Violent Little Machine Shop is a company and brand that stands out for its authenticity and very vocal opinion. They sell hilarious, politically incorrect patches to the military and tactical community that Yanne Root, founder, says has to pass their internal “bullshit test” before they ever go into production.
Why use CM Commerce?
Yanne had first heard about CM Commerce from a friend - who also runs an Ecommerce store (and is a CM Commerce customer too) - and says that CM Commerce just seemed like “an A-level tool to take our backend sophistication up a notch”.
Asked what initially attracted Violent Little Machine to CM Commerce, Yanne said that “running a brand like ours is both an art and a science”, they needed help with science part.
“We’re pretty good at the "art" part with our “voice" and having our finger on the pulse of what our customers will enjoy. But we needed to dial in the backend tools we were going to use to make sure we were optimizing all the little tricks that bring a business from good to great.”
Using CM Commerce
Violent Little Machine Shop’s CM Commerce setup has the most solid foundation possible: they use their email receipts to full effect. Every receipt that Violent Little Machine sends generates $1 in new revenue. What also amazes us is that in some weeks, their receipts have a 90%+ open rate, which is indicative of how engaged their customers are.
To double down on the success they’re having with their receipts - which sometimes includes a discount coupon that can be redeemed on a future purchase - they also send a very targeted follow-up email reminder to customers that don’t take advantage of that coupon in their receipt. This follow-up email is triggered on the day the discount expires and has helped increase revenue per receipt by about 30% (from $1 to $1.30).
Where CM Commerce seems to really benefit from Violent Little Machine Shop’s highly engaged customers (who have a high likelihood of making more than one purchase) is from their store search functionality.
The search functionality is infused with CM Commerce’s recommendations algorithm, which in turn is based on customers’ actual behaviour on the website, along with their purchases. This means that the search results are more optimised at showing customers the products they are most likely looking for and interested in buying.
The results? More than 10% of customers that use search on the store make a purchase. And the average order value of those purchases are a whopping 124% higher than the average order value of all other orders. These fantastic metrics definitely suggest that these customers are finding what they are looking for.
We’d like to think that Violent Little’s metrics and success would not come as a surprise, but Yanne says there was one: “The biggest surprise in using CM Commerce has been that it worked! You never know with any of these apps these days, and there’s a lot of noise out there. CM Commerce works for us... the numbers don’t lie. End of story.”
Every receipt that Violent Little Machine sends generates $1 in new revenue. What also amazes us is that in some weeks, their receipts have a 90%+ open rate, which is indicative of how engaged their customers are.