This Direct-to-Consumer Brand is Disrupting Feminine Care With Experience

Watch the webinar recording here.

It’s not easy being a new brand in an industry with a lot of established players. However, if you can use your incumbent status to take a fresh look at the marketplace, you can end up turning the entire category on its head.

LOLA has done just that. The forward-thinking feminine care brand has overturned the status quo with their totally new approach. By highlighting what actually goes into their products, providing a convenient subscription experience, and openly talking about women’s health issues that were previously taboo, they’ve created the first lifelong brand for a woman’s body.

While they started with tampons, the brand has quickly expanded their range, now offering pads, wipes, condoms, and other reproductive wellness products. Despite their rapid growth, they’ve kept their focus firmly on delivering great, personal experiences to every customer.

On our latest webinar (hosted by Glossy), LOLA’s Senior Manager of Customer Strategy and Operations Caroline Dell spoke with Kustomer’s Senior Manager of Marketing Programs Stacey Dolchin about their strategy and approach to delivering a highly personal DTC experience. For more information on delivering a great DTC experience, check out our whitepaper.

Webinar: How LOLA disrupts personal care with personalized, direct-to-consumer experiences

Pursuing Purpose

Jordana Kier and Alex Friedman founded LOLA in 2015 with a simple idea—women shouldn’t have to compromise when it comes to their reproductive health. It all started when the two women realized that the tampon brands they had been loyal to for over a decade weren’t don’t disclose what they’re made out of. What was actually in those tampons? This desire for straightforward transparency and frank discussion about a topic that we’ve traditionally shied away from has animated the brand ever since.

This unique perspective, coupled with high-quality products and a smart business model, has helped them shaped the broader conversation around women’s health since launch. By empowering women with information, they’re helping their customers have more control over what they put in their bodies. By focusing on questions asked by real women, they’re dismantling the stigma that surrounds female reproductive wellness by creating a two-way dialogue with an engaged community. Every communication channels is an opportunity for a conversation—-website, social media, email newsletters, and their blog, The Broadcast.

By answering questions that their competitors aren’t with a relatable and no-nonsense brand voice, LOLA has both become a resource for their customers and started a national conversation about reproductive health.

Rewarding Relationships

LOLA’s goal is to create relationships that last a lifetime. They receive 1000+ emails per week from customers about personal topics, often asking questions to LOLA’s agents before consulting with a doctor. To return the trust their customers have in them, LOLA’s team goes above and beyond to make sure their products are rushed to women wherever they need them. From sending tampons to a customer’s hotel via Uber, to overnighting condoms so that they arrive in time for a honeymoon, LOLA works overtime to create a memorable experience.

For many younger customers and their parents, their ongoing relationship with the brand starts with LOLA’s First Period Kit. After posting a video where LOLA founders told their first period stories, they were inundated with moms reaching out to ask if they offered products for teen—a great example of their ongoing dialogue with customers driving product development.

For their most recent launch of Sex by LOLA, they sent 100 loyal customers mailers of their new products. It was an easy way to get feedback while rewarding loyalty, and one customer even emailed to say that she loved the products and, as a single mom, they inspired her to start dating again.

A Single View in a Single Platform

All of this wouldn’t be possible without a platform to manage their relationships and provide incredible experiences. Their previous platform wasn’t linked to their back-end system, so they had little context on the customer’s order history or subscription details. The same was true for incoming messages on social. With Kustomer, it’s now easy for their agents to switch between social and support channels, helping their customers on their preferred channel at a moment’s notice.

Context Cards with buttons enable the team to take direct action such as modifying, cancelling, or scheduling a subscription, and checking on shipping status for an order. Clicking on the “Modify” button, for example, takes them directly to the customer’s subscription, where they can edit the frequency, products, etc. This makes it easier for the team to spot orders that have been placed but may need modifications. LOLA has a search for customers who have emailed AND placed an order in the past day, so that agents can make modifications to the order before it actually ships.

Features like Workflows and Bulk Messaging have helped LOLA handle larger issues proactively. When their subscription management page experienced a brief outage, LOLA created a workflow based on keywords that automatically identified and then proactively bulk messaged thousands of impacted customers to notify them of the issue. As a result, LOLA was able to handle over 5x their normal volume at a highly-sensitive time.

Since combining all their order, subscription, and customer data into the Kustomer platform, LOLA’s reply time has decreased by 15%, while their agent efficiency has increased by 15%. Watch the webinar recording.

A Brand for Life

LOLA’s mission is one-of-a-kind, and with Kustomer, they’re able to scale while living up to the values that inspired them in the first place. For a brand that empowers and informs women, LOLA’s team needs to be just as empowered and informed to deliver great service. Building meaningful, ongoing relationships is a major part of what LOLA stands for. With Kustomer, their agents are able to get a holistic view of every subscriber and see their entire history with the brand. With more streamlined support, they can focus on what matters—a groundbreaking, personal experience. Delivering service with a purpose requires a robust and flexible platform, and with Kustomer, LOLA is building relationships that will last a lifetime.

For more information about building a great DTC experience, check out our whitepaper.

Webinar: How LOLA disrupts personal care with personalized, direct-to-consumer experiences

How Subscription Companies Can Deliver a Better Customer Experience

Subscription’s rising popularity isn’t a fluke. There are a lot of real benefits for customers and businesses alike that you don’t get from traditional retail. Customers receive just what they want delivered to their door—even things they didn’t know they wanted—with no extra effort required.

However, their biggest benefit is also a huge drawback. Because customers don’t need to think about their subscriptions all the time, it’s easy for them to cut them loose once they stop adding value to their lives. This is why brands with subscription models are plagued by churn. Customers might jump on with ease, but if they don’t find lasting value, the novelty wears off.

Subscription-based companies must reward loyalty. They should be incentivizing customers to stay with them for the long haul, delighting them with new surprises and offers based on the length of time they’ve been subscribed. Every delivery must be used as an occasion to build a deeper connection. Agents need to be well-trained to deliver a complimentary experience, consulting with customers on their options and learning more about them to better target offerings.

There are more than 2,000 subscription box services on the market right now, but only a small percentage will still be doing business this time next year. To succeed, subscription businesses need to deliver a valuable customer experience. What does this level of customer experience look like on a practical level?

Rewarding loyalty

Bespoke Post and Boxycharm reward the customers that have been subscribed the longest with more hand-picked, high-value options in their boxes. The upfront cost pays for itself, as customers keep subscribing in anticipation of future surprises.

Asking questions

Every change in behavior is a chance to build a deeper connection. For a brand like Material World that delivers personalized outfits, if a customer puts their delivery on hold, it’s only in their interest to find out why. If the customer is going to be traveling somewhere warm, they could even send their box to where they’re going to be staying—with some tropical inspired options inside.

Exceeding expectations

Don’t hesitate—if a customer is asking about upgrading their subscription tier for a brand like SprezzaBox, reach out and follow up with a personalized offer. After trying out a free trial of a premium box for three months, they’re more likely to be convinced to bump up their subscription permanently!

Digging for more data

For classic subscription brands like Birchbox, agents should take every opportunity to learn more about their customers. They should be reaching out to customers to fill out their profiles, sending surveys to get a better understanding—and their organization should be empowering their agents with the data they already have.

Being proactive

If bad weather is about to roll in to a particular region, rather than being reactive and waiting for customers to respond with questions about a shipment, a brand like LOLA with a time-dependent delivery can reach out to them as early as possible and present them with new shipping options to avoid a delay.

As both brand new and legacy brands catch on to the benefits of subscription model, the delivery box options will only grow. However, the subscription companies that understand their customers and use great service and customer experience to ensure their loyalty are the ones that will last.

Want to see how Kustomer can help your company? Find out how we enable ecommerce business here.

How to Turn One-Time Shoppers Into Repeat Customers

What we learned from our webinar with DSTLD and Optimove

How do you keep customers coming back? Our latest webinar answers just that question, and features DSTLD Customer Experience Manager Laura Gramlich (read our guest post from Laura here) and Optimove Solutions Engineer Leigh Noy, hosted by our own Senior Manager of Marketing Programs Stacey Dolchin. We discussed how to build loyalty with the rush of customers that companies acquire during a busy period. Whether that’s holidays, product launches, or special events, you need to prioritize loyalty and retention to be successful.

Our conversation with DSTLD and Optimove brought up an array of useful insights for dealing with these issues, perfect for any brands looking to build a stronger relationship with first-time buyers.

DSTLD is a brand that prioritizes their end-to-end experience to turn their customers into diehard fans. By selling high-quality denim and basics directly to consumers at a fraction of the price of bigger brands, they’ve struck a chord with fashion-enthusiasts. Their unique offering drives interest, but it’s important to keep these shoppers coming back for more. DSTLD has a few strategies for this:

Individualized and Personal Customer Service: By integrating their existing shopping platforms with Kustomer, they can view orders and customer conversations together. By having this information in one timeline, it’s easy to deliver fast, intuitive assistance.

Real-time Chat: One of the highest rates of drop-off for an ecommerce site occurs when a customer has issues prior to and at checkout. After launching chat on their site, DSTLD was able to respond immediately to their customers and answer their questions, resulting in a higher conversion rate at checkout.

Post-Purchase Automation: If deliveries are delayed due to a weather event, DSTLD’s goal is to identify customers who may be affected by using Kustomer, and then reach out to those who have been affected with an automated message that allows them to easily pick the next course of action.

Improved Returns Experience: DSTLD has made their returns experience a priority, constantly innovating and scaling up in the offseason to deliver the best possible experience when demand is high. Their new process for exchanges makes completing them even easier, meaning customers receive their item even faster than before.

Optimove picked up where DSTLD left off, sharing how to retain customers and build engagement after a high-demand period. They suggest following 3 key steps to make a difference in your experience to build a bond for life with customers.

1. Detect and Reward Your VIPs: VIP’s (the top 5% of customers) are responsible for 60% of your revenue according to Optimove, so it’s crucial to find them and treat them right. Look at the journey of your current VIPs to identify future candidates, then give them early access and special offers — but don’t take your current VIPs for granted, either.

2. Create a Plan for Post-Holiday Retention: The average transaction amount during the holiday season is 30% higher for repeat customers than new customers, but newly acquired customers during the holiday are 90% less likely to return for repeat business — making it all the more crucial to have a retention plan ready.

3. Strategize for The Long Game: The chances of making another transaction increases as the number of initial transactions increase — that means there’s a real incentive and knock-on effect to converting first-time shoppers. Analyze them, and apply what you’ve learned from your multi-time shoppers to convert more first-timers into repeat customers.

Clearly there’s real value in focusing on a long-term strategy for getting customers to buy from you again and again, beyond simply making more sales. Repeat customers are more loyal and enthusiastic for your brand, and buy far more than the shoppers who just stop in when demand is high. A solid strategy, top-notch experience, and a commitment to finding and encouraging the customers who are most likely to keep coming back is what will make the difference for your business — and knowing everything about your customers makes it that much easier.

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