Advertisement
08/10/2020

Yankee Candle Gets Personal with New Commerce Partnership

Lisa Johnston
Managing Editor
Lisa Johnston profile picture

Yankee Candle is deepening customer relationships with its new subscription service partnership. 

In teaming with commerce solution provider Ordergroove, the Newell Brands subsidiary leverages Ordergroove’s Relationship Commerce Cloud in order to modify product offerings and configure promotions for its customers.

In a statement, Justin Swenson, Yankee Candle Company VP of digital experience, said the partnership is enabling it to build strong, long-lasting customer relationship. The company has reported 343% growth in recurring revenue since March 2020.

“We are constantly seeking to deliver consumer experiences that evolve with their shopping behaviors,” said Swenson. "Our subscription program allows consumers to receive products they love on a predictable cadence.”

A Fragrance Flight curated product offering further engages consumers with a guided quiz that helps them select a box based on fragrance preferences. The curated boxes are shipped several times a year, packed with a mix of seasonal and existing fragrances.

Consumers can also order products on personalized schedules that can be updated online at any point, as well as qualify for incentives on subscription orders, including product discounts and a lower shipping threshold. The program also integrates with Yankee Candle’s existing loyalty program, now relaunched as Yankee Candle Rewards.

Yankee Candle, a subsidiary of No. 64 consumer goods company Newell Brands,  joins FoodSaver and Holmes as the third Newell subsidiary partnering with Ordergroove on relationship commerce programs. The solutions provider also partners with Unilever, The Honest Company, KIND Snacks, L’Oreal and 4Ocean, among others.

  • 4 Ways for Consumer Goods Brands to Win in the Age of Relevance

    Successful CG companies achieve relevance in a variety of ways, each rooted in a deep understanding of the consumer, the ability to anticipate their needs, and an appreciation of what makes them act in key moments.  
    a cup of coffee on a table
  • How Brands Can Use the Beauty of Analytics To Show They Care this Valentine’s Day

    Brands can fulfill expectations and deliver memorable results by drawing upon the success of digital out-of-home (DOOH) advertising, the power of data and the beauty of analytics.
  • 4 Things CG Marketers Should Leave In 2020 (and 4 To Take Into 2021)

    Those of us in the business of making and marketing products may benefit from some selective culling of business thinking, habits and practices that worked before 2020 but may not meet the needs of 2021 and beyond.