Skincare company, founded to employ survivors of human trafficking, experienced significant growth using CXA and is featured in ActiveCampaign’s Customer Love Campaign
ActiveCampaign, the leader in Customer Experience Automation (CXA), is kicking off its month-long Customer Love Campaign by highlighting the success of its customers, including Apple Rose Beauty, whose mission is to employ survivors of human trafficking and donate to organizations involved in their rescue and rehabilitation. ActiveCampaign is also featuring many Black-owned businesses in its month-long campaign to recognize Black History Month, driving consumers to its updated Black-owned Business Guide. A recent consumer poll conducted by ActiveCampaign revealed that supporting Black-owned businesses is top-of-mind for consumers. In fact, more than 60% of consumers surveyed already prioritize or want to prioritize buying from Black-owned businesses.
“Our customers continue to amaze us with their drive and innovation in a rapidly changing environment. That’s why we are so proud to continue helping them grow with customer experience automation”
Using CXA, Apple Rose Beauty turned a mainly in-person approach into a thriving ecommerce business overnight when the pandemic hit and face-to-face interaction wasn’t possible. This is a situation many ActiveCampaign customers found themselves in. In fact, in the company’s recent survey of 500 businesses, nearly 70% of companies that grew over the past year changed their business model in some form — whether that meant moving services online, targeting different customers, or building a hybrid model with in-person and online services. Kristy Alexander, Founder and Chief Big Heart of Apple Rose Beauty, implemented automations, created 1:1 experiences and grew the company’s online sales by 300% with the help of ActiveCampaign.
Before the pandemic, only about 30% of Apple Rose Beauty’s business came from online sales. Most of its revenue came from live events, where they were able to get immediate, direct feedback from customers that helped them stay connected. To mimic that in-person experience, Kristy pivoted her email marketing to be more conversational. Prior to COVID shutdowns, email only accounted for 12-15% of Apple Rose Beauty’s total revenue. Today, it consistently accounts for 30-35% of its total revenue. With ActiveCampaign, Apple Rose Beauty is able to deliver a personalized experience at scale so Kristy and her team can focus on delivering great products to their customers.
ActiveCampaign’s most recent poll of 1,000 consumers found that nearly half of those surveyed learn about Black-owned businesses from social media and 42% hear about them by word of mouth, making the experience these businesses provide across channels crucial to future business growth. The data also revealed that over the past year, many consumers have altered their buying habits due to climate change or social justice issues. Nearly one quarter of consumers surveyed now look for sustainable brands, 19% look for brands owned by BIPOC (Black, Indigenous and People of Color) and 19% look for small businesses to shop from.