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California Baby: 7% Conversion Boost with FenixCommerce



increase in shipping revenue


increase in online conversion


increase in average order value
California Baby founder Jessica Iclisoy has always questioned the status quo. While pregnant with her first child, she began to think deeply about how to live a healthier, more natural lifestyle. Shocked to discover carcinogens in products for newborns, Jessica set out to develop her own recipe for a gentle, calming shampoo & bodywash made from safe, high-quality, plant-based ingredients. Word of mouth spread quickly, and soon California Baby was born. Before Jessica knew it, she had inspired Whole Foods to create a baby care department. Then, when California Baby partnered with Target, it became the first widely distributed plant-based brand in the natural personal care industry.

Over the next two decades, the power of Jessica’s passion and the exceptional quality of her products grew California Baby exponentially, years before “organic” products became popular and cherished. Today, there are over 100 products in the California Baby range, including a collection just for kids and teens as well as pet and home goods lines. Still a pioneer in her industry, Jessica continues to challenge the status quo, always pushing for better, more pure, and more sustainable solutions for her family and yours.
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Miles Iclisoy | E-commerce & Marketing Manager | California Baby
We are extremely happy with our partnership with FenixCommerce. Not only has the platform exceeded our expectations in terms of providing an accurate order ETA to our customers, but the support and responsiveness of the team has been top-notch. And we have found value in unexpected places, such as the ability the Fenix Business Console gives us to improve our Order Experience by easily tweaking parameters related to order ETAs and any delays.

We are also very happy that Fenix’s team was able to incorporate Same Day Delivery into our store, usually this would require another app. We highly recommend Fenix for any retailer looking to grow!”
California Baby’s product strategy revolves around always—in the words of founder Jessica Iclisoy—“setting a higher and higher standard for the industry”. It turns out that strategy applies to their website as well, where they are always looking at ways to improve the shopping experience.

Initially in search of functionality that would allow them to offer an Amazon Prime-like estimated delivery date experience on their DTC site, they connected with FenixCommerce in early 2020, going live with the Order Experience Platform in the spring—and beginning a journey to become one of our most innovative clients.
Initially, California Baby implemented the basic functionality of the FenixCommerce Order Experience Platform, providing shipping options with estimated delivery dates on their Checkout page. As they became more comfortable in the platform’s performance, they rolled out FenixCommerce EDDs on the Product Page.

Soon California Baby became one of our pioneering clients, partnering with us to test new platform features. In the late summer of 2020, CA Baby became our first client to roll out Fenix Same Day, which—in partnership with FedEx—provides same day delivery to areas near the company’s fulfillment location in Los Angeles, CA. And most recently, in the fall of 2020, California Baby became one of our first clients to roll out the FenixCommerce Order Tracking platform, which leverages FenixCommerce’s industry-leading fulfillment engine to provide a configurable, branded order tracking page for every order.
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