Prodermal specializes in selling women's skincare products and treatments by Dermalogica. With more than 30 years of industry experience, Prodermal provides expert advice in-store and online, helping to give their customers ultimate skincare confidence. And, in an inspiring feat, the established brand has seen remarkable growth since the first COVID-19 lockdown in New Zealand.
The key to their success is their generous reward program which encourages their customers to keep their skin healthy for the long term by sticking with Prodermal products. And their outstanding customer service doesn't stop at generous loyalty rewards; Prodermal automatically collects feedback to boost customer experience, helping the team to look after their online customers and adjust whenever necessary changes are highlighted.
Prodermal's loyalty program goal is to increase repeat business. To succeed in this, they have created a program with exclusive perks and rewards designed to get their members excited about their program and to keep coming back regularly. And with a 47% repeat purchase rate and 2.8x purchase frequency, Prodermal's customers are consistently coming back time and time again.
And their customer loyalty keeps growing, even in the wake of COVID-19. In fact, March - April 2020 saw their highest revenue spike from loyalty customers up to that timeframe – a 196% increase to be exact! Prodermal's success in the wake of an international pandemic creates an inspiring story that others can hopefully knit into the framework of their own success.
Prodermal offers their customer an enticing rewards ladder that climbs in value as members earn more and more points. There are six rewards at different point levels, and the reward titles instantly demonstrate the value of unlocking rewards by adding the discount amount; this encourages their members to keep spending in an endeavor to unlock the higher-value rewards.
Prodermal actively collects customer feedback after every purchase. While this may seem like a small addition to their marketing, this insight helps Prodermal to find out exactly what it is that their customers love about the online store, and highlights where there's room for process changes and improvement. They collect this feedback by adding a customer survey to their loyalty points email, making it easy for their customers to respond while also targeting customers who are likely to shop with them often.
The Prodermal team also aims to learn more about their customer’s online shopping experience, so they’ve customized their survey to include online-specific options. Check out the image below to see their customer survey in action!
Prodermal's easy-to-use referral program encourages its customers to spread the word about Prodermal's store, brand, and products. Each customer receives a unique link that they can share with their friends and family. It’s a win-win for the customer and their friend – the friend receives a coupon to use on their first purchase, and the customer receives points.
Extra things Prodermal are doing that we love
Their skincare events
Prodermal hosts lots of fun and educational events all around Australia. The aim of these is for women to learn more about the latest skincare tips and trends, and to give these women access to Dermalogica experts. Events also enable Prodermal to grow an engaged community that is clearly focused on their brand, giving their customers a medium to chat about their own experiences, ask questions, and meet others who are passionate about skincare. The end game: an educated, empowered, and, most importantly, loyal community that advocates for the brand.