Since 2000, Unilever-owned, sustainable and cruelty-free skincare brand REN Clean Skincare has created high-performance skincare products with proven results from nature’s most powerful and kind bioactive ingredients. Formulated with sensitive skin in mind, REN Clean Skincare has been a global market leader in skin care for almost 20 years and possesses a strong brand identity and following both online and offline.
REN’s products are sold with a "Zero Waste" pledge to only use packaging that's recyclable, contains recycled materials or is reusable. REN Clean Skincare is passionate about protecting our planet’s resources and is committed to reducing waste at every stage of the production, distribution and promotion of its products. REN says it exists “to not only transform your skin for the better, but to transform the planet for the better, too.”
Challenge: Building Longer-Term, More Valuable Relationships With Customers
During the pandemic, many of the brick-and-mortar stores carrying REN Clean Skincare’s products were forced to close. As such, building brand loyalty became increasingly important as traditional in-store shoppers shifted online. At the same time, REN saw an uptick in new customers discovering the brand online for the first time. As a result, building longer-lasting relationships with its new online customers became a priority. REN began looking for ways to bring the in-store buying experience to the online customer, including its virtual consultation program and creating greater enhancements to its loyalty programs.
REN required a unique loyalty program that captured the ethos of its brand and ultimately made its customers feel special and more inspired to shop. REN’s vision was to better align with its customers and build long-term, more valuable relationships, finding new ways to clearly show that it shared the same values as its customers.
Solution: LoyaltyLion Helps REN Deliver seamless, Omnichannel Experiences, Resulting in Deeper Emotional Connections With Customers
REN chose LoyaltyLion as its retention partner, creating an integrated loyalty experience that allowed consumers exploring the REN Clean Skincare site to earn points for signing up for the loyalty program and encouraging shoppers to become part of its community. The brand began to display on-site notifications to guest shoppers encouraging them to create a loyalty program account in exchange for points, motivating more customers to become members. The LoyaltyLion platform has allowed REN to better understand its customers and to provide more personalized shopping experiences as a result, further helping in building a community of loyal insiders.
In order to further promote exclusivity and engage members, REN Clean Skincare worked with LoyaltyLion to implement loyalty program tiers that would encourage customers to participate in the program more. At the “starter” level consumers can earn vouchers for dollars off; at the higher “champion” level shoppers gain access to more exclusive and experiential rewards such as early access to new products and sales, as well as admission to invitation-only events. REN’s “Clean Rewards” program has acted as a natural extension of the brand, customized to fit seamlessly with the REN website’s look and feel and aligning with the company’s mission to create products that are "Clean to Skin. Clean to Planet."
Results: Higher Customer Spend and More Repeat Purchases
Working with LoyaltyLion to create a fully customized, integrated loyalty page, REN Clean Skincare increased the momentum of its program and turned a greater number of customers into loyal brand advocates. REN saw a 68 percent increase in customer spend by loyalty program members. Repeat purchase rates also grew, with loyalty program members repeat purchasing 63 percent more than guest visitors. REN now generates 38 percent of its total revenue from its loyal customers.
Today, REN Clean Skincare’s loyalty program members have a 104 percent higher average order value and spend 271 percent more than regular customers. Program members also spend more often than regular customers and add more to their cart while they're on the REN Clean Skincare website.
Vision for the Future
AJ Patel, global head of e-commerce at REN Clean Skincare, said: “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. Working with LoyaltyLion was a natural fit as its customer success team provided valuable expertise when it came to functionality enhancements for a few of our unique customer use cases."
Fiona Stevens is the head of marketing at LoyaltyLion, a data-driven loyalty and engagement platform powering growth for over 10,000 e-commerce merchants worldwide.
Fiona Stevens is the Head of Marketing at LoyaltyLion, a data-driven loyalty and engagement platform for fast-growth e-commerce merchants. Fiona has over ten years’ experience in Marketing, having worked in-house and agency side across functions including PR, SEO, and content. She has specialized in loyalty for retail and e-commerce brands for the past five years.