Curie: Capturing New Users at the Point of Discovery
Curie is the natural body care brand creating clean formulas, from deodorants to hand sanitizers, that are just as effective as their chemical-ridden counterparts on the market.
Since 2018, they’ve expanded from their flagship aluminum-free deodorant to a full product line, which can be found online and in Nordstrom, Bloomingdale’s, and Anthropologie.
We sat down with Curie Founder and CEO Sarah Moret to dive into:
Launching QR codes with Batch in a three-day turnaround
Why Curie was inspired by the awkwardness of locker rooms
How Batch is helping convert fitness studio lovers to Curie users
“We were striving to remove all friction from the purchasing experience — that’s the biggest thing Batch solves.”
The Early Days: Struggling to Bridge Offline and Online
As Sarah explains, she first conceptualized Curie when, prior to COVID, she frequented several fitness classes throughout LA. More specifically, she found studios like SoulCycle and Equinox would curate high-end amenities for their members, carrying brands like Le Labo and Kiehl’s.
However, every pricey fitness center was somehow still carrying heavily chemical deodorants found at your local drugstore, like Dove and Degree. So the earliest idea of Curie came to be: an effective, aluminum-free antiperspirant that’d collaborate with studios as marketing partners.
The Curie team began piloting pre-COVID — and before QR codes had become ubiquitous.
However, the Curie team quickly ran into what Sarah now calls their greatest pain point: struggling to find a feasible way to actualize a frictionless purchase experience, which would then seamlessly convert offline users in these fitness spaces into online buyers.
Sarah summarizes these early blockers to create a frictionless purchase flow in three steps:
Fitness studios would provide post-workout members with Curie deodorants in the lockers rooms as a form of brand exposure and marketing touchpoints.
Then, a potential buyer might use the product and then want to try or purchase more.
However, folks using the locker room after a workout don’t have enough time to search for a product online and buy it. Using Batch, potential customers could easily pull their phones out, scan a Curie QR code, and check out in 10 seconds or less.
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COVID-Induced Conversion Blockers
They eventually spun up two more attempts to actualize their conversion opportunity: selling Curie at studio entrances, where users could purchase and grab products on their way out.
However, despite pushing forward on new campaigns, studios:
Were short-staffed throughout COVID
Were not set up for their form of retail
Were pushing to keep a portion of profit
Curie also attempted to roll out text-to-order flows, where they put up signage during their pre-COVID pilot and instructed folks to text a number for an order link. It would keep Curie present in the user’s messages or inbox, yet still carried the friction of the checkout process.
Unfortunately, this text growth channel similarly didn’t produce the results Curie wanted.
“We struggled to effectively convert people because of how unique the user situation was. This is where Batch comes in.”
The QR Solution They’d Been Waiting For
It was roughly a year or so into the pandemic, as QR codes had become common practice when Curie began integrating them into their funnel. After all, according to Sarah, they knew the user interest and potential for conversions existed from their pilot programs.
They only needed the tech to facilitate the bridge from offline interest to online purchase.
In the meantime, they planned to make do with regular QR codes that’d link to the Curie website.
Then, right before the brand was due to launch a partnership with SoulCycle, Sarah was introduced to the Batch team. As she recounts the intro and onboarding experience:
She received a 30-minute rundown on the product over the phone and realized Batch was the exact solution they’d been waiting for.
Curie signed up the next day and their QR codes were printed three days later.
The Batch codes were put up in SoulCycle studios the week after that.
“Our Batch Tags were up in SoulCycle studios within a week of onboarding. It wouldn’t have worked if the Batch team couldn’t move fast.”
The Batch Impact: Driving Conversions, LTV, and More
Overall, Sarah summarizes Batch’s impact on her brand as threefold.
1. Pure Revenue Conversion
With Batch’s core product, Curie has manifested what she conceptualized years ago: effectively converting offline testers, from their partnerships with fitness studios, into online customers.
Signage with Batch QR codes has been up in all SoulCycle locations and 50 other studios, with more onboarding each day.
Sarah also expects that number to multiply by five throughout 2022, particularly as COVID restrictions wane.
By removing all friction between in-person discovery and digital checkout, she describes having Batch QR codes on Curie products in studios as pure revenue conversion.
This has also inspired the brand’s latest internal goal, which she’s confident they’ll meet through Batch: acquiring five new converted customers per week per studio location.
2. Reorders and Repeat Buyers
By placing QR codes on all Curie packaging, they’ve also applied frictionless purchases to the user flow for reordering. It’s a much-needed lift, seeing as their products are replenishable CPGs.
Diving deeper into this point, Sarah went as far as predicting that 100% of scans of packaging QR codes will be from repeat purchases for a few reasons:
In the most basic sense of user psychology: people are lazy and they’ll require the road of least resistance to be convinced to purchase a CPG from your brand again.
If a Curie user is nearing the end of a product, the ease of reordering a reliable one through the QR codes trumps the effort of searching online for an equal alternative.
Buyers are often wary of product subscriptions on a set restock cycle since they can’t estimate, for instance, how long one Curie deodorant stick will last them.
Now, as Sarah explains, Batch helped Curie make it as simple as possible for users to reorder the exact products that they need at exactly the right time they need them.
3. AOV & LTV Improvements
Finally, Sarah points to Batch’s functionality for creating QR codes that can direct users to more than just one select product. For instance, Curie users have shown an overwhelmingly positive reaction, as Sarah puts it, toward the brand’s unique scents and fragrances.
As such, a buyer who might scan their package’s QR code to reorder their deodorant spray in the White Tea SKU can also receive suggestions to add a White Tea body oil or candle.
As she explains, this has been critical for the brand’s focus on consistently driving AOVs because — while subscribers drive great value in terms of reliable revenue — having users reorder the same product every few months does not maximize their potential LTV.
Thus, Sarah would ultimately emphasize the versatility of Batch’s frictionless purchase flow for use cases that run the full consumer life cycle, from:
Converting locker room testers into revenue as first-time buyers
To regularly reintroduce long-time subscribers and repeat buyers to new products
“We’re so confident that, with Batch, our live products and their QR codes will be able to convert and see generous returns.”
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