easyPoints case study
200% revenue boost with an iconic point campaign
HUG.U
easyPoints plan: Unlimited
Product category: Apparel
Started easyPoints: October, 2022
Home Page：https://2plus8.co.jp/
Women’s apparel brand `HUG.U`, established with the theme of “More freedom in size and lifestyle”
2plus8 Co. Ltd. was established in 2009 with the goal of delivering clothing that not only looks stylish but also helps solve customer concerns. In an environment that values challenges, the team has honed their skills, and in 2015, the company relocated to Omotesando.
They began using easyPoints in October 2022. Initially, they used the Pro plan, and due to the increase in customers, they are now utilizing the Unlimited plan.
The easyPoints 'Campaign feature' has been used a total of 25 times so far, and this time, we asked about the outcomes and tips they've gained from using it.
Summary:
Utilization and Outcomes of the Campaign feature
When to start campaigns
We regularly hold campaigns on days that have the number 8 included. This is a Japanese pun as HUG.U is somewhat similar to the pronunciation of the number 8 in Japanese.
Details of Outcomes from the campaign feature
First, the most attractive feature about the campaign feature is the simplicity in setting up any campaigns. The process is easy, so we can set up campaigns without spending much time or effort, which has been very helpful.
In terms of specific results, sales increase by about 150% to 200% when holding campaigns compared to regular days. That alone shows significant effectiveness, but especially when the campaigns coincide with weekends, or holidays, sales increase by about 200%.
Therefore, we can clearly feel the impact through the numbers.
Tips for successful campaigns
When setting up campaigns, we focus on making them appealing enough to encourage repeat purchases from customers. By holding campaigns on specific dates with catchy associations, we aim to create awareness that 'shopping on this day is a great deal,' and as a result, we can increase the total number of repeat customers.
easyPoints利用後の変化Changes after implementing easyPoints
We use various easyPoints features, but creating coupons for each sale takes a significant amount of time and effort. Compared to that, easyPoints allows us to run sales with much less operational cost and with much more ease.
Additionally, unlike regular sales, since the discount is in the form of points, it increases the likelihood of customers returning to the store, which I believe is the biggest benefit as it leads to an increase in repeat customers.
Although it’s a different feature from the campaign function, we also use the member tier feature to adjust the point redemption rate based on the customer’s rank/tiers. This has allowed us to cultivate loyal customers, and we’ve definitely seen a positive change.
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