How MoxieLash tripled repeat purchase rates with LoyaltyLion

Challenge

MoxieLash created a big buzz within the beauty market when they launched in 2017, but they quickly realised that acquiring customers was only half the battle. With acquisition costs increasing, they needed to retain their existing customers for longer by driving more loyal behaviors. They tasked Kinga Dow with finding the right loyalty solution, and (no surprises here!) they landed on LoyaltyLion.

Working with LoyaltyLion, in 12 months MoxieLash achieved:

• A 3x increase in loyalty program members returning to make a second purchase
• Redeeming members purchase 2.75x more frequently per year than non-members
• 1.5x higher average number of orders from loyalty program members than non-members
• 1.5x higher average spend from loyalty program members than non-members

MoxieLash Insider

MoxieLash and Kinga Dow built the MoxieLash Insider loyalty program to include:

• Program tiers with specific benefits to entice customers to purchase more frequently
• Loyalty emails personalized with loyalty data via the Klaviyo integration – used to send hyper-targeted win-back messages to those at risk of churning
• Loyalty within the checkout – using the Points Slider to increase AOV by enabling customers to use their points within the cart
• Incentives for referring friends and family

Regular automated emails have been the key to success for MoxieLash. MoxieLash Insider emails are populated with 12 loyalty data points, such as points earned, rewards available, and a unique referral URL. These are sent out to customers on a regular basis with a particular focus on two segments: loyal customers and unengaged customers.

By sending personalized emails to their unengaged customers, they can catch them before they churn, giving them a reason to come back and reconvert. Conversely, by reminding their loyal customers of their points balance, they’re encouraging members to come back and earn more, or redeem any available rewards.

Using LoyaltyLion’s market-leading integration with Klaviyo, MoxieLash set up the following triggered email flows:

• Welcome introduction to Moxie Insider Club
• Post-purchase emails tailored to members and non-members
• Tier upgrade or downgrade notifications
• Monthly reward reminders
• Rewards and points for a birthday event

These regular loyalty emails boosted the completion of loyalty activities from an average of 21,000 to a peak average of 160,000 completed activities.

Results

Using LoyaltyLion and Klaviyo together, MoxieLash has built a successful loyalty email strategy that drives loyal behaviour and increases customer retention.

In just 12 months, MoxieLash’s loyalty program delivered:

• 1.5x higher average number of orders from loyalty program members than non-members
• 1.5x higher average spend from loyalty program members than non-members
• A 3x increase in loyalty program members returning to make a second purchase
• Redeeming members purchase 2.75x more frequently over 12 months than non-members