Personalizing Customer Experience: How florence by mills Doubled Their Shopify Sales Conversion Rate

Florence by mills is a skincare and beauty brand that offers clean alternatives for defining beauty on individual terms. The brand, founded by actress Millie Bobby Brown, offers a variety of accessible, everyday products ranging from skincare, makeup, to hair products. The brand is all about enabling people to love, express, and embrace themselves. The primary challenge for the brand was to engage and convert Gen Z consumers and their parents, who often ended up being the actual purchasers of the products.

Florence by mills, a skincare and beauty brand, faced a unique challenge in October 2021. The brand noticed a disconnect between the person transacting on their website and the end-user of the product. Often, it was a parent or family member buying products for a younger relative instead of someone purchasing for themselves. This presented a challenge in terms of engaging and converting both Gen Z consumers and their parents. The brand needed a solution that would guide both the end consumer and the gift-purchaser throughout their shopping journey, ensuring that the right products were recommended to the right customers.

To address this challenge, florence by mills partnered with top Gen Z agency electrIQ marketing. The agency introduced a clear product recommendation path via a quiz. This multi-purpose, thoughtfully-designed quiz took less than 30 seconds for customers to complete and was aimed at understanding customers' preferences and shopping intentions. By collecting this data, florence by mills was able to recommend the right products for each customer, leading to a 2x increase in site conversion rate. Furthermore, using the Octane AI and Klaviyo integration, electrIQ was able to sync all quiz answers to Klaviyo for deep segmentation and personalization of florence’s email and SMS channels. This allowed for the creation of personalized marketing campaigns that resonated with customers across different generations.

• The implementation of the quiz and the subsequent personalization of the website, email, and SMS channels led to significant operational results for florence by mills. The brand was able to add an additional revenue channel and increase marketing communication opt-ins. The quiz became the foundation for the brand’s personalization engine, allowing for the creation of personalized product recommendations that converted. The brand was also able to tailor the post-purchase experience and increase retention. With the iOS 14 privacy policy updates, zero-party data has become increasingly important to create a personalized and privacy-friendly experience for customers. Today, florence by mills is at the forefront of the zero-party data movement, creating a personalized and engaging shopping experience for its customers.

• 2x increase in site conversion rate

• 23,000 new email subscribers collected

• Collected 699,379 zero-party data points