Australia – Purebaby, Australia’s largest independent babywear brand has announced it is transforming its customer loyalty strategy with the power of cross-channel customer engagement solution Cheetah Digital.
Purebaby was on the hunt for a software solution that would enable them to send personalised email messages to their existing and prospective customer base and allow them to move away from ‘batch-and-blast’ customer emails.
“You have a database, you’re sending them one electronic direct marketing campaign (EDM), and that was it.” Sanjay Gill, CEO at Purebaby, says, “With the old platform, we were not getting what we needed in terms of segmentation and personalisation. It felt as if we were not using our database to its fullest potential, so we decided we needed a change.”
Another issue Purebaby had with their old platform was their support team was based in the U.S, which meant the Purebaby staff never had face-to-face meetings and seldom spoke with their provider. Purebaby wanted a locally based team to liaise with to offer more custom and real-time support.
“One of our conditions we had when we were onboarding with Cheetah Digital was for the teams to talk on a regular basis. There was an endless number of sessions that happened between our teams where we mapped out critical journeys for our customers,” Sanjay explains.
A transformative solution
In July 2018, Purebaby turned to Cheetah Digital, sat down and mapped out an entire customer journey to decide at exactly which touchpoints the retailer wished to interact with their customers.
“During those sessions, we mapped out the entire journey. such as which touchpoints were especially sensitive and important to our customers, such as when they announce they’re having a baby, to having the baby,” Sanjay says.
From those sessions, Cheetah Digital helped create a bespoke number of “series,” which were personalised EDMs aimed at their customers’ experience at each critical touchpoint:
- Milestone series: For a baby’s first birthday, for example
- Welcome series: Welcoming a new customer
- Size-up series: When the baby needs a bigger size of clothing
- Due date series: For mothers about to give birth
Purebaby also tries to incorporate highly personalised EDMs for milestones such as a first birthday or a baby shower when parents give that specific information.
“As an example, we mapped out the birthday journey,” Sanjay explains. “When the customer is having a birthday or the baby’s first birthday — there’s a whole journey regarding those milestones. A whole journey was mapped out by Purebaby and Cheetah Digital. There were specific campaigns built around it and those campaigns were triggered at different times.”
Additionally, Cheetah Digital and Purebaby worked on a “welcome series,” so when a customer signs up to the loyalty program called “Pure Love,” there are a series of personalised emails sent to them. These aren’t marketing emails, they are beautiful, introductory, experiential messages, introducing the parent to the brand, and showing them why Purebaby is special and what products they offer.
“Our loyalty program is data-driven, as you come into the store, you sign up and it’s offline and online. This means a customer could walk into our store or could go to the website, sign up, and the journey will be the same,” Sanjay adds.
Purebaby also has a “size-up” trigger for parents with newborn babies informing them it may be time to buy the next size-up for the newborn’s clothes.
“Receiving that email knowing the parents are busy and they may not have time to go to the shop, receiving that email is very helpful from the feedback we hear. It also gives them time to plan if they’ve placed the order, it will be delivered in 24-hours, it does help the parents,” Sanjay explains.
The “due date series” is sent to mothers who tell Purebaby their due date and they are sent helpful content pre- and post-birth, such as hospital checklists.
“We realised a lot of people were entering the parenting journey underprepared. The due date series is about helping parents be prepared, we send them the hospital checklist, we send them the first wardrobe checklist. If someone has done that work for you and it is a matter of purchasing it, it makes it easier. It goes back to making parenthood easier for customers and make the journey easier,” Sanjay says.
Supporting revenue growth and adaptability during the pandemic
Since implementing Cheetah Digital, Purebaby’s revenue has grown 47% compared to the prior year. Its email channel has become Purebaby’s second-highest revenue-driving channel.
Through engaging with Cheetah Digital, the “welcome series” EDM has a 50% engagement rate; the “due date” EDM campaign has a 70% open rate and 14% unique click rate and the “size-up program” is performing on par with the “welcome series” at a 50% engagement rate.
Between November 2020 and October 2021, email accounted for 21% of Purebaby’s total revenue and 16% of its total traffic, in the same period a year prior, its email accounted for 19.5% of its total revenue and 15.8% of its total traffic.
Like many brands, Purebaby was concerned about the pandemic when it first hit Australian shores in March. Their retail sales halted and their digital sales took off. Sanjay says Purebaby was slowly undergoing digital transformation and COVID accelerated it for them.
“Within weeks, 90% of our sales were coming from digital, whereas previously only 10% of sales came from online retail,” Sanjay says. “Our retail versus online sales has now balanced to 50/50, the digital sales have not gone backwards, they are much higher but the retail is standing on its own,” Sanjay says.
“Having a good platform, especially a good engagement platform like Cheetah Digital where we were able to ramp up our engagement with the customer was important for us.”
Cheetah’s VP, 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 customer experience at scale.
“We’re thrilled to collaborate with such a global retail leader that is revolutionising how 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.”
Purebay sits has been running for more than 20 years and began as a wholesale brand selling to the likes of Myer and David Jones. Its founders, husband and wife team Sanjay Gill and Mirabai Winford, wanted to create a timeless, quality brand that was functional and fashionable to the market.
In 2010, the business started its transition into retail. The company now has 23 stores in Australia and distributes to more than seven countries worldwide, including the U.S., U.K., and the Middle East.
Cheetah Digital is a cross-channel customer engagement solution provider that enables marketers to create personalized experiences, cross-channel messaging, and loyalty strategies.