How Daring Foods increased SMS subscriber LTV 71% with 2-way conversations

Daring Foods are taking on the meat industry by with a plant-based alternative to chicken. They use Blueprint to offer a game-changing customer experience built on personal relationships with their audience.
Context from...
Donald Mendenhall
Senior Customer Experience Manager

The Problem:

Daring wanted to build a more direct and personal relationship with their eCommerce customers than what was possible with email. The focus was less on purely marketing to customers, but more on how to solve CX issues quicker, tell the story of the brand and product range, and enable customers with tips, tricks and recipes.

Specifically, they aimed to build post-order flows to help retain customers, a subscription integration to manage their subscribers, and on site at checkout to drive better conversion on abandoned carts.

The Solutions

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Automated message flow

The team at Daring used SMS to build a personal post-order flow. This included order confirmation and dispatch updates to help solve CX issues quickly, and a feedback request to gain insight into what their customers were thinking about their product. They also sent a custom replenishment message to remind customers how easy it is to reorder in one-click.

With this flow in place, Daring driven a 25.6% reply rate from customers and an LTV increase of 71% for all customers they had a 2-way conversation with. Daring are now building their eCommerce strategy around engaging customers in authentic dialogue via SMS.

All of Daring's conversations were easily filtered into the Blueprint conversational inbox and their Zendesk Helpdesk to make it easy to reply and serve these customers.

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1

Automated message flow

The team at Daring used SMS to build a personal post-order flow. This included order confirmation and dispatch updates to help solve CX issues quickly, and a feedback request to gain insight into what their customers were thinking about their product. They also sent a custom replenishment message to remind customers how easy it is to reorder in one-click.

With this flow in place, Daring driven a 25.6% reply rate from customers and an LTV increase of 71% for all customers they had a 2-way conversation with. Daring are now building their eCommerce strategy around engaging customers in authentic dialogue via SMS.

All of Daring's conversations were easily filtered into the Blueprint conversational inbox and their Zendesk Helpdesk to make it easy to reply and serve these customers.

Metrics 📊
71%
Increase in LTV
25.6%
Reply Rate
Top Tip 💡
Personalise messaging at scale by using first names and a colloquial tone of voice.
Top Tip 💡
Personalise messaging at scale by using first names and a colloquial tone of voice.
Top Tip 💡
Personalise messaging at scale by using first names and a colloquial tone of voice.
Daring are delighting customers by personalized conversations via SMS.
"Our customers enjoy the feel of texting a brand alongside transactional messages. This really brings Daring closer to the community and vice versa."
Donald Mendenhall
Senior Customer Experience Manager
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Subscription Integration

A key part of Daring's eCommerce focus is their subscription customers and optimising churn and insights for that customer cohort. Daring easily integrated Blueprint into their ReCharge subscription to enable customers to easily skip or delay their upcoming order through SMS.

Daring also activated a post-order check-in message for any new subscribers to help proactively solve any issues, help with tips and tricks to get more from their order, and build one-to-one feedback and insights from their audience.

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2

Subscription Integration

A key part of Daring's eCommerce focus is their subscription customers and optimising churn and insights for that customer cohort. Daring easily integrated Blueprint into their ReCharge subscription to enable customers to easily skip or delay their upcoming order through SMS.

Daring also activated a post-order check-in message for any new subscribers to help proactively solve any issues, help with tips and tricks to get more from their order, and build one-to-one feedback and insights from their audience.

Daring are supercharging their subscription offering with SMS.
Metrics 📊
Top Tip 💡
Top Tip 💡
Top Tip 💡
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SMS abandoned carts

Lastly, Daring enabled a three-part SMS abandoned cart flow to help increase conversion at checkout, offer support, and understand why customers were falling off. Daring focused on a personal and on-brand tone of voice in each message alongside an easy link back to the checkout to convert customers.

This SMS abandoned cart flow quickly resulted in a 18.1% conversion rate and $4.11 revenue generated per message for Daring. This strategy worked so well due to the 98% open rate offered by SMS and immediate one-to-one support that was provided by the Daring team.

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SMS abandoned carts

Lastly, Daring enabled a three-part SMS abandoned cart flow to help increase conversion at checkout, offer support, and understand why customers were falling off. Daring focused on a personal and on-brand tone of voice in each message alongside an easy link back to the checkout to convert customers.

This SMS abandoned cart flow quickly resulted in a 18.1% conversion rate and $4.11 revenue generated per message for Daring. This strategy worked so well due to the 98% open rate offered by SMS and immediate one-to-one support that was provided by the Daring team.

Metrics 📊
18.1%
Conversion rate
$4.11
Revenue generated per message
Top Tip 💡
Top Tip 💡
Top Tip 💡
"Blueprint has unlocked a new channel for us thats quick, efficient, and has increased our conversion rates and average order frequency."
Donald Mendenhall
Senior Customer Experience Manager

Overall Conclusion

Daring set out to drive long-term revenue, retention and community by building a more personal experience for their eCommerce customers. This focus on authentic, 2-way conversation vs blast marketing drove an incredible 71% increase in LTV for any customers they engaged in this way, and an 18.1% conversation from any abandoned cart messages.

These strategies, combined with Blueprint's ReCharge subscription integration to enable flexible subscription management, builds a cohesive personal relationship with their eCommerce customers and drives hugely positive ROI and customer experience.

The Results 📊
71%
LTV increase with 2-way conversation
$4.10
Revenue per message
18.1%
Increase in abandoned cart recovery via SMS
25.6%
Text message reply rate
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