Case Study: Vapour Beauty

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Vapour Beauty leverages NBC “Today” Show traffic surge for sales records

The Challenge

Vapour Beauty’s president got the call that every emerging business owner hopes for: they would be featured on The Today Show, reaching a national audience with their organic beauty line. They wanted to take full advantage of this global introduction of their brand to drive not only awareness but sales. On April 19th, 2011 they experienced an unprecedented spike in online store traffic and single-day sales following their appearance on NBC’s “Today” show. Part of the “Jill’s Steals & Deals” segment, Vapour Beauty offered Today viewers a large discount – 60% off a multi-item beauty set and not only hit amazing sale numbers, they captured a new audience for future growth. They turned to their ecommerce partner, ShopVisible, for help.

The Solution

Despite only a few days notice, ShopVisible’s nimble team of experts quickly created a solution. To support the highly anticipated surge of traffic to Vapour Beauty’s website and number of orders processed in the system, they scaled services and support prior to assure uninterrupted service and meet high customer service expectations. ShopVisible was able to scale up the required hardware to handle the surve and made sure key support staff were on standby monitoring as the day's traffic grew. By replicating on numerous offsite servers, known as content delivery networks, ShopVisible was able to process every order that came in seamlessly.

Without the comprehensive support from the ShopVisible team, it would have been impossible to prepare for the TV spot’s surge of traffic to our site,” said Tara King, ecommerce executive at Vapour Beauty. “We worked closely with our Client Manager and the ShopVisible technical team to be certain that visitors to our site would have a positive impression of our brand and a superior shopping experience.

The Results

By working closely with ShopVisible, the retailer was able to set sales records and fully leverage their national television appearance:

  • They welcomed and captured 1.8 million visitors
  • Daily order volume skyrocketed 20,000%
  • They achieved a 400% increase in revenue in Q2 of 2011 over Q2 in 2010.

While three of the five brands featured on “Today” crashed under the rush of traffic to their sites, maximized their national appearance, delivering a flawless shopping experience and winning new customers. The preparations for the appearance left page load time and order processing time unchanged on the site.

"ShopVisible really came through for us. Our site functioned beautifully; we increased our revenue dramatically, and gained new customers that day. We attribute a large part of that to having a great product to offer and to the ShopVisible team’s tireless efforts in keeping our site up and running,” said Krysia Boinis, Co-founder & CEO of Vapour Beauty. “We feel that ShopVisible is a partner in our business. We needed their help and they delivered.”

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