Company: Desiderate PTY LTD Thirroul NSW
Company Description: Desiderate is an Australian owned online store that specialises in quality, ethically handmade original modern bohemian designs in silver, gemstones and pearls. Our style is different to what you see elsewhere, it's a bit boho and a bit sparkly. Most pieces are designed by Janine, our founder who sources parcels of stone and has it cut and set to her requirements.
Nomination Category: Customer Service & Call Center Awards Achievement Categories
Nomination Sub Category: e-Commerce Customer Service Award - All Other Industries
 Nomination Title: Building customer connection online: Desiderate
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the nominated achievement since July 1, 2021, OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions for this category, provide them in the spaces below.
- Briefly describe the nominated organization: its history and past performance (up to 200 words):
Total 191 words used.
Desiderate sells beautiful and high-quality boho-inspired jewellery to a slightly older demographic than the typical jewellery retailer — Australian women aged 35-65+.
Desiderate is a thriving family-owned business, with a self-built website stocking 1000+products. This year total revenue surpassed A$3 million. I’m most proud of our thousands of reviews which reflect the passion and loyalty our customers have for our brand. We strive to not just satisfy customers but delight them at every opportunity.
For us customer service begins with an efficient website that makes it easy for customers to purchase. We share detailed product descriptions and photos to encourage decision making. And we have multiple buy-now, pay-later options. We provide an extensive blog to give customers helpful advice on sizing and gemstone meanings.
We have 53 000 followers on 15 200 followers on Instagram 126.73k monthly views on Pinterest
We use automated chatbot's to answer heaps of questions and direct them to the website to read blogs and that gets them on the website for retargeting.
We use manychat bots to create competitions where they go into a draw for a prize in exchange for joining our email list.
- Outline the nominated achievement since July 1 2021 that you wish to bring to the judges' attention (up to 250 words):
Total 231 words used.
We have implemented a number of successful customer service initiatives to encourage repeat purchase and become our customers’ go-to jewellery brand.
In August 2021 we upgraded our customer incentivisation strategy using Klaviyo. We introduced a custom-built and innovative nurture sequence that fosters an immediate connection with customers at first order.
We embed a generous 20% discount offer in the tracking email. This allows greater than average open rates of our first offer. This email sequence offers more than discounts. It has been carefully crafted to humanise our brand and create a customer connection. We share our brand story, and on their fifth order, they get a free gift. Customers receive a birthday gift voucher on their birthday. The birthday strategy is effective in re-engaging inactive former customers.The email sequence encourages Google reviews, which provide valuable social proof. We now have more than 837 5-star reviews on Google. Highly loyal customers who purchase 20 times qualify for their own permanent exclusive discount code.
In August 2022, we introduced an Australia-first online innovation, the virtual try-on tool. It is a fun, easy to use tool that allows customers to see how jewellery will look on their finger,wrist, neckline etc. While other retailers have similar tools, they can be clunky and hard to use. Our technology requires only a few clicks and customers don’t have to upload photos or follow complicated steps.
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 71 words used.
Klaviyo email sequence document shows the sequence flow of our email incentivisation and brand connection sequences
Sample of customer incentive emails shows actual copies of the emails customers receive
Shopify screenshot showing total sales revenue since launch in 2017 of more than A$3million
Klaviyo screenshot showing subscribe rate and open rate
Award support document provides further background on our brand, our products and people
Mailchimp data on average email open rate
- Explain why the achievement you have highlighted is unique or significant. If possible compare the achievement to the performance of other players in your industry and/or to the organization's past performance (up to 250 words):
Total 244 words used.
Looking into the data on our customer loyalty, our Klaviyo reports show that a total of 43% customers have used the 20% code within the first week since August 2021.
And 147 customers have qualified for the permanent discount code offer by making more than 20 purchases, contributing greatly to our $3 million total revenue to date.
The birthday strategy has allowed us to capture birthdate data for 37908 customers, making a significant contribution to our sales growth over that time period.
Our rate of Google reviews show the success of the email sequence, with more than 400 reviews secured since August 2021 bringing us to 837+ Google reviews.
The email nurturing sequence has reduced unsubscribes and the email list now has 59,993 subscribers with an open rate of 33%. The industry average open rate according to Mail Chimp is 15.68%.
Since we launched the virtual try on tool we know that 24% of customers have used the product. Numbers of try ons per website session vary greatly but usually between 3-8 pieces are tried on in a single visit. Virtual try on tool is used with 10% of final purchases. Our returns rate for ‘not liking the jewellery or /not suitable/ has decreased by 34% since the introduction of the tool, which improves our customer experience and saves us the cost in dealing with exchanges and returns from customers who chose a product they don’t like when they try in person.
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