Popular Australian online cosmeceutical skincare brand, Evidence Skincare (ESK), has shared the method behind their successful customer retention strategy, crediting their innovative formulas and unique 12-day follow-up model for increasing the number of repeat purchases.
Achieving a 62% customer retention rate, a measurement more than double the global industry average of 26.9% for skincare, the self-developed customer service model bridges the gap between online and offline retail by personally connecting ESK representatives with customers exactly 12-days after their initial purchase.
Calculated using a combination of internal metrics and skin biology, the 12-day follow-up call serves to personalise each customer’s experience with the brand by discussing their individual results, providing expert tips and advice, and answering any skincare-related questions.
Due to the unpredictable nature of online retail, each call is designed to ensure optimal customer satisfaction and complete peace of mind following a transaction. In the event of an incorrect purchase or unsuccessful result, ESK will assist customers navigating the world of cosmeceutical actives by replacing product(s) free of charge to better suit their skincare needs.
According to Daniel Rubinstein, the co-founder and CEO of ESK, online retail can no longer rely on its efficiency as a 24-hour marketplace and must continue to evolve and provide customers with a unique and tailored online experience.
“E-commerce is predicted to account for 48% of total beauty sales by 2023,” said Daniel. “As customers move away from legacy retailers, DTC brands will need to ‘rethink’ their end-to-end customer experience and address some of the fundamental drawbacks associated with online buying: namely the lack of human interaction and real time dialogue.”
With 4 out of 5 ESK customers expressing delight with the brand’s unique 12-day follow-up model, Daniel is confident it will lead to many more positive outcomes for the business.
“Customers are pleasantly surprised when we call; they just don’t expect it from an online brand” said Daniel. “Not only does it allow us to build a long-term future with our customers, but it also allows us to learn from them, a direct source, and keep evolving our business and product offering.”
Innovating the Australian skincare space with first-to-market active ingredients such as Retinal and 4-n-Butylresorcinol, ESK also offers a free online skin analysis quiz for customers seeking to develop a unique skincare regimen and learn more about the cosmeceutical actives suitable for their skin type and concerns.
With 60% of all new ESK customers completing the skin analysis quiz prior to their first purchase, it has proven to be a popular tool for users of all ages and provide a key point of difference from other online retailers in the skincare and beauty arena.
“In order to cut through all the marketing hype and ingredient fads, we wanted to establish the ESK website as a reputable and trustworthy destination,” added Dr Ginni Mansberg, co- founder and medical director of ESK. “With a range of informative blog posts, stats and links to medical journals, the skin analysis quiz becomes another decision-making resource for customers wanting to explore an evidence-based approach to skincare.”
Offering a range of cosmeceutical-grade products to treat and manage the physical signs of premature ageing, including fine lines and wrinkles, pigmentation, acne and rosacea, all formulas in the ESK range contain proven ingredients documented in The National Library of Medicine.
Available in full size kits, travel packs and individual units, all products are manufactured in Australia under the guidance of local doctors, dermatologists and scientists, and covered by a full money back guarantee.
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