How Weezie Towels boosted its winback flow conversion rate by 51% with Monocle
Discover how this premium home essentials brand used Monocle to optimize its customer reengagement campaigns with dynamic and targeted incentives.
51%
increase in conversion rate on Monocle-powered winback flows
46%
increase in net sales per customer
<1%
change in average discount
about
Weezie is a modern luxury home essentials brand famous for its 100% organic, long-staple cotton towels. Since launching in 2018, Weezie has expanded its offerings from towels to all manner of bath and beach accessories and earned features in major publications like Forbes, Vogue, and New York Magazine.
“Monocle does so much more than optimize our winback strategy; it gives us insights into the overall health of our business. Using the visibility they provide, the marketing team has been able to substantially contribute to the company-wide goal of cutting costs and improving margins.”
The Challenge
Weezie needed a more dynamic understanding of its customers to fine-tune winback flows
While Weezie’s exquisitely fluffy towels drove plenty of demand at full price, the brand had recently turned to incentives to bolster the effectiveness of its winback flows and reengage inactive customers. But the flows did not yield the uptick in conversions that Weezie had hoped for. This raised some key questions for Retention Marketing Manager Sarah Gorham Johnson: Was she offering the right incentives to every customer? When was the right time to send these offers? Did every customer even need an incentive?
Sarah knew the answers to these questions had significant revenue potential for Weezie. But she also knew uncovering these findings would require a full-scale revamp of the brand’s static winback model which only based its targeting on customers’ first purchase dates. To figure out exactly who would respond to what incentives, she needed a way to analyze customer behavior as it unfolded in real time.
Since such an undertaking was too heavy a lift for her nimble team, Sarah turned to Monocle.
“Updating our winback flow to reflect user intent felt like a mammoth, manual undertaking. We knew Monocle’s AI-powered platform and analytics would take the burden off our hands.”
The Solution
Monocle’s AI-driven analytics help Weezie reengage customers with personalized and perfectly timed incentives
After what Sarah describes as a “plug and play” onboarding process, Monocle smoothly integrated with Weezie’s existing tech stack, delivering actionable customer insights from day one.
Thanks to Monocle’s highly sensitive analytics and models, Sarah can effortlessly identify core behaviors that inform purchase cycles. Where Weezie had previously grouped its customers into large segments to target with the same winback incentives, Monocle uses real-time signals and historical purchase behavior to help the brand personalize and time its flows. For example, instead of statically targeting every user who hasbought a particular robe in the past 30 days, Sarah now sends out tailored offers to each robe-purchaser on an equally tailored timeline. Every offer, in other words, reaches its recipient at the precise moment when they’re most inclined to convert with an offer. And, of course, for customers who are high intent on their own, this often means sending no incentive at all.
This new strategy has significantly tightened the window between first and second purchases for Weezie’s products while ensuring the brand extracts as much incremental value as possible from every customer and offer. And, if a customer’s appetite for incentives does happen to change, Sarah can rest assured that Monocle’s machine learning models will take notice. “Knowing that Monocle’s models are designed to keep learning is huge,” Sarah exclaims. “Instead of having to constantly monitor every shift in consumer demand, I can sit back and let the AI do its thing.”
In addition to delivering on its promise to improve Weezie’s winback flows, Monocle also surprised Sarah with an additional benefit: high-level visibility into the status of the brand’s entire incentive strategy. Using Monocle’s bespoke Promomotion Dashboard, she can see every incentive that’s currently being redeemed, including ones leaked to third-party sites. Before Monocle, Sarah had to sift through endless order spreadsheets to identify every leak, but now the dashboard consolidates all coupon-based purchase data into beautiful, user-friendly graphs. This visibility has even enabled the marketing team to better support the merchandising team in its longstanding quest to improve Weezie’s profit margins.
“Monocle does so much more than optimize our winback strategy; it gives us insights into the overall health of our business. Using the visibility they provide, the marketing team has been able to substantially contribute to the company-wide goal of cutting costs and improving margins.”
The Results
51%
increase in conversion rate on Monocle-powered winback flows
46%
increase in net sales per customer
<1%
change in average discount
The Results
After unlocking a 51% increase in winback flow conversion rate, Weezie confidently gears up for its channel expansion
With Monocle at its side, Weezie has enjoyed a significant spike in conversion ratefrom its winback campaigns while simultaneously improving its overall profit margins. And, even though Weezie only enlisted Monocle to help with winback, the platform has since become foundational to its entire incentive strategy.
Here’s a recap of everything Weezie has achieved with Monocle’s help so far:
- 51% increase in CVR on Monocle-powered winback flows
- 46% increase in net sales per customer
- <1% change in average discount
As Weezie gears up for its channel expansion,, Sarah is excited to lean even further into the partnership with Monocle. She intends to leverage Monocle’s geographic flexibility and ironclad analytics to power every single international marketing flow.
“We’re really grateful that our contract with Monocle offers so much geographic flexibility. Since the platform has already worked so well for us, it only makes sense that we would use it to run all of our international flows.”
