ONLY CURLS IMPACT STORY
Only Curls elevated their Omni-channel marketing for their customers, improving customer retention and increasing conversion with SMARTSlip and ZAP~POST - marketing solutions from Arc-X Media.
BACKGROUND
Curly girl and founder of Only Curls, Lizzie Carter, started the brand to inspire others to embrace their natural curls.
She began packing orders at her kitchen table in 2016, and has her lovely curly customers to thank for helping the business grow to where it is today.
Only Curls are on a mission to encourage curly-haired people of all textures to ditch the chemicals, forget the straighteners, and start loving their natural curls.
Lizzie and her partner, Hugo, and their team were keen to drive their marketing forward by genuinely connecting with their customers. Whilst enhancing their unboxing experience with their active customers via SMARTSlip, they added personalised Direct Mail via ZAP~POST to the mix to communicate in a more personalised and relevant way with other customer segments.
...ZAP~POST was an obvious choice. The campaigns we have sent so far to varying contact segments have seen some incredible results - both for existing and lapsing customers, increasing conversion and allowing us to re-engage with old customers to bring them back.
We will be doing more regular ZAP campaigns throughout the year, utilising the ZAP~POST X Klaviyo integration to automate our Direct Mail sends to support all our digital marketing efforts.
Lizzie (Founder) & Hugo (Co-Founder)
CHALLENGES
Only Curls wanted to engage with their customers and bring them back time and time again with a unique, in-parcel customer experience.
They turned to Retain.me to implement SMARTSlip, the in-parcel marketing personalisation solution, which has worked to great effect for them - improving customer retention and enhancing customer LTV. The results have been stellar:
Over a 4 month period
- 24% of New customers repeat purchased
- Over 53% of existing customers purchased again
Having used this solution to great effect for a year or so, they were keen to start looking at other ways they could further engage with their customers and make them feel special.
Whilst Only Curls had always used their Email and Social channels to great success, they were looking for a channel that would cut through all the digital noise so turned to us again for Direct Mail powered by ZAP~POST.
A key driver and the next phase of their journey as they have become more established, was to start to reactivate lapsing customers - they had seen how printed and tangible SMARTSlips had worked so effectively in-parcel for existing and new customers so they had a good feeling Direct Mail would also perform well - both for existing and lapsed customer segments.
With the longer-term goal to automate their Direct Mail campaigns regularly by utilising ZAP~POST’s Klaviyo integration, the first few trial campaigns in Q4 2023 were created and sent using the ZAP~POST in-built CSV template wizard. The Black Friday and Christmas ZAP Campaigns Only Curls created and sent via the platform had amazing results.
Using the ZAP App’s native QR code wizard and unique discount codes, they were able to track the success of their Direct Mail sends easily.
