Powered by Membership Services Ltd

Green People to launch online loyalty programme

Green People is planning to launch an online loyalty programme as part of its ongoing plan to enhance the customer journey.

The natural and organic beauty retailer is working with ecommerce agency Gene to implement a personalised shopping experience with membership features. The loyalty programme will offer incentives for engaging with content and different elements of the shopping journey, and this activity will also enhance the current repeat ordering and subscription system.

New technology will be introduced to connect customer account areas with Google Home and Amazon’s Alexa, enabling people to check the status of orders and request repeat purchases via these devices.

“We’re looking to create a bespoke and useful service for our customers to ensure they’re getting the most from the website,” said Stephanie Matson, marketing manager at Green People. “We’ll provide them with timely information and products that are pertinent to their own experiences, skin and hair type. There isn’t a typical Green People customer, and preferences change over time - people use our products from birth and throughout their lives. We’re drilling down to that level of detail.”

Green People, a 20 year old brand, is currently migrating its website onto the Magento 2 Commerce platform, which will allow the retailer to add and refine advanced functionality.

A complete eCommerce overhaul to improve the website and introduce innovative features has been carried out over the past 24 months. The new site gives Green People more control over landing pages and content, which has helped it interact with customers and build a community.

Greenpeople also introduced Apple Pay, one of the first online retailers to do so, and the website launched in the US, Sweden, France, Germany and Spain during this period.

The upgrades have enabled Green People to increase overall online conversion and revenue by 30 per cent, with mobile conversion rates increasing by 65 per cent..

“Following the original website revamp, a greater number of people are now visiting our site for the first time via mobile,” said Matt Parkinson, MD of Gene. “As a result, we’ll focus on mobile conversion with the latest upgrades. Alongside the loyalty programme, Green People will be adding Google Pay and improving the user experience by introducing some of the latest techniques in mobile browsing including Progressive Web App technology.

Gene provides Green People with consultancy, strategic planning and technical builds. Green People's content strategy is deployed using Gene’s proprietary Magento page builder and content management system tool, BlueFoot which was acquired by Magento in 2017.

“Around half of our customer base buys online and we’re responding with a commitment to innovation by offering a robust web and mobile experience, providing information through our blog and social activity and now building our loyalty programme,” Matson continued. “The consumer trend towards natural products is unprecedented - the organic body care industry in the UK has just seen its sixth year of growth, so there’s a huge opportunity for the Green People brand.”

To access our news archive, use the search bar on the top right of this page. To view any articles/past magazine issues, you will need to subscribe or sign in.