Unlock your loyalty potential in 2024.
Interested in Bubblehouse?
Schedule a call with one of our eCommerce experts to learn more.
Bubblehouse is the leading loyalty solution for brands and online stores.
Kazoo is an eCommerce marketplace that sells pet treats and accessories direct-to-consumer. Kazoo is a family-owned business operating in the pet retail space servicing clients across Australia.
Kazoo was facing multiple challenges with their pre-existing loyalty program built by Rise.ai. Their previous program was credits based with poor communication and Kazoo wanted to rebuild its entire program into a points-based solution which is modern, user-friendly, and has clearly mapped out email marketing communications to improve loyalty growth. One of the key challenges Kazoo faced was encouraging loyalty program growth, both in terms of member count and revenue, with their previous loyalty partner.
Another key area Kazoo wanted to improve in is increasing return purchases and repeat purchase rate with a new loyalty provider. By creating a more streamlined system with easy-to-understand redemption mechanisms, Kazoo wanted to create a program that drives customers back to the site and encourages additional purchases by existing customers.
Main Takeaways:
Bubblehouse and Kazoo crafted a brand-new loyalty program for Kazoo leveraging points, tiers, and referrals, along with unique features like voting and pet profiles to improve participation in loyalty and to leverage valuable zero party data for more personalized marketing.
Through a bespoke program that encourages customers to redeem their points with redemption options on the cart, Kazoo was able to increase AOV by almost 50% and drive 10% of total revenue through loyalty since the launch of the program.
Additionally, Kazoo and Bubblehouse were able to translate the playful feeling that the Kazoo eCommerce site evokes in customers onto the loyalty program through custom design elements and screens, to allow Kazoo to use its loyalty program to further boost its brand image and positioning.
Main Takeaways
Since relaunching the program, Kazoo has seen a great uptick across all stats related to loyalty. Kazoo’s customers are responding positively to the updated program which uses points as a base and adds in additional features and ways to engage with the site that were not possible with the previous program.
Within the first 4 months of the new loyalty program being live, Kazoo has seen a 74% increase in loyalty members, which was in line with one of the biggest goals of the brand when starting work on a new program. Coupled with a hugely successful loyalty welcome series that drove 4.7x the revenue of the next best performing flow, Kazoo was able to turn new loyalty members into purchasing customers effectively by offering benefits and rewards enabled through the new loyalty program.
In addition to this, loyalty members, those customers who are active participants of the loyalty program, have seen an 89% higher average revenue per customer. Redeemers on average spend $AU 301 on Kazoo’s site compared to non-redeemers who spent just $AU 159. This shows that allowing customers to earn rewards and redeem points to orders incentivises customers to spend more on the site to reach additional benefits quicker.
Similarly, we can see that loyalty members also purchase significantly more times, compared to non-loyalty members. On average, loyalty participants have had 1.3x more purchases per customer compared to non-loyalty members, showing that an effective loyalty program coupled with a strong email marketing plan gets customers to come back and shop on the site more often.
With varied loyalty offerings, a bespoke design, and effective email marketing strategies, Kazoo has seen a strong performance from the loyalty program within the first 4 months of being live. Compared to a less user-friendly program, Kazoo’s loyalty has been excelling at getting customers to sign up, spend more, and come back to repurchase more often. We’re excited to continue seeing Kazoo’s loyalty program grow as they continue to onboard more and more customers into their loyalty scheme.
