Case Study: MacKenzie-Childs broadens its customer base with Afterpay

When MacKenzie-Childs Set Out to Broaden its Omnichannel Customer Base, Adding Afterpay was Key

MacKenzie-Childs, an artisan-driven home décor company, faced the challenge of broadening its customer base beyond its core audience of older, financially secure Baby Boomers. The company sought to modernize its brand, expand its digital footprint, and make the aspirational luxury shopping experience more accessible to a younger, more digitally-focused demographic. A key part of this strategy was to add a Buy Now, Pay Later (BNPL) payment option, which led them to partner with vendor Afterpay.

The solution was integrating Afterpay's service both online and in-store. Afterpay provided more than just a payment option; it became a marketing partner, collaborating on digital ads and including MacKenzie-Childs in its affiliate program and app. This partnership helped remove barriers to purchase and improve the ease of shopping. The results were significant, contributing to the company's direct-to-consumer business growing at a double-digit annual rate. Afterpay helped MacKenzie-Childs successfully reach a broader, younger audience and became one of the brand's top 20 affiliates for acquiring new, incremental customers.

MacKenzie-Childs

Larry Shaw

Chief Marketing Officer