Penny Black

Shakeup Cosmetics, an innovative beauty brand for men, faced a challenge in building lasting customer loyalty and driving repeat purchases. They aimed to create a strong emotional connection with customers while increasing their lifetime value. The team recognized the importance of a relatable brand narrative to foster engagement and loyalty in an emerging market. Therefore, Shakeup Cosmetics needed a strategy to not only introduce their unique products but also to encourage customers to continue engaging with the brand, thereby maximizing shopper lifetime value.

To achieve their goals, Shakeup Cosmetics partnered with Penny Black to introduce a novel marketing approach—personalized inserts. This method transformed Shakeup's packaging into a potent communication channel, fostering emotional connections from the moment of unboxing. The task was to integrate Penny Black with Shakeup’s Shopify store, enabling data-driven customer segmentation, and to conduct A/B testing on various messaging strategies. Through targeted campaigns and personalized content, Shakeup Cosmetics aimed to turn every interaction into an opportunity to build customer loyalty and drive repeat purchases.

Shakeup Cosmetics implemented a series of strategic actions in partnership with Penny Black. They designed and launched targeted campaigns offering personalized inserts for different customer segments. New customers received welcome inserts with discount codes and QR links to instructional videos. Returning customers were encouraged to subscribe and save, while loyal customers received exclusive content and opportunities to refer friends. Furthermore, seasonal campaigns encouraged non-gift givers to become advocates and gift recipients to make repeat purchases. These initiatives leveraged personalized messages and timely content to engage and convert customers effectively.

The partnership with Penny Black yielded impressive results for Shakeup Cosmetics. Customers engaging with the personalized inserts demonstrated a 27% increase in average order value compared to those who did not. Additionally, the personalization efforts led to an 8% scan rate of included QR codes and a 0.98% conversion rate—1.7 times higher than typical email conversion rates. These outcomes highlight the effectiveness of early engagement in the customer journey and the potential for unboxing experiences to drive significant sales increases and greater customer loyalty.