How Ghia increased subscriber LTV by 32% with 2-way conversations via SMS

Ghia are reclaiming the word 'drinking' back from booze with their alcohol-free aperitif. On a mission to challenge the status quo, they looked to Blueprint to give their customers an experience they would never forget.
Context from...
Melanie Masarin
Founder & CEO

The Problem

Ghia have always challenged the status quo through their brand and product range, and wanted to do the same with their eCommerce customer experience and journey. Traditional email only offered so much in terms of 2-way conversation and an intimate relationship with their customers and pure play marketing was something that never quite felt right for the brand and mission.

Ghia wanted to take it up a notch with a direct 2-way relationship with their customers where they could chat one-to-one, help answer questions, drop tips and tricks, and solve their issues quickly. This strategy was far more about empowering customers and super fans than it was about increase revenue through blast messaging.

The Solutions

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Hotline

Ghia went against a traditional customer support strategy and instead created a unique "hotline" experience for their customers. This gave customers the ability to chat one-to-one with their team if they were on the site, post-order, or anywhere in-between.

This helped Ghia build a great customer experience through being able to answer queries and offer tips and tricks on their product range. All conversations were filtered into the Blueprint conversational inbox which enabled the Ghia team to easily chat one-to-one with their audience. All conversations were synced to Shopify data making sure all information was at their fingertips. As a result, every customer Ghia had a 2-way conversation with had a 32.2% increase in LTV, and every message sent generated $2.68 in revenue.

0
1

Hotline

Ghia went against a traditional customer support strategy and instead created a unique "hotline" experience for their customers. This gave customers the ability to chat one-to-one with their team if they were on the site, post-order, or anywhere in-between.

This helped Ghia build a great customer experience through being able to answer queries and offer tips and tricks on their product range. All conversations were filtered into the Blueprint conversational inbox which enabled the Ghia team to easily chat one-to-one with their audience. All conversations were synced to Shopify data making sure all information was at their fingertips. As a result, every customer Ghia had a 2-way conversation with had a 32.2% increase in LTV, and every message sent generated $2.68 in revenue.

Metrics 📈
32.2%
Increase in LTV from customers who had a 2-way conversation
$2.68
Revenue with every message sent
19.84%
Reply rate
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Top Tip 💡
Ghia were able to build relationships with customers and solve problems effectively with Blueprint.
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2

VIP product drops

Ghia have never been focused on spamming customers with messages, so when their new Le Spritz ready-to-drink range launched, they wanted to create an intimate product drop to their most engaged SMS subscribers.

Ghia dropped their new range (alongside tips on how best to drink it 😉) to their community with a 18x ROI and amazing customer engagement.

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2

VIP product drops

Ghia have never been focused on spamming customers with messages, so when their new Le Spritz ready-to-drink range launched, they wanted to create an intimate product drop to their most engaged SMS subscribers.

Ghia dropped their new range (alongside tips on how best to drink it 😉) to their community with a 18x ROI and amazing customer engagement.

Ghia drove huge ROI when they dropped their ready-to-drink cans via SMS.
Metrics 📈
18x
ROI on SMS product drop
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Top Tip 💡
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3

Playlist drops

As part of the wider community engagement strategy, Ghia also frequently drop new playlists that customers can enjoy and relate to their brand and product range.

This strategy really helped build their brand image and tone-of-voice with their community without any focus on marketing or revenue generation, and drives huge engagement and conversation through their hotline.

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3

Playlist drops

As part of the wider community engagement strategy, Ghia also frequently drop new playlists that customers can enjoy and relate to their brand and product range.

This strategy really helped build their brand image and tone-of-voice with their community without any focus on marketing or revenue generation, and drives huge engagement and conversation through their hotline.

Metrics 📈
Top Tip 💡
Top Tip 💡
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Overall Conclusion

Ghia drove 18x ROI with Blueprint

Ghia are building a brand to disrupt an entire industry, and their eCommerce community strategy is built to match that ambition. Blast email and bland marketing automation were something that wasn't ever going to cut it for Ghia.

The team at Ghia instead have created a strategy to have authentic, 2-way conversations with their customers and drive engagement and support at every step of the customer journey. The 32.2% increase in LTV with any customers they've had a 2-way conversation with and 18 x overall ROI from Blueprint is testament to how powerful their personal relationships with their customers are.

The Results

32%
LTV increase with customers they've had conversations with
$2.68
Revenue generated every message sent
18x
ROI
19.84%
Reply rate
Annie Mitchell, Co-founder of Bottleshot profile photo
"11/10 would recommend. Blueprint seamlessly facilitates the delivery and reorder of our cold brew coffees."
Annie Mitchell
Co-Founder
,
Bottleshot

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