To deliver meaningful, relevant, and personalized marketing experiences for every single customer, Birchbox uses Custora for cutting edge customer analytics and to test and refine retention marketing strategies.
Launched in 2010, Birchbox is the discovery commerce platform redefining the retail process by offering consumers a personalized way to discover, sample, shop and learn about the best beauty and lifestyle products and brands available. Birchbox members have first-touch experiences with products each month and access to educational content to help them get the most out of their products. Top brands like Kiehl’s, Benefit, Deborah Lippmann and Stila have partnered with Birchbox.
One area of focus for Birchbox is driving their subscriber base to make purchases in the Birchbox Shop, which features full-size versions of sample products as well as additional beauty and lifestyle products hand-picked by the editorial team. The challenge of converting members into paying customers is common to many online retail businesses.
Custora helped Birchbox quickly and easily test a variety of email marketing ideas to encourage a first retail purchase. Custora automated the logistics of the experiment - from creating segments for each idea to ensuring that the appropriate control groups were in place.
Custora then measured how each marketing idea impacted profits per customer, helping Birchbox look beyond click through rates and open rates to find strategies that truly connected with their customers.
Using Custora's platform, Birchbox was able to discover activation strategies that increased profit per customer by over 70%. Additionally, Birchbox learned which types of customers do not respond to certain types of email marketing. Understanding which campaigns customers don’t appreciate is equally important to the team as discovering ideas that work most effectively.
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