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A Platform is Greater Than the Sum of Its Products

A platform enables agility and efficiency. In this chapter, learn how brands like Princess Polly consolidated their tech stacks and saw cross-functional results.

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Chapter 6
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Doug Hollinger
VP Strategy at BVA

In this lesson, learn how cross-product synergies drive engagement and agility for eCommerce brands like Princess Polly.

Let your most loyal customers be your most valuable

An eCommerce marketing platform enables brands to capture customer data at every touch point, from discovery to post-purchase engagements. As data privacy regulations continue to shift, access to as much customer data as possible is essential for eCommerce brands.

Synergies between products on one platform enable brands to up-level their marketing efforts with actions powered by integrated insights, creating better experiences for both prospective and current customers.

For brands like Princess Polly, connecting their marketing strategies was a crucial step in streamlining their operations. “Our biggest focus was to consolidate all the programs,” says Kim Zorn, Head of Performance, Princess Polly. “Yotpo provides reviews, loyalty, and SMS marketing, and they all talk to each other. We can send review requests via SMS, we can reward loyalty points for reviews, and overall provide a seamless and engaging experience for customers.”

Cross-product synergies like these, powered by a platform engine, drive results for eCommerce brands. With the Yotpo platform, Princess Polly has seen a 191% increase in review conversion, 50% of their VIP loyalty members subscribe to SMS marketing, and they’re seeing 10x ROI from VIP loyalty members on SMS.

A platform enables your most loyal customers to also be your most valuable by providing them the opportunity to engage across channels while you leverage holistic data in the back-end.

Prioritize the ability to be agile

Interconnected data allows for more efficient back-end processes and more agile decision-making when it comes to marketing efforts. With insights and data from multiple sources, your brand can get a better understanding of customer behavior and engagement, enabling more quick, reactive and proactive decisions.

A platform is built integrated, enabling brands to launch and maintain products faster and with less dependencies on development, system admins, and internal business intelligence roadblocks.

For example, your brand can adjust your loyalty program on the fly to reward for holiday-themed incentives, like shopping on Black Friday, because there have been high conversion rates on your Black Friday SMS messages. The ability to see integrated data on one platform enables the ability to be agile when it matters most.

The agility and flexibility of a platform ultimately leads to higher cost-efficiency in the long-term, and ultimately, an eCommerce marketing platform is the engine that drives better customer experiences — and better customer experiences lead to higher ROI and increased LTV.

Conclusion

  • A platform provides more efficiencies: Interacting with only one vendor leads to both operational and cost efficiencies.
  • Cross-product synergies drive engagement: Brands like Princess Polly and Steve Madden consolidated their tech stacks and saw cross-functional results across their business.
  • Prioritize agility: Integrated data gives brands the opportunity to make quicker, revenue-generated decisions based on comprehensive insights.
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