Revolutionizing Jewelry Shopping with Downpay: Athena Gaia’s Success Story

In the world of e-commerce, innovators like Athena Gaia are rewriting the rules of online shopping. Led by Peter and Joanne Bradley, Athena Gaia is on a mission to represent and preserve the artistic heritage and culture of Greece through bespoke jewelry. Their dedication to craftsmanship and tradition led them to seek out new ways to enhance the customer experience while increasing their average order value (AOV) by a remarkable 25% in just 30 days. Here’s how they did it with the help of Downpay, a cutting-edge Shopify app designed to transform the way merchants sell their products.

Athena Gaia: A Tale of Dedication

Athena Gaia’s story is one of resilience and a deep passion for artistry. Founded by Peter Bradley after his life-altering experience during the 9/11 attacks, Athena Gaia initially started as Athena’s Treasures, driven by Peter’s fascination with Greek jewelry craftsmanship. Over the years, the brand evolved into Athena Gaia, paying homage to the goddess of wisdom and the ancestral mother of all life.

The Challenge of Customization

Creating bespoke jewelry is a labor-intensive process that demands time and meticulous attention to detail. Each piece crafted by Athena Gaia reflects their unwavering commitment to bringing their customers’ dreams to life. However, this level of customization often presented a challenge in terms of payment. Customers hesitated to make upfront payments for larger purchases, leading to abandoned carts and delayed orders.

Having tried buy now, pay later installments as a way to solve this, Athena Gaia found the checkout process caused excessive confusion for their customers and the fees became unmanageable.

“We want our customers to have a smooth, easy to understand experience, so it’s time for a change.”

- Peter Bradley, Athena Gaia

Increasing Payment Flexibility with Downpay

Recognizing the need for a more flexible payment solution, Athena Gaia partnered with Downpay, a revolutionary Shopify app. Downpay empowered Athena Gaia to offer their customers the option to place a deposit while their exquisite jewelry was being handcrafted in Greece. This solution not only eased the financial burden on customers but also ignited excitement as they eagerly awaited their personalized masterpieces.

The Impact: A Holistic Transformation

The collaboration between Athena Gaia and Downpay yielded dramatic results across multiple fronts:

• Increased Average Order Value (AOV): By integrating deposits as a payment option, Athena Gaia witnessed a remarkable 25% increase in their AOV, thanks to several key factors:

  • Reduced Friction: Offering deposits removed financial barriers, encouraging customers to explore and invest in more elaborate pieces.

  • Enhanced Confidence: Customers felt more secure committing to larger purchases when they had the flexibility to secure their orders with a deposit.

  • Anticipation and Engagement: Placing a deposit created a sense of anticipation, fostering deeper engagement between customers and their awaited jewelry.

  • Personalized Experience: Deposits aligned perfectly with Athena Gaia’s commitment to personalization, offering customers a tailored payment approach that mirrored the bespoke nature of their products.

• Increased Conversion Rate: Athena Gaia saw an impressive 8% increase in their conversion rate, with expectations of continued gains. This is a testament to the effectiveness of offering deposit-based payment options in reducing purchase-commitment anxiety and driving more sales.

• Activated Dormant Customers: The introduction of deposits not only attracted new customers but also re-engaged dormant ones. Athena Gaia experienced a 5% increase in activated dormant customers, showcasing the power of flexible payment options in revitalizing customer relationships. They expect this number to climb over the next couple of months.

Inspiring Other Merchants: The Power of Deposits

We wrote this success story of Athena Gaia and Downpay in hopes of inspiring other businesses to give customers more payment flexibility. Incorporating deposit-based payment options can revolutionize the customer experience, boost revenue streams, increase conversion rates, and reactivate dormant customers. Here’s how you can do it too:

• Build Trust: Deposits signal a commitment to customer satisfaction, building trust and encouraging customers to invest in their desires.

• Enhance Loyalty: Customers appreciate brands that prioritize their convenience. Deposits demonstrate your willingness to accommodate their needs, fostering loyalty.

• Higher Cart Values: The flexibility of deposits can lead to increased spending, as customers feel more comfortable exploring higher-priced items.

• Personal Connection: Deposits align with the personalized shopping experience that bespoke businesses offer, strengthening the emotional connection between customers and their purchases.
  

“The increase in business was not anticipated. We did this purely for the customer experience, to make payments easier.”

- Pete Bradley, Athena Gaia

By partnering with Downpay, Athena Gaia not only increased their AOV but also enriched their customers’ journey, boosted conversion rates, and reactivated dormant customers. This success story should inspire you to explore deposits as a payment option and offer enhanced flexibility to create lasting connections with customers. As Athena Gaia honors the goddess of wisdom, let this story guide your business toward greater prosperity and customer-centric experiences.

Try Downpay today and boost your sales and customer relationships.

• Case Study

7 September 2023