True Botanicals is reaping greater revenue by driving a more personal experience as well as identifying new customers and delivering improved customer engagement.
True Botanicals, a bioholistic skincare brand with a brick-and-mortar presence at retailers across the U.S., was trying to reach customers with an in-house email capture and automation effort but it wasn’t proving successful. The brand wasn’t attracting worthwhile leads to its website and wasn’t sure how to interact with consumers who were showing up.
“When third-party cookies go away, email and mobile capture will become the most important functionality of our entire website and the only ways to retarget people that visit our site,” Molly Delp, VP, e-commerce and digital marketing for True Botanicals, said in an email interview.
So True Botanicals went in search of a solution and turned to Wunderkind which it had worked with prior on driving email revenue and found big success.
Wunderkind has a proprietary identity network of 9 billion devices and 1 billion opted-in consumers that helps brands and retailers identify new customers and allow for more effective engagement.
Initially, in a quest to become more agile, True Botanicals created an in-house solution trying to replicate what Wunderkind’s network provided.
“We learned quickly the true power of the Wunderkind Identity Network, which is a proprietary Identity graph, that recognizes billions of consumer devices and opted-in consumer profiles. This allowed us to reach many more potential consumer profiles and engage with more personalized offers that drove higher ROI,” said Delp, adding the in-house results were not as strong as what Wunderkind provided.
“We realized this combination of knowledge and data could not be replicated with an in-house build,” she said, adding, “Wunderkind helps us address this problem by acquiring opted-in first-party data from web traffic, which powers more personalized experiences and drives more revenue via email and text.”
The result has been rewarding beyond identifying new customers. True Botanicals has reaped a 122% lift in SMS-driven revenue, and a 2.4X increase in email activity
No deployment challenges, big ROI
The Wunderkind deployment did not require any internal resources for True Botanicals.
“Wunderkind integrates seamlessly into our existing ESP, so that simplifies the tech side of things,” said Delp. “They also provide an implementation manager along with our account customer success manager. With these resources, Wunderkind makes the onboarding process a breeze.”
In terms of return on investment, the brand now also has the ability to create a seamless experience for every customer across email and channels — which was the goal in partnering with Wunderkind.
Delp shared advice for other retailers and brands striving to achieve the same customer engagement and revenue goals.
“Don’t do what we did and build a solution in-house. You will not be able to replicate the years of industry experience that the Wunderkind team has when it comes to optimizing messages that convert,” she said. “You also will not have the level of data that Wunderkind has amassed and collects year over year. They have historical data and continues to collect fresh data on consumers gleaned from thousands of interactions on websites beyond your own. You could not replicate the amount of data they have to inform your messaging strategy.”
What Wunderkind offers retailers
Very few, if any, brands have the level of data Wunderkind provides given its Identity Network observes 2 trillion digital events per year.
“Our identity resolution does not rely solely on cookies to match a device to a consumer profile in our graph. This profile data can consist of an individual’s browsing, click and purchase behaviors,” Tim Glomb, VP digital, content and AI at Wunderkind, said in an email interview.
“This historical consumer data allows Wunderkind to suggest how a brand interacts with a given identified web or app visitor. Examples of using this data for marketing objectives would be serving up the best offers to convince a consumer to opt-in for marketing communications all the way through suggesting which content or offers are most likely to help that individual convert via email and text channels.”
Wunderkind’s solution and identity graph data can supplement any existing customer data a brand may have while filling gaps the brand has, especially on unknown devices visiting their digital properties.
“Wunderkind has rich behavioral data on consumers and can suggest which channels, email or text, an individual historically will prefer to buy from,” said Glomb, adding Wunderkind can recommend the optimal time of day to send messages, identify the most effective creatives or price points for each individual and highlight any discounts or incentives that have previously led to conversions.
“Brands that utilize Wunderkind for both triggered email and text messaging can save labor and budget by managing one platform while ensuring that the customer experience is seamless by augmenting or suppressing cross-channel messages as needed,” he said.
Clothing brand reaping rewards
True Botanicals isn’t the only brand enjoying Wunderkind’s level of ROI. Shinesty, a clothing brand, has seen a healthy revenue boost from elevating customer engagement with the platform. The brand partnered with Wunderkind in its effort to expand into the women’s market.
By leveraging the Wunderkind Identity Network, Shinesty identified unknown visitors, converted them into known contacts and delivered personalized, humor-driven emails and texts. This integration optimized the customer journey, enhanced engagement and boosted text revenue performance by 1.5x, according to a press release.
“Wunderkind is making up between 10% and 12% of our revenue — that’s definitely Wunderkind’s biggest selling point at this stage,” Molly Wallace Kerrigan, senior director of retention and CX at Shinesty, said in the release. “We’ve actually tested against Wunderkind several times and we’ve never been able to out win or beat them out with any other competitor or any other thing we can set up on our own.”
