Case Study: Freedom Rave Wear
How Freedom Rave Wear turned their customers into a strong acquisition channel
Freedom Rave Wear, a renowned brand in the festival wear industry, has captivated the hearts of ravers worldwide with their unique designs and commitment to self-expression. Founded in 2014, this family-run business has grown into an international brand, adored by the vibrant rave community.
We sat down with Megan Allen, Marketing Director at Freedom Rave Wear, to learn how they leveraged NovelPass to amp up their customer retention efforts
“NovelPass removes the friction of referrals today and makes them a legitimate channel for revenue and acquiring high-LTV customers. We saw a 77% increase in AOV amongst pass holders and a 23% decrease in the time to second order.”
Conversational Referrals: Amplifying the Rave Community's Voice
For Freedom Rave Wear, the power of their community is at the core of their brand. Recognizing the tight-knit and strong rave community, they leveraged NovelPass to utilize conversational referrals. Through QR codes on the wallet passes, customers could effortlessly refer their friends to the brand and be rewarded for their advocacy through traditional referral rewards. This was incredibly important at festivals where digging up a link or code created too much friction and customers craved speediness and simplicity.
After festivals, referred customers could learn more about the brand through the links on the back of their newly acquired pass. This ingenious approach tapped into the essence of the community, allowing the love for Freedom Rave Wear to spread organically among friends, making them an integral part of the brand's growth.
Cash Back Bonuses: Incentivizing Repeat Purchases and Wallet Adoption
To deepen customer loyalty and encourage repeat purchases, Freedom Rave Wear implemented cash back welcome and bonuses via their wallet pass particularly around festival dates when referrals would have the most benefit and to keep the brand top of mind leading up to festivals. As customers joined the rave family through the wallet pass, they were greeted with a warm surprise and delight in the form of cash credit that could be spent on their first purchase. These incentives not only drove repeat purchases but also fueled the adoption of the wallet passes, creating a seamless and rewarding shopping experience.
Push Notifications: Keeping the Rave Family Engaged
Staying connected with their vibrant rave family was a top priority for Freedom Rave Wear. By utilizing NovelPass's push notification feature, they proactively sent push notifications prior to festivals encouraging their pass holders to refer their friends and received increased bonuses.
These notifications served as friendly reminders right before a festival started - boosting referrals.
Results and Impact: Elevating Customer Retention to New Heights
The partnership between Freedom Rave Wear and NovelPass led to many positive outcomes:
Amplified Brand Advocacy: Conversational referrals through NovelPass transformed satisfied customers into brand advocates, fueling growth through organic word-of-mouth promotion. The rave family expanded rapidly as passionate supporters shared their love for Freedom Rave Wear.
Enhanced Loyalty and Repeat Purchases: The introduction of cash back bonuses via NovelPass incentivized repeat purchases and fueled customer loyalty. Customers felt valued and rewarded, driving them to return for more vibrant festival wear. Wallet adoption also surged as customers embraced the seamless rewards system.
Active Engagement and Anticipation: Push notifications delivered through NovelPass became a direct line of communication during key moments of excitement before festivals. These timely push notifications had a 93% open rate.
“Push notifications combined with conversational referrals make NovelPass a no-brainer for any community-led brand. We saw 1 in 4 pass holders referring a friend, resulting in a 25x increase in the number of referrals done.”
Conclusion
Freedom Rave Wear's wallet pass harnessed the buzz and power of conversational referrals, cash back bonuses, and push notifications, while building on the excitement of festival experiences for their vibrant rave family. NovelPass not only strengthened customer loyalty but also fostered organic brand growth and an engaged community. The success achieved by Freedom Rave Wear is a testament to the transformative impact of NovelPass in supercharging customer retention efforts and amplifying the spirit of self-expression, freedom, and happiness within the rave community.
