NailsUp: Beauty of the beauty industry! 31% of clients returning to the store
In the highly competitive world of e-commerce, the beauty industry is a particularly interesting case, where companies are constantly seeking ways to differentiate themselves and gain an edge.
Repeat Rate
Impact Rate
Open Rate
AI AOV
Brand story
One company that has succeeded in this regard is NailsUp, constantly gaining momentum in this demanding market. Customers create a sort of community in which they often and eagerly exchange experiences, thoughts, and opinions about products, so a competitive offer is critical, yet creates a problem with the curse of abundance – faced with such a wide range of products, customers need proper actionable advice.
NailsUp has grown SLOWLY but SURELY. 2018 was the launch year and we started with three employees. Currently, we have reached a considerable number of 31 employees, divided into marketing and advertising departments, call centres, order processing, and parcel packaging. And we won’t stop HERE! We are in full expansion!
Challenges
- Advertising a wide offer
- Making shopping simply pleasant
- Providing customers with suitable, actionable advice
The secret to success
Repeat Rate = 31%
Almost every third NailsUp customer returns to the shop for more. A comprehensive offer works when clients are nicely advised, and AI-based recommendations come in handy.
Impact Rate = 25.56%
Every fourth client has contact with edrone-originated sales and marketing features.
Recommendations
Machine learning analyzes consumer behaviour and product data to give personalized advice, both in an email with recommended products and in a dynamic frame on the website.
Abandoned Carts Scenario
Reviving the orders that were almost there but got lost.
Restore Customers Scenario
Sometimes clients just forgot about the brand. The 31% repeat rate is also a result of Restore Customers.
High open rate
Besides maintaining contact with the brand, edrone helped generate constant income (AMV = Average Message Value).
At first view of the dashboard, the layout is quite simple and intuitive, and this is a plus. I found a multitude of advanced functions (different templates for e-mail messages, a complex reporting system campaign and tools for creating pop-up windows). Basically, the program covers everything we want, to promote our website or to collect information about users.
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