+86.7% YoY growth in Klaviyo-attributed BFCM revenue
+80.47% of total BFCM revenue attributed to Klaviyo
+47% increase in returning customers
+50.8% boost in customer engagement
Balance Me, a leading brand in the natural skincare industry, founded by Clare and Rebecca Hopkins, is renowned for its commitment to high-performance natural bio-actives and aromatherapy-inspired products. With a vision to promote harmony between life and skincare, Balance Me stands out for its sophisticated textures and signature fragrances, offering customers a holistic skincare experience. In line with their core values of authenticity and efficacy, we sought to revolutionise the Black Friday Cyber Monday (BFCM) experience by prioritising value and customer relationships over tiered and hidden discounts.
Here's how Balance Me enjoyed significant YoY growth in both customer engagement and revenue:
Challenge
Balance Me faced the challenge of standing out in a crowded marketplace during the BFCM period. They wanted to drive growth, but not at the cost of their customer relationships. By prioritising transparency and authenticity, the brand was able to highlight their standout offer right from the outset, capturing attention and reinforcing its core values.
Solution
We partnered with Balance Me to implement a holistic BFCM strategy centred around content infused with curiosity, personalised communication, and precisely targeted campaigns. Leveraging Klaviyo's advanced segmentation tools and automation capabilities, Balance Me was able to cultivate enduring customer relationships while propelling revenue growth. The brand's commitment to authenticity and transparency was the cornerstone of the BFCM strategy.
Strategy
- Personalised email campaigns offering early bird access with tailored recommendations based on customer preferences and past purchases.
- Excellent sender reputation ensuring high deliverability and engagement rates through consistent and optimised email practices.
- Hyper segmentation with marketing strategies for different shopper segments to provide a personalised experience.
- Prioritised value-driven messaging with curiosity over aggressive discounting, highlighting its commitment to natural skincare and offering educational content to empower customers in making informed purchasing decisions.
- Cross-sell after purchase to boost urgency and average order value.
- Cultivate post-BFCM loyalty by maintaining engagement with customers after Black Friday.
Our partnership with Balance Me for BFCM 2023 highlights what's possible when a brand aligns its marketing strategies with its core values. By choosing to emphasise authenticity, customer value, and personalised engagement, Balance Me achieved significant growth during one of the busiest shopping periods of the year. - Emma Powell, Co-founder and CEO
Discover how R360 Growth can fuel sustainable profitability and long-term success with a robust loyalty strategy. Connect with us at hi@r360growth.com or via our online form here.
We look forward to exploring growth opportunities with you.
Your journey. Our expertise.
