How zOOKI GENERATed £80k in additional revenue
Platform
Integration
Results
£80K
Additional revenue
+3%
Personalised insert conversion rate
Supplement brand Zooki has one simple ethos: stay ahead. And that’s exactly what they’ve done with Penny Black.
Since being founded in 2017, they’ve made it on the Startups 100 list, been featured in the likes of Forbes and GQ, and are stocked by well-known retailers across the UK and US.
Challenge
Before approaching Penny Black, Zooki faced three main challenges:
- Reducing churn: Zooki’s hero product takes six weeks to deliver results. Without seeing instant benefits, many of their customers churned. Zooki needed a way to educate customers about the recommended 6-week timeline to prevent them from calling it quits too soon
- Increasing subscribers: Converting one-time buyers into long-term subscribers was crucial for boosting Zooki’s overall customer lifetime value (LTV)
- Increasing SKU variation: Zooki’s subscribers only interacted with the brand when receiving their collagen refills on their doorstep. Zooki needed to incentivise their customers to explore beyond their hero products and engage with the brand in different, loyalty-building ways
Solution
Zooki used the Penny Black platform and personalised inserts to tackle these challenges head-on, ultimately driving more LTV and immediate repeat purchases from the unboxing moment. Here’s how:
Granular segmentation. Penny Black’s seamless Shopify integration allowed Zooki to pull in customer data and build hyper-specific customer segments, even down to the product purchased level. This allowed Zooki to send laser-focused messaging during the unboxing moment
Personalised education. Zooki launched personalised product inserts packed with educational content that resonated with each customer’s journey stage. They experimented with different messages for each reorder cycle (e.g., 5th, 6th, 7th purchase) to optimise their results.
A seamless WMS integration. To ensure compatibility with their 3PL’s packing processes, Zooki took advantage of Penny Black’s Warehouse Management System (WMS) integration with Shipster. This allowed them to batch print their inserts themselves, aligning perfectly with their existing pick-and-pack workflows.
Post-purchase engagement. Zooki used personalised inserts as part of their post-purchase marketing. These inserts motivated customers to take a range of actions that increased their LTV, like subscribing, creating user-generated content (UGC), engaging with the Yotpo loyalty program, and referring friends.
Measurable results. Penny Black eliminated any guesswork by providing Zooki with clear data on the revenue impact of each campaign. These valuable insights empowered Zooki to make informed decisions and continuously optimise and test their strategies.
Results
- Over £80,000 of additional revenue from customers engaging with the personalised inserts
- An average 3% conversion rate across all their campaigns
- An average 7% scan rate on their personalised inserts
