Subscription programs and services help make the customer experience easier and more enjoyable. By reviewing the consumption patterns of individual users, cosmetic brands, diaper companies and mass retailers can replenish products before customers even run out of their supply.
Antica Farmacista, a luxury fragrance brand and retailer, is maximizing customer retention and loyalty with an auto-replenish program fueled by OrderGroove technology. Introduced in the fall of 2013, the auto-replenish program was designed to meet the demands of customers who wanted to refill their reed diffusers on a set schedule.
Antica Farmacista has already seen an increase in sales directly related to the auto-replenish program, Pruitt reported. The overall cost per customer also is lower, so the margins are better among program members.
The auto-replenish option is available for all products on the Antica Farmacista site. Once consumers find a product, they can select the auto-replenish option and determine their preferred shipping intervals. The frequency, quantity and next delivery date can be changed at any time.
Building A Base Of Loyal Customers
An auto-replenish program is the “perfect fit” for Antica Farmacista because its diffusers, and bath and body products typically need to be purchased every few months, Pruitt explained. “With a diffuser, in particular, we have a very defined start and end date based on our knowledge of the time it takes for the fragrance to diffuse. In regards to the 250ml diffuser, we know that it will diffuse in two to three months.”
As the Antica Farmacista business continues to mature, retaining customers and establishing a base of loyal brand advocates is becoming more paramount to success. With the company expanding aggressively over the past six years, “we felt that it was particularly important to keep existing, loyal customers and make it easy for them to keep receiving our products,” Pruitt said. “The auto-replenish program has addressed this and so far, it is working seamlessly.”
The program is being promoted across a variety of different touch points, which Pruitt believes has influenced its overall success.
“Web blasts, prominence on our home page, and Facebook posts all have helped give our auto-replenish program exposure and increased awareness,” Pruitt said. “All orders include a luxury gift and 10% off future orders.”
OrderGroove also is a valuable resource for Antica Farmacista as it continues to promote and expand its auto-replenish program. The company has a roster of luxury brands in its client base that align nicely with the Antica Farmacista brand image. Specifically, the retailer looks to Lancôme and L'Occitane, two companies that have partnered with OrderGroove to launch similar programs, Pruitt noted. “We admire both companies and take cues from them as our business continues to grow.”