Meet St Frock
St Frock is an Australian women’s online fashion destination selling stunning, size-inclusive clothing at affordable prices. Launched at Bondi Beach Markets in 2010, St Frock has grown into an ecommerce powerhouse with a vast international customer base and over a million followers across its social media channels.
Challenge: St Frock needed actionable data surrounding its VIP customers to support the launch of its loyalty program
St Frock had racked up an impressive customer base and wanted to nurture its relationships with them through a new loyalty program. While Head of Digital & Marketing Matt Page and Digital Performance Manager Stephen Elliott knew there was plenty of appetite for such a program, they wanted to understand St Frock’s VIP customers on a more nuanced level before a potential launch. With an eye to the tiered structure of most loyalty programs, the St Frock team searched for a way to define how the brand’s top customers fell into different segments.
They had previously relied on St Frock’s email automation platform, Klaviyo, for customer segmentation, but this tool lacked the deep data insights the team needed to inspire the most targeted campaigns. Plus, building a successful loyalty program would require even stronger data chops. Since analyzing customer behavior and creating segments was also a time-consuming endeavor for a nimble team, they sought an analytics tool that could give them better insights in less time.
That’s when they found Segments Analytics.
“While our email marketing platforms offered some segmentation capabilities, we needed something more sophisticated to show us every variety of VIP customer. We knew Segments would help us close that gap.” — Matt Page, Head of Digital & Marketing at St Frock
Solution: Segments helps St Frock distill its VIP customers into six key groups to target with customized flows
With Segments’ suite of AI-powered consumer analytics tools, St Frock is now armed with the insights it needs to cater to its most deserving customers. Whenever the team wants to dive into a specific demographic — VIP or otherwise — all they have to do is plug a few words into our command bar, and a new customer segment is generated in less than a minute. Whether they want to look up high-AOV customers or customers who’ve purchased a certain dress in the past month, they can instantly pull up detailed analytics about each group and its purchase behavior and use those insights to inform their targeting. Even better, each segment easily syncs with Klaviyo, Meta, and Google Ads, so they can standardize messaging across every channel.
After testing multiple segments, the St Frock team quickly landed on six high performers to target with customized email messaging. Using Segments’ in-depth insights about each group’s most granular movements — including details like when customers buy, how often they buy, and how much they buy — they could determine how to appropriately tailor and time each flow. And, although it’s only been a few months since onboarding Segments, they can already see that these flows are generating revenue into the six digits.
Throughout this process, St Frock benefited from robust collaboration with Segments’ customer service team. For example, when they asked if they could edit the standard RFM table to more accurately reflect the unique behaviors of St Frock’s customers, the Segments team delved into the data and iterated with them to customize it to the necessary specifications.
With segmentation on autopilot, the St Frock team also has more bandwidth to fine-tune their campaigns and extract even more value from their overall marketing efforts.
“Segments was click and go from the start. We used their AI to build segments based on specific commands, and their amazing customer service team helped us tailor them even further to reflect our own customer base.” — Matt Page
Results: St Frock’s email campaigns yield a 50% increase in open rates
With Segments at its side, St Frock launched a successful loyalty program that profitably engages its VIP customers while cementing their ongoing trust.
Here’s what St Frock has accomplished since our partnership began:
- 50% increase in email open rates
- 60% reduction in time spent on segmentation
Moving forward, the St Frock team is keen to explore the more granular aspects of the customer journey. They can’t wait to capitalize on those to refine their existing flows and inform their more recent forays into paid search.
“We’re just at the beginning of our journey on paid search, and Segments’ granularity has been key. If, say, we want to exclude our very top performing customers from retargeting, they make it easy to exclude them and focus on just the groups that need it.” — Stephen Elliott, Digital Performance Manager at St Frock
