Case Study: Glamnetic
Glamnetic's Customer Retention Success with NovelPass
Glamnetic, a leading brand in the beauty industry, has been revolutionizing the way customers enhance their eyelashes with their magnetic lash and eyeliner system. Since its inception in 2019, Glamnetic has aimed to provide the highest quality products and an exceptional customer experience. To further enhance their customer retention efforts, Glamnetic turned to NovelPass to supercharge their retention strategies.
Glamnetic's primary objective was to enhance their customer retention efforts by leveraging NovelPass, a customized Apple and Google Wallet Pass solution. With an already established loyalty program built on Yotpo - they aimed to utilize NovelPass features such as conversational referrals, welcome and tier upgrade bonuses, push notifications, and different pass tiers to take their existing loyalty program to the next level.
We sat down with Margaret Fortner, VP of Growth at Kombo Ventures, the parent company of Glamnetic, to review the impact that NovelPasses have had on their brand.
“Novel’s wallet pass is so unique in the way that it takes a traditionally clunky, digital, friction-filled activity in a customer referral and turns it into a seamless, single-step action.
It’s perfect for products like ours where the in-person ‘Wow!’ of discovery is key.”
Here’s how they did it
Implementation
1. Designing their Pass Tiers: Glamnetic already had a 3 tiered system of loyalty established broken down as GlamBae, GlamPrincess, and GlamQueen. After designing a custom pass for each tier, customers were automatically placed on the loyalty tier they were on, displaying their live points balance in the top right corner of their pass. As customers elevated their tiers, the pass dynamically changed the moment they reached the next level - creating a gamified loyalty experience for their customers that customers could track in their pocket.
Try it now! Get the Glamnetic Pass
2. Conversational Referrals: With rising CAC and existing referral programs that are difficult to use, Glamnetic utilized NovelPass’s integrated QR codes to facilitate conversational referrals. By encouraging existing customers to refer their friends through their easy to access NovelPass, Glamnetic incentivized their loyal customers to spread the word. Each successful referral resulted in rewards for both the referrer and the new customer, creating a win-win situation.
3. Welcome and Tier Upgrade Bonuses: To further incentivize customers for downloading their NovelPass—Glamnetic offered Welcome bonuses of 25 points for installing the pass and 50 point bonuses when customers elevated tiers. These points came directly from Yotpo and continued the gamified loyalty that Glamnetic’s customers were already used to while deepening their own relationship with their customer.
4. Push Notifications: Glamnetic leveraged push notifications to keep their customers engaged and informed about new and exclusive product drops. By sending timely notifications directly to customers, Glamnetic ensured their customers were always in the loop, fostering a sense of exclusivity and generating excitement around their brand.
5. One-Click Redemptions: The biggest friction point of current points based loyalty programs are how easily customers can redeem and benefit from their earned loyalty status. We’ve solved both by not only making it simple for customers to see how many points they’ve earned, but also by allowing customers to redeem and log into the merchants website via one click through the back of a wallet pass. By leveraging Shopify and Novelpass features, Glamnetic created a seamless and convenient experience for their customers, promoting continued engagement and fostering a sense of value and appreciation.
“Over 25% of our customers going through checkout are installing our pass, it’s a new marketing channel that’s growing with zero effort.
We get over 10X the amount of referrals we used to get off of Yotpo by itself, these are the friends of our highest-LTV customers and we acquire them for half the price of a Facebook ad.”
Results
Glamnetic's strategic implementation of NovelPass resulted in significant improvements in customer retention and engagement. The key outcomes achieved include:
1. Increased Customer Referrals: The conversational referrals feature utilizing QR codes on the wallet passes resulted in a substantial increase in customer referrals. Loyal customers actively shared their positive experiences, resulting in lowering their CAC. Glamnetic saw 10X the amount of referrals we used to get off of Yotpo by itself.
2. Enhanced Customer Loyalty: The cash back welcome and referral bonuses provided a compelling incentive for customers to adopt the NovelPass. This led to higher customer loyalty and increased repeat purchases, as customers were motivated by the additional rewards and cash back opportunities.
3. Improved Customer Engagement: The push notifications sent through the NovelPass platform allowed Glamnetic to maintain consistent communication with their customers. By keeping customers informed about new product drops and exclusive experiences, Glamnetic generated excitement and sustained engagement among their customer base.
4. Seamless Loyalty Program Integration: By integrating the Yotpo loyalty program with NovelPass, Glamnetic streamlined the redemption process for loyalty points. This made it easier for customers to track and utilize their rewards, resulting in higher participation and engagement with the loyalty program.
“We have seen a 173% increase in the number of customers engaging with their loyalty portal.
NovelPass is making loyalty work for us in a new way.”
Conclusion
Glamnetic's partnership with NovelPass proved to be a game-changer in their customer retention efforts. By leveraging the conversational referrals, cash back bonuses, push notifications, and seamless loyalty program integration provided by NovelPass, Glamnetic successfully enhanced customer loyalty and engagement. The results demonstrated increased customer referrals, improved customer retention, and a more personalized and rewarding experience for their customers. Glamnetic's use of NovelPass showcases how innovative technology solutions can powerfully transform customer retention strategies and drive business success in the beauty industry.
