How Aura Bora Created a Retention and CX-Focused Post-Purchase Journey With Loop Order Tracking

Aura Bora faced 3 challenges as it looked to improve its customer experience/retention:

1. Lack of insight on shipping issues: Their 3PL (third-party logistics) provider failed to provide transparency regarding shipping issues, leading to a surge in WISMO tickets and dissatisfied customers.
2. Ambitious growth goals: They aimed to double returning customer revenue from 2022 to 2023 through CX and retention.
3. Increase post-purchase engagement: They wanted to engage customers with branded post-purchase shipping journey.

Aura Bora became interested in investing in their transactional channel experience to help mitigate issues around shipping delays and meet their aggressive customer retention goals.

“Our customer’s journey is only like 25% complete once someone places an order. There's so much as merchants that's out of our hands, but we knew that we could make the journey better by proactively communicating with our customers throughout the shipping journey.”

- Cameron Faist, Director of E-Commerce

They also knew that by investing in their transactional emails and order tracking page they could drive additional returning customer revenue while increasing the overall post-purchase customer experience.

Aura Bora needed a transactional partner with the product capabilities to proactively update customers throughout the shipping journey while helping them to meet their ambitious growth DTC growth goals of improving customer retention.

Creating a Memorable Post-Purchase Journey With Loop Order Tracking

Aura Bora added Branded Order Tracking to their tech stack to invest in creating a series of branded transactional email flows that clearly communicate to customers at each stage of the shipping journey. They also implemented a branded tracking page that links customers back to their website for further post-purchase engagement and revenue-generating opportunities.

Here we see an example from Aura Bora showing their fun, meme-driven culture while creating a branded experience that tells a story. Check out all of Aura Bora's emails in our transactional email swipe file!

Aura Bora tackled their shipping challenges head-on once they had this new tech. They set up a proactive order update Klaviyo flow using Loop's “Stalled Shipment Trigger”, which automatically sends real-time updates to every customer, keeping them informed and reducing the number of tickets related to shipping in their helpdesk. This allowed their customer experience team to prioritize delivering exceptional customer service.

Loop's (formerly Wonderment) robust shipping reporting features also provided Aura Bora with instant insight into every shipment. This gave their team the ability to quickly take action and improve the overall customer experience. With the help of Wonderment, Aura Bora was able to streamline their shipping process, improve customer satisfaction, and reach their aggressive growth goals.

Optimizing the Wonderment Set Up to Boost AOV and Returning Revenue

Aura Bora maximized the potential of their setup by incorporating revenue-generating opportunities.

They utilized their high-performing transactional emails to communicate important purchase reminders, such as their free shipping limit and the option to reorder their previous purchases, to every customer.

Due to transactional email's high open rates, Aura Bora ensured that each customer would be made aware of their free shipping limit and the convenient option to easily reorder.

“Since adding the free shipping banner to our Wonderment emails, we've absolutely seen an attributable increase in average order value (AOV)” - Cameron Faist, Director of E-Commerce

Aura Bora seamlessly integrates their order tracking page into every transactional email, providing customers with an effortless and convenient way to track their orders and stay up-to-date with the latest information.

This innovative approach not only allows customers to easily reach out to their customer support team but also enables Aura Bora to showcase their limited-time offers and highlight their convenient subscriptions, creating multiple opportunities for revenue growth.

The Results of the Implementation

Aura Bora has transformed its customer experience, leading to impressive results. The open rate for its transactional emails has skyrocketed to 72%, with a noteworthy 14.2% click-through rate, and a conversion rate of 1.53% on its order tracking page.

The addition has also helped to make a significant impact on Aura Bora's customer experience team.

"The introduction of Wonderment [now Loop] into our tech stack was a night and day difference. We have less WISMO tickets and can provide proactive updates on delayed or damaged orders. It's also given us:

1) A way to automatically update customers about delays if items are stuck in pre-shipment.

2) Proactive insight for our CX team to easily investigate damaged or delayed orders before we reach out to the customer. This means we can reach out with the reason for the issue and the resolution all in one piece of communication before the customer sees it.

I think that just goes above and beyond what people expect these days for customer service. It’s hugely impactful.

We know this level of CX will pay dividends in the future, knowing that they're going to engage in the brand and communicate with our team more, and ultimately that drives more retention.

We get responses from customers that say, “Hey, as a result of that, I'll for sure be coming back as a result of that amazing customer service”.

Our post-purchase surveys are showing the numbers that would validate that too."

- Cameron Faist, Director of E-Commerce

Driving Additional Revenue

With an astounding 1.53% conversion rate on their order tracking page, the Aura Bora team is also driving additional revenue and subscriptions from their existing customers! A big part of the Aura Bora experience is limited-time offers (LTOs) and they are using the tracking page to promote these offerings to their existing customers.

The Cherry on Top - Improving Customer Review Capture

With the Loop and Okendo integration, Aura Bora has also mastered the timing of capturing product reviews, maximizing the chances of getting high-quality feedback. As a CPG brand, it's critical for Aura Bora to solicit customer reviews when they're near to finishing their products. Any earlier or later, and the feedback may not be as valuable (or well received).

“This has hugely impacted our retention play around review capture and timing that trigger from the wonderment “order delivered” event. Rather than trying to A/B test timing deliveries from a Shopify trigger, we rely on event data to time our review capture at the right time.

Being able to time these things out based on those triggers has been hugely impactful for our retention efforts. I think it just injects a lot of trust to both us and the customer that they're receiving the right communication at the right time."

- Cameron Faist, Director of E-Commerce