How Grace and Lace Boosts Review Generation and Seamlessly Asks Customers for Referrals with a Unified Customer Marketing Platform

One of Founder Melissa Hinnant’s greatest passions is sewing. Starting with one pair of lacey boot socks in the fall of 2011, Melissa’s passion and skill created a consumer demand that rapidly surpassed what she could handle alone. Her entrepreneurial endeavors ultimately led to what is now Grace and Lace — a full-scale women’s apparel company with hundreds of offered products and a loyal customer community.

• Grace and Lace’s customers were already active and engaged, but the brand wanted a way to capture their enthusiasm and display it onsite to generate content, zero-party data, and credibility.
• Knowing the importance of rich reviews for consumers to get confidence that the product will fit their body type and lifestyle, the Grace and Lace team wanted to integrate rewards and reviews to thank their customers for sharing deeply personal details and being part of the brand story.
• Understanding the value of zero-party data, the team at Grace and Lace needed a platform that would help them get actionable customer data for product development and marketing personalization.
• Grace & Lace’s agency partner recommended Okendo to facilitate an integrated tech stack with a seamless and self-running review and reward system.

• With the Okendo-Klaviyo integration, Grace and Lace was able to send advanced review requests flows and deliver more personalized messaging.
• Okendo’s lookback feature helped Grace & Lace capture customer reviews from customers who made purchases in the past.
• Okendo’s one-page review capture form made it easy for customers to leave a review. With a simple process for customers to leave feedback,
• Grace and Lace boasted a review completion rate of 80% and increased UGC by 21%.
• With Okendo’s Google Shopping integration, Grace and Lace syndicated star ratings and reviews on Google, contributing to a 60% rise in organic traffic.
• Grace and Lace is able to connect Okendo Reviews and Referrals, asking their 4- and 5-star reviewers to recommend a friend or family member. This helps Grace & Lace’s goal of creating a community of Superfans to promote their products and increase customer acquisition at a low cost.

• 25% of Grace and Lace’s email revenue was attributed to review request email flows within the first 90 days of launching.
• Because of Okendo’s easy-to-use review capture form, Grace and Lace increased to an 80% review completion rate and increased UGC by 21%.
• Grace and Lace’s team saves time and money by utilizing a single customer marketing platform for reviews and referrals.