Outcome: We helped the skincare company reach more customers online, create engaging campaigns, and increase their product sales through personalized digital strategies and smart CRM tools.
A rapidly expanding skincare company, that provides sustainable and clinically approved products. To improve the level of customer communication, increase the sales of goods in the online store and strengthen the customer loyalty, brand required an personalize marketing strategies for its further development.
Key Challenges Faced By Skincare Company
1. Low Customer Retention Rates
While they were able to attract a large number of first time buyers, they found it difficult to make them loyal customers.
2. Inefficient Lead Nurturing
Existing manually operated email mailing lists barely embraced the culture of individual customized approaches to the leads, and they did not seem to be very relevant in helping in the conversion process.
3. Lack of Insights
Limited access to customer behavior data made it difficult to optimize marketing strategies.
4. Disconnected Systems
Both for CRM and email campaigns, and even for analytics, there seemed to be more than one tool in use which was creating redundancy.
Solutions
1. Personalized Marketing Campaigns
Used dynamic content to deliver differentiated messages about products like skincare for oily skin or products for aging skin.
2. Abandoned Cart Recovery
Some mechanisms put into practice include using WhatsApp automation to forward customized messages to customers who abandon their carts with options of added incentives.
3. Post-Purchase Engagement
Set up self-generated e-mail campaigns to teach customers about their product and its proper usage and other related products which they can use.
4. Seasonal Campaigns
Developed specific campaigns pointing to the holidays aiming to promote gift purchases and presents bundles.
5. Customer Feedback Loop
Collected post-purchase reviews using HubSpot surveys to help improve the products and overall Customer Experience.
Tools and Technologies Used
1. HubSpot CRM
2. HubSpot Marketing Hub
3. Email Marketing Tool
4. Lists Tool
5. Marketing Automation
6. A/B Testing
7. Analytics Dashboard
Results Achieved
1. Higher Retention Rates
Overall repeat purchases grew by 30%, generated by tailored post-purchase marketing communications.
2. Improved Lead Conversion
The use of paperless alternatives increased overall click-through-rates of emails to clients by 40% and conversion rates to purchasing by 20%.
3. Efficient Marketing
Simplified manual work by half, allowing the development of high-value projects.
4. Better Insights
Analytics were conducted in real time which enabled more informed decision making on campaign and customer journey.
5. Increased Sales
The total amount of revenue generated from online customers increased by 25% thanks to better cart recovery and the change of strategy in upselling.
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