The Business
Founded by Irene Falcone in 2011, Nourished Life is Australia’s home for natural health and beauty. It’s also the leading online store for toxin-free shopping. Starting as a clean beauty blog, today Nourished Life is an award-winning business with a mission to help people live more conscious, sustainable, and healthy lives.
The Challenge
- Scaling personalization
- Small local team
- Contextual relevance by lifecycle stage
To continue their online success in natural, organic beauty products, Nourished Life needed to grow their businesses and knew it had to start with their customers. Nourished Life wanted a solution that could allow them to be agile and focus on scaling their operations with limited resources. They also needed to ensure they could engage with customers across the lifecycle whether it was a lead, first-time buyer, active, inactive or loyal buyer.
— Lani Barmakov
E-commerce Director, Nourished Life
“After the initial implementation phase, we were quickly able to integrate automated journeys targeting customers at different stages of their journey with us. Setting up and testing multichannel tactics was easy, and being able to identify which ones are most critical based on our data and benchmarks allowed us to prioritise and focus resources on areas with the most significant revenue potential.”
The Solution
Understanding and utilizing the insights on their customers and activating a successful automated win-back program directly improved Nourished Life’s customer growth. With Emarsys’ customer engagement platform, the brand also scaled marketing and CRM operations and has accomplished:
360-degree Customer view
Using Emarsys’ AI, the team was able to gain actionable insights based on their customer’s past purchase behavior, product affinity, propensity to buy, and predicted lifetime value.
1:1 omnichannel experiences
Nourished Life implemented a personalized multichannel marketing approach for their lifecycle programs across email, SMS, and ads to effectively reduce customer churn.
Revenue optimization with commerce data
Improved average order values and units per transaction with the insight gained from their products and category data.
Improved efficiency
With a small team leveraging actionable insights on their customers, they developed over 20 automated lifecycle campaigns to scale personalization across email, SMS, and ads.
The Impact
Nourished life was able to adopt a customer-centric approach to grow their business with a single customer engagement platform to support future growth plans and operational scalability. Within 6 months they were able to achieve:
“Having the majority of products, transactional and consumer data in one place has allowed us to easily create and test a wide range of automated customer journeys. While trigger and recurring emails only make up a small percentage of our total send volume, they have a big impact on customer lifetime value and retention rates, and now contribute to more than half of our email revenue.”
