How PAUL VALENTINE earned an additional €1.32 for every package sent
Platform
Logistics centre
Integration
performance
€1.32
Additional revenue per insert
€8,000
Monthly revenue increase
Since launching in 2015, PAUL VALENTINE has grown to become a globally recognised jewellery brand known for outstanding designs with a modern luxurious twist.Â
What once started as a humble team of a few passionate individuals has evolved into a driven team of 40+ people headquartered in Germany whose work has generated over €125 million in net sales. They listen to their customers, create with their needs in mind and consistently seek to deliver luxurious experiences to their community.
Challenge
PAUL VALENTINE approached Penny Black with a challenge: to proactively increase customer loyalty in today’s competitive jewellery market.
Their goals were to retain customers, improve AOV, gain more newsletter subscribers and grow loyal relationships with their existing customers.Â
The brand was also concerned that their unboxing moments were limiting. They didn’t offer up an opportunity to use this key moment to establish an emotional connection with their customers. So, they faced a second challenge: how to create engaging, personalised unboxing experiences?
Solution
The solution to both of these challenges was to turn PAUL VALENTINE’s unboxing moments into a conversion opportunity by adding personalised inserts to their customers’ orders.
Using Penny Black, PAUL VALENTINE put these ideas into practice and achieved fantastic results. By focussing on maximising the potential of their unboxing moments they were able to generate:
- €8,000 in additional revenue a month
- An additional €1.32 RPP (revenue per print)
- Over €100 average AOV on second purchases
To kick start the process of building loyalty and creating personalised unboxing moments, we worked with PAUL VALENTINE’s fulfilment centre, Radial, in Halle, Germany. There we collaborated to make sure the Radial pick-and-pack team were adding the correct inserts to the right orders with 100% accuracy.
Then, the team at PAUL VALENTINE integrated Penny Black’s platform with their Shopify store and Klaviyo, allowing them to create a range of campaigns targeted at specific segments, with multiple personalised data points.
Strategy deep-dive
Discount campaign for new customers
PAUL VALENTINE’s first campaign focused on getting more first-time customers to make second purchases, leading to a higher CLTV and sustained interest in the brand.Â
To accomplish this, Penny Black helped PAUL VALENTINE launch a series of personalised inserts that referred to the customer by their name and offered them a 15% discount on their next purchase. Using location data, PAUL VALENTINE launched these inserts in English, German and French, making sure customers would get the right messaging for where they lived.
These campaigns saw average conversion rates of 2%, which allowed PAUL VALENTINE to generate an additional €1.50-€2 revenue per insert they sent out.
Acquiring new customers with refer-a-friend campaigns
The PAUL VALENTINE team also used their personalised inserts to print and add customers’ unique referral codes to their orders. This made it easier for customers to share their referral code with loved ones in the real world – ultimately helping PAUL VALENTINE acquire new, high-converting customers cost-effectively.
The insert shows that the customer who passes on the code will get a £10 voucher when the person they’ve referred makes a purchase, helping PAUL VALENTINE grow its community organically right from the unboxing moment.
delighting customers with seasonal campaigns
Penny Black’s platform brings personalisation to print with ease. This means brands can set up seasonal campaigns in an instant and start printing them at their 3PL immediately. PAUL VALENTINE have used Penny Black to run a variety of seasonal campaigns around their key gifting periods: Valentine’s Day and Christmas.
In the run-up to Christmas, the brand set up campaigns promoting their limited-edition advent calendar and Christmas gifts.Â
The inserts included QR codes that took shoppers to the advent calendar product page and their gift inspiration landing page. Similarly, in the weeks leading up to  Valentine’s Day, they also shared their Valentine’s Day gift page to serve as inspiration for their customers and encourage engagement.
