Founded in a beachside apartment on the Gold Coast of Australia in 2010, Princess Polly, a fashion-forward clothing brand, quickly became a local favorite. By their tenth anniversary, they were a global brand with over 200 employees between two offices in Gold Coast, Australia and Los Angeles, USA. Since becoming a global brand, their growth has skyrocketed, and their primary focus has shifted to scaling internationally beyond their Aussie roots.
The brand’s rapid growth combined with their need to cater to a niche audience of primarily Gen Z consumers prompted their push for a strategic eCommerce technology that could unify the customer journey— and keep up with the fast pace they were moving.
In an attempt to meet all their eCommerce needs, Princess Polly was working with multiple vendors and solutions, but they were running into a problem: a lack of synergy between products, causing not only internal pain points, but disjointed customer journeys. Their tools were siloed, and the resulting inflexibility and lack of communication was slowing the brand down during a time they needed to differentiate themselves from their competition to support their global growth.
In order to drive exponential international growth, Princess Polly needed more than multiple partner solutions — they needed a strategic platform that could scale their customer journey with a unified approach. “Many platforms couldn’t do global,” said Kim Zorn, Head of Performance, Princess Polly. “We’re a global brand, so we needed a global vendor that could deliver in all markets.”
With a solution that could do it all: acquire new customers, retain existing shoppers with increased CLTV, and deliver personalized communications that would empower the most engaging experiences, Princess Polly could be confident that their shoppers would stick around — they wouldn’t even need to consider another fashion brand.
Being a global brand means having different needs to focus on in each location. In Australia, Princess Polly is a household name, so their main focus is retention, and in the U.S. they’re expanding, so they’re hyper-focused on acquisition. Their platform solution needed to be able to accommodate both of these needs (and more).
Princess Polly started with Yotpo Reviews and Visual UGC to build brand recognition and increase conversion rates on their new US site. By sending review requests post-purchase, the brand could collect not only feedback on their products, but also influential customer photos and videos to help bolster purchase confidence.
After seeing the value of this user-generated content, they were ready to take their eCommerce marketing strategy even further. Enter Yotpo Loyalty & Referrals and Yotpo SMS & Email.
With synergies between every Yotpo product, Princess Polly could get more personalized at every step. Now, they could send review requests via SMS, reward loyalty points for reviews, ask 5-star reviewers to make referrals, send loyalty members VIP tier-specific texts, and so much more. “These types of platform synergies that ensure everything is talking to everything are a must,” says Zorn. “They’re so impactful for the customer and user experience.”
With Yotpo, Princess Polly leverages customer reviews as product feedback, as well as a tool to decrease their returns and increase conversion rates. “Reviews are relevant for all our departments,” said Zorn. “We gain insights from reviews and learn how to produce better products. Our reviews are integrated into the whole business.” Princess Polly has now seen a 498% lift in visitor conversion rate after customers engage with a Yotpo reviews widget.
Princess Polly has also seen significant reviews engagement from loyalty members, who are incentivized with points for leaving reviews and photos, leading to 191% higher conversion than non-loyalty members. Loyalty members also include an image with their reviews 188% more than non-members.
Princess Polly has also been able to maintain the attention of their Gen Z audience by offering VIP benefits, like opportunities to be featured on social channels and exclusive access to their Facebook Insider group. “It’s been a dream come true for our customers,” said Zorn. “They get really excited about the exclusivity, and we’re able to communicate better with them knowing what they want.” says Kim. VIP participation averages 74% across the four loyalty tiers, and 95% of members are redeemers in the most elite tier, Backstage Pass.
Yotpo SMS & Email further engages their most loyal customers via text. Over 50% of the brand’s VIP members are signed up for SMS with 93%+ members being in the top 2 tiers. Their most recent flash sale campaign segmented to both loyalty and non-loyalty customers drove 10x higher ROI from loyalty customers.
