How Evelyn & Bobbie Increased AOV with Buy X Get Y Discount
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Evelyn & Bobbie (E&B) is a pioneering brand in the intimate apparel industry, dedicated to redefining women's experiences with bras. Loved by women worldwide, the brand boasts a remarkable customer retention rate, with over 50% of customers returning for more.
With an emphasis on eliminating pinching and pressure points, Evelyn & Bobbie offers a solution that allows women to say goodbye to painful marks and shoulder indents commonly caused by traditional bras. This case study delves into the unique challenges faced by this fashion and apparel store, including low Average Order Value (AOV), limited product awareness, and the need to win over price-sensitive customers.
Evelyn & Bobbie (E&B) is a pioneering brand in the intimate apparel industry, dedicated to redefining women's experiences with bras. Loved by women worldwide, the brand boasts a remarkable customer retention rate, with over 50% of customers returning for more.
With an emphasis on eliminating pinching and pressure points, Evelyn & Bobbie offers a solution that allows women to say goodbye to painful marks and shoulder indents commonly caused by traditional bras. This case study delves into the unique challenges faced by this fashion and apparel store, including low Average Order Value (AOV), limited product awareness, and the need to win over price-sensitive customers.
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Evelyn & Bobbie leveraged Buy X Get Y promotions, free shipping thresholds, and rule-based discounts via the Kite app to boost revenue, increase product sales, and improve cart conversion rate.
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Introduction
Evelyn & Bobbie (E&B) is a pioneering brand in the intimate apparel industry, dedicated to redefining women's experiences with bras. Loved by women worldwide, the brand boasts a remarkable customer retention rate, with over 50% of customers returning for more.
With an emphasis on eliminating pinching and pressure points, Evelyn & Bobbie offers a solution that allows women to say goodbye to painful marks and shoulder indents commonly caused by traditional bras. This case study delves into the unique challenges faced by this fashion and apparel store, including low Average Order Value (AOV), limited product awareness, and the need to win over price-sensitive customers.
About
Founded by a group of female engineers, Evelyn & Bobbie was inspired by the long-standing discomfort associated with traditional underwire bras. The brand's commitment to comfort is evident in its diverse range of bra styles, each meticulously designed and wear-tested by women of various sizes.
From the push-up effect of the Evelyn Bra to the adjustable features of the Beyond Bra, every product aims to cater to the specific needs and preferences of women.
In essence, E&B stands as a testament to what can be achieved when women design for women, creating products that truly resonate with their experiences and needs.
Challenges
E&B is a renowned brand in the lingerie category, yet it faces unique challenges, which include:
Low Average Order Value (AOV)
While the brand successfully attracts a substantial number of buyers, many of these customers make single-unit purchases rather than opting for multiple items in a single transaction. This trend poses a challenge for the brand's overall revenue, profitability, and faces high shipping costs.
Limited Product Awareness
E&B is known for its flagship product—the wireless bra. However, the brand has diversified into a range of products, including bikinis, thongs, shorts, bra tanks, and more.
Limited product awareness is leading to slow-moving inventory on several SKUs. Customers might not be fully informed about the benefits or features of the entire collection, resulting in missed sales opportunities.
Price Sensitivity
The intimate apparel industry is saturated with brands offering similar products at various price points. In this competitive environment, price sensitivity becomes even more pronounced. Customers have numerous options available to them, making it easier to compare prices and seek out the best deals.
Cart Abandonment
Cart abandonment is a widespread issue in e-commerce. E&B aims to reduce its current abandoned cart rate by ensuring consumers are motivated to complete their purchases. One significant reason for cart abandonment is high shipping costs.
Solutions
To address the challenges faced by Evelyn & Bobbie, a multifaceted approach has been implemented which requires custom discounts to solve these issues.
1. Buy X Get Y Promotions
To encourage higher spending per transaction and increase product awareness, Evelyn & Bobbie introduced a "Buy X Get Y" promotion.
With every purchase from the Bra collection, a widget appears featuring the "Get the Set" option, which helps users include complementary products like bikinis, shorts, and thongs directly from the cart or product page.
By promoting collections, particularly those featuring wireless bras, the brand aims to motivate customers to explore and invest in entire bundles rather than individual products. This strategy has positively impacted E&B's Average Order Value (AOV) and introduced new collections to shoppers.
2. Shipping Discounts
E&B implemented a free shipping threshold of $98 to motivate customers to add more items to their carts.
This strategy leverages the tendency of consumers to seek value in their purchases, encouraging them to explore additional products such as upper and lower wear and relevant accessories.
With a visual cue, Shipping Bar directly impacts E&B’s abandoned cart rate and helps reduce it. With the Kiteapp, they were able to club multiple discount rules in a single shipping method.
3. Rule-Based Discounts and Limited Edition Sales
To further entice customers, Evelyn & Bobbie has implemented rule-based discounts that offer up to 25% off on selected products and variants. They promoted this as a limited time offer which was configured via the Kite app’s campaign scheduling settings. This limited time offer creates a sense of urgency and encourages customers to make quick purchasing decisions.
By applying discounts on seasonal items, the brand has been able to sell slow-moving inventory and attract price-conscious customers.
Implementation
E&B used the Kite app by Skai Lama for all the above solutions. Below, we have listed the exact implementation of the features utilized by E&B, which other Shopify stores can draw inspiration from.
1. Buy X Get Y
Steps to Implement Buy X Get Y
Step 1: Open the Kite app, create a promotion, and select Dynamic Buy X Get Y.
Step 2: In the discount settings, under Buy X, choose a specific product collection or product where you want to offer Y items.
Step 3: Under the Get Y section, choose product collections or products you want to offer and assign the percentage off you wish to provide as the discount value.
Step 4: Customize this widget and enable it on specific product pages, collections, or in the cart. Feel free to edit the font, colors, and discount messaging.
Evelyn & Bobbie (E&B) offered free shipping on orders over a certain cart value.
Steps to Implement Free Shipping
Step 1: Open the Kite app, create a promotion, and select Shipping Discount.
Step 2: Under Discount Conditions, set rules where the cart subtotal defines the amount at which the shipping discount will be applicable.
Step 3: Set the shipping discount. This can be a percentage off or a specific amount off. In the case of free shipping, you can set it to 100% off on shipping.
Rule-based discounts helped set up limited discounts on certain products for E&B. This is one of the most widely used discount strategies in the industry.
Steps to Implement Rule-Based Discounts
Step 1: Open the Kite app, create a promotion, and select Rule-Based Discount.
Step 2: Choose discount criteria from a long list of options, including cart currency, product collections, variants, customer tags, specific locations, and new vs. returning customers.
Step 3: Under Discount Settings, configure whether this will be a percentage discount or an amount-based discount.
Step 4: A good practice is to add a banner on the homepage or a sticky bar promoting this discount.
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