How Escentual Reaches 9,94% Conversion Rate

Challenge: High Traffic, No System to Qualify It as High Intent

Escentual had quality traffic and the product range to serve that intent. What it lacked was a way to capture and act on the intent those shoppers were signalling.

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"Customers had interest, but we didn't have a clean way to capture them or turn them into future sales"

- Chelsey Edmunds, Campaigns and Brand Director at Escentual

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Three problems were compounding. 

First, the team had zero visibility into shopper intent. Customers had no way to save products they were evaluating, and the business had limited data on which items were attracting the most interest. Marketing and buying decisions were made without full visibility into that signal.

Second, revenue was walking out the door. Without personalized nudges like automated price-drop or back-in-stock notifications, customers who had shown clear interest in a specific product had no reason to return. The opportunity existed. The mechanism to recover it did not.

Third, the experience was static. If a shopper was not ready to buy in that session, there was no personalized path back. 

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"If a customer wasn't ready to buy right then, we had no way to bring them back into the funnel"

- Chelsey Edmunds, Campaigns and Brand Director at Escentual

Solution: An Specialized Platform, Not a Bloated Suite

When Escentual evaluated options, the priority was fit, not breadth. 

All-in-one marketing suites offered more features but introduced complexity and risk to site performance. 

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“We wanted a best-in-class, specialized platform rather than a 'jack of all trades' that might slow down our site speed”

- Chelsey Edmunds, Campaigns and Brand Director at Escentual

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Swym was the right choice. “The depth of the reporting, the quality of the ESP integration, and the standard of support” made the decision straightforward.

“Swym’s success managers are the most helpful, proactive, talented extension of our team” - Chelsey Edmunds, Campaigns and Brand Director at Escentual

A top-notch service

For a category where purchase cycles span multiple sessions and careful comparisons, continuity is a must-have. 

With Swym, shoppers could save the products they were considering and return to them across devices. 

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“We finally have a "window" into what customers want before they buy”

- Chelsey Edmunds, Campaigns and Brand Director at Escentual

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Back-in-stock and price-drop alerts transformed saved interest into triggered, personalised outreach. Because every notification was tied to a product a shopper had already chosen to save, it did not feel like a sales push. It felt like a helpful signal arriving at the right moment. 

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"We aren't just blasting customers anymore. We are sending them content they've already told us they are interested in."

- Chelsey Edmunds, Campaigns and Brand Director at Escentual

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Advanced analytics

The analytics layer gave Escentual something new: a clear view of which products were attracting the most intent before that intent was converted. 

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“We moved from having zero visibility to having a clear dashboard of customer intent”

- Chelsey Edmunds, Campaigns and Brand Director at Escentual

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Knowing which items were being wishlisted allowed the marketing team to make decisions based on what shoppers actually wanted. 

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“We can now see trends before they result in a sale, helping us manage inventory and marketing spend more effectively”

- Chelsey Edmunds, Campaigns and Brand Director at Escentual

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For new launches, they created a “Coming Soon” page. To gauge interest, Escentual allowed users to save the item prior to going live. This gave them the clarity to allocate stock more accurately across different regions or sizes. 

As a result, seasonal campaigns are also more precise.

The BFCM rush

During peak trading periods including BFCM, Escentual used wishlist data to build ready-made audiences before the sale started. 

By encouraging customers to build their BFCM Wishlist, they had a ready-made audience to target the second the clock struck midnight. 

Instead of sending generic promotional blasts, they sent personalised alerts telling shoppers that items on their list were on sale. That cut through inbox noise in a way broad campaigns cannot. 

Results: Intent Captured, Revenue Recovered

• Swym became a direct revenue contributor as almost 10% of store orders were influenced by Swym’s capabilities.

• Shoppers who engaged with Swym features converted at a 76.5% higher rate than the site average.
• Price-drop and back-in-stock flows quickly became among the highest-performing automated sequences Escentual had built through Klaviyo, with 33.76% higher email Revenue Per Recipient

Expert insight: By aligning our price drop notifications with typical "Pay Day" cycles, we saw a massive spike in recovered revenue.  

Beyond individual transactions, Swym changed how the Escentual team thinks about returning customers. A shopper with a wishlist is not a browser who left. They are a buyer at a different point in their journey. Giving them a relevant, low-friction path back increased both conversion rate and customer lifetime value.

As the team summarised: "Swym provides the team, support, and technical integration needed to turn customer wishlists into a major revenue stream."