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Personalizing at Scale: DIME Beauty Sees Retention Skyrocket With Yotpo

DIME Beauty product image
Health & Beauty icon Health & Beauty
Platform Shopify
Location USA
Product logo / Logo / SMS SMS
Product logo / Logo / Reviews Reviews & UGC
Product logo / Logo / Loyalty Loyalty & Referrals
Product logo / Logo / Subscriptions Subscriptions
0 %
Increase on RPR
$ 0
Added revenue per customer
0 x
ROI on personalized flows
0 %
Of loyalty points are applied to subscriptions


First launched in 2018 by master esthetician Baylee Rolf, DIME Beauty creates luxurious skincare, beauty, and wellness products. Their product lines are clean, effective and affordable for all ages and embody their motto, “Loving Your Skin Again.”


Main Takeaways
DIME needed to further engage their most loyal customers to keep them coming back in a competitive beauty environment.
DIME wanted to translate their emphasis on personal skin care offerings to an equally personalized customer engagement and communication strategy.
The brand also hoped to substantially increase their subscription customers in the coming year.

Given how competitive the beauty industry has become, DIME recognized the gravity of customer retention and its impact on their long-term success.

DIME’s previous retention strategy hinged on personalization: - Recommending the right product to a customer at the right time to encourage cross-category adoption - Offering exclusive VIP promotions - Informing customers of upcoming subscriptions and empowering them to manage them accordingly.

However, to achieve this personalization at scale and the overall impact of their retention efforts, DIME needed to be able to access real-time data, all in one place. Previously, the brand used multiple sources and “DIY” evaluation strategies from various platforms — it was simply not a hard science.

DIME Beauty products

The brand’s subscriptions strategy also needed a revamp to help DIME reach their retention goals. Because brands have a 60% to 70% chance of selling to an existing customer, versus a 5% to 20% chance of selling to a prospective customer, subscriptions offer more stability and predictable revenue.

In the coming year, the brand hoped to substantially increase their percentage of subscribers compared to their total order volume, but they weren’t seeing the results they wanted. Their previous solution lacked the necessary tools for subscribers to manage their subscriptions effectively and relied on generic communications.

Al Salomon

”To win and keep customers, you have to not only be convincing, but also convenient.”

DIME Beauty brand logo Al Salomon, Director of Retention


Main Takeaways
DIME migrated to Yotpo Subscriptions for customer-led management and tailored communication.
DIME centralized their pre-existing use of Yotpo Reviews, Loyalty & Referrals, and SMS and, in turn, their customer data.
DIME personalizes the customer journey with the combined power of Yotpo Loyalty and Subscriptions data.

DIME wanted to recognize their subscribers as “V-VIPs," the ultimate symbol of commitment to a brand — meaning they also wanted more subscribers. DIME sought a new Subscriptions partner that would provide best-in-class capabilities — and they confidently chose Yotpo.

Yotpo Subscriptions offers DIME the ideal solution for convenient, customer-led subscription management and tailored communication. Thanks to guided optimization calls with their dedicated account manager, DIME transformed their run-of-the-mill subscription updates into valuable touchpoints that incorporate customers’ loyalty information and authentically conveys the brand's voice.

DIME Beauty SMS marketing campaign

This move to subscriptions consolidated customer data collected from Yotpo's reviews, loyalty, and SMS marketing solutions. They now have the power of the Yotpo Platform at their fingertips.

Leveraging Yotpo solutions’ unified data, DIME could evaluate their customers effectively. It also means they were able to identify their most engaged and profitable customer: an active Loyalty member and Subscriptions customer who is subscribed to SMS and is more likely to purchase cross-category products.

”Yotpo features ensure that the customer buying experience is as convenient and personalized as possible. Once we heard Yotpo was launching Subscriptions, it was a no-brainer.”

DIME Beauty brand logo Al Salomon, Director of Retention


Main Takeaways
Since launching with the Yotpo Platform, DIME has seen an impressive 38% increase in their repeat purchase rate – now it’s consistently above 55%
DIME’s personalized communications consistently produce 130x ROI on post-purchase upsell flows and +300x ROI on abandoned cart flows tailored to loyalty members eligible for redemption.
Combining their subscriptions program with their loyalty and SMS strategy has been crucial to retaining subscribers.

With unified customer data, DIME’s segmentation and tailored communication efforts are simple to execute. In fact, DIME has already seen a major lift in ROI on texts tailored to their loyalty members. “We know that those customers like to hear from us, and our SMS campaigns just kill it every single time conversion-wise. Having that communication channel available with our most loyal customers has been a game changer for us,” says Salomon.

The brand has multiple versions of their abandoned cart flow: (1) Customers receive a discount to bring them back. (2) Eligible loyalty members can redeem points on their abandoned cart.

This strategy, which is only possible with the Yotpo Platform, has paid off. DIME consistently sees 130x ROI on this flow, win-back flows, and redemption reminder automated flows, which are triggered by preset events DIME has created these bespoke experiences given the ease and effectiveness of their SMS marketing campaigns.

DIME’s increased loyalty engagement has also prompted an increase in active redeemers. Redeemers are spending, on average, $60 more than non-redeemers. And, 70% of the brand’s loyalty members are subscribed to SMS. DIME learned that when they engage a loyalty member via SMS, these customers are twice as likely to redeem loyalty points and, on average, purchase 3x more a year than loyalty members not subscribed to SMS.

Their subscriptions strategy is on a roll too. After migrating, customers can now manage their subscriptions with no-login-required links and text replies, which has greatly improved customer experience and projected subscriber CLTV. DIME has observed a higher level of engagement from VIP members with subscriptions too, with 17% of all loyalty redemptions now being applied to Subscription orders.

With the unified data that comes with interconnected solutions, DIME has increased their repeat customer rate by 38% — bringing them to a 55% RCR overall (and still moving upward).

”It’s so important to nail the customer journey and offer customers a personalized experience because even if it's just one customer, their lifetime value is invaluable.”

DIME Beauty brand logo Al Salomon, Director of Retention

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