Unilever-owned, sustainable, and cruelty-free skincare brand, REN Clean Skincare, has improved customer experience and engagement through a partnership with data-driven loyalty and engagement platform LoyaltyLion, yielding a rise in average order value and spend.
Established on the philosophy of “clean to skin, clean to planet”, REN Clean Skincare has been a global market leader for almost 20 years and possesses a strong brand identity and following both online and offline. Yet the brand knew it could do more to align with its customers and build longer-term, more valuable relationships. In partnering with LoyaltyLion, REN now delivers seamless, omnichannel experiences, resulting in deeper emotional connections with its customers.
The shift from brick-and-mortar to eCommerce continues to progress. Building brand loyalty became even more important during the pandemic for REN as its traditional store shoppers reverted to buying online when shops were closed, while new customers discovered the brand online for the first time. For REN Clean Skincare, the need to build longer-lasting relationships with their online customers became the priority.
REN Clean Skincare works with LoyaltyLion’s loyalty specialists to ensure that customers exploring their site can earn points for signing up for the loyalty program and become part of its community. The retailer also uses LoyaltyLion to display on-site notifications to guest shoppers encouraging them to create loyalty program accounts in exchange for points, motivating them to become a member even if they hadn’t planned to. The platform has allowed the brand to better understand its shoppers and to further elevate and improve authenticity in the online shopping journey. Personalisation has been a key factor in helping the REN to build a community of loyal insiders.
In order to promote exclusivity and engage members, REN Clean Skincare uses LoyaltyLion’s tiered system to encourage customers to make a purchase. At the “Starter” level consumers earn £10 vouchers and at the higher “Champion” level, shoppers gain access to more exclusive rewards (for example early access to new products and sales, as well as invites to exclusive events).
The program acts as a natural extension of the brand, customised to fit seamlessly with the REN website’s look and feel. Its loyalty program is called “Clean Rewards”, aligning with the company’s mission to create products that are “Clean to Skin” and “Clean to Planet”.
AJ Patel, global head of eCommerce at REN Clean Skincare, said: “Given the challenges with paid media in 2021, loyalty and CRM have become irreplaceable channels to help fuel growth in our business. LoyaltyLion has been a great partner in helping us revamp our loyalty program and improve customer retention.”
This year, REN Clean Skincare’s loyalty program members have, on average, a 104 per cent higher AOV and spend 271 per cent more than regular customers. The brand’s program members also spend more often than other customers and add more to their cart while they’re there.
Charlie Casey, CEO of LoyaltyLion, commented: “Customers no longer shop by price or convenience, they choose to shop with brands that are emotionally aligned to their values. They’ll share the brand with others and the result is that stores will cost-effectively acquire the right kinds of customers. It’s not by chance that REN Clean Skincare achieved these attractive results. Having been in the cosmetics market for over two decades, REN’s team isn’t shy about embracing innovation and evolving trends to both retain and acquire loyal customers.”
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