How Black Velvet Drives Extra Revenue and Improves The Customer Experience Through 1:1 Conversations

About Black Velvet

Black Velvet is a cake store located in Sydney and formed in 2014 with the goal of bringing sublime dessert experiences to people on special occasions. They work with international talent and collaborate with passionate artists in the cake industry with one goal in mind - to “wow” any type of celebration. What started as a cute little cupcake store, turned into a powerhouse of gourmet products enjoyed across Sydney through their eternal passion to innovate.

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Why Black Velvet adopted conversational SMS marketing

Black Velvet’s goals were simple and straightforward - improve the customer experience, reduce abandonment rate, educate shoppers on their wide range of products, upsell new products and capture feedback on why people usually abandon their carts.

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Super easy implementation, even hands-off making money through basic flows and the concierge service. With the implementation of flows that will save approximately 3 hours a day of manual text messaging and allow us to move on to one complete solution for the SMS communication channel with our clients. - Luke, Director at Black Velvet Sydney

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Strategy

In working with Black Velvet, we adopted a classy approach to communicating with their shoppers. Most of the conversations are starting at the checkout stage and our strategy was to close deals using unique selling points and discount incentives.

Here’s what some of the unique selling points look like:

For Cupcakes

• We do have the best cupcake flavour collection so we’d love you to try them all!
• Great! You’ll never go wrong with these six wonderfully fresh-baked cupcakes!

For Cakes

• All of our cakes can be personalised to make it a truly unique experience for your special one!

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Two of the biggest pain points for customers were uncovered from the cart recovery texts. Here’s the feedback we captured and how we addressed it in order to turn shoppers into new customers.

Shoppers flagged high shipping costs. Our Concierge Team’s scripts:

• We always try to negotiate better delivery rates, but due to the super fragile nature of our goods, our rates are generally higher than standard courier rates in Sydney as special vehicles and extra care needs to be taken.

• That is not actually the exact shipping fee but this is an indicator that your location is outside of our service area. Should you still wish to confirm, open the chat window on our website so we can explain further.

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Results

• $29,444 Revenue
• 14x ROI
• 438 Orders
• 1534 Conversations
• 28% Conversion Rate

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Summary

In a nutshell, Black Velvet has achieved its goal. They are delivering above and beyond shopping experiences with Cartloop thanks to real-time, empathic, friendly, and personalized texting. Instead of leaving money on the table, Black Velvet decided to use Cartloop to provide human interaction at the right time with the right message to capture feedback, acknowledge customer needs, and text back and forth with your customers like friends.

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‍Why Cartloop?

Brands will continue to focus on marketing tools that enhance CX and create hyper-personalized experiences, and below are the reasons why Cartloop is your best choice.

• Get access to a Premium Customer Strategy Team that manages your SMS channel end-to-end, including setup, copywriting, creatives, and strategy.
• Get access to an SMS Concierge Team that works for you 24/7, across 10 countries.
• Instantly connect with customers where they spend most of their time with the Inbox
• Keep everything under one roof. One customer, one conversation, one phone number
• Lower your customer acquisition costs through a variety of subscriber growth tools that help you collect phone numbers and emails from day 1, so you can consistently run campaigns and drive repeat purchases.
• Integrate with Klaviyo, Gorgias, Zendesk, and more to keep all customer interactions synced.

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Need help building, scaling, and owning a reliable revenue channel? Book a demo with us, or try out our 14-day free unlimited trial!