Sol De Janeiro Uses Malomo To Keep Up With Customer Expectations And Ramp Up DTC Sales

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Beauty Brand Sol De Janeiro reduces shipping related support tickets by 76% while driving thousands of dollars in repeat purchases

The ability to connect with customers and build a loyal customer base is now a leading indicator of a successful direct to consumer company. With customer acquisition costs and competition from emerging brands increasing more and more each day, finding customers that will share your brand with others and repeatedly buy from you is paramount to growth.

As a high-growth cosmetics brand, Sol De Janeiro knows a thing or two about creating that cult-like following that is needed to flourish in today’s environment.

With ambitions to ramp up their DTC sales through their Shopify store, the SDJ marketing team knew they also had to ramp up the experience. Liz Greeley, Sol De Janeiro’s Digital Marketing Manager and the individual responsible for finding new strategies that could drive additional growth, continued to ask herself: how and where can we enhance our experience to create more loyalty and engagement with customers?

After reviewing their entire customer experience, Liz uncovered that after Sol De Janeiro customers bought, they were sent bland shipping notifications and were then directed to 3rd party carrier tracking pages. Liz realized shipping was a gap in their experience and they had minimal control to do something about it.

As online buyers themselves, the SDJ team understood how important the shipping experience is to making sure the customer is happy with the brand. So, they solved this problem by implementing the Shipment Marketing platform, Malomo.

After a customer buys, I want them to feel like they are walking into their local tea shop. I want them to feel known and that we are going to take care of them. The transactional shipping notifications we were sending before Malomo didn’t allow us to continue to build the connection we had with that customer.” - Liz Greeley, Digital Marketing Manager, Sol De Janeiro

Why Malomo?

Many stakeholders within Sol De Janeiro, including marketing, customer service, and (most importantly) the consumer benefit from the experience Malomo powers for Sol De Janeiro.

Consumers feel more confident about a brand when they’re proactively notified about where their package is. They appreciate tracking experiences that are easier to understand and are more visually appealing. With Malomo, marketing is able to control and manage the post purchase experience to drive more engagement with customers. Customer service is able to be more proactive and informative with customers to reduce the number of support tickets - saving time and money.

Sol De Janeiro was able to do all of this through:

  • Shipment exception handling that turned negative shipping events from carriers into brand-building opportunities by allowing customer service to automate proactive notifications to customers when things went wrong with their delivery.
  • Malomo’s metadata gave the marketing team robust customer, product, and order data to create personalized, engaging shipping emails for their customers.
  • Malomo’s Klaviyo integration gave the team full insights into the performance of the shipping experience so they could understand engagement and continually make improvements when needed.
  • The branded tracking page kept the customer immersed within Sol De Janeiro’s brand experience, not 3rd party carriers, while they waited for their package.
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Exceeding Customer Expectations

“Malomo has helped us build the type of experience our customers expect from us. We’re very happy about our partnership with the Malomo team.” - Shane Reed, Senior Digital Marketing Manager

In the age of Amazon, direct to consumer retailers must find ways to compete and differentiate with every interaction customers have with their brand - or risk falling behind.

For Sol De Janeiro, that means leading each interaction with something no other retailer (including Amazon) has - their brand.

By turning the transactional, generic shipping experience into an immersive, branded one, Sol De Janeiro is delighting customers, driving revenue, converting traffic back to site, and keeping customers engaged with branded content while they wait for their package.

After just two months, Sol De Janeiro is:

  • Generating an 8x ROI (measured in revenue generated from Malomo’s solution)
  • Driving 57% Open Rate and 17% CTR from shipping emails
  • Reducing support inquiries related to shipping by 76%
  • Creating 2 shipment exception flows that proactively notify customers of shipment issues
“As for the overall effect of Malomo, it has definitely cut down on the number of people asking for either what their tracking number is or where their order is. I personally love that we send notifications for shipping issues or delays and I feel it definitely helps us to provide more responsive care.” - Timothy Martel, Customer Service Coordinator

Reduction in support tickets

related to shipping

76%

Open Rate

shipping email average

57%

CTR

shipping email average

17%

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