Retention, Conversion, and LTV audit of Murad Skincare
DTC skincare is a competitive sector, so standing out isn't just nice — it's necessary. But here's the thing: your loyalty program might be the hidden gem that elevates your brand above the rest.
At Flaunt, we're obsessed with turning loyalty programs into profit powerhouses. So we recently put Murad's program under the microscope. Why? To show you exactly how a thorough loyalty audit can uncover hidden gems in your own program.
The Murad Rundown: A Brand with History
Murad isn't just another skincare line. It's a legacy built on wellness.
Founded in 1989 by Dr. Howard Murad, Murad boasts a rich history and unique brand assets that set it apart in the crowded skincare market.
We're talking about:
- A brand started by a dermatologist, pharmacist, and clinical professor (aka the "Father of Modern Wellness")
- A unique mission centered on mental health and stress awareness
- Multiple books authored by the founder
- A thriving community of nearly 700k Instagram followers
Sounds impressive, right? But are they maximizing their assets?
Even with all these amazing assets, there's still room for improvement in their loyalty program. Let's dive into what they're doing well and where they could level up.
What Murad's Doing Right (And You Should Too)
Murad's current loyalty program, "Murad Rewards," is a hybrid model combining tiered benefits with a points-based system.
Here's what's working:
- Free Product Rewards: Tangible, exciting, and a great way to introduce customers to new products. Win-win-win.
- Subscription Tie-Ins: Double points on subscription purchases? Smart move to boost that recurring revenue.
- Skin Quiz Integration: Super smart, and prominently featured in their loyalty dashboard. (But…we've got thoughts on taking this further.)
- Clear Email CTAs: No confusing walls of text here. They lead with crystal-clear next steps for members.
- Mobile Optimization: Because let's be real, that's where most of your sales are happening.
Murad's loyalty program is solid – good, even. But "good" is just the starting point.
Let's break down how they (and you) can turn "good" into "great."
The Million-Dollar Question: What Could Be Better?
Murad has a rich history that provides a goldmine for creating a truly differentiated loyalty program. On top of this, Murad's foundation in dermatological expertise and wellness philosophy already provides a wealth of unique selling points. For instance, their focus on mental health and stress awareness in relation to skin health is a distinctive angle that could also be leveraged more effectively in their loyalty program.
There's room for improvement in creating a more personalized and engaging user experience. So, if we're talking incremental sales (and we always are), here's where the real opportunities lie:
- Tier Differentiation: Higher tiers should feel exclusive. Right now, most benefits are available to all members. Where's the incentive to level up?
- Brand Asset Utilization: With a founder-led brand this rich in history, there's gold to be mined. Think exclusive content, virtual events, or even signed merch for top-tier members.
- Engagement Diversification: Why stop at purchase-based points? Reward customers for engaging with educational content, supporting partner charities, or sharing on social media.
- Personalization Power-Up: That skin quiz data? There's potential to take this personalization further. It's begging to be used for tailored offers and product recommendations.
- Post-Purchase Potential: The "order confirmation" page is prime real estate. Use it to collect more data, encourage social sharing, or nudge towards that next purchase.
These opportunities aren't just about making a good program better – they're about unlocking significant revenue potential that's currently sitting dormant.
And that's where Flaunt comes in.
Is Your Skincare Brand Leaving Money on the Table?
A well-executed loyalty program isn't just about keeping customers—it's about dramatically boosting your bottom line.
We've seen firsthand how these tweaks can translate to serious cash.
Take Barefaced, for instance. After implementing our loyalty strategies, they saw a whopping 17% increase in sales.
That's the power of getting loyalty right.
Now, if you’re wondering about the untapped potential in your own loyalty program, we've got news for you: We're offering free audits to qualified Shopify skincare brands. Yup. Free. Tailored specifically to your brand.
Our approach goes beyond simple points and tiers. We dig deep into your brand's unique assets, customer behavior, and market position to create a loyalty strategy that's as unique as your skincare formulas.
Here's how we do it:
- Brand Story Deep Dive: Like we did with Murad, we'll put your brand under the microscope to uncover unique differentiators, hidden opportunities, and potential pitfalls.
- E-commerce Experience Analysis: Our analysis goes beyond purchases. We'll scrutinize your current customer journey, identifying friction points and opportunities to seamlessly integrate loyalty touchpoints.
- Sales Trend Examination: We're serious about hyper-personalization. By analyzing your sales data and forecasting models, we'll help you leverage your customer data (like those skin quiz results) to create hyper-personalized experiences that keep customers coming back. From there we'll craft a loyalty program that directly impacts your bottom line, drives sustainable growth, and still authentically represents your brand's essence and values.
- Product-Loyalty Optimization: Loyalty isn't a "set it and forget it" game. We'll conduct a thorough product deep dive to identify high-value opportunities, ensuring your loyalty program boosts sales of your most profitable items.
- Marketing Communications Audit: We'll review your current strategy to ensure your loyalty program is effectively and cohesively communicating to your audience across every channel and touch point.
Hit that Request Free Audit link below and let's turn your loyalty program into the moneymaker it was meant to be.
Because when it comes to the DTC skincare market, the difference between good and great brands often comes down to how well you reward your best customers.
