Okendo’s Post

Transcript

Dixon has been around for about 11 years. Dixon is an apparel company. Our main product is obviously flannels, but we design everything short sleeve buttoned ups to swimwear. We have some homewares. We've got mugs like anything you can think of, we probably tried. Our audience base is very, very involved and loyal. I think we have a returning customer rate for the last 12 months of about 60%. And as I mentioned, we have that whole collector mindset. We actually just did. A promotion where it was a The Size Matters campaign where it was the size of their plan collection and the largest collection won some kind of prize. So yes, we have dubbed our loyalty program the Delph Dixon Insider Royalty Fam. Umm, so for us creating this loyalty program is all about the customers. You know, like I mentioned, we have that large returning customer rate. We wanted to offer them different discounts and opportunities that we don't regularly offer. Plus we also wanted to incentivize those new customers that are just finding out about us to stick around and you know, place a second order or a third order, we become part of that 60% or expand it. So then we came and spoke with you about kind of loyalty. Why did you end up? Using our product, like what kind of sparked your interest around loyalty with the kind of when I spoke with Steven and he mentioned that you guys were bringing on loyalty, I was like, well, I'd love to hear more about that because we had had such success with Okinda reviews and we've been working with kinda reviews for about two years. And I distinctly remember when we signed on to that. There's no way we're going to be the type of brand that gets thousands of reviews. Our products sell out too fast. Like it's just not going to happen. And now in the last two years, we've received 60,000 reviews. Because you guys taught us, we were just doing it incorrectly. And we have about an 8% review response rate to our emails going out requesting their reviews. So we sent Oquendo the direction we were headed with the new designs, and they just put it together for us and we got to hop in, leave comments, make edits, and then the DILF came about a little bit later. No, it was super great because we don't have a developer on staff and all of our design team is focused on making products. How did you guys handle ongoing promotion for the program? I think you worked closely with Chris, who's in the room here. With the e-mail photos, would love to hear a little bit about, you know how you got the word out there. So first thing we did was we started out with a simultaneous e-mail and social post that was essentially we didn't tell them what it was yet We were just like, hey, something big is coming it's life changing and that got people really excited and so every time we like there was only a few days I think between the e-mail and the launch, but every time we announce something or post a new product in between that we'd have customers commenting and. Being like, is this the life changing thing you were talking about? Even if it was just a T-shirt right now, Few more days, give it time. So we've really got people super built up and then the moment that it launched, we had it, well, I shouldn't say the moment. And within 24 hours of launch we had over 5000 enrolled customers and that has since doubled to we're expected to hit about 10,000 by the end of the week. Yeah, it's incredible. It sounds like you kind of had like a slow hike going from from the start. Yeah, to. To build the anticipation, yes, agency here in 2018 and we're a full stack shop fragrances that were design ball, sorry, design, build composure and optimization. And one of my big focuses this year is a implementation for some of the brands we work with. Very nice. And so Rich and Parkfield were one of the first partners that we ever had building out loyalty on Kendra loyalty. So you worked with one of our clients and one of our mutual clients, Melinda's hot sauce. Can you tell us a little bit about Melinda's hot sauce, their background, their migration and Wide Guilty specifically was critical to this strategy. Yeah, so Melinda's hot sauce is an amazing brand. We're super lucky to work with them. And they're, I believe they're like top five best selling hot sauce. And what kind of results do you see when you implemented or Kinder loyalty for Melindas who's great? We saw I think it was 10,000 people enrolled into members. Is a multi memberships from launch after like two months and we saw loyalty members were twice as likely to make a second and third purchase and we saw 100% increase in average order value versus non members. 100% increase is huge. Yeah, it's crazy people of the hostels. Yeah, I did procure some hot sauce from Rich this morning. So coverage.