KISS THE HIPPO: Post-Purchase Flow

KISS THE HIPPO: Post-Purchase Flow

Kiss the Hippo Coffee reached out to us, as they wanted to engage and retain customers who had purchased their home espresso machines. We created a targeted post-purchase flow, aiming to encourage these customers to explore subscription services, attend coffee workshops, and learn more about Kiss the Hippo’s brand story and sustainability efforts.

 

 

The Challenge

  • Lack of Repeat Purchases: Many customers never returned after buying an espresso machine.

  • Driving Engagement: The client needed a way to stay top-of-mind with new machine owners and highlight the value of a long-term relationship with the brand.

  • Educational Opportunities: Workshops could help customers learn to fully understand their machine, whilst promoting the sales of coffee and subscriptions.

 

 

Our Approach

  1. Discovery & Strategy

    • Customer Journey Analysis: We examined how the flows may unfold, in a well organised and timely manner.

    • Segment & Target: We focused on customers who purchased machines, crafting a tailored flow encouraging them to become repeat customers.

  2. Flow Design

    • Automated Post-Purchase Emails:

      • Welcome Message: Thanking customers for their purchase, sharing quick tips on setting up their machine, and introducing them to Kiss the Hippo’s ethos.

      • Subscription Invitation: Highlighting how subscribing to Kiss the Hippo’s coffee ensures fresh beans are delivered consistently for the best espresso experience.

      • Workshop Promotion: Providing details on coffee-making workshops, hands-on training, and community events to improve brewing skills.

      • Brand Heritage & Sustainability: Showcasing Kiss the Hippo’s carbon-neutral practices, the origin of their beans, and their commitment to quality.

    • Personalised Timing: Each email in the flow was triggered at strategically planned intervals, ensuring we don’t overwhelm the customer.

  3. Launch & Promotion

    • Adding Customers: We went through and re-added previous customers who had purchased the home espresso machines to the start of the flow.

    • Incentives: Special offers and workshop discounts encouraged recipients to click.

  4. Ongoing Support & Optimisation

    • Performance Tracking: We implemented analytics to measure open rates, click-through rates, and conversions.

    • Refinement Cycle: We refined email copy and design, adjusting content to keep up-to-date with Kiss the Hippo’s unique selling points.


 

 

Results

  • Increased Customer Retention: A 60% increase in second purchases from home espresso machine buyers.

  • Subscription Growth: The targeted email series successfully converted 27% of home espresso machine owners into subscribers, ensuring long-term revenue.

Heightened Brand Engagement: Workshop attendance saw an uplift of 13%, and Kiss the Hippo saw a higher brand loyalty after customers learned the art of making a perfect cup of coffee.

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