Aaron Wallace

THE PROJECT:

Whilst doing well in retail - stocked in Superdrug, Sainsbury's, and Sak's Fifth Avenue (to name a few), and having made the switch from Woo Commerce to Shopify, the team at Aaron Wallace came to Defiant looking to build on their success and grow the brand's DTC offering.

Working with the the team, we implemented an enhanced user experience strategy by leveraging personalization across both the site and email campaigns and flows. This alone drives over 26% of sales on the store and is delivering an ROI of over 8x with scope to take this even further to greater enhance the customer experience.

The introduction of shoppable video across the store has helped increase time spent on site by 25%, contributed an uplift to average order value of 8%, and is currently running at an ROI of 5x.

We added an onsite product quiz that not only is driving sales but capturing customer data. This goes beyond just an email address. This collects information about the customer's specific hair and skin care needs allowing us to segment them in the database. Through this segmentation we are able to speak directly to each customers needs and issues, providing relevant tips and education as well as recommending relevant products.

On top of all of this, we rationalised the content on the site by amending the navigation structure, removing friction from the user journey, enhanced page designs, and improved the customer journey.

Within the first 3 months of working with the team at Aaron Wallace, we were able to deliver an increase in overall revenue of over 47%, an uplift in conversion rate of over 42%, and improved their returning customer rates by 24%, all contributing to a massive increase in customer lifetime value of 118%.