Retailer Webinar Series: 800razors.com

Phil Masiello – Co-Founder & CEO, 800razors.com

Caroline Riddle- Partner Marketing Manager - Windsor Circle Matthew Ramos – Director, Customer Success - WhatCounts

Today’s Presenters

Caroline RiddlePartner Marketing Manager - Windsor Circle

Phil MasielloCo-founder & CEO– 800razors.com

Matthew RamosDirector, Customer Success- WhatCounts

About 800razors.com

•  Where  did  the  business  originate?  

•  Disrup3ng  the  razor-­‐buying  market  

•  Best  razors  are  made  in  the  USA  •  Partnered  with  the  oldest  and  

most  respected  razor  manufactures  

About WhatCounts

We  are  email  experts  that  pair  a  powerful  plaCorm  with  a  full-­‐service  agency  to  make  

sure  your  subscribers  always  receive  meaningful  messages.  

   •  800+  clients  •  Sending  over  2.2  billion  emails  monthly  •  80+  employees      

About Windsor Circle

We  are  a  Predic3ve  Lifecycle  and  Reten3on  Marke3ng  PlaCorm  that  Helps  

You  Grow  Customer  Life3me  Value  

•  350+  clients  •  35MM  consumers  •  80+  employees    

Partners

Today’s Agenda

•  Goals

•  Tactics, Approach•  Lifecycle Marketing•  Campaigns•  Replenishment

•  Results

•  Q&A

But first…

Giveaway!

•  Tweet any webinar takeaways using•  @800razors•  #liveburnfree

•  First 10 people who tweet will receive a free starter shave kit, $26 value! Includes:•  Razor handle•  Cartridges•  Shave Cream•  After Shave Moisturizer

3 Things that Phil cares about the most

•  Acquisition Cost

•  What are new clients spending

•  How am I retaining them

Tactics

•  Acquisition – PPC, PPA

•  Retargeting

•  Retention is everything

Acquisition

•  Focus on underutilized spaces to acquire under $40

•  Increase visibility of branded products

•  Welcome Series

•  Refer a Friend via promotional campaign

eBook

•  5 steps to the Ultimate Shave

•  Included in new orders

•  Promoted via social

Industry Insights: eCommerce in Beauty & Personal Care

Beauty & Personal Care is one of the most active sectors on the internet

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U.S. online sales in beauty and personal care vs eCommerce % of total category sales

Personal Care Items Beauty ItemsSource: ATKearney – Beauty and the eCommerce Beast (2014)

Segmenting online beauty and personal care shoppers

12%

15%19%

16%23%

19%21%

42%

38% 41%35% 39%

32% 36%

36%30% 29% 27% 24% 24% 23%

Skin care Personal care Color cosmetics Fragrances Hair care Nail care Tools

Frequency of online purchases by category

Do not use Never Rarely Sometimes FrequentlySource: ATKearney – Beauty and the eCommerce Beast (2014)

No Yes

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Others

Tools

Fragrances

Nail care

Color cosmetics

Hair care

Personal care

Skin care

Have you ever subscribed to a replenishment program for a beauty or personal care product?

 

Skin, Personal and Hair Care account for more than 50% of category replenishment subscriptions

Source: ATKearney – Beauty and the eCommerce Beast (2014)

1st Purchaser Welcome Series

•  Automated

•  Almost like “set it and forget it”

•  Check results everyday

1st Purchaser Welcome Series

•  Automated

•  Almost like “set it and forget it”

•  Check results everyday

37% Campaign Open Rate!

Avg. Click Rate – 5%!

Building Loyalty

•  Talk to your customers

•  Indicator of health

•  Sent 20 days after they receive first order

Second Purchase Automator

•  Highlighting brand

•  Drive two-time purchasers to 3 time purchases

Second Purchase Automator

33% Campaign Open Rate!

Avg. Click Rate – 4%!

•  Highlighting brand

•  Drive two-time purchasers to 3 time purchases

Auto Ship Upsell

•  Triggers 1 week before auto-ship to push add-on items

•  Helps retain and upsell, increases AOV

•  Make process as quick and easy as possible

Auto Ship Upsell

•  Triggers 1 week before auto-ship to push add-on items

•  Helps retain and upsell, increases AOV

•  Make process as quick and easy as possible

51% Campaign Open Rate!

Avg. Click Rate – 6%!

Best Customer Email •  Thanking most valuable customers

Best Customer Email •  Thanking most valuable customers

54% Campaign Open Rate!

Avg. Click Rate – 4.7%!

Win-Back

•  Coupon Code

•  Make process as quick and easy as possible

Win-Back

•  Coupon Code

•  Make process as quick and easy as possible

28% Campaign Open Rate!

Avg. Click Rate – 6%!

2016 Marketing Resolutions

The Numbers Are In…

*ChannelAdvisor SSS Report 12/15**Adobe 12/15  

Industry  Averages   800razors.com  Deliverability   99.8%   99.8%  Open  Rate   19.1%   20.6%  Click  Rate   2.2%   3.2%  LiY  in  clicks  for  segmented  

58.9%   73.0%  

The Numbers Are In…

•  Doubled AOV for 1st time buyers thanks to a non-purchaser email series

•  Increased repeat buyers by 83%

• 8X ROI!!

*ChannelAdvisor SSS Report 12/15**Adobe 12/15  

Questions?

Personalized Replenishment Keeps Customers Coming Back

ü  Predictive data science helps identify individual buying patterns

ü  Send reminder emails before they run out

ü Automatically basket together multiple items up for replenishment into one email

ü  Frequency capping

ü  Easy to install: 47% of users launched campaign in less than 1 hour

Complete Customer Lifecycle Marketing

Browse Abandonment

Cart Abandonment

Segmenting Customer Behavior

Post Purchase Programs

Replenishment Automation

Analytics

Free 60 Day Trial

windsorcircle.com/whatcountstrial  

Thank you!