Ashley Hart, VP of marketing, Beyond Yoga Are they somebody that’s just looking for a sale? Would they be willing to pay full price? All of these things come into play when it comes to how we communicate with them down the line. Once someone purchased from us during Black Friday, we can track their behavior to better understand what kind of customer they are. Ashley Hart, VP of marketing, Beyond YogaĪshley added that Klaviyo also allows her to think critically about customer retention. Then for each email, we could instantly see the results as they were coming through and do a full report on how the emails performed to inform forward planning. Klaviyo was instrumental to our Cyber Weekend success because we really needed the ability to easily look at our customer segments and plan everything ahead-from the time of day we send emails, to how frequently we send them, and who we’re sending them to. The ability to measure performance is key to Ashley and her team at Beyond Yoga, who always try to think a few steps ahead of every holiday and campaign. Ashley Hart, VP of marketing, Beyond YogaĪshley emphasized that Klaviyo was instrumental in allowing her to execute her Cyber Weekend vision and contributed to 25% of Beyond Yoga’s total online revenue in November 2020. We talked to our customer from a segmentation standpoint, but also gave them enough products to come and explore more of Beyond Yoga. Our data feeds are a great way to introduce new arrivals offering a wide selection to choose from. Ashley Hart, VP of marketing, Beyond YogaĪshley also added that segmentation allows her to introduce new products and collections to Beyond Yoga’s customer base as well. For our customers who love our buttery soft Spacedye active collection, we look at buying patterns and cross-promote based on what interests them. We also have a much more aggressive retargeting strategy. ![]() For people that visit our maternity section, we design creative and specific language catering to her needs. Knowing customer purchase behavior and catering to what they are looking for is key to our success. For those customers who bought from the lounge or activewear collections, Ashley tailored the campaign’s messaging specifically to those interests. How does Ashley speak to thousands of Beyond Yoga customers on a one-to-one basis? Her secret is segmentation.Īshley wanted to talk directly to customers who shopped Beyond Yoga’s maternity collection and used language that resonated with them. ![]() They come back at a high frequency, so making sure they’re getting those personalized messages right is really important to us. If they’ve bought from Beyond Yoga before, they’re going to come back during this time because they know our products, they know the quality, they want to buy it for their friends, or they want to give it as a gift. We look at the lifetime value of our customers, and we notice when people buy and make repeat purchases. It was the personalization of each communication that was at the core of this incredibly successful Cyber Weekend strategy. Their fiercely loyal customer base went crazy for these drops, which were the catalyst of a 274% increase in Beyond Yoga’s campaign revenue from October to November 2020.īut this clever tactic wasn’t the only reason Beyond Yoga saw such impressive results. ![]() But for Cyber Weekend 2020, the Beyond Yoga team decided to switch it up-holding off the launch of their November collection until Black Friday, when they promoted drops with a different product every day. How Beyond Yoga delivered daily dropsĪsk any Beyond Yoga addict and they’ll tell you how much they look forward to the brand’s monthly product launches. Between Black Friday and Cyber Monday, Beyond Yoga offers a 30% off sitewide discount to shoppers-a rarity that customers welcome since the brand doesn’t typically hold sales throughout the year.Īnd if that’s not enough to convince shoppers, Ashley designed a few marketing tactics to increase Cyber Weekend sales-as evidenced by Beyond Yoga’s 105% increase in email attributed revenue from October to November 2020. Whether you love running, flowing through a Vinyasa class, or binge watching your favorite TV show, Beyond Yoga’s buttery-soft apparel and activewear collections have something for everyone.īut it’s not just Beyond Yoga’s famous Spacedye fabric that captivates comfort-craved consumers-their digital marketing strategy also makes the brand hard to resist.Ĭyber Weekend is when Beyond Yoga really shines, according to VP of marketing, Ashley Hart. Online revenue coming from Klaviyo in November 2020 Increase in email attributed revenue from October to November 2020 Increase in campaign revenue from October to November 2020
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