True Classic’s $12 a year membership drives significant repeat purchases, said its VP of customer experience. The brand also boosted its CSAT score with a delivery date integration.
Apparel retailer True Classic wants enrolling in its paid membership program to be a “no-brainer,” said Breanna Moreno, vice president of customer experience.
And for the 30,000 shoppers in the program, Moreno hopes it was. For $12 a year shoppers receive free shipping on all orders (which is typically $7.99), 20% cash back on all orders and access to its community on social media.
Most shoppers decide to sign up for the program while on the shopping cart page, Moreno said.
“We just have ridiculous success on cart upsells,” Moreno said.
While checking out, True Classic displays on the shopping cart page how much money they would save on that order if they sign up for a membership. This makes shoppers quickly see the value of the program and how it “pays for itself,” she said.
“That’s the hardest part. You have literally a millisecond to educate people. Nobody reads anything,” Moreno said.
True Classic membership drives repeat business
The benefit for True Classic, beyond the enrollment revenue, is enhanced customer life time vale, repeat business and customer feedback.
True Classic said loyalty program members spend 1.7-times more than the average customer and have 1.5-times more units per transaction. Plus, 31% of members purchase more than one time during their membership compared with 14%-18% of the brand’s average direct-to-consumer shopper.
True Classic launched the program in May 2023, and it has had “little churn” since then because it is only in the second year, she said.
True Classic listens to shopper feedback
The brand hosts a Facebook page for members where consumers can share feedback about products, the website experience or themselves. This community page has turned into a place for consumers to bond on other commonalities beyond their like for True Classic.
“We have members in there posting their weight loss journey and their successes and they had to reorder new sizes,” Moreno said. “That’s all based on consumers purchasing from a brand and nothing to do with our brand, but everything to do with this community that we’re building.”
Shoppers often provide actionable feedback, she said. For example, shoppers shared that True Classic needed to make it easier for members to redeem cash back. Instead of having cash back live in a member’s account page, True Classic built a button on the shopping cart page for shoppers to click on to redeem their points.
“We’re able to take that feedback and distribute it to all the departments in the company,” she said. “There’s just so many gold nuggets by doing that, by putting your customer first and listening to them and really connecting with them, building relationships.”
Shoppers also shared they would like a wallet from True Classic, and so, the brand is going to launch one soon, she said.
Some feedback shoppers share could be about a problem they are having on the site, that often is a user error, Moreno said. This provides the brand an opportunity to communicate with shoppers and learn a website experience that may not be as intuitive as possible.
Increasing customer satisfaction with delivery transparency
Another way True Classic has increased its customer satisfaction is with a tool from post-purchase software vendor ParcelLab. The tool gives customers an exact date of their order delivery. Previously, shoppers received no information about when a package would arrive, Moreno said. If shoppers received tracking information, the link wouldn’t populate a date until the carrier was out for delivery.
“Now they know they’re going to get their package by this day and we can count down and we can over index on that experience and making sure that they’re excited by the time your order arrives,” Moreno said.
ParcelLab uses artificial intelligence to provide a date for when a shopper in that geographic region would typically receive a package.
This change has increased several key performance metrics for True Classic. First, the revenue attributed to the shipping email increased by 30%, Moreno said. This is the amount of revenue generated from a shopper clicking on a link in an email and then going on to make another purchase, Moreno said.
Plus, True Classic’s customer satiation score increased 3% with this change, she said.
And from a customer service standpoint, the shipping date change eliminated nearly all of the customer service tickets related to “where is my order,” she said.
The integration took less than a month and the vendor was competitively price, Moreno said.
Network
