Vape & Vape Accessories
Over ten years ago, Planet of the Vapes started with a young man selling Arizer Extremes on eBay via his second-floor Brooklyn apartment. Today, the brand is a global vaping retailer operating on Shopify Plus with more than a decade of industry experience. As an eCommerce category leader, Planet of the Vapes runs the highest consumer-rated herbal vape store as well as the largest by overall sales revenue in the US.
What makes this Shopify Plus brand stand out is its culture of experimentation. The team is constantly looking for innovative ways to improve the customer experience and build meaningful relationships with shoppers, increasing their customer LTV.
😍 89,935 web push subscribers
🥳 4% average click rate on web push notifications
📈 15% CTR with browse abandonment automation
💌 For returning users, web push reached a third of email traffic
🚀 188x ROI with PushOwl
When selling within a regulated market, running Facebook ads is out of the question. For stores like Planet of the Vapes, this means losing out on re-engaging store visitors via paid advertisement. Especially those high-value visitors who previously browsed their product pages or added an item to their cart.
Founder, Planet of the Vapes
The brand wanted to tap into new marketing channels that allowed them to re-engage visitors and promote their products without having to run ads. Keeping Planet of the Vape's north star LTV in mind, it was essential to find avenues that make the business independent from traditional pay-per-click models.
With PushOwl, Planet of the Vapes utilizes web push notifications as a retargeting channel: Capturing store visitors as subscribers without an email address, retaining customers at different stages of the buying funnel (e.g. recovering abandoned carts), and re-engaging shoppers with sale promotions, release announcements, and product reviews.
Founder, Planet of the Vapes
Planet of the Vapes is constantly optimizing its web push strategy. In one instance, the team tweaked their custom prompt for 4/20, their biggest sale of the year, and successfully increased subscriber opt-ins.
With web push notifications, the brand is able to communicate with their shoppers across different touchpoints and move them efficiently through the purchase funnel. Planet of the Vapes uses product-specific web push notifications like automatic browse abandonment and cart recovery sequences to seamlessly integrate retargeting in their customer experiences.
Based on their intensive customer experience research, Planet of the Vapes learned that adding an item to the cart is a major Aha! moment for store visitors. This is primarily because of the free goodies added to the customer cart, an experience enabled by Shopify Plus scripts. To further increase add-to-cart activations, the Browse Abandonment automation was set up to convert product page views into add-to-carts.
Growth Analyst, Planet of the Vapes
PushOwl’s web push notifications constantly bring back Planet of the Vape’s subscribers to shop their products. Analyzing their marketing channels, PushOwl’s broadcasting campaigns and automations is the third-most important channel (with only SEO and email ahead). Planet of the Vapes achieves a 188x ROI on their $149 Enterprise plan with PushOwl.
The Browse Abandonment automation plays a prominent role in their web push remarketing mix. In a recent experiment, the team at Planet of the Vapes measured this automation’s impact on their add-to-cart ratio (‘Add-to-cart’ actions over total users that viewed a product page). It showed that Browser Abandonment resulted in additional 559 Sessions over 4 weeks with a 3.9% add-to-cart ratio (session-based metric).
For Planet of the Vapes, unrestricted marketing channels like web push are a seamless way to get store visitors on their subscriber list and send targeted promotions. PushOwl helps them to re-engage shoppers despite being restricted from running paid ads.
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