Case Study: Obvi
Obvi’s Customer Retention Success with NovelPass
Obvi, a health and wellness supplement brand for women, was established in 2019 with a vision to promote overall well-being among its customers. Since that time, they have built a loyal electric customer base while fostering active engagement within their community.
We sat down with Ron Shah, Co-Founder & CEO of Obvi, to learn how they leveraged NovelPass to amp up their customer retention efforts.
With the supplements space saturated with competing brands and copycats—retaining customers, providing bespoke customer experiences, and incentivizing loyalty are always top of mind. Obvi partnered with Novel and implemented NovelPass’ to bolster their customer retention efforts. Wallet passes were utilized in the following ways:
Welcome and Referral Bonuses
“We’ve seen an 8x increase the number of referrals. Novel delivers a referral engine that actually works with no effort on our part.”
To attract new users and encourage them to install the pass to engage with them through a new channel, Obvi introduced welcome bonuses of 500 points. Additionally, they incentivized referrals by offering points to both the referrer and the referred, further expanding their audience base. These points were distributed directly through an integration with Obvi’s loyalty program, Influence.io providing a seamless rollout and experience with their existing stack.
4 Pass Tiers Come To Life
“We’ve seen a 134% increase in the number of customers engaging with their loyalty portal.”
Obvi’s existing loyalty program consisted of 4 tiers: Silver, Gold, Rose Gold, and Platinum. Through Novel’s wallet passes, these tiers came to life with each pass representing the tier customers were on. Each Obvi pass dynamically updated in real time with customers seeing their pass change in their wallet upon reaching a new level, sending a fun engaging push notification congratulating the customer, and giving points for leveling up to the next tier. To gamify the experience even more, customers were able to track their own points towards the next tier in the top right of their pass. This integration with their existing loyalty program proved to be a game-changer as it resonated well with their community as it kept Obvi top of mind.
Location Based Push Notifications
With a launch to 4000+ Walmart locations later in September of this year, Obvi will activate their customers IRL through the wallet pass. Utilizing location based push notifications set over the Walmart closest to each customer, Obvi will send a push to customers to purchase their products as they walk through the store. (More to come on this one!)
Outcomes
Obvi's implementation of NovelPass yielded remarkable results, enhancing their customer retention efforts and overall business performance:
Building a new Audience
“NovelPass has been an amazing addition to our retention stack. We’ve seen a 25%+ conversion for pass install post-checkout!”
By leveraging NovelPass, Obvi succeeded in creating a new push communication channel outside of their app. This allowed them to send personalized notifications, updates, and offers directly to their customers' devices, increasing engagement and fostering a stronger connection between the brand and their customers.
Increased Participation and Redemption of Loyalty Points
The introduction of the pass tiers and easy redemption process significantly boosted customer participation in the loyalty program. Customers were motivated to earn more points and actively redeem them through the back of the pass, making it a seamless and rewarding experience. The exciting achievement associated with moving up the pass tiers motivated customers to stay loyal to the brand.
Enhanced Customer Retention
Through the effective implementation of NovelPass, Obvi achieved a substantial increase in customer retention rates. Customers felt valued, engaged, and rewarded for their loyalty, resulting in decreased churn and increased repeat purchases.
Conclusion
“Obvi is a community-led brand and word of mouth is a big part of how we got to where we are today. NovelPass equips our customers with the best referral mechanism in the space to grow the Obvi fam.”
Obvi's partnership with Novel and their strategic use of NovelPass technology proved to be a game-changer for the brand's customer retention efforts. By implementing cash back welcome and referral bonuses and introducing pass tiers that aligned with their existing loyalty program, Obvi succeeded in engaging their community and boosting customer retention. The seamless redemption process and the personalized communication channel helped foster a sense of loyalty among customers, leading to increased brand advocacy and long-term customer relationships. NovelPass became a crucial tool in Obvi's customer retention arsenal, enabling them to create a successful and buzzworthy customer loyalty program.
