Seasonality is a challenge for almost every swimwear brand and while Seafolly has loyal customers, it was looking for a way to drive out of season purchases and introduce all year round apparel and accessories ranges to its existing swimwear customer base. One way to do that was to reward customers for their purchases and incentivise their subsequent purchase and transaction value.
“For Seafolly, summer is a year-round event, but the reality of being a seasonal company is that a huge portion of our customer base only shops once or twice a year,” said Gabrielle Dubois, CRM Manager. “The whole idea behind The Beach Club loyalty program was to change that behaviour and get customers coming back more often and progressing through our tiers.”
Needing a way to manage the program and personalise member journeys, Seafolly turned to Salesforce. The company was already using Commerce Cloud to scale its online presence and provide a seamless experience for shoppers in new markets. The addition of Marketing Cloud and Service Cloud provided an opportunity to take things to the next level and use data and automation to deliver more tailored experiences across different channels. Also, through integration between Marketing Cloud, Service Cloud and the company’s Apparel²¹ ERP, Seafolly could finally get a complete view of each customer.
“We now know which brands and channels customers are engaging with the most and can combine that with information from our preference centre and loyalty program to personalise communications on a much deeper level,” said Dubois. “We’re also able to send out messages that look beautiful across all email clients and are much more aligned to our brand and the experience we want to provide.”
In just 12 months, The Beach Club has gained almost a half million members and they all benefit from personalised communication. These communications are triggered via Journey Builder and include emails to welcome customers to the loyalty program, wish them happy birthday and inform them of rewards and changes in their membership tier. More recently, Seafolly has started sending email and SMS notifications to let members know their rewards are expiring. These communications have increased reward redemption by 11% while the average spend per member has increased by 20%. What’s more, Seafolly’s overall conversion rate on email has increased by 184% on the year prior.
"One of the great things about Salesforce Marketing Cloud is that it can be operated by marketers and we're able to handle the day-to-day management of campaigns in-house which is both cost effective and agile," said Caroline Swarbrick, Chief Digital Officer at Seafolly. "Through Service Cloud we have a view of every single digital and transaction touch point, so if a customer calls up and says 'I loved the black bikini I saw in your email', we can quickly see all communications they have received, and opened, and identify the style a customer wants."