Purebaby partners with Cheetah Digital to transform loyalty program

Australian babywear retailer Purebaby has partnered with Cheetah Digital to transform its loyalty program growth.

Sanjay Gill

The announcement:

Purebaby, Australia’s largest independent babywear brand has announced it is transforming its customer loyalty strategy with the power of cross-channel customer engagement solution Cheetah Digital.

Purebaby was on the hunt for a software solution that would enable them to send personalised email messages to their existing and prospective customer base and allow them to move away from ‘batch-and-blast’ customer emails.

“You have a database, you’re sending them one electronic direct marketing campaign (EDM), and that was it.” Sanjay Gill, CEO at Purebaby, says, “With the old platform, we were not getting what we needed in terms of segmentation and personalisation. It felt as if we were not using our database to its fullest potential, so we decided we needed a change.”

In July 2018, Purebaby turned to Cheetah Digital, they sat down and together, mapped out an entire customer journey to decide at exactly which touchpoints the retailer wished to interact with their customers.

“During those sessions, we mapped which touchpoints were especially sensitive and important to our customers, such as when they announce they’re having a baby, to having the baby,” Sanjay says.

From those sessions, Cheetah Digital helped create a bespoke number of “series,” which were personalised EDMs aimed at their customers’ experience at each critical touchpoint.

“Our loyalty program is data-driven, as you come into the store, you sign up and it’s offline and online. This means a customer could walk into our store or could go to the website, sign up, and the journey will be the same,” Sanjay adds.

Since implementing Cheetah Digital, Purebaby’s revenue has grown 47% compared to the prior year. Its email channel has become Purebaby’s second-highest revenue-driving channel.

Through engaging with Cheetah Digital, the “Purebaby welcome series” EDM has a 50% engagement rate; the “due date series” EDM campaign has a 70% open rate and 14% unique click rate and the “size-up program series” is performing on par with the “welcome series” at a 50% engagement rate.

Like many brands, Purebaby was concerned about the pandemic when it first hit Australian shores in March. Their retail sales halted and their digital sales took off. Sanjay says Purebaby was slowly undergoing digital transformation and COVID accelerated it for them.

“Within weeks, 90% of our sales were coming from digital, whereas previously only 10% of sales came from online retail,” Sanjay says. “Our retail versus online sales has now balanced to 50/50, the digital sales have not gone backwards, they are much higher, but the retail is standing on its own,” Sanjay says.

Cheetah’s VP, Go to Market APAC, Billy Loizou, says it’s exciting to partner with innovative brands like Purebaby that are leveraging innovative loyalty programs to transform customer experience at scale.

“We’re thrilled to collaborate with such a global retail leader that is revolutionising how brands unlock the value of their data to help build meaningful, long-term relationships with their customers. We look forward to continuing our collaboration with Purebaby and are excited to see how the brand continues to evolve and grow.”

Purebaby has been running for more than 20 years and began as a wholesale brand selling to the likes of Myer and David Jones. Its founders, husband and wife team Sanjay Gill and Mirabai Winford, wanted to create a timeless, quality brand that was functional and fashionable to the market.

In 2010, the business started its transition into retail. The company now has 23 stores in Australia and distributes to more than seven countries worldwide, including the U.S., U.K., and the Middle East.

Source: AZK Media media release


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