Revolution Beauty, the fast to market, trend-led beauty retailer, initially launched as an online business, with the aim of making quality makeup accessible to all. Today it is sold in more than 11,000 stores including Superdrug and Boots in the UK and Ulta Beauty and Target in the US, as well as through its website and via online fashion retailers such as ASOS and Boohoo. Founded by Adam Minto and Tom Allsworth in 2013 the business listed on AIM in July 2021.
Revolution Beauty’s fast-fashion approach to beauty sees it launch products weekly, with a highly engaged influencer and customer base involved in spreading the word. But Sally Minto, Digital Director, Revolution Beauty shared, “ We wanted to better surface trending items and make the most of the company’s highly engaged customer feedback with the use of social proof messaging”. After a successful 39 day evaluation period with Taggstar, Revolution Beauty has now entered a 12-month partnership with the social proof leader.
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Revolution Beauty accelerates customer engagement with an increased online conversion rate uplift of 3.59% using Taggstar’s social proof messaging
Key KPIs delivered by Taggstar
The Challenge
Revolution Beauty’s fashion-driven ranges mean the company has the same focus as a clothing retailer – delivering new products fast, with fresh releases happening every week. The company has a very strong influencer network but wanted to further highlight new releases and products that are trending and popular online. It also wanted to focus on reducing basket abandonment and driving online conversion and sales.
The Solution
Taggstar introduced a full-funnel implementation for Revolution Beauty over a 39-day evaluation period between 18th March-25th April 2021. The testing comprised 11 message types, including trending, popularity and audience views which were displayed across their websites in the UK, Europe and selected ROW.
“For our customers being on trend is key. They want trending beauty products fast and our social proof messaging partnership with Taggstar ensures they can see the hottest new products that their peers are buying, surfacing reviews, bestsellers and trending items amongst other messaging.”
Sally Minto, Digital Director
The Results
The implementation delivered a 3.59% online conversion rate uplift. Following the success of the evaluation period, Revolution Beauty entered a 12-month partnership with Taggstar which will see the retailer continue to experiment and optimise its social proof messaging.
Sally Minto, Digital Director at Revolution Beauty, said: “For our customers being on trend is key. They want trending beauty products fast and our social proof messaging partnership with Taggstar ensures they can see the hottest new products that their peers are buying, surfacing reviews, bestsellers and trending items amongst other messaging. This has driven a strong uplift in conversion rates and sales for our brand and we are confident of further great results as we continue to experiment and optimise the technology for our customers.”
The Results
Steve Griffiths, Head of Digital Development at Revolution Beauty, said: “Boosting conversion rate, sales and driving customer engagement was key to this project but we also wanted a social proof messaging solution that was easy to implement and manage. The fact that we can leave the management of the solution to the Taggstar CSM team means that we are able to focus on delivering great products at great prices to our customers.”
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