Challenge

While most brands have customer acquisition sorted and have to grapple with retention strategies, the team at Naked Harvest found themselves in a unique position where they didn't have to worry about retaining customers – a testament to their brand values and products, no doubt. The big priority for Naked Harvest was driving acquisitions without giving away discounts.

Additionally, using too many ecommerce solutions meant getting a holistic view of the customer was not always possible (or easy), preventing the marketing team from effectively engaging customers in various stages of the lifecycle and working efficiently.

Solution

The team did its due diligence, scouring the market for ecommerce solutions that would fit the bill, but found that no single ecommerce marketing solution was able to match Yotpo’s overall value proposition. Chantel Brayley, General Manager at Naked Harvest says “Regardless of the partnerships or integrations they came with, a lot of the solutions we explored simply couldn't match what Yotpo was able to offer: both in terms of functionality and support.”

The brand knew it had built one of the most engaged communities in Australian eCommerce, which is why it needed a loyalty solution that could help the team do more with it. “I believe that the only way to quantify the financial impact of ‘community’ is through a loyalty program. And in partnership with Yotpo, we’ve been able to build a really cool, really authentic loyalty program.” Chantel also points out that Yotpo's in-platform analytics are critical when it comes to planning and strategy.

Yotpo is also playing a vital role in helping the brand plough ahead with its acquisition strategy – specifically, Yotpo Reviews. “We only have 60 or 70 SKUs, so converting new customers really hinges on the quality of our reviews. And Yotpo Reviews is proving to be a really robust solution for us in this regard.”

Results

A boost to the brand’s acquisition strategy: Driving more reviews across all their SKUs is helping convince first-time shoppers and improve conversions. “What this also means is that we’re looking at a much smaller remarketing spend, which we can then channel towards acquisition.”

Quantifying the impact of community with Yotpo Loyalty: Not only has their rewards program, the NH Collective, given customers incentive to repurchase, boosting repeat purchase rates (RPR), it has also increased average order value (AOV) among top-tier customers by 40-50% according to Chantel. The participation rate for their rewards program sits comfortably above the benchmark of 5% and in FY23-24, redeeming customers helped the brand see a 11.5x ROI on the program, which is double the average benchmark.

Invaluable support from dedicated CSMs: Getting strategic support from dedicated CSMs is incredibly valuable for the brand. “It’s good to be working with a team that wants us to win as bad as we do,” says Chantel.

Ease of use and increase in efficiency: “The team is no longer spending as much time on the tools, freeing up bandwidth and allowing us to be more productive,“ says Chantel. “And because the platform is so intuitive, it’s enabling our teams to pick up and build things without any teething problems."

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