How Twillory increased repeat customer CVR by 37% with Monocle
Discover how Twillory extracts more value from its abandonment flows and cements customer loyalty with personalized offers.
37%
increase in repeat customer CVR
23%
increase in gross profit per user
8%
increase in net AOV
about
Twillory is a performance menswear brand founded in 2014 by a group of neighborhood friends and family with deep garment industry experience. Its timeless yet functional collections have received praise from major publications such as Business Insider, The Adult Man, and My Subscription Addiction.
"Monocle has elevated our incentive strategy to a whole new level. It empowers us to be aggressive with our offers without sacrificing profitability in the process."
The Challenge
Twillory wanted to extract more profit from its abandonment flows
Thanks to its timeless, functional menswear, Twillory effortlessly attracts new shoppers. However, with repeat business being the lifeblood of the brand's success, it hoped to increase the frequency of purchases from its existing customers. To achieve this, Twillory introduced more offers into its abandonment flows. The strategy worked, but the Twillory team feared the steady stream of incentives was conditioning customers to purchase only when a discount was offered.
To address this undesirable side effect, Twillory's CMO, Andrew Gluck, embedded a rules-based logic model into the brand's abandonment flows, which would apply the optimal discount based on customer interactions. However, this model required extensive testing and maintenance from Twillory's team — eating into bandwidth for strategy and campaign management.
Andrew needed a solution that would eliminate these manual roadblocks and help extract more profit from Twillory's abandonment flows. After witnessing several prominent apparel brands successfully optimizing their incentive strategies with Monocle, he knew it was time to give the platform a test drive.
"Experimenting with alternative offers on our own was challenging. The process left almost no room for other initiatives. With Monocle, we know the right offers are being deployed to the right customers at the right time."
The Solution
Monocle's AI-powered incentives help Twillory turn promotions spend into profits
After a turnkey onboarding, the Monocle team analyzed Twillory's existing abandonment flows to discover which offers made returning customers take action. The team used these insights to generate a bespoke incentive optimization model that would deploy unique offers based on customer preferences and purchase intent.
Within six weeks, Twillory saw a dramatic improvement in profitability, CVR, and AOV from its browse, cart, and checkout abandonment flows. Not only were returning customers far more likely to convert through Monocle’s incentives, they were also purchasing in significantly higher quantities.
But what truly won Andrew over was Monocle's ability to put Twillory's incentive strategy on autopilot. Under Twillory's old incentive model, his team would spend hours testing and optimizing offers. Monocle creates and deploys dynamic offers for Twillory's Email and SMS channels in mere minutes, empowering Andrew's team to focus on other profit-driving initiatives.
"Whether your goal is driving demand or safeguarding profits, Monocle makes it easy to fine-tune your incentive strategy with just a few clicks."
The Results
37%
increase in repeat customer CVR
23%
increase in gross profit per user
8%
increase in net AOV
The Results
Twillory boosts gross profit per user by 23% in only six weeks
Six weeks (and thousands of dollars in optimized incentives) later, Twillory's abandonment flows are more profitable than ever. Monocle helped take Twillory's incentive strategy from a time-consuming burden to a competitive advantage.
Take a look at what Twillory has achieved since our partnership began:
- 37% increase in repeat customer CVR
- 23% increase in gross profit per user
- 8% increase in net AOV
Moving forward, the Twillory team is eager to expand Monocle across its welcome flows — so they can captivate first-time shoppers as well. Disclaimer: Andrew is an investor in Monocle via irrvrntVC.
*Results based on A/B test held during March 2024 comparing baseline discount to Monocle optimization
"Monocle is a no-brainer for any brand using incentives to improve their ecommerce economics. The benefits have paid dividends across our entire organization."
