Spa Order is an online retailer that specializes in professional spa and salon supplies and equipment.

The brand sells a wide range of beauty and wellness treatments, including waxing products, products for lash and brow specialists, massage therapists, and various salon necessities such as brushes, sponges, cleaners, disinfectants, gloves, and masks.

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The company has positioned itself as a one-stop shop for affordable, luxury spa supplies and equipment, with a focus on providing treatment room essentials.

Here is a full replay of our discussion with Joe Hollinshead, Director of eCommerce at Spa Order:

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The Challenge

Spa Order faced significant issues with their ecommerce platform, Shopify Plus, in terms of delivering dynamic, personalized messages.

Their platform, Shopify Plus, served multiple customer profiles, including wholesale, private label customers, and smaller spa estheticians.

The challenges that Spa Order faced were manifold:

• Difficulty with dynamic messaging: Struggled to display targeted messaging for different audience segments. Moreover, there were various customer types: wholesale, private label, and smaller spas/estheticians
• Time-consuming site updates: Updating product pages and header banners was problematic, as it was also challenging to keep up with frequent promotions (5-6 big promotions monthly)
• Reliance on development work: Major changes often required developer involvement, while manually editing Shopify theme risked breaking the site unexpectedly.
• Limited promotional visibility: Promo messaging mainly confined to homepage, though customers entering via other pages (email links, SEO) could miss current promotions.
• Lack of personalization capabilities: Spa Order struggled to target different audience segments across the site. This limited the ability to customize messaging for various customer groups
• Risky last-minute changes: Making quick promotional updates could lead to errors, leading to broken operations and lost revenue.

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The Solution

Joe Hollinshead, identified the solution for dynamic messaging on their Shopify Plus platform.

Assisted by their marketing partners at A-Game Digital, Spa Order tested Because to personalize their site experience.

The initial goals:

• Dynamic and personalized messaging across different audience segments.
• Quick adjustments and implementation of promotional banners without needing developer support.
• Testing and optimization of various messaging strategies across the site.

With Because, Spa Order could easily swap out promotional messages, exclude specific audience segments from irrelevant messages, and create evergreen messaging for essential offers like free shipping.

In addition to saving the time and resources on making site changes, they were able to avoid the potential downfalls of breaking the Shopify storefront by tinkering to update the theme.

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Implementation

The integration began with a seamless onboarding process by the Because team, highlighting their dedication and support levels.

Spa Order conducted baseline conversion tests against campaigns using Because messaging tools, witnessing a significant improvement (10-15% lift).

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Joe Hollinshead, with his hands-on approach in digital marketing, quickly saw the potential of Because tools.

They started with basic evergreen campaigns, like free shipping messages dynamically adjusting based on the cart value, and progressively moved towards more personalized promotional campaigns targeted at specific customer behaviors.

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The Results

Within a short period, Spa Order saw impressive results:

• A 10-15% increase in overall conversion rates.
• Enhanced engagement through dynamic, context-aware promotional banners.
• Improved average order value due to targeted upsell and cross-sell strategies.
• Better customer experience, and ability to match messaging and product recommendations based on customer purchase and engagement history.
• Significant time and cost savings by eliminating the need for frequent developer intervention.

For example, using Because dynamic free shipping banner, which adjusted as customers added items to their cart, Spa Order saw immediate increases in order values and conversion rates.

"‘The onboarding process was really impactful, it's one of the things that led me to use Because. It made me really trust them, because I knew I had support and help at every angle. I was getting responses from (Because Founder) Ashland. She was paying attention to what the customers were saying. To me that kind of level of responsiveness and onboarding really shined against a lot of other products that we've looked at over the years “ noted Joe.

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Conclusion

Spa Order's success story showcases the tangible benefits of using Because for personalization and conversion rate optimization.

By addressing their initial challenges, Spa Order not only increased their conversion rates but also optimized their overall ecommerce strategy with personalized customer interactions.

Ready to see similar results for your ecommerce platform?

Book a demo with the Because team to discover how our dynamic messaging tools can enhance your conversion rates and streamline your promotional efforts.

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8 Because Campaigns That Improved Spa Order Revenue & Growth

Campaign #1: Free Shipping Campaign

Using Because dynamic messaging, Spa Order implemented a free shipping campaign that adjusted in real-time based on the customer's cart value.

As customers added items, a banner displayed the remaining amount required to qualify for free shipping.

This simple yet effective strategy led to an immediate increase in average order values.

Reason #2:VIP Access Campaign

Spa Order ran a VIP access campaign targeting a select group of high-value customers. Using Because segmentation features, they displayed exclusive offers only to VIPs.

Reason #3:Seamless Integration with Klaviyo

By integrating Because with Klaviyo, Spa Order leveraged customer data for hyper-personalized messaging.

For instance, Klaviyo segments were used to show different promotions to different customer groups, enhancing relevance and effectiveness.

Reason #4: Time-saving and Efficiency

Before implementing Because, running promotions required extensive developer support, often leading to delays and potential errors.

With Because, the marketing team at Spa Order could quickly and easily adjust promotional messages without needing technical help, saving several hours each week.

Reason #5: Rapid Deployment and Adjustments

With Because intuitive interface, Spa Order could launch and adjust promotional campaigns in real-time.

Reason #6: Insights and Conversion Rate Optimization

Because A/B testing allowed Spa Order to experiment with different messaging strategies.

One such test compared static banners versus dynamic banners, revealing that dynamic messages led to a 15% higher conversion rate.

These insights were then used to refine future campaigns, continually improving performance.

Reason #7: Flexibility in Design and Customization

Spa Order took full advantage of Because customizable design elements, creating eye-catching badges and banners.

Reason #8: Customer Support and Onboarding Experience: Strong Onboarding Process

Because robust onboarding process ensured a smooth transition for Spa Order.

With step-by-step guidance and continuous support from the Because team, Spa Order could fully leverage the platform’s capabilities from day one.

This onboarding experience was instrumental in achieving quick wins and long-term success.