BVAccel is one of the largest Shopify Plus agencies in the Plus Partner network, helping companies like MVMT Watches, Rebecca Minkoff, Tommy John, and Freshly Picked grow their eCommerce storefronts. In 2018, this powerhouse team was ranked the 6th Fastest Growing Company in San Diego, more than doubling their revenue year over year. In the same year, BVAccel was voted Yotpo’s Shopify Plus Agency of the Year.
One of BVAccel’s top strengths as an agency is its ability to help clients scale up operations with creative strategies and ideas for new programs. From brainstorming to launch, they partner with merchants to help them build out new efforts that not only increase revenue, but improve overall brand loyalty while reducing customer churn as well.
After three months, we cleared 10,000 members in our Fringe membership program with an industry leading 3% churn rate! On top of that, half of the 10,000 members are first time customers for Freshly Picked.
ETHAN MOORE, COO AT FRESHLY PICKED
Freshly Picked began as a children’s brand that only offered soft-sole moccasins for newborns. To make the brand relevant to a wider age range, the retailer expanded its product offerings and now sells high-end shoes and accessories for infants, children, and moms.
“Freshly Picked already had a large, high-converting audience, but they knew that they hadn't tapped all of their followers in their network. The question was: How were they going to take these followers into first-time customers and keep them coming back for the products?” said Allison Spalding, eCommerce Strategist at BVAccel.
To attract those new, untapped customers, Freshly Picked created The Fringe Program. This subscription-based membership would give subscribers first access to new items, 20% off all products, free shipping, and a $10 monthly store credit. The focus on recurring subscriptions encouraged new customers to subscribe and keep coming back month after month.
A subscription-based program this complex needed a powerful platform that not only supported recurring charges but could also work seamlessly with other ecommerce technologies through an API. ReCharge was that platform.
The Fringe program was launched with the help of ReCharge, along with Swell for loyalty rewards, and has seen exponential growth since. The team leaned on the Fabletics subscription model as inspiration - subscribers aren’t necessarily getting products every month. Instead, customers are given a $10 store credit, a 20% discount each month and have the ability to opt-out of the monthly orders. Members of The Fringe also receive early access to new Freshly Picked products before anyone else.
Swell allowed merchants to offer multiple paid VIP tiers, keep a stored balance of points or credits, power coupons and rewards, deploy referral programs, enable dynamic benefits for VIP members at checkout, and include all relevant data into email campaigns and automated flows through robust integrations. Additionally, Swell provided the strategic guidance on loyalty and retention methods and the account management required to drive meaningful ROI for these type of membership programs.
ReCharge ensured that all the moving parts crucial to the success of a program like this were functioning correctly, in addition to accurately tracking revenue and subscriptions. So far, it’s working out very nicely. The Fringe currently has more than 10,000 members, half of which are first-time customers. What’s more: They have an ecommerce industry-leading churn rate of just 3%.
We really think we've just scratched the surface with the possibilities of integrating with ReCharge when it comes to ways that we can implement the subscription model for our merchants.
NIKKI JOHNSON, DIRECTOR OF STRATEGIC PARTNERSHIPS AT BVACCEL