Beauty industry leader uses interactive advent calendars to boost customer
engagement and supercharge customer RETENTION
Beauty industry leader uses interactive advent calendars to boost customer engagement and supercharge customer RETENTION
Who are OLAPLEX?
OLAPLEX is a renowned beauty and hair care company that specialises in innovative hair treatment products. Widely recognised for its ground-breaking technology, OLAPLEX is best known for its patented bond-building formulas that repair and strengthen hair, particularly during chemical processes like colouring and bleaching. The brand has gained a strong reputation among hairstylists and consumers alike for its transformative impact on hair health and quality.
The Challenge?
OLAPLEX aimed to test how well a digital advent calendar could improve customer engagement and customer retention amongst their UK & US target audiences. The countdown nature of an advent calendar naturally builds anticipation and excitement, acquiring new customers and engaging existing customers. By releasing special offers each day, OLAPLEX aimed to keep customers consistently engaged and eager to discover what the next daily surprise would be.
The Strategy
OLAPLEX leverages gamification to enhance customer engagement and retention. By incorporating interactive elements such as quizzes, games, rewards, and advocacy, OLAPLEX effectively captures and maintains the attention of their target audience on their website. This heightened engagement increases customer site dwell time, thereby boosting the chances of conversions. OLAPLEX initially introduced a Summer Calendar experience, offering customers discounts and prizes, as a test and learn strategy to measure its impact on improving customer engagement and retention. OLAPLEX then continued to use a Digital Calendar within their Christmas Marketing.
What were the results?
Releasing a digital advent calendar via their website and CRM was a huge success for OLAPLEX. With over 8k entries and an 85% opt-in rate for new customers, OLAPLEX were able to significantly increase their customer engagement, as well as improve the customer engagement on their email campaigns which achieved an 81% click-through rate. Upon seeing the success from this ‘7 days of hair’ experience, OLAPLEX then decided to launch a digital advent calendar during the Christmas season which achieved a 70% daily click- through rate and 25k completed entries, elevating their customer engagement to a whole new level.
Campaign in Detail
Solution
OLAPLEX uses Digital Calendar experiences to reward customers with discounts and prizes, aiming to enhance customer engagement and retention. The daily rewards offered by the Advent Calendar encourage customers to participate consistently, creating an incentive to complete the entire calendar to earn discounts or free products.
Reward Customers Daily With Gamification
OLAPLEX utilise the Rewards Module within The Interactive Marketing Hub by using digital calendars, iFramed on the OLAPLEX website and pushed via CRM across UK and US audiences. ‘7 days of hair’ has been used to reward customers with discounts and offers over a week-long period. This experience served as a test & learn initiative for OLAPLEX ahead of their Christmas marketing.
Gain A Competitive Edge
Digital Calendars can be a strategic and enjoyable way for brands like OLAPLEX to reward customers, boost engagement, and drive sales not only during Christmas but all year round. By having a digital calendar in their marketing mix, OLAPLEX add an extra layer of creativity and customer-centricity to the brand’s image, enabling OLAPLEX to have a competitive edge in the marketplace.
Digital Calendars can provide a competitive edge by differentiating your brand in a crowded marketplace. They create a unique and engaging customer experience that stands out from traditional marketing approaches. By fostering daily interactions through rewards and incentives, it builds stronger customer relationships and increase brand loyalty. This consistent engagement not only keeps customers coming back but also enhances word-of-mouth marketing as satisfied customers share their positive experiences. Additionally, the innovative use of gamification can attract new customers looking for a more interactive and rewarding shopping experience, further setting your brand apart from competitors.
By offering daily rewards, OLAPLEX has fostered a sense of loyalty among their customer base. When customers feel appreciated and receive daily prizes, they are more likely to remain loyal to the brand and continue making purchases. The daily incentives provided through OLAPLEX’s digital calendar has supercharged revenue due to customers being more motivated to take advantage of limited-time offers. This has led to increased order frequency and higher average order values.
OLAPLEX’s customers are left feeling satisfied due to the Digital Calendar rewards elements. This leads to improved customer acquisition and retention for OLAPLEX and helps them to leave a big impact upon their target audiences’ minds.
By utilsing the Shopify and Klaviyo integration with Odicci, OLAPLEX has been able to automate the distribution of dynamic and unique codes as well as track redemptions with Odicci’s revenue reporting dashboard. Additionally, using Klaviyo, OLAPLEX has been able to use pre-filled frames and transfer data from Odicci to Klaviyo immediately, making the whole process seamless.
With Odicci’s gamification as a service platform, OLAPLEX has created a dynamic and user-centric online environment that not only attracts and retains customers but also supports their overall marketing objectives.
More Case Studies
Benefit Cosmetics
Benefit Cosmetics
Benefit Cosmetics
Benefit Cosmetics
Request a demo
Discover how to boost customer engagement,
maximise lifetime value and drive loyalty with
interactive marketing experiences.
Find out today how we help brands convert
more site traffic and enrich data collection achieving
scalable, repeatable growth.