Sculpted By Aimee Boosts Email Capture Rates by 275% with Shopify POS

Sculpted By Aimee is an award-winning makeup brand on a mission to empower everyone to love the way they look through minimal, easy to use products. Founded in 2016 by makeup artist Aimee Connolly, the brand expanded quickly as they built partnerships with major retailers and even the international airline Aer Lingus. Today, the brand also operates four brick and mortar stores in Ireland and the UK that offer a range of cosmetics and skincare products and services.

As Sculpted By Aimee developed their retail presence, the team found it was often a challenge to collect customer emails during in-store transactions. The manual process they relied on was inefficient, leading to missed opportunities for customer engagement and loyalty. But by integrating Shopify POS and its customer receipt selection feature, the brand improved their data capture process, resulting in substantial improvements in email collection rates and overall customer experience.

• 275% increase in email capture across all retail stores
• 3-4X higher customer lifetime value (LTV) for omnichannel shoppers vs. online-only
• Unified customer data across channels enabling a seamless loyalty program integration and personalized marketing
• Streamlined workflow for retail staff who report more natural customer interactions and easier data collection process during checkout

The Challenge: Inefficient email capture process

Sculpted by Aimee faced significant challenges in capturing customer emails in-store. While email capture rates were a key performance metric tracked by the brand in each store, it wasn't hard to see that their existing tools were stifling their ability to hit their targets. "Adding a customer to a sale was a bit of a nightmare," says Kevin Clarke, Head of Ecommerce at Sculpted By Aimee. He describes how the brand's retail staff had to navigate through a cumbersome process to add new customers and manually enter customer information into a digital form, which was a time-consuming process that disrupted the flow of the checkout experience.

The lack of an efficient email capture system meant that Sculpted by Aimee was missing out on valuable customer data, essential for personalized marketing campaigns and loyalty programs. Without customer emails, the brand couldn't effectively communicate with their in-store customers post-purchase, limiting their ability to drive repeat business and build long-term relationships. It also hindered their ability to understand customer behavior and preferences, impacting their customer engagement and retention efforts. The brand needed a way to streamline the email capture process and build a more robust customer database so they could deliver a more unified, omnichannel experience.

The Solution: Shopify POS Unifies the Customer Experience

To overcome their data capture challenges, Sculpted by Aimee began using Shopify POS Terminal and the customer receipt selection feature in all of their stores. Kevin described this as an easy decision, saying "I ordered POS Terminal for all of our stores as soon as I learned about how they could be used as both data capture points and card terminals." The decision proved to be a wise one.

By automatically prompting retail staff to add new customer details during the checkout flow, Shopify POS addressed the difficulties the team was facing. Collecting customer data immediately became a natural part of the transaction process instead of a cumbersome add-on. Kevin shares how the team encourages customers to share their emails, saying "We explain the benefits, such as getting access to rewards and other exclusive offers, and we make sure they know they can opt out at any time. It's a simple process and also ensures we stay compliant with GDPR regulations."

Collecting these emails helps strengthen Sculpted By Aimee's omnichannel strategy, which is crucial for providing a seamless customer experience across all touchpoints. "Having that kind of data capture available in stores allows us to build a unified customer profile," explains Kevin. "We can then send notifications to customers through our app and make offers that are much more personalized."

The brand uses third party apps Klaviyo for email marketing and customer engagement and Loyalty Lion for their loyalty program. The integration of these tools with Shopify POS has further enhanced their ability to engage with customers as captured emails are automatically synced with Klaviyo, enabling Sculpted By Aimee to send personalized marketing emails and post-purchase flows. The loyalty program is integrated across both online and in-store channels, ensuring customers earn and redeem points seamlessly through their profiles.

The Results: Significant Boost in Email Capture Rates

The implementation of Shopify POS with the customer receipt selection feature led to remarkable improvements in Sculpted by Aimee's data capture process. "At our UK flagship store in London, we've seen a 74% increase, and a 60% increase at our flagship store in Ireland," says Kevin. And he emphasizes that it's not just the flagship stores seeing dramatic uplifts. "Every store has seen massive improvements and are smashing their data capture goals every single week thanks to Shopify POS.

Kevin attributes this success to how much easier the receipt selection feature has made collecting customer information for the brand's retail staff. "It makes their lives easier, especially during busy periods," he says.

But most importantly, Sculpted By Aimee can now engage with their customers in more meaningful ways and reward them for their loyalty like never before. "By gaining a full view of our customers and their buying behaviors, there's just so much more we can do in terms of sending personalized offers and even gifts every once in a while," says Kevin. "We look at it like we're building a community, which we're excited to continue to expand throughout the rest of the world."