Green People

Organic online beauty brand Green People increases repurchase rate by 33% using AI-based predictive replenishment.

33% uplift in repurchase rate
37% uplift in revenue per contact

One of the biggest names in organic online beauty, Green People offers customers organic, natural skincare products with a focus on providing the same personal service that its shoppers have enjoyed since the brand was founded in 1997.

The Challenge

Driving higher lifetime value and more repeat purchases is a priority for Green People’s marketing team, who have been using Ometria to power its marketing messages since 2018.

With a large product range of replenishable items, Green People saw an opportunity to encourage customers to repurchase items they had run out of. 

However, replenishment campaigns can be challenging to implement. For Green People’s marketing team, relying on guesswork to decide the optimal amount of time to wait before sending a repurchase reminder, or manually analysing purchase data to calculate the campaign wait time for each individual product weren’t sustainable options. 

What’s more, the resource involved in manually creating and managing individual replenishment campaigns for each product in the company’s inventory was too great for a small marketing team.

The Solution

To be able to create the best possible experience for its customers, Green People worked with Ometria Labs in a pilot of its predictive replenishment functionality. 

Machine learning-based algorithms worked to both identify the products with the biggest opportunity for generating replenishment revenue, and to calculate the best possible time to send a campaign to those who had bought each product. This saved the team hours of manually calculating repurchase rates for individual products.

The algorithm used reinforcement learning to self-optimise the wait time based on the success of previous sends of the campaign, meaning that Green People’s marketing team could be sure that customers were consistently getting the best possible experience, without having to manually calculate and re-adjust the campaigns themselves. 

What’s more, Green People was able to implement its entire predictive replenishment strategy from a single campaign, rather than spend time and resource creating hundreds of individual campaigns for each product.

The Results

So who won this test of human- versus machine-based segmentation?

Compared to the version that relied on simple rule-based segmentation, the AI-segmented email achieved

33%
uplift in repurchase rate
37%
uplift in revenue per contact

We’ve been really impressed with the results from this campaign, which after the initial set up have needed very little maintenance. Now we have some great baseline stats, we’ll be looking to A/B test subjects lines and developing email content to try and improve on these results

Amy Saunders, Creative Content Team Leader

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Having Ometria has completely transformed our approach to CRM.
Credence Pym,
CRM Manager at Sigma Sports

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