Affirm and Bugaboo make luxury strollers attainable for more parents
Bugaboo started a stroller revolution in 1999 with sleek, modern designs to help parents bond and have fun with their children every chance they get. But the family-friendly innovations didn’t stop there.
Today, travel cots, car seats, and breezy sun canopies are just a few of the other Bugaboo products, and they’re all designed with responsibly sourced materials that are made to last. Bugaboo also offers customers a 100-day free trial for strollers—and the option to pay for them over time with Affirm.
“Affirm was the best fit for us since our strollers are priced at a premium level and last longer than what our competitors offer,” said Arielle Heyman, Head of Digital for Bugaboo North America. “With Affirm, our price point is less of a barrier for parents who really want to purchase a Bugaboo stroller in a very low-risk way.”
Cart sizes expand with Affirm
The proof is in the growing sales numbers. In the first quarter of 2021, the average order value (AOV) for sales made with Affirm was 260% higher than non-Affirm sales. That’s a 21% increase from the previous quarter.
“We’re just so pleased with how Affirm has performed organically on our site,” she said. “Having Affirm on our website has made our higher-end strollers, like the Fox and Donkey, easier and more attainable to purchase with the option of a purchase plan.”
Heyman said the sales success is prompting her to reforecast annual targets to account for incremental revenue and a growing customer segment.
“We see that more middle-income parents—particularly millennials—are willing to invest more in our high-quality products. Affirm is helping to give our customers more flexibility.”
Interest-free promotions drive sales, reduce friction
Nearly half of Bugaboo’s Affirm sales—45%—come through 0% APR promotions on their site. “The zero-interest promotions with Affirm are really reducing friction,” she added. “They also reduce risk for customers and allow them to plan out a serious purchase without implications.”
Bugaboo added Affirm as a payment option on its website in 2020. Integrating with the company’s existing setup on the Adyen payments platform required little work, Heyman said.
“Overall, our developers were pleased with how simple the integration process was,” she said.
Heyman called Affirm a “fantastic program” that is “low-hanging fruit” for her as a marketer.
“If there is minimal risk—to both you and your customer—then I see no reason not to add anything else to make the purchase process easier,” she said. “Ultimately, that’s what we’re here to do as digital marketers: make the customer’s journey an easy one.”
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