With a product so luxuriously plush and immensely popular as their
line of premium bath towels and accessories, it would have been easy for
Weezie
to rest on its laurels (or in this case, towels).
Founded in 2018, the upscale brand isn’t at a place where they’re
hurting for business.
To fuel their next phase of growth, however,
they needed to make sure their investment in creating a
world-class brand experience was paying off.
“We have a great NPS score, our customer service team is really
organized with tickets, people love the unboxing experience,
everything about our team and process is really tight,” said
Andrew Hughes, VP of growth at Weezie. “You’d like to think all
those extra touches make all the difference for the customer,
yet you’re still sometimes like, ‘Is this all really worth it?’”
Weezie’s marketing team also realized that in order to optimize
spend on the right channels and marketing activities—and truly
personalize the buying experience for each customer—they needed
more
zero-party
data directly from the customers themselves.
To solve both of these challenges, Weezie partnered with Fairing
to conduct post-checkout
“How did you hear about us?”
(HDYHAU)
surveys to get a holistic picture of why and how their
customers were buying.
With Fairing’s always-on post-purchase surveys,
Weezie unlocked a treasure trove of information on
exactly how its customers were finding out about them.
One of the biggest recurring findings for Weezie from
asking customers HDYHAU questions in their
Question Stream
™?
Word-of-mouth referrals from friends and family are by far the
number one source of new customers.
But interestingly, this
insight didn’t lead to increased investment in their referral program.
“Our audience just isn’t motivated by kickbacks and doesn’t
really engage with traditional referral programs that rely
on incentives. We found that they are motivated by passion
for our brand, which is great.” said Hughes.
Rather, he views the strength of their word-of-mouth referrals
that Fairing helped uncover as evidence that customers “are
referring the product because they love our brand and our
product, which is powerful knowledge to have.”
With this knowledge in hand, Weezie has been able to tailor
their follow-up questions and develop additional surveys
to dig into which aspects of the product or brand are being
recommended most (i.e. the softness and durability of the
product, the customer service, the unboxing experience)
so Hughes and his team can emphasize those points in
future marketing and advertising campaigns.
With survey response rates regularly above 35%, Fairing’s
Question Stream™ is enabling Weezie to make informed
decisions how to allocate precious marketing spend:
Validating the importance of word-of-mouth
By being able to
attribute ~35% percent of their
business to word-of-mouth referrals
through
Fairing, Weezie has been able to be more judicious
and precise about how they spend advertising
dollars instead of spraying and praying.
With this concrete knowledge that all their brand
efforts have paid off to create a well-referred brand,
Weezie is able to use that goodwill to push and test
even further with marketing tactics that will delight
both new and returning customers.
Pulling the plug on underperforming direct mail prospecting activities
Where you choose not to spend is often as
important as where you do choose to spend.
In 2023, Weezie had budgeted for 7-figure direct
mail prospecting campaigns. They’d done them before,
but this was the first time they had used Fairing
data to track the results in real-time.
“We noticed it was only three or four days after
running a direct mail campaign that we saw ‘direct
mail’ fall off as a reason customers said they were
hearing about us,” said Hughes. “Cross-referencing
that self-attribution data with the match-back data
we were getting from our agency really helped us dig
more into it and question the ROI of direct mail.”
-
Fairing direct-from-consumer data empowered the Weezie team to
make a quick, confident decision in days to scale back from direct
mail and reallocate that seven-figure spend to digital advertising.
-
Without that data, they might have floundered in the dark for months,
wasting money that could be deployed more effectively elsewhere.
“It really helped having that data, because now we know for
next time, maybe we try a win-back campaign via direct mail—but
we know that prospecting with direct mail maybe isn’t the most
effective use of our time,”
said Hughes.
-
Since pulling back on direct mail
as a result of Fairing insights, Weezie has seen its overall
marketing efficiency rate (MER) improve substantially.
Achieving personalization at scale
One of the most impactful questions Weezie has relied on to build more
intelligent profiles of its customer base is both simple and effective:
Weezie’s Question Stream®
Through asking this question in their Question Stream™, Weezie has been
able to see that nearly two-thirds of their customers have three or
more bathrooms in their home—valuable information that will drive the
brand’s personalization efforts by enabling them to design the right
bundles that will motivate multi-bathroom customers to buy in larger
quantities in exchange for deeper discounts.
That information also allows Weezie to better segment those customers
and personalize their Klaviyo win-back campaigns, and fill those other
bathrooms with luxurious, high-quality bath linens.
Curious how you can strengthen your own word-of-mouth? Fairing can help
pinpoint exactly how much of your business is driven by referrals.