Case study for PopLush Embroidery
Lead Designer: Jeffrey Opp
Brand Manager: Megan Eckman
Goal
Build deep customer-brand relationships that sustain the business so it can provide fans with bold embroidery designs.
Audience
People who do some crafts or creative things such as knitting and cross-stitch but are not serious about sewing. This brand has a high percentage of tattooed librarians, body-positive belly dancers, and ex-roller derby players as fans.
Research conducted
We worked with Lucky Break Consulting for the rebrand and conducted customer research, competitor analysis, and conversational research.
Ongoing research includes:
Surveys, customer interviews, conversational research, website analytics, email metrics, club subscriber stats, and subscription churn analysis
PopLush design guidelines
PopLush embroidery website
After rebranding and redesigning the website we observed a 70% expansion in returning user traffic.
Email marketing templates
These simple email templates put the focus on the content and the message of the marketing. They consistently provide an open rate twice the average for e-commerce. Some customers have been engaging consistently with the mailing list for six years.
Certificate of achievement
Certificate of achievement part of customer engagement campaign.
Kit papers and instructions
Each kit paper opens, teaching the four basic stitches needed to complete any PopLush Embroidery design. This feature expands access to more users.
Unboxing experience
We crafted an unboxing experience that delights customers, boosts social media engagement, and supports a 5-star customer rating.
Kit packaging
These rack cards are sent to resellers to help show off the best features of the kits. The design is intended to work for both reseller employees and their customers.
Rack cards
These rack cards are sent to resellers to help show off the best features of the kits. The design is intended to work for both reseller employees and their customers.
Wholesale line sheet/ lookbook design
The customer-centered design approach to business operations helped drive a 68% repurchase rate. Customers have purchased up to 80 orders for themselves and their loved ones. 43% of our customers trust the brand enough to buy more than one product type. The average customer purchases five times while the average club subscriber purchases nine times on subscription products alone.
What we learned
Many customers like to have something to do while watching TV. Others enjoy a tactile pastime in a predominantly digital world. For some, it helps calm their anxiety. Many club subscribers say it is like a gift that they look forward to getting.
