DCC - 'Win Me Back' - Alexa Anastassi, Jurlique
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Jurlique was founded with the goal of creating highly effective skincare products using natural ingredients. It aims to connect customers to nature, themselves, and others. Retaining existing customers is more cost effective than acquiring new ones, so Jurlique uses customer data and personalized marketing to reengage lapsed customers through reactivation campaigns and encourage repeat purchases through replenishment programs. These efforts focus on personalized content and offers shown to improve engagement and response rates.
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DCC - 'Win Me Back' - Alexa Anastassi, Jurlique
- 2. The Jurlique Story Jurlique was born from an ambition to create the most effective skin care in the world. Our founders wanted to do this by harnessing the power of Nature in a way no other brand had ever managed to achieve.
- 3. LAWS OF ATTRACTION ‘Inspire people to well being through a connection to Nature, Self and Others’ - Jurlique’s purpose
- 4. Why try to win back your customer? It’s cheaper to retain a customer than to acquire Not all customers are worth the same – Nurture high value customers
- 5. Global Digital Business; Sydney Australia 1. 360 DegreeView of Customer 2. Deep knowledge of our consumer and drivers of LTV 3. Personalized, cross channel marketing Where did we start?
- 6. Ways we’re winning customers back Reactivation Replenishmen t 1 2
- 7. Reactivation Objective –To re-engage lapsed customers to purchase with us again How are we doing this - Using a combination of 30 data points to identify and score customers behaviour to enter the reactivation campaign. What does a customer receive: Customers are split into 2 email journeys that focus on: • Personalised content • Personalised offers • Story telling - sustainability and brand story
- 8. What we learned • Emails featuring the 15% off offer had the highest open rate. • Content with an emotional connection to our values and focusing on fast thinking behavior performs best • By creating a feeling of exclusivity and scarcity customers are more engaged to purchase earlier in the journey
- 9. Moisture Replenishing Day Cream Before: After: “ Given up, looks like I’ll have to find another brand after so many years.” “ I can’t tell you how happy and relieved I am to be able to get it again! Yay!”
- 10. Replenishment – Launched September Objective - Encourage customers to re-plenish their favourite skincare product and to drive life-time value of our customer How are we doing this - Using a combination of data points we’re identifying customers who have strong motivation to replenish.And then based on estimated product usage timing customers enter into the re-plenishment journey What does this look like Customers are entered into an email journey focusing on: • Personalised content – Last purchased product and related skincare product range • Personalised offers • Story telling – Skin Care Ritual and How to use video Wave 1 Wave 2 Wave 3
- 11. What we learned 2594 customers have entered this journey 11% Higher response rate (cvr) +18% Increased open rate when customer’s name and previous product is used in the email content
- 12. 4 Steps to winning back your customer 1. Focus on customers who have a predisposition to coming back – use data science and modelling 2. You can’t win them all - and do you want to? - Use your customer data to find out who is worth winning back – HighValue Customers 3. Marketing strategy that is underpinned by your values and brand DNA with a focus on personalized content 4. Deliver in the customers best interest – focus on customer experience
Editor's Notes
- Let’s go on a journey to the Jurlique Farm. While you are watching what do you notice? We can discuss the after…. CLICK to play the video Ask group what they noticed and what stood out for them. Let’s take a closer at what makes Jurlique so special. Evergreen Content Video
- Education - Who is Jurlique? The Klein’s searched the globe for the purest land and in August 1985, the first Jurlique farm was established in the unspoiled South Australian Hills. The purest place on earth to grow, harvest and extract the most concentrated botanicals. What do you know about Jurlique? Ask group what they know: Listen to their answers…. Did you know that the name Jurlique is a phonetic combination of their names Jurgen + Ulrike? Today we will find out more about our story and how is the best way to share that story with our customers. We want them to leave our stores and our counters with a strong memory of who Jurlique is. Ulrike, a botanist and horticulturalist, and Jurgen, a biochemist and naturopath, were determined to use their combined knowledge to unlock the healing powers of Nature. They shared a vision to create high performing skin care that was authentic and natural. There could be no compromise. Botanicals with the integrity and potency they required could only grow in conditions of unsullied purity. We want to make sure the following messages are clear: 1 - Our pure and powerful skin care harnesses the power of nature to give you healthy, radiant skin that visibly glows. 2 - We’ve been growing, harvesting and extracting concentrated botanicals in the hills of South Australia for over 30 years and this is what makes our skin care so effective as it is what we do with our plants that makes them special and different. The History of Jurlique So how did Jurlique begin? It began with a dream. Jurlique was founded in 1985 by Dr. Jurgen Klein and his wife, Ulrike – scientists in biochemistry and homeopathy. The Klein’s searched the globe for the purest land to grow, harvest and extract the most concentrated botanicals. They discovered an ideally suited, unpolluted environment in South Australia where they would farm their own herbs and flowers for Jurlique skin care. Their idea inspired a journey that spanned the world. They searched relentlessly, before establishing the Jurlique farm in the South Australian Hills. Many seemingly perfect places were rejected before finding this spectacular corner of the Earth. The uncompromising quest to find a place where everything was right paid off. A haven of biodiversity, with a delicate balance of gentle climate, pure air, healthy rainfall, and rich soil, these vibrant hills are where Nature’s intense power infuses everything we create. In August 1985, the first Jurlique farm was established in the unspoiled South Australian Hills. The purest place on earth. Lets find out more…
- When we talk about winning our customers back we first need to find out – why did our customer come to us in the first place? At Jurlique and in Retail this could be a number of reasons Brand Emotion – Trust, Authenticity, Sustainability Product – Natural and high performing Price - competitive
- We are interested in the Customer PnL - what is the life time value to us of that customer . What does winning back the customer mean? Will be different for each brand. In the retail the world… <move explanation up>
- When we look at the lifecycle of a customer and all the interaction points, there is complexity but more importantly there is opportunity Centralising and cleaning your data – working with Marketsoft to create a single customer view Understanding who our customers are – what does the data show about our customers behavior Understanding what our individual customer’s value is Understanding our customers want from our brand - Start by organizing and looking into your data. Finding out who your customer is and then applying that to your marketing and communications.
- There are 2 journeys the team at Jurlique have launched that I’d like to walk-through with you today -
- Explain the how are we doing this - data points for reactivation – - last purchase product and category - preferred communication channel - Timing – propensity to lapse and did they purchase on sale – or at a new product launch - behavior – are they purchasing during Christmas have they engaged with any other journeys - Who are they – are they Diagou’s and are they customers we want to reactive? - Narrow it down to our high value customers who we want to reactive – and what we do we say to those customers. What we’ve noticed in our data is that we have a high number of customers who only purchase once – do we want to reactivate them? Or is it more profitable to reactivate a customer who has purchase multiple times and then lapsed.
- Going back to why a customer first engaged with you is what continues to reactivate. When customers feel like it is tailored to them.
- Share a story – on a recent challenge we’ve had - Show of hands who has a skincare routine? Who has a day and night skincare routine? Who has bought the same skincare product more than once in a year because you’ve run out? Who has bought it more than twice? Who’s ever been in love with a product and all of sudden found out it’s been discontinued?? This is what happened with our Moisture Replenishing Day Cream – out product team made an isolated decision to the 125ml – . The product was still available in 40ml – however this is what our customers said when this change was made! Obviously the product team thought the product is still available and the impact to customers would be minimal – they can still purchase the 40ml. When we saw this, we immediately alerted the product, education and brand teams and a decision was made to put the 125ml back into production – however this was going to take a bit of time. So in the meantime we created a product bundle online of 3 40ml - and then when the 125ml When the product became available again each customer was contacted individually to let them know and provide them with an incentive to purchase. Keeping them informed And this was the feedback we got, once it was available. This was a great learning as to how powerful the voice of the customer is!
- As we’ve just seen, it’s really important that as a brand we are there and top of mind for the customer, before they are thinking to top-up and replenish their skincare ritual. We didn’t introduce a new discount offer, rather focused on promoting Terracycle as this helps to create a sense of belonging (behavioural tool) and also linked into our brand value of sustainability Replenishment is also multi-channel - doing re-enforcement messaging and using Facebook as an alternative channel if customers are not email engaged Competitive retail world, winning back the customer means being there when they’re ready to engage. It don’t necessarily have to think about winning back a customer after they’ve left you for a long period of time. Define Replenishment - Subscription
- Importance of personalization – we’re seeing performance increase in the data Click through rate – conversion rate - higher response rate – 4%
- 4. Consider the voice of customer in all areas of business decisions. / sustainability. Put yourself in the customers shoes, what is your customers motivation and deliver to it.