The Challenge

High quality, sustainably sourced materials mean a higher price point. And although TWVH receives a number of repeat purchases and orders through trade accounts, it’s likely that the average customer will only make a one-off purchase.

The team had run Black Friday campaigns in the past but results were mixed. As market leaders, they didn’t want to heavily discount their products. Plus, they were skeptical of using SMS to drive high value orders.

Our Approach

In the 4-week run-up to the sale, we focused on growing the customer database. We increased the sign-up rate for email and SMS from 0.6% to 3.7%. And, when the initial “Sale now live” SMS went out to the already warm database of new and existing users, it generated $76,146 in sales – 72% more than the best-performing SMS at that time.

TWVH already had automated email and SMS journeys in place for cart abandonment, browse abandonment and new subscribers. But by incorporating Black Friday messaging into the existing SMS journeys, the team saw conversion rates of those journeys soar by an average of 38%.

We created a tiered Black Friday offer, which meant the more the customer spent, the more they’d save. All of this was communicated to users through SMS, email and paid ads, and the average order value increased by 48% from $760 (pre-sale) to $1,130 (with the Black Friday discount).

Even though the sale had a set end date, we extended the discounts for two more days to capture the last orders. This final push paid off, as the revenue generated on the last day of the sale amounted to more than 10% of the total revenue from the entire Black Friday campaign.

The Results

TWVH is determined to keep pushing the boundaries by using email, SMS and paid ads to engage with new and existing users and drive revenue.