How Polarn O. Pyret strengthen their customer loyalty and sustainability work with automations

With the desire to make comfortable, high-quality clothing that allows children to be children, Polarn O. Pyret was founded in 1976. Since then, they have designed clothes to be loved, worn, and handed down through generations – always with sustainability in mind.

POP_BABY_1_min

Some of the results:

44%
in additional sales from post-purchase communication
50%
open rate for post-purchase emails

For Polarn O. Pyret, marketing automation is first and foremost about enhancing the customer experience! They want the automated communication to engage, inspire, and bring value to the customer – but at the same time drive sales and more purchases. Besides post-purchase journeys and automations that encourage customers to reach another membership level, PO.P has set up several automations as part of their sustainability work.

We have a benefits program that helps the customer to act more sustainably. For example, we reward members that hand in or buy second-hand pieces in our stores – or repair their garments so that they can be used for a longer time,“ says Åsa Axelsson, CRM Manager at Polarn O. Pyret.

So, what role does the second hand and repair automations play? When a member uses the second hand or repair service, they get triggered into an automation. An email is sent out to confirm that the customer has done a sustainable choice – and to hand them a reward.

211105_PolarnOchPyret_02_0191_min

"In our ‘aftercare emails’, which the customer receives after buying specific garments, the opening rate is around 50%"

Åsa Axelsson, CRM Manager at Polarn O. Pyret

How PO.P measures the effect from automations, in general? To make sure the automations have desired effect, PO.P uses control groups. They measure everything from increased frequency to average receipt during a specific period. If they don’t like the result, they revise the communication. Overall, PO.P sees high opening rates in their automated emails – probably because they’re connected to a customer’s action or behavior and therefore feel relevant.

In our ‘aftercare emails’, which the customer receives after buying specific garments, the opening rate is around 50%,” says Åsa.

They can also see that follow-up emails that feature relatable product recommendations inspire more purchases. Many more, actually.

Some of these emails have contributed to over 44% in additional sales,“ says Åsa.

211105_PolarnOchPyret_10_0216_min

"Some of these emails have contributed to over 44% in additional sales."

Åsa Axelsson, CRM Manager at Polarn O. Pyret

Ways to successfully build automations

The most important thing to have in mind when building an automation,

according to Åsa, is to create value for the customer. Make sure to convey a relevant message that rewards the customer or makes their everyday easier. Also, take timing into account and make sure the customer doesn’t receive communication too often. Last but not least, make sure the message is super personal since it’s triggered by something the customer did.

Every automation should deserve its place. If it doesn’t bring added value to the customer or the business, then question whether you should keep it,” says Åsa.

What’s next for PO.P, marketing automation-wise? They’re currently working on an onboarding automation to welcome new members in a positive and warm way. They want to make it easy for every customer to see the value of being a member, get the help they need from experts – and, of course, dive into all the lovely benefits!

211104_PolarnOchPyret_09_0015_min

"Every automation should deserve its place. If it doesn’t bring added value to the customer or the business, then question whether you should keep it."

Åsa Axelsson, CRM Manager at Polarn O. Pyret

Polarn O. Pyret’s marketing automation tips and tricks:

“The post-purchase customer journey is underrated” 

A lot of brands miss out on, or can definitely improve, these customer journeys. Receiving information on how to wear and take care of items brings value to the customer.

“Seize the opportunity to be more personal” 

As automated communication can be triggered by specific actions and behaviors – make sure your messages are super relevant and always sent to the right people at the exact right moment.

“Get help from those who know the customer the best”

People who work in physical stores or at customer service often know how the customer will react to the automated message – and what to add to increase the value for the customer.

Download PDF

More success stories

IMG_1958
Jigsaw: From Relevance to Repurchase
Luxury retailer Jigsaw spoke at Voyado’s event with Dressipi in London about driving a second purchase through relevancy and personalization. In the dynamic world of retail, where heritage often comes hand in hand with a fair share of technological challenges, Jigsaw found itself navigating the path of overcoming tech debt as a crucial first step. Embracing innovation and shedding the weight of legacy systems, Jigsaw embarked on a journey with Voyado and Dressipi to revolutionize its customer engagement strategies.
Luxury retailer Jigsaw spoke at Voyado’s event with Dressipi in London about driving a second purchase through relevancy and personalization. In the dynamic world of retail, where heritage often comes hand in hand with a fair share of technological challenges, Jigsaw found itself navigating the path of overcoming tech debt as a crucial first step. Embracing innovation and shedding the weight of legacy systems, Jigsaw embarked on a journey with Voyado and Dressipi to revolutionize its customer engagement strategies.
Read more
Headmasters-WimbledonBroadway
How Headmasters are revolutionizing hairdressing excellence through Voyado
On the high street of London and throughout the UK, Headmasters has reigned as a beacon of premium hairdressing services since its inception in 1982. Their unwavering commitment to delivering confidence-boosting hair transformations forged a strong bond with their clientele. However, amidst their success, Headmasters encountered a challenge—inefficient communication due to a maze of disparate systems.
On the high street of London and throughout the UK, Headmasters has reigned as a beacon of premium hairdressing services since its inception in 1982. Their unwavering commitment to delivering confidence-boosting hair transformations forged a strong bond with their clientele. However, amidst their success, Headmasters encountered a challenge—inefficient communication due to a maze of disparate systems.
Read more