“Afterpay increases our average order value by 20%.”
Global teeth-whitening brand HiSmile confirms that Afterpay drives sales, loyalty and trust
The Afterpay Advantage:
Customers who pay with Afterpay spend 20% more at HiSmile.
Afterpay is a payment method that HiSmile’s Millennial customers expect.
Afterpay helped HiSmile scale by reducing barriers to first purchase.
Afterpay helps drive customer retention, loyalty and trust.
At-home teeth-whitening brand HiSmile launched in 2014 with a clear aim: to disrupt the in-clinic whitening market.
To succeed, they knew they needed a business solution that was just as ambitious and forward-thinking. With Afterpay they found just that, as well as a payments platform that millennials – HiSmile’s target market – loved.
“Afterpay was such an innovative way to get our kind of millennial consumer buying us,” says Justin Gaggino, HiSmile’s general manager. “It’s definitely the global leader in [Buy Now Pay Later] solutions and consumers trust Afterpay.”
About HiSmile.
HiSmile was launched by Gold Coast friends Nik Mirkovic and Alex Tomic and the brand was an immediate hit with younger consumers.
An innovative social media strategy and endorsements from the likes of Kim Kardashian saw revenue soar to $96m by 2022. The brand is now global, having recently launched in the US, and it is available in 10,000 retail stores, as well as online.
Afterpay boosts HiSmile’s average order value.
In the past year, customers who have paid with Afterpay spent 20% more than those who pay with other methods, says Gaggino. “That’s quite a strong increase. I think if you're not with Afterpay now, it's a mistake, and you should be.”
"[Afterpay] was very much an invaluable solution for us to be able to continue to scale.”
Afterpay helped HiSmile scale.
Early on, offering Afterpay helped the brand scale faster, says Gaggino, as it allowed more people to try the product for the first time. “It helped us scale up our efforts because it felt like a lot more people then had the ability to buy our products, especially at the start. It was very much an invaluable solution for us to be able to continue to scale at the time.”
Afterpay drives loyalty and customer retention.
Although HiSmile was an early innovator in the at-home teeth whitening space, the category has become increasingly saturated, making customer retention more important. Gaggino says Afterpay customers shop frequently.
“Afterpay customers generally tend to come back,” says Gaggino. “And I think Afterpay itself does a very good job of promoting the brands within its own network from online but also through the app.”
Afterpay improves trust.
Afterpay isn’t just a payment solution; it’s also a trusted brand that bestows benefits on the brands it’s associated with, says Gaggino. “It definitely helps from a trust building perspective; if Afterpay associates with a brand, it must be a relatively reputable brand.”
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