Shine On Leverages Triple Whale to Increase Revenue +84% and AOV +12%
Shine On is a New Zealand-based fashion company, founded by Fee Kirkpatrick in 2002. Starting as a garage business, Fee sourced vintage clothing through thrift shopping and sold one-off pieces on a second-hand marketplace called Trade Me, while simultaneously building a strong social media following. From 2013 to 2015, she expanded to a Shopify store, buying from larger suppliers to sell new clothing. The business scaled up quickly, thanks to community engagement and an effective organic social media strategy, particularly on Facebook.
Today, Shine On operates 4 retail stores in New Zealand and serves customers in both New Zealand and Australia through their online store.
Challenge
Daniel joined Shine On’s team in late 2021. Prior to bringing Triple Whale on board, Shine On faced multiple challenges in their digital marketing strategy. These issues largely stemmed from inaccuracies in Facebook's customer reporting, which failed to correctly distinguish between new and existing customers. Misleading metrics led to misguided decisions, resulting in wasted ad spend and an inability to efficiently capture new customers. Additionally, the transition from Google Analytics to GA4 introduced further complications, emphasizing the need for more effective attribution tracking and better integration of Shopify's first-party data with ad accounts. The above issues were amplified when the company hit a growth plateau in 2021, coinciding with changes in iOS privacy settings. This led to shrinking remarketing audiences and less clarity on the efficacy of paid channels for new customer acquisition, making key metrics increasingly unclear.
Solution
Upon discovering Triple Whale, Daniel found a solution that addressed all of Shine On’s pain points. The product, he admits, sounded almost too-good-to-be-true initially, promising accurate first-party data to guide ad spend and strategy. After a demo, the Shine On team was impressed with Triple Whale's user interface and overall experience, highlighting the quality of their development and product teams. Triple Whale's ability to seamlessly integrate with their systems felt as if the solution had been custom-built to cater to their specific needs, making it an ideal answer to their ongoing challenges.
"In our industry, we've been grappling with the cost of living crisis, inflation, and the current recession over the last two years. Word on the street is that most of our competitors have really struggled with their online sales, with year-on-year dips of 10%, 15%, 20%, or even more. Whereas we've managed to stay steady and even achieve growth in some months. I attribute this success the improved structure of our paid advertising, thanks to the clarity provided by Triple Whale."
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