Here at Granify, we love hearing about our customers’ success, so we were thrilled to hear that Clean Program increased their revenue from this year’s annual sale by more than 3.6 times last year’s sale revenue. The company implemented changes from lessons they learned last year during their annual sale, and it paid off.
Clean, a health and wellness company, is known for The Clean Program, a 21-day detox regimen developed by Dr. Alejandro Junger. The celebrity-endorsed program has an online community where participants can share their results and encourage each other. According to Dhru Purohit, CEO and founding partner of The Clean Program, 50% of their customers are referred from a friend. “For us community is everything,” Purohit explains. “It is a big part of the experience. It ensures that people stay engaged in the larger mission of wellness. And when people feel good and are a walking, talking example of health, their friends notice and want to try what they are trying.”
Purohit and his team established two primary goals for this year’s sale: re-engage customers who had not placed an order in the last year, and attract new customers by offering discounts on Clean’s high-end products. The company is confident that customers will become fans once they try Clean’s products and experience their customer support.
While the company occasionally discounts a few of their products briefly during the year, they only hold one storewide sale per year. This aligns directly with Clean’s positioning as a company that sells high-end products that are worth every penny. “I think when customers see a brand today doing too many sales, they start to feel that the product isn’t worth the money the company charges for it,” says Purohit. “We believe, for many brands, sales are used too frequently. Sales should do well, but not so well that you make them part of your core strategy.”
Last year, the annual sale was held in late August. However, customer feedback and data from the previous year suggested that the sale would be more successful if it was held earlier in the year, so this year’s sale took place in early June. Another change that the company made this year was turning the sale into into an event. They did this by branding it as “Clean’s Annual Summer Sale” and advertising it as a 48-hours-only event.
While Clean used a small amount of PPC and paid Facebook advertising to promote the sale, their success was almost entirely driven by their email marketing efforts. In fact, Purohit attributes 90% of the sale’s success to Clean’s email marketing.To supplement their email subscription list, Clean took advantage of their active Facebook page to reach their fans who had not yet opened the newsletter. To prevent customer confusion, they took down all sales promotion from their Facebook page once the sale was over. They learned last year that keeping Facebook promotions live when they are no longer relevant can lead to confusion.
Clean effectively harnessed the power of flash sales, email marketing, and online community engagement. The sale resulted in triple the amount of revenue from last year’s annual sale. Twenty-nine percent of the orders came from a mobile device or tablet thanks to Clean’s fully responsive and easy-to-navigate website.
Purohit offers this sage advice for brands: “Build a great product and a fantastic experience. Charge a good price for it. Don’t play games with your customer.”