these predictions in front of customers vs just exclusively in flows. One of the best other ways to surface these predictions effectively is by placing them inside current campaigns that Studio10 was already sending out weekly. This functionality is called Omniblock within Relo and allows a brand to include a content block that includes a customer's last order ready to reorder or a new product recommendation they may be interested in based on their previous orders.
We enabled this functionality in Studio10's campaigns by dragging the pre-built Universal Block in their campaigns:
Since the Omniblock is dynamic and dependent on which customer is viewing it (e.g. if they have a reorder prediction, if they've ordered before etc.), each design will change. In this instance, the customer has a reorder prediction, and the Omniblock displays that.
Once customers click on the Omniblock, they are taken to the Relo Magic Cart mentioned above to complete a seamless end-to-end customer experience. This further addition to our holistic retention plan for Studio10 allowed them to have a greater impact on increasing replenishment rates because they could surface customer reorder predictions in both flows and campaigns and convert all of that traffic effectively with Magic Cart.
The results
- ROI: 323x
- Increase Replenishment Revenue by 54%
- Relo became the best performing Klaviyo flow
With these changes Rebel36 made, Studio10 were able to dramatically increase their repeat revenue and Klaviyo efficiency. Not only did they achieve a significant ROI, but their replenishment flow became their top performing Klaviyo flow.
