Dryrobe is the original changing robe brand, founded by Gideon Bright after his mum created him a robe for surfing that lasted 30 years. What started as a product for athletes recovering from cold water has evolved into an everyday essential for dog walkers, spectators, campers, and city dwellers seeking warmth and comfort.
The Story At a Glance
Dryrobe needed deeper insights into customer behavior and pain points. Their online store data showed what customers bought, but not why. The brand lacked a way to understand sentiment, validate product decisions, and stay visible as AI search evolved.
Dryrobe turned Yotpo Reviews into a business intelligence engine, using review sentiment to guide product development and on-site placement (such as featuring their travel bags at checkout), and Q&As to feed fresh, dated content into AI and organic search rankings.
By acting on review sentiment, Dryrobe surfaced its travel bags earlier in the journey, driving a 69% increase in bag upsells. At the same time, fresh Q&A content pushed the brand to #1 for all its main search terms & lifted AI search visibility to 100%.
Ivan Kokuti
Head of eCommerce
STRATEGY
Dryrobe implemented Yotpo Questions & Answers to surface real, dated questions on product pages. Unlike static FAQs that never change, these update constantly — signaling freshness and relevance to AI search engines looking for trustworthy, up-to-date answers.
RESULT
Within a day of launching Q&A, Dryrobe jumped from 86% to 100% AI search visibility for its core terms — and has held it there ever since. The brand now ranks #1 for all its main search terms, staying ahead of the curve as AI-driven discovery grows.
STRATEGY
Dryrobe treats reviews as its primary lens on the customer. The team analyzes sentiment daily and assigns actions based on what customers actually say, surfacing pain points across product, service, delivery, and checkout that store data alone can't explain.
RESULT
Review analysis revealed an entirely new customer segment: city dwellers wearing Dryrobe after saunas and cold dips. The brand built six personas from review and order data, then launched Nexus — a product designed specifically for this audience, with messaging tailored to fit.
STRATEGY
Dryrobe sees every review as a chance to improve. When sentiment data highlighted that customers wanted an easier way to carry their robes, the team used the insight to spot a clear opportunity - one its store data alone couldn't reveal - and act on it fast.
RESULT
Dryrobe already sold travel bags that solved the problem, so it surfaced them more prominently in the purchase journey, including at checkout. As a result, they’ve increased upsells of travel bags by x%.
Ivan Kokuti
Head of eCommerce
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