"Afterpay increases our conversion rates"
Cookware brand Crumble enabled Afterpay at launch and hasn’t looked back.
The Afterpay Advantage
Afterpay makes Crumble products more accessible
Afterpay increases average order value by 8%
Afterpay is easy for customers and brands
Afterpay gives customers confidence
When Kelvin Chan launched cookware brand Crumble in 2021, he was determined to offer Afterpay from the get-go. “We felt it was important to give our customers the freedom to use whatever payments they wanted.”
Just four years later, that decision has proved to be the right one, with Afterpay customers spending millions of dollars on the brand’s pots, pans, utensils and cookware.
Today, at least one in eight Crumble customers pays with Afterpay. Not only that, Afterpay increases conversion rates and boosts basket size by eight per cent.
“[Having Afterpay] is as important as having a good e-commerce platform,” says Chan.
About Crumble
Crumble may only have launched in 2021, but it’s grown fast. Today, the homeware brand has more than 240 skews and has already struck a chord with design-loving Millennials.
“Our customers love cooking and they love nice cookware to put on the stovetop,” says Chan, who launched the business with his wife Chloe Qu.
Afterpay makes Crumble products more accessible
Crumble’s cookware is designed to last. As a result, many of the brand’s cast-iron pots and pans retail for several hundred dollars.
Chan says that Afterpay makes these purchases more attainable. “Afterpay helps customers [manage their spending], which makes it easier for customers to purchase.”
Today, around one in eight Crumble customers pays with Afterpay – a figure that rises to one in six for bundles and Crumble’s more high-end products
Afterpay increases average order value and conversions
Chan says that customers who pay with Afterpay spend eight per cent more, on average, than other customers.
However, that’s not the biggest benefit that Afterpay delivers. “It increases conversions,” says Chan, who recently A/B tested Afterpay’s “price product breakdown” feature, which shows customers a breakdown of how much they’ll pay in instalments if they purchase with Afterpay.
“We discovered that, after displaying Afterpay and not displaying Afterpay, there was a seven per cent increase in conversion when we did,” says Chan. “Giving customers more options to pay increases conversion rates, so that’s where Afterpay benefits us most at the moment.”
"Giving customers more options to pay increases conversion rates."
Afterpay is easy for customers and for brands
Crumble is built on Shopify, and Chan describes the set-up process as “tremendously easy”. Even today, he says that communication with Afterpay is “transparent and easy”.
He adds that Afterpay is just as straightforward for customers. “It’s just easy. At checkout you just enter your PIN code, and there you go. So, I think the ease of payment has really helped too.”
Afterpay gives customers confidence
When Crumble first launched, the business faced a challenge shared by many start-ups: as a brand it was virtually unknown, and it needed to instill confidence among consumers to persuade them to purchase.
Afterpay played a vital role in this, says Chan. “One of the reasons we launched with Afterpay from the get-go was that we knew that Afterpay has such a strong brand presence,” says Chan.
He believes that featuring Afterpay on Crumble’s website helped reinforce trust in the brand.
“Afterpay is a must for any business,” he adds.
All references to any registered trademarks are the property of their respective owners. Afterpay does not endorse or recommend any one particular supplier and the information provided is for educational purposes only.
Source: All data referenced throughout this case study has come directly from Crumble.
Categories