Compana Pet Brands turn collaboration into +14% CLV & 22% less one-time buyers

As retail rapidly evolves, it's common for brands to find their home in a group portfolio, each with its unique identity and customer base. However, fostering collaboration, and achieving cohesion across multiple teams is essential for driving positive business outcomes.

Enter Lexer, the Customer Data and Experience Platform (CDXP) that empowers brands to harness the power of their own customer data for insight and engagement. In this article, read how Compana Pet Brands, home to Bullymake, Dinovite, and Doggie Dailies, leveraged Lexer to level-up its collaboration, customer understanding, and customer engagement, leading to double-digit increase in Customer lifetime value (CLV) and reduction in one-time buyers.

"Because of Lexer we were able to easily identify we had a low retention rate and could put resources behind improving that and track the success of our efforts in the tool." - Marc Feller, VP Digital & Ecommerce.

A customer-centric culture 

Brands of all sizes can grapple with siloes, hindering effective collaboration. Lexer helps bridge these gaps by using customer insight as the tool to bring different teams together, under the banner of customer-centricity, with the shared goal of improving customer experience. 

To Learn more about how brand holding groups can use their customer data and CDXP to gain a competitive advantage, read our playbook.

The recent DTC Summit hosted by Elisha Reisser, Director of Success at Lexer, brought together key stakeholders from the Compana marketing, brand, DTC, and leadership teams.

Attendees included Marc Feller, VP Digital & Ecommerce, Tina Lee, Senior CRM & Lifecycle Manager at Bullymake, Holly Walker, Marketing Director at Doggie Dailies, Caroline De Vecchio, Senior Director at Doggie Dailies & Dinovite, Zoe Kharasch, DTC Marketing Manager, and Olivia Cooke, Marketing Director.

The summit provided an open forum to discuss plans for the upcoming year, with a focus on building and growing loyalty and retention strategies. Collaborative sessions allowed for the exchange of insights and ideas, ensuring alignment across teams, and setting a clear roadmap for the year ahead.

Identify, predict, and act‍

‍Gone are the days of data analysis and insight being confined to analytics teams. Now all teams are expected to be customer experts - with a deep understanding of who their customers are - and what makes them unique. 

With all of their customer data unified and enriched in the Lexer CDXP, Compana Pet Brands now had the technology and the tools to make better data-driven decisions for each of their roles.  

Whether it's marketing, ecommerce, retail, IT, or customer service, Lexer provides role specific insights that surface customer behaviors, identify areas for growth, and help drive strategic initiatives. 

‍"Lexer has been helpful in providing insights on our customers to better understand them and their purchasing behavior. We have a very broad range of customers and with the help of Lexer, we're now able to identify specific segments with different offers and promotions, and push certain segments via paid." Olivia Cooke, Marketing Director, Dinovite.

Compana’s ability to now predict customer behavior and implement successful cross-product promotions was another key use case.

"Lexer has allowed us to stay one step ahead of our customers, by understanding what they are most likely to purchase next and allowing us to implement successful cross-product promotions to drive higher AOV." Holly Walker, Marketing Director, Doggie Dailies.

Loyalty and retention

For Compana and its portfolio of brands, the new insight and understanding of customers has been crucial for driving loyalty, retention, and revenue growth. By utilizing Lexer, the company has been able to segment its customer base more effectively, identifying high-value segments, and tailoring personalized campaigns. 

‍"Lexer has been extremely helpful in identifying different customer segments that we can push into Klaviyo and create customized content and offers. For example, we used Lexer to identify a segment of high value customers that were inactive but still email engaged, and we send them aggressive monthly offers that drive great revenue." - Tina Lee, Senior CRM & Lifecycle Manager, Bullymake.

Caroline De Vecchio, Senior Director at Doggie Dailies & Dinovite, acknowledges Lexer's contribution to improving retention rates and tracking the success of efforts.

‍"I love utilizing Lexer to analyze our business because it makes it easy to identify the drop off between our one and two-time purchasers. We were able to target one-time buyers strategically to get them to make their second purchase.
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The results: +14% CLV and 22% less one-time buyers

With Lexer, Compana Pet Brands has seen a significant improvement in customer engagement and satisfaction, driving revenue growth across its brands. 

‍Bullymake achieved 14% YoY customer lifetime value growth, and Dinovite dramatically reduced their ratio of one-time buyers by 22%! 

‍Lexer doesn't just offer a one-size-fits-all solution; it's designed to cater to the needs of each brand and retailer. We work as an extension of your team. We know technology will only get you so far. So Lexer’s onboarding, implementation, and strategic consulting services will help your team adapt to the ever-evolving retail world, level up your analytics, and fill any gaps in your team’s resources to ensure a smooth, successful CDXP adoption.

Interested in learning more about how Lexer can help you improve customer experience and grow sales? Book a demo with one of our retail experts today.