Case Study: esmi Skin Minerals Australia achieves 3x average customer spend and increased customer conversion with LoyaltyLion

How esmi Australia tripled average customer spend, and increased customer conversion with LoyaltyLion

esmi Skin Minerals Australia is a vegan, cruelty-free, Australian-made makeup and skincare brand that saw rapid ecommerce growth after migrating to Magento 2. As cosmetics shopping accelerated during the pandemic, competition and digital marketing costs rose, so esmi needed to boost conversion, deepen customer engagement, and leverage loyalty data to personalize communications and accelerate ROI.

Working with Convert Digital and LoyaltyLion, esmi launched a branded loyalty program with points for on-site and custom activities (including YouTube subscriptions), tiered rewards, personalized automated emails, and Klaviyo and Zendesk integrations, plus dedicated onboarding and testing. In 12 months the program enrolled 58% of customers, doubled average spend among members, saw redeeming members spend three times more than non-members, and reduced first-to-second purchase drop-off to 43% versus 75% for non-members.

esmi Skin Minerals

Jaylon Martin

Ecommerce Manager