Australian baby clothing retailer Purebaby has partnered with Cheetah Digital to transform the growth of its loyalty program.
Purebaby, Australia’s largest independent babywear brand, has announced that it is transforming its customer loyalty strategy with the power of multi-channel customer engagement solution Cheetah Digital.
Purebaby was looking for a software solution that would allow them to send personalized emails to their existing and potential customer base and allow them to move away from “batch and blast” customer emails.
“You have a database, you send them an electronic direct marketing (EDM) campaign, and that’s it.” Sanjay Gill, CEO of Purebaby, says, “With the old platform, we weren’t getting what we needed in terms of segmentation and personalization. It felt like we weren’t using our database to its full potential, so we decided we needed a change.
In July 2018, Purebaby turned to Cheetah Digital, they sat down and mapped out a whole customer journey together to decide exactly which touchpoints the retailer wanted to engage with their customers.
“During these sessions, we mapped touch points that were particularly sensitive and important to our clients, such as when they announce they are having a baby, until the baby arrives,” says Sanjay. .
From these sessions, Cheetah Digital helped create a number of “series,” which were custom DDMs aimed at their customers’ experience at every critical touchpoint.
“Our loyalty program is data driven, when you enter the store you sign up and it’s offline and online. That means a customer can walk into our store or go to the website, sign up and the trip will be the same,” adds Sanjay.
Since implementing Cheetah Digital, Purebaby’s revenue has increased 47% over the prior year. Its messaging channel has become Purebaby’s second most revenue-generating channel.
By engaging with Cheetah Digital, the EDM “Purebaby welcome series” has a 50% engagement rate; the EDM campaign “due date series” has an open rate of 70% and a unique click-through rate of 14% and the “enlargement program series” is tied with the “welcome series” with an open rate of 14%. 50% commitment.
Like many brands, Purebaby was concerned about the pandemic when it first hit Australian shores in March. Their retail sales have stalled and their digital sales have taken off. Sanjay says Purebaby was slowly going through a digital transformation and COVID accelerated it for them.
“Within weeks, 90% of our sales came from digital, whereas before, only 10% of sales came from online retail,” says Sanjay. “Our retail sales versus online sales have now balanced out 50/50, digital sales haven’t gone down, they’re much higher, but retail is standing on its own,” Sanjay says.
Cheetah Vice President, Go to Market APAC Billy Loizou says it’s exciting to partner with innovative brands like Purebaby that are leveraging innovative loyalty programs to transform the customer experience at scale.
“We are thrilled to partner with such a global retail leader who is revolutionizing the way brands unlock the value of their data to help build meaningful, long-term relationships with their customers. We look forward to continuing our collaboration with Purebaby and are excited to see how the brand continues to evolve and grow.
Purebaby has been around for over 20 years and started out as a wholesale brand selling to Myer and David Jones. Its founders, husband and wife team Sanjay Gill and Mirabai Winford, wanted to create a quality brand that was timeless, functional and fashionable in the market.
In 2010, the company began its transition to retail. The company now has 23 stores in Australia and distributes to over seven countries worldwide, including the US, UK and the Middle East.