Prima is a science-backed whole body wellness brand that makes potent plant therapeutic skincare, body care and supplements with organic hemp CBD and functional botanicals to help combat stress and target issues at their source. Prima’s products are made with the highest standards of purity, potency and transparency, using clinically-studied plant ingredients.
Built on a core foundation of sustainability, transparency, accountability, and corporate responsibility, Prima is Climate Neutral Certified, certified Plastic Neutral, and a certified B Corps.
Being a brand that has both elements of CPG and cosmetics in their business, Prima came to Peel looking to get a better view of their customer behavior data. They wanted to unlock both their acquisition story and their retention story, which are everything to brands that are looking to acquire and retain high value customers.
Understanding what acquisition channels are bringing in valuable customers as well what initiatives are driving customers to repurchase were of major value to the team at Prima.
“As a start-up, retention/cohort data is one of the most valuable tools in our toolbox — yet it's one of the most challenging to access. Within a day of downloading Peel, we had access to dozens of out-of-the-box valuable reports and visualizations that provide us with actionable insights into our consumer's behavior. We're so impressed with the product and team. Plus the monthly cost is less than the hourly rate of our outsourced data team!”
- Annie Ricci, Sr. Manager, CX, Loyalty and Retention at Prima
Analysis they needed:
Focusing on the retention side, the team at Prima has been using Peel’s Cohort Analysis metrics to follow, measure, and analyze their customers' purchasing behavior. The cohorts in Peel are broken down by month, showing the amount of customers who were acquired (first purchased from Prima) and then the data in the cells is the analysis the cohort chart is measuring – whether it is Average Order Value, Lifetime Revenue, Repurchase Rate, Number of Orders per customer.
The team at Prima uses these to continually measure initiatives that they are running. They take Peel’s pre-built reports, segment them by discount code, product, or any other dimension, and with just 2 clicks get a read on the health of different projects.
For example, one of the most helpful segments in their stack is discount codes. With this dimension, because of how they use it, they can measure the efficacy (with ease!) of the influencer campaigns they are running. They go to the Lifetime Value metric, click segmented by, select the segment – the discount code, and then voila they can quickly see the lifetime value of the customers who discovered Prima from that influencer.
They do the same with Repurchase Rate or Days Since First Order, Average Order Value, etc. to quickly learn as much about the customers this influencer brings in across Lifetime Value and Retention analysis, so they can understand the efficacy (with ease!) of the influencer campaigns they are running.
Additionally, the team likes to look at the analysis overall to spot and analyze patterns; that might lead them through a rabbit hole of detail that traditionally would take hours to solve, but in Peel because the reports are all readily available and take 5 minutes to uncover the delta. For example, one month was different then the others and they pinpointed it after checking – AOV by Cohort, Revenue by Cohort, Discounts by Cohort, Refunds by Cohort, and segmenting it by products – they followed patterns, pinpointed it to an initiative that they ran on a specific day.
Boom - the data tells you what is what.
They have measured initiatives like AOV gifting and vendor gifting of sample products to see if there was significant ROI.
Knowing exactly what is happening with the marketing, retention initiatives that you’re running allows you to validate, change course, experiment and find growth in all you do – the power behind that is data analysis.