About the client
The Lighting Outlet has Australia’s largest range of lighting online. It was founded in 2012 by owner, Mitchell, who began selling lighting products on eBay while working full time in a warehouse. He discovered a gap in the market and shortly after partnered with key lighting manufacturers who were eager to sell their products online. Now, The Lighting Outlet is the leading supplier of lighting online, with products from over 60 global brands stocked.
Our approach
Our goal for The Lighting Outlet was to create a stronger relationship with customers both in Australia and New Zealand, encouraging repeat purchase, and increasing customer lifetime value. REP. approached this through a series of key automation strategies, as well as regular email and SMS campaigns. In addition, we implemented a series of data capture forms on The Lighting Outlet’s website to ensure all new visitors could be nurtured into first time (and repeat) customers.
Actions Taken
Data Capture
Starting from a Data Capture strategy, we began progressively profiling The Lighting Outlet’s customers based on their shopping preferences and interests. We then used this information to show customers personalised product recommendations throughout their buying journey. Part of this series also distinguished trade customers from other shoppers — this allowed us to craft strategies for each audience.
Email Automations
Prior to working with REP., The Lighting Outlet had basic, templated flows in place. These flows achieved baseline results, however lacked brand personality and personalised customer experiences. We crafted a series of email automations focused on educating customers on The Lighting Outlet’s product range, USPs, as well as services including their tiered design consultations. We were able to include a higher level of customer personalisation from information collected through the Data Capture series, as well as customer engagement with emails.
These key email automations included:
- Welcome Series (6 x emails)
- Abandoned Cart Series (3 x emails)
- Abandoned Checkout Series (7 x emails)
Plus, to re-engage dormant subscribers and increase account health, we ran a Lapsed Customer Winback series. This included a series of three email campaigns sent to inactive subscribers with an exclusive offer. If customers did not engage with this series, they were marked as “lapsed” and excluded from the main list in order to improve deliverability scores.
Email Campaigns
As our shared goal for The Lighting Outlet was to create better customer experiences, we began creating weekly email campaigns. These campaigns were sent to their Australian customers as well as their New Zealand subscribers, with content tweaked to suit each audience. For key campaigns (e.g. Easter and EOFY) we paired email campaigns with SMS campaigns for Australian subscribers. To create consistent messaging, we also added push notifications as well as website banners for these key campaigns.
SMS Campaigns
Prior to working with us, The Lighting Outlet was using two platforms for email and SMS, so we migrated their SMS data over to Klaviyo. With email and SMS in the same platform, this allowed us to smoothly intertwine SMS within email automations, as well as easily pair SMS campaigns with email campaigns.
Digital Design Magazine
The Lighting Outlet wanted to launch an online design magazine that customers could freely access. The REP. team worked with The Lighting Outlet to launch this initiative, with a monthly online design magazine including an exclusive offer for TLO subscribers. This magazine was paired with an email campaign to newsletter subscribers to encourage readership and repeat purchase with the magazine-exclusive offer.
Results
Over a six month period, we successfully improved The Lighting Outlet’s customer experience through a series of touchpoints including: Data Capture, automations, as well as email and SMS campaigns. Notably, we have achieved the following results for each region over this time period:
Australia
- Average Campaign Placed Order Rate: 0.07% (industry benchmark: 0.05%)
- Campaign revenue:
- 10% of The Lighting Outlet total sales
- 51% of total Klaviyo attributed revenue
Klaviyo indicates that the industry benchmark for Placed Order Rate from email campaigns is 0.0535%.
New Zealand
- Average Campaign Placed Order Rate: 0.12% (industry benchmark: 0.05%)
- Campaign revenue:
- 6.19% of The Lighting Outlet total sales
- 31% of total Klaviyo attributed revenue
Results
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