How Sunrise Flour Mill Generated ~$11,000 Winback Revenue through Gift Cards

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About Sunrise Flour Mill

The post-COVID era has made the world more health-conscious, especially regarding the impact of food on our lifestyle. Not only fast food, but the quality and nutritional value of home-cooked meals are also questionable due to alarming sugar levels and overall quality.

As Darrold from Sunrise Flour Mill consumed more bread and pizza, he experienced increasing achiness, lethargy, and new symptoms every few months. Sinus problems, headaches, and severe gastric reflux confined him to sleeping nearly upright for a year.

Despite consulting numerous doctors and trying various medications, Darrold's debilitating symptoms remained unresolved. Specialists provided no further understanding of his illness.

Recognizing that 50% of a vegetarian diet relies on grains and millets, Darrold and Marty Glanville, owners of Sunrise Flour Mill in North Branch, MN, seized the opportunity to provide single-source, organic, heritage flour. Their wheat is grown in nutrient-rich soil without chemicals, and no additives or bleaching agents are used.

Wheat serves as the foundation for baked goods, and better flour enhances your baking skills. If you struggle with gluten sensitivity and miss the flavor and comfort of homemade baked goods, consider heritage wheat from Sunrise Flour Mill, where you can trust in the highest quality.

Business Challenges

In today's eCommerce world, capturing customer attention has become increasingly challenging. The average consumer is constantly bombarded with promotions and ads all over the internet. With every brand claiming to offer the latest and greatest product, it's difficult to stand out. Moreover, rampant discounts are constantly being advertised, often inflating product prices threefold.

One staple ingredient that finds its way into multiple dishes, such as breakfast, pasta, pancakes, and bread, is flour. It is a product that is repurchased regularly, either on a monthly or bi-monthly basis. Despite being aware of the benefits of heritage wheat flour, customers often end up buying ordinary flour when they visit the nearest grocery store.

This poses a problem for Sunrise Flour Mill, as their customer retention rate was questionable and running ads proves to be a costly alternative. They needed a campaign that would not only attract their old customers but also entice them to make repeat purchases.

Strategy for Retention through Gift Cards

Sunrise Flour Mill joined forces with GiftKart from Skai Lama, to develop bulk gift cards to be sent out to their customers. Astonishingly, Sunrise Flour Mill managed to issue over $60K worth of gift cards within a span of two days.

By leveraging a seamless integration of GiftKart with Klaviyo, Sunrise Flour Mill automated the entire campaign process, starting from the creation of gift cards using GiftKart to sending personalized emails to customers through Klaviyo. The primary focus of the campaign was to target customers who hadn't made a purchase in the last 6 months. As an added touch, the campaign included specially designed gift cards featuring a personalized message from the founder, particularly aimed at customers with a history of high-value purchases.

Results : Customer Winback and Increased Revenue

Sunrise Flour Mill successfully demonstrated the effectiveness of a winback strategy, showcasing its higher return on investment (ROI) compared to traditional discounts. Within a mere 7-day period, $1.58K worth of gift cards were redeemed by 158 customers which generated ~$11,000 in upsell revenue. There was also a 33% bump in AOV from $60 to $80.

Remarkably, all of these impressive results were achieved with just 1 hour of setup effort. Gift cards have proven to be a better tactic to retain existing customers compared to flat discounts.

If you want to replicate the same campaign, here’s how you can do it:

💡 If you have questions and would like a meeting to help set up your reward program, feel free to book a meeting here.

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