The Business
Since their founding in 2007 in Hong Kong, Beauty Express Group has established itself as a leader in fashion and beauty across the Asia-Pacific region and beyond. Focusing on retail and distribution, Beauty Express Group has grown exponentially and their reach now includes over 80 stores world-wide, 600 staff and 8 beauty brands, including amika:, a US based line dedicated to “professional haircare + tools for a lifestyle of self-expression and hair rebellion against conformity and the mundane.”
The Challenge
Despite wild success with their brick-and-mortar locations, Beauty Express and their many brands, including amika, were severely lacking when it came to their email marketing campaign efficiency and performance. In 2019 they decided to change that, so they hired Chief Digital Officer Amir Azran who clearly saw the unbelievable opportunity, but also the inherent complications, of running a multi-national, multi-brand beauty line.
According to Amir – “The email marketing system we had in place was cumbersome and difficult to use. It was also unable to make product suggestions based on purchase history and the performance tracking was bad. We needed something to take us to the next level, and this wasn’t it”.
“Simple as that, Remarkety helped us generate more revenue and to build better relationship with our customers”
The Solution
The Beauty Industry certainly presents its fair share of challenges, and having had success with Remarkety with other companies, Amir knew that their system was uniquely positioned to turn these particular challenges into opportunity – “We needed one single system that could combine not only multiple brands, but would also allow us to house our triggered automations, weekly newsletters, review requests and transactional emails under one roof. Not only does Remarkety allow for that, but they make it simple.”
Additionally, Remarkety would also allow amika to easily take advantage of the beauty industry’s defacto-subscription-model by triggering personalized automated emails based on when consumers may need replenishment, something most email marketing system’s simply can’t offer.
The Results
In the first three months alone, amika Hong Kong dramatically increase their revenues with newsletter sends and well structured automation strategy.
Their 1 Hour Abandoned Cart Automation has a staggering 57.8% Open Rate, and their 24 Hour Abandoned Cart Open Rate isn’t far behind at 48.3%. They’ve also created 71 different newsletter campaigns, sent almost 2 million emails and they’re maintaining an almost 13% Open Rate.
amika hong kong’s best performing newsletter to date also pulled in well over 6 digits in conversions in a single send. Given these results, the plan moving forward, according to Amir, is to introduce Remarkety email marketing across all 8 Beauty Express Brands in the very near future.
“Remarkety covers all our email marketing and automations needs and much more.”
– Amir Azran, Chief Digital Officer
