About the Company
Gwen Whiting and Lindsey Boyd weren’t always international soap mavens, delighting fashionistas, value seekers, and environmentalists from New York to New Delhi. Many laundry cycles ago, they were young fashion enthusiasts, launching careers in one of the world’s best-dressed cities. As Gwen and Lindsey invested in building their wardrobes, they were confronted with the frustration of maintaining them: replacing prematurely worn items and paying painful dry cleaning bills. Based on that experience, the Laundress (today a Unilever-owned brand) was born in 2002 — to offer highly effective, plant-based line of laundry and home cleaning products that’s sophisticated, eco-conscious and easy to use.
PriceBot
Price Optimization
United States
Beauty
The Goal
After being acquired by Unilever, the team realized how intense the competition was in their space. It appeared as if everyone else was releasing eco-friendly fabric care, detergent and home cleaning products. Of course, this wasn’t the case in the early days.
This dynamic brand was the champion of high-quality household goods in the early 2000s, long before the idea of sustainability had all the buzz it has today. Now as part of a larger conglomerate, their budget was not only inflexible, but set a year in advance. This new challenge brought upon laser-focused strategies; how can they optimize every dollar to make sure it goes further than anyone thought possible?
The Strategy
Without stretching their budget to bring on a dedicated conversion rate optimization team or yet another pricey agency, The Laundress was able to stomp out their competition with a special weapon of their own: Tontine. Now, they could analyze every product on their website to pinpoint the perfect price, all at the tap of a few buttons. Different members of their team were able to contribute all at once and learn what their customers are and aren’t willing to pay for, an insight especially valuable in an intensely competitive market.
The Results
The Laundress achieved invaluable success with Tontine, beating their targets for five successive quarters (and breaking a company growth record in the process.) Plus, since every customer began paying more with their newfound “perfect price point,” a dollar spent on paid ads can now go 37% further — pretty meaningful for a brand on a short leash. By nailing down pricing, they were able to determine which products their customers loved and needed most, allowing for a more aggressive push without guessing which products will do well today versus tomorrow.
And finally, this team gained a truly unbeatable benefit — questions that were once reliant on baseless theories are now crystal clear: “If we increase prices for a specific product by a small percentage, will that cause our conversion rate to fall off? Or will people not even care?” and “If we decrease prices a little, will that boost conversion rate? Or is value prop, not pricing, the issue?” With the help of Tontine’s Price Optimization Experts, they can find out in a week or less. Even some of the priciest business intelligence software can’t guarantee that.
More case studies
"How do you know if you’re charging the maximum customers are willing to pay? You don’t. We certainly didn’t. That’s why we use Tontine."
“Finding the best price for each of our products is a lot faster with Tontine. And in our industry, that means we’re able to bring a product that’s on-trend to market a lot quicker.”
"Working with Tontine is as hands-on/off as you’d like. The Price Optimization Experts ensure they’re consistently delivering value without becoming another burdensome platform to manage."
"When we started working with Tontine, they promised us full control, incredible support, and clear-cut ROI. They’ve delivered. You won’t find a more professional & accommodating team elsewhere."
"How do you stay ahead of the rapidly evolving landscape in such a competitive industry? You reconsider every aspect of your business regularly — starting with pricing."
“Tontine’s A/B testing system is very different from anything we’ve used previously — it’s undeniably more effective and impactful.”
“Tontine makes it easy for our team to focus on developing new marketing initiatives rather than the operations of price testing. With Tontine, we’re in good hands.”
"Risk-free price testing is an insurmountable challenge with our complicated custom infrastructure… rarely do you find a team so helpful and willing to dive straight into it to ensure everything is set up perfectly."
“Tontine basically provides the ground truth for any product release, since it starts with pricing. This is a very, very critical piece to the way we operate.”
"Tontine is the best kept secret for Shopify retailers. We can now safely adjust our prices to maximize profit without losing customers, because we have the data to back it up."
"Our D2C channel was a loss leader in our revenue mix— until we started working with Tontine. This was the path of least resistance to growing our revenue without any associated overhead."
"Clients typically see a 5-7x ROI increase on their creative assets even without extensive CRO work — Tontine is our unfair advantage."
"Tontine helped us test different price points for new products with a group of superfans, so when we released the products publicly, it was at the most profitable price."
"Tontine is a true partner, rather than just another vendor. We rely on them for strategic insights, competitive market analysis, and most importantly, reliable price test results."
"Truly a no-brainer: Tontine is the go-to solution if you’re trying to focus on your business’ bottom line instead of just optimizing for the top line. For us, this is the most important profit lever we have in our toolkit."
"Our biggest concern was the technical lift needed to integrate with Tontine. Thankfully, their Implementation Specialists handled it all, and didn’t stop working until we were satisfied."
"We haven’t discovered an A/B testing solution that prioritizes protecting our brand integrity as much as Tontine has. The only solution that’s truly compatible with our stack."
“No strenuous integration, no ambiguous data, and no friction working closely with Tontine’s team. This has been a dream partnership.”
“Tontine’s AI engine, PriceBot, is exceptional… the more data it ingests, the better it gets at predicting prices, even for unreleased products.”
“We can’t fathom of an easier or faster way to price test our products and receive a decisive result in just days. Tontine is integral to our merchandising strategy.”
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