Case Study: Surely
How Surely launched an owned engagement channel in 5 minutes that captures 30% of new customers every day
Surely, a non-alcoholic wine company that was born out of a desire to provide people with an alternative option when choosing not to consume alcohol. Surely's winemaking process involves delicately removing alcohol from the wine and blending in small amounts of juice to create beautifully balanced beverages suitable for any lifestyle.
We sat down with Brenda Godinez, Head of Marketing at Surely, to learn how they leveraged NovelPass to level up their customer referrals.
Challenge
As Surely expanded its customer base, they recognized the need to strengthen their touch points with their existing customers and foster brand loyalty. To do this, they began exploring push notifications which led them to Novel. Novel’s wallet passes offered two essential features that aligned perfectly with Surely's needs:
Offering a “Next Order” Bonus Post Purchase
Surely’s most significant use cases with NovelPass was through Novel's post purchase flow, which played a vital role in building a new push notification channel to engage with their customers and led to a 44% increase in securing a second purchase from their new customer.
How it Works
Upon completing an order, Novel's post purchase flow displays a box on the order confirmation page, encouraging customers to install Surely's branded pass. With a seamless user experience, customers found it effortless to incorporate the pass into their Apple and Google wallet apps. As an incentive for installing, customers received a $10 credit they could use towards their second purchase.
Conversational Referrals via QR Codes
Recognizing the word of mouth potential of NA wine, Surely already had a referral program in practice. The program however didn’t yield the strong results as the friction of signing up for the referral program and then sending your custom link resulted in high dropoff. NovelPass allowed Surely to implement a referral program using QR codes embedded within their wallet passes.
Customers could easily share their love for Surely's products with friends and family by simply scanning the QR code. When their referrals made a purchase, both the referrer and the new customer received rewards, creating a positive cycle of word-of-mouth marketing and brand loyalty. This new channel led to 6x more referrals than Surely saw with their original program.
“After implementing NovelPass we saw 6x more referrals compared to our original program.”
Benefits
For Customers
A user-friendly experience with quick access to Surely's branded pass to stay in the know and further engage with the brand.
A $10 credit the customer could spend instantly encouraging a second purchase and further building brand loyalty.
For Brands (Surely)
A brand new audience that Surely could engage via push notifications
A new sales channel to engage with their superfans
“A new way to send push notifications without requiring customers to download an app? A referral program that’s NOT complicated and easy to share when you’re actually *with* friends? YES PLEASE”
Conclusion
Surely's partnership with NovelPass enabled them to elevate their customer engagement strategy to new heights. By leveraging Novel's technology, Surely created a powerful push notification channel, fostering direct connections with their customers and rewarding them for their loyalty. This innovative approach not only boosted customer satisfaction but also contributed to Surely's steady growth in the non-alcoholic wine market. As Surely continues to craft exceptional beverages, their use of NovelPass sets them apart as an industry leader in creating sophisticated, health-conscious alternatives for consumers worldwide.
