LED Technologies
Overview
One promo strategy, two different outcomes.
LED Technologies is a leading LED light therapy device manufacturer with two brands: reVive Light Therapy™ products fight wrinkles and acne, while dpl® products provide pain relief and muscle recovery. Our analysis of promotional data for LED Technologies was revealing: we discovered some interesting retention trends. While reVive Light Therapy brought in mostly new customers, dpl promos attracted a much higher percentage of return buyers (33%). Armed with this data, our team made a strategic pivot: creating promotions specifically for dpl loyalists — a tactic never tried before — backed by customer behavior.
Industry
Services Involved
Challenge
Promotions have always been a key sales lever for e-commerce brands, but we wanted to go beyond the surface. While reVive Light Therapy and dpl both rely on promotional strategies, they serve distinct audiences and categories. That raised a key question: Do promotions work the same way for each? Are they primarily attracting new customers, driving loyalty, or displaying other unique performance characteristics depending on the brand?
The Analysis
We conducted a deep dive into a year’s worth of transactional data, comparing customer behavior during promotional windows vs. baseline periods. The results were eye-opening:
The Insight
While reVive Light Therapy clearly acts as an acquisition engine during promos, dpl stands out for its loyal customer base, with one in three dpl buyers coming back for more. That’s a major difference in buyer behavior under the same promotional strategy.
Why this difference makes sense
This pattern aligns with broader category-level consumer behavior:
- Beauty shoppers are often novelty-seeking explorers. They value discovering new products, are intimately influenced by trends and influencers, and frequently switch brands (even mid-purchase). A survey found that 94% of consumers buying a habitual beauty item will try a new product during the same transaction.
- Health & wellness consumers show stronger loyalty patterns. Across health & wellness e‑commerce brands, repeat purchase behavior is often driven by habit formation, trust in results, and efficacy. Brands like Perfect Keto and Calm rely heavily on subscription models, referrals, and habit reinforcement to drive long-term retention.
The Strategic Shift
This insight led to a first-of-its-kind strategic pivot for the team:
- We recommended creating select promotions specifically for existing dpl customers, focusing on retention and reward, not just acquisition.
- The goal: capitalize on a natural loyalty signal and deepen customer lifetime value through more personalized messaging and offers.
Why It Matters
We leveraged brand-level customer behavior to drive brand-level strategy. By treating both brands differently, we adjusted our promotional strategy from “one size fits all” to a tailored, data-driven approach.