From Buzz to Loyalty: Beauty of Joseon Achieves 5.8X Higher Revenue with Retentics
See how Retentics helped Beauty of Joseon transform their consumer buzz into loyal customers with personalized post-purchase strategies, resulting in 5.8X higher revenue and 1.8X higher order rates through smart triggers and data- driven cross-selling recommendations.
Mar 10, 2025
Challenge
Within just one year, Beauty of Joseon (BOJ) was showing an outstanding presence in Amazon and generating a tremendous buzz with their sunscreen products. Subsequently, they sought to improve their strategy and convert their growing customer base into long-term, loyal buyers.
Retentics stepped in with the mission to help BOJ retain their rapidly growing customer base, by optimizing their post-purchase flows to align perfectly with their brand and customer journey.
Solution
By diving deep into customers’ purchase data, BOJ could reveal key correlations between product categories. This strategy enabled more personalized emails with powerful cross-selling item recommendations.
Retentics' advanced triggers also became their secret weapon for tailoring the right products precisely to the customers most likely to make that purchase.
Focusing on different approaches for each customer segment mainly by first-time buyers, repeat buyers and churn-risk buyers, BOJ’s emails could deliver even more targeted experiences.
Key Results
By adding Retentics smart triggers and cross-selling item recommendations, BOJ’s personalized approach caused in a 5.8X higher revenue and 1.8X higher order rate.
Beauty of Joseon is a Korean skincare brand that mixes traditional Korean beauty secrets with modern skincare science. Their products, packed with natural ingredients like ginseng and herbs, are gaining a huge fan base for their improvement in skin texture. With packaging that draws from the Korean heritage, the brand delivers skincare that's gentle but gets results, helping people achieve that healthy, glowing skin everyone wants.
Before using Retentics, Beauty of Joseon had just launched their website and was showing an outstanding presence in Amazon. They were generating a tremendous buzz with their sunscreen products, resulting in explosive sales growth and a loyal fan base following within just one year.
However, this viral success presented a challenge: new customers were flooding in, and Beauty of Joseon was looking to enhance their approach to converting them into long-term customers. Exploring ways to build up a more powerful email marketing strategy such as loyalty programs, they were looking for a solution to help them maintain customer retention beyond initial purchases.
Retentics stepped in with the clear mission to help Beauty of Joseon retain their rapidly expanding customer base by enhancing their email marketing system, especially through developing customized post-purchase flows that aligned perfectly with BOJ’s brand characteristics and their customer journey.
With Retentics' solution, BOJ dramatically transformed its post-purchase strategy, expanding target range to all products and reaching the right customer at the right time, to achieve a remarkable 5.8 fold revenue increase and 1.8 fold boost in order rates.
Previously, Beauty of Joseon was using their own post-purchase flow solely for their hero products, sending reminder emails in a manually set timeframe (ex. 25 days).
While this approach provided a foundation, it had two key shortcomings:
First, as BOJ expanded to about thirty diverse products and gained viral attention, they aimed to provide new customers a special brand experience and increase their revisit rate by offering the opportunity to explore their full product range.
However, the existing replenishment strategy was solely focused on refurbishment of the same product itself, making it difficult to make their emails encourage diverse product experiences and cross-selling.
Additionally, the manual timeframe following a vague repurchase cycle overlooked crucial factors, such as individual purchasing patterns and the number of orders placed for each product.
Retentics addressed these challenges by adding smart prediction triggers and personalized recommendations, tailored to BOJ's brand characteristics.
Targeted Triggers Added to Strategic Customer Segmentation
Retentics triggers were added to Beauty of Joseon’s specialized post-purchased flows.
The email flow was optimized to encourage post-purchase behavior across different customer segments as follows.
First-time customers:
For customers making their first purchase, the next email was sent at the optimal timing to encourage their second purchase. This approach ensured that customers would leave with a positive memory of the brand and be motivated to consider future repurchases.
Customers with repeat purchases:
For customers who had already made multiple purchases, their individual purchasing patterns were carefully analyzed to determine the most effective timing for sending followup emails. By identifying the precise moment to reach out, BOJ could maximize the likelihood of additional purchases and strengthen customer loyalty.
Churn-risk customers:
Customers who were identified as being at risk of disengaging were targeted with strategically timed emails. These communications were designed to reignite their interest and prevent them from completely abandoning the brand.
By analyzing purchasing patterns and delivering targeted experiences, BOJ could successfully increase customer loyalty and repeat purchases.
Personalized Cross-Sell Emails with Data Insights
Beauty of Joseon was also able to enhance their marketing performance by using smart triggers and analyzing individual purchasing patterns. By examining customers’ full purchase history, BOJ uncovered valuable insights into product relationships and customer behavior.
The analysis revealed correlations between product categories, for instance the connection between sunscreen and cream purchases.
This structured understanding of product interactions allowed for precisely targeted item recommendations, identifying the most promising cross-selling opportunities.
By utilizing Retentics' advanced triggers to assess each customer's complete purchase history, Beauty of Joseon could tailor the right products precisely to the customers most likely to make that purchase.
With this personalized approach BOJ’s flows resulted in substantially higher open rates and conversion metrics.
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