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 Background
Reflect.com was founded in September 1999 as a joint venture of Procter & Gamble and IVP/Redpoint Ventures as the first-ever customized beauty company. Leveraging the power of the Internet, Reflect.com was born from a desire to meet women's individual beauty needs. Its revolutionary customization process includes a series of questions about desired product benefits, physical attributes, lifestyle, and personality, and enables women to create beauty products-color, skincare, haircare, and fragrance-blended and designed to meet their specific needs. Intercept helped Reflect.com formulate and execute its online marketing strategy. Objectives
Target Audience
Strategy
Intercept initially began working with Reflect by focusing on solo e-mails, but noticed a decrease in ROI resulting from a saturated e-mail market. Intercept proposed a new strategy that incorporated a variety of proven placements as well as new opportunities.
Results
In less than six months, Intercept was able to record a 400% increase in new customer acquisition. After beginning with a small test buy, Intercept has now emerged as Reflect's preferred third-party partner. Reflect's budget allocation to Intercept has increased more than 700% and continued to increase month to month, while new customer acquisition costs continue to decrease. Through Intercept's work with keywords alone, Reflect's sales doubled while the monthly spend remained constant. Feedback
"Reflect.com's relationship with Intercept began with a small media buy. Their team has consistently proven to be more responsive, reliable, professional, and effective than any other agency we've worked with. Because of their outstanding customer service and deep understanding of Reflect's unique value proposition, marketing objectives, and acquisition goals, Intercept is now a key strategic marketing partner. I have been impressed with their knowledge of the industry and their ability to identify and secure programs with dozens of publishers in very short periods of time. I personally hold a great deal of respect for their work ethic and negotiation style and appreciate their genuine concern for results. Because of their ability to deliver sales while improving our ROI, we have increased their monthly budget by over 700% from what it was a year ago. Intercept has very much become an extension of Reflect's own marketing team. We continue to deepen our relationship as we rely on their unique insight into the interactive landscape and count on them to introduce us to the latest marketing technologies and advertising opportunities that are critical to meeting our overall business objectives." Christy Cook Ziglar, Director of Business Development |
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