Urban Decay shoppers love Perversion and Blackmail–and that’s a good thing

It’s an understatement to say fans of Urban Decay’s richly hued cosmetics with names like Vice lipstick and Perversion mascara are enthusiastic. They’re downright addicted. Devoted shoppers are crazy about products “made by makeup junkies for makeup junkies.” They’re equally nuts about Urban Decay’s long-standing, proven commitment to building deep, authentic customer relationships. The company provides robust mobile interaction, extends its brand presence with premier brick-and-mortar stores and offers a loyalty program that rewards frequency. No wonder Urban Decay has earned a global, and growing, customer base that’s highly engaged and passionately loyal to their favorite brand.

Focusing on post-purchase pays off

A logical next step for UD was to extend their fierce brand personality through the post-purchase experience with Narvar’s branded tracking solution. John Perasco, Assistant Vice President of Ecommerce at Urban Decay, says, “We are fortunate to have developed a truly devoted fan base, and Narvar provides a new channel for us to continue to build on that relationship.”

This new channel has paid off in spades. Since implementing Narvar, Urban Decay has seen customers who click through their tracking pages convert at a rate 31% higher than average, while their bounce rate is 25% lower than average. These customers are spending 37% longer on the site, too.

That’s not all: Urban Decay has earned an astonishing 725% ROI on their Narvar investment—all this from customers who are buying more while they’re still tracking a package they've yet to receive.

“We are fortunate to have developed a truly devoted fan base, and Narvar provides a new channel for us to continue to build on that relationship.”

John Perasco

Assistant Vice President of Ecommerce at Urban Decay

Expanding the UD experience across the entire customer journey

Urban Decay’s success comes from never losing sight of their customer’s needs across the entire journey. They have two freestanding stores which offer a rich, interactive, brand-immersive consumer experience where customers can access the complete product line and enjoy exemplary customer service and advice.
UD also recently launched their “Beauty Junkies” loyalty program, which provides special perks to members from free shipping and birthday swag to closeout product sales and VIP invites. “Consumers have so many choices about where to spend their money,” says Perasco. “Beauty Junkies helps give shoppers the best brand experience and the best brand value. We want to make people feel special.”

“Make customers feel special” has always been a topline agenda item for the 20-year-old company. Perasco is personally involved in providing unparalleled customer experience, not only on digital platforms & in the stores, but also by following up directly with customers who share both positive and negative feedback. “I have a group of die-hard fans who contact me directly by phone, email or text, as well as through Facebook and Instagram,” he explains. “I get questions and feedback, as well as information about what’s happening in the field.”

Beauty on the go

Perasco notes that when they send out a product release email, mobile traffic soars. “Our customers want full functionality on their mobile devices, period,” says the six-year UD veteran. “I’ll bet most of our consumers have never even seen the desktop version of our site.”

Narvar helps Urban Decay serve a consistent post-purchase experience to this highly mobile clientele. A whopping 84% of UD’s shoppers track their packages from a mobile device. (By comparison, the overall average for mobile package tracking across the Health and Beauty category rolls in at 67%.)

“Urban Decay has earned an astonishing 725% ROI on their Narvar investment — all this from customers who are buying more while they’re still tracking a package they may not have received yet!”

John Perasco

Assistant Vice President of Ecommerce at Urban Decay

John Perasco is excited to keep Urban Decay’s revenue on the upswing as the company gives its highly mobile, deeply loyal and very addicted customers even more of exactly what they want across every touchpoint. “Narvar helps us cultivate the devotion of our most loyal customers and maintain that crucial relationship through the full customer journey, keeping them coming back for more.”

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