New York & Company

The New York & Company team knows it costs money to get a customer to its online store. Between marketing campaigns, customer acquisition, and the work involved in converting shoppers, every visit represents an investment.

For Laura Cantor, VP of Marketing & Ecommerce at New York & Company, that raised a question: How could the brand generate more value from traffic it was already paying to acquire?

"We're driving and spending money to have our traffic, and why not monetize it?" Cantor explained.

Here’s how New York & Company achieved that mission by combining Rokt Thanks with Aftersell Post Purchase offers, driving a 21x performance boost.

After testing different platforms, New York & Company chose Rokt because it offered something beyond traditional post-purchase advertising: the ability to generate revenue from both its own merchandise and complementary brands.

"We tested various different platforms, and what we liked about Rokt was it's not only a place where we could serve post-purchase ads, but they have also innovated into other spaces, having a partnership with Aftersell, which allowed us to also upsell our own product," Laura said.

By combining Aftersell Post-Purchase Upsells with Rokt Thanks, New York & Company could generate incremental revenue at two different moments after checkout:

• Aftersell Post-Purchase Upsells: Immediately after a customer completes checkout, New York & Company can present relevant products from its own catalog. Shoppers can add these items to their order with a single click, without going through checkout again. 
• Rokt Thanks: On the order confirmation page, New York & Company can display personalized offers from complementary third-party brands. These offers align with the customer's interests, allowing the retailer to earn incremental profit from existing traffic.

"I felt like Rokt understands we are a certain type of retailer, understands what our customer is doing, and the offers seem elevated, and also the placement seems correct, right? It doesn't feel invasive,” explained Laura. "We're able to not only promote brands that align with our customers, we can also promote our own products at the same time."

The implementation

Technology was only part of the decision. New York & Company also wanted a partner that understood its business and could help the team move quickly.

"Rokt felt like a true partner," Laura said, highlighting the appeal of having "a single point of contact and more than one way of impacting business."

That hands-on approach extended into onboarding.

"We had immediately been set up on a Slack channel. It was a very easy implementation, and the communication just throughout the whole process was very strong," Laura shared.

For a busy ecommerce team, the simplicity of getting started meant less time managing another platform and more time focused on results.

After implementing Rokt Aftersell, New York & Company saw a 21x performance boost compared to competing post-purchase platforms it had previously tested.

And the results went beyond incremental revenue.

One of the biggest concerns around post-purchase monetization is whether additional offers could make the customer experience feel overly promotional or intrusive.

New York & Company's experience suggested otherwise.

"We saw no impact on brand retention. Actually, our retention went up," Rachel explained.

Rather than harming the customer relationship, the expanded post-purchase experience created additional opportunities for New York & Company to engage customers beyond the initial transaction.

The retailer began using the experience to gather customer feedback through surveys, encourage loyalty program enrollment, and generate referrals.

"We're getting information about our customers from our survey. We're getting referrals. We're getting people to join our loyalty program post-purchase. So it was a gateway for us to improve on that experience overall."

The takeaway

Post-purchase monetization doesn't have to come at the expense of customer experience.

With Rokt Thanks and Aftersell working together, New  York & Company found a way to introduce relevant partner offers, promote more of its own products, and create new engagement opportunities after checkout.

"It's allowed us to monetize in other areas too, and to think more broadly about the value of the traffic we're bringing."

For Shopify brands looking to improve profitability, the lesson is clear: there's more value in every customer journey than the initial order alone.

Ready to unlock more profit from every order?

Discover how Rokt Aftersell can help you increase average order value with post-purchase upsells and generate incremental profit with relevant third-party offers.