Smile Brilliant: Transforming Oral Care Through Technology and Personalization

Table of Contents

1. Key Highlights
2. Introduction
3. The Evolution of Smile Brilliant
4. The Shift to WooCommerce
5. Implementing Klaviyo for Enhanced Marketing Automation
6. Personalization at Scale
7. Innovative Oral Care Solutions

Key Highlights

• Smile Brilliant has achieved a remarkable 47% increase in revenue between 2023 and 2024 through automation and personalized marketing strategies.
• The integration of Klaviyo with WooCommerce has resulted in a 39x return on investment, highlighting the efficiency of their automated marketing efforts.
• With a focus on scalability and customer experience, Smile Brilliant is pioneering preventative oral care solutions for millions across the U.S.

Introduction

In an age where convenience and personalization dominate consumer expectations, the oral care industry is undergoing a significant transformation. Smile Brilliant, a tech-first oral care company founded in 2012, has emerged as a leading player, offering high-quality dental products directly to consumers. With a customer base nearing one million and an annual order volume of around 50,000, the company has not only redefined how oral care products are delivered but has also set a benchmark in the industry through innovative technology integration and personalized marketing strategies.

As the demand for their products surged, Smile Brilliant faced challenges typical of rapid growth, including bottlenecks in fulfillment and the need for a more sophisticated customer engagement strategy. To address these challenges, they strategically migrated to more advanced platforms and adopted automation tools that significantly enhanced their operational efficiency and customer satisfaction. This article delves into Smile Brilliant's journey, exploring how they leveraged technology to scale their business and create personalized customer experiences.

The Evolution of Smile Brilliant

Founded by a team with over 30 years of experience in the dental field, Smile Brilliant began as a direct-to-consumer (DTC) brand focused on providing effective oral care solutions. Their product range includes custom-fitted night guards, professional teeth whitening kits, and electric toothbrushes, all designed to meet the diverse needs of their customers.

From DTC to Strategic Partnerships

Initially, Smile Brilliant catered primarily to consumers, but as their reputation grew, they expanded their model to include partnerships with dental offices and insurance providers. This strategic pivot allowed them to tap into a broader market and provide their innovative products to more customers, further solidifying their position within the oral care landscape.

Overcoming Operational Challenges

As Smile Brilliant scaled, the complexities of operations grew alongside customer demand. The company's initial custom-built ecommerce platform and manually managed marketing efforts became increasingly strained. The need for a more robust solution became evident: they required a system that could scale effectively while delivering personalized experiences without burdening their team.

The Shift to WooCommerce

In 2019, Smile Brilliant made a pivotal decision to migrate from their custom-built platform to WooCommerce. This move was driven by the need for a more flexible and scalable solution that could accommodate their unique operational requirements.

“Custom code gave us control, but it was hard to scale. Woo let us move faster without giving up customization.” — Brendon Alaniz, Project Manager at Smile Brilliant

Flexibility and Feature-Rich Capabilities

Smile Brilliant evaluated various platforms, including Shopify and Magento, but ultimately chose WooCommerce for its flexibility. The platform's mature plugin ecosystem and deep integration capabilities were crucial for supporting complex features such as:

• Three-way shipping logistics, which streamlined their fulfillment process.
• Affiliate relationships with dental professionals, enhancing their referral networks.
• Custom-branded product landing pages tailored for B2B2C partnerships.
• The ability to upload 3D models from dentists for enhanced lab services.

This transition to WooCommerce laid the groundwork for Smile Brilliant's aggressive growth strategy, allowing them to automate processes that had previously required manual intervention.

Implementing Klaviyo for Enhanced Marketing Automation

To optimize their marketing efforts, Smile Brilliant integrated Klaviyo into their WooCommerce stack in 2020. This powerful combination enabled them to shift from manual campaigns to automated, AI-driven marketing strategies.

The Impact of Marketing Automation

The integration had a profound impact on their marketing strategy, allowing for:

• The establishment of AI-powered, behavior-triggered SMS and email flows.
• The collection of over 150 custom profile properties, facilitating highly personalized messaging.
• The use of forms and surveys to enrich customer profiles post-signup, enhancing segmentation and targeting.

With these enhancements, Smile Brilliant was able to create two membership experiences—Shine and Shine Pro—complete with customized landing pages and product catalogs, further deepening customer engagement.

Revenue Growth Through Automation

The results of implementing Klaviyo were significant, with automation-driven revenue witnessing a staggering 47% year-on-year increase from 2024 to 2025. Moreover, the ROI from their Klaviyo investment reached an impressive 39x, underscoring the effectiveness of their automated marketing approach.

Personalization at Scale

The integration of WooCommerce and Klaviyo allowed Smile Brilliant to focus on personalizing the customer experience. They developed several innovative strategies to enhance customer engagement, such as:

• Custom Landing Pages: These are tailored based on insurance providers, allowing for a more personalized shopping experience.
• Dentist Recommendation Flows: Utilizing personalization tags, Smile Brilliant can effectively connect customers with products recommended by their dentists.
• Product Replenishment Reminders: Klaviyo's AI capabilities enable predictive reminders for customers to reorder products based on their usage patterns.
• SMS Flows: Key marketing flows, such as win-back campaigns and cart abandonment reminders, are available via SMS, ensuring customers receive timely notifications on their preferred platform.
• One-Question Survey Flyouts: These help enrich audience segmentation over time, allowing the company to refine and improve their marketing strategies continually.

“Personalization means understanding the customer’s needs before they do—and delivering the right product, at the right price, at the right time. With Klaviyo and WooCommerce, we’ve built a system that adapts in real-time based on who the customer is, who their dentist is, and what they’ve told us they care about.” — Brendon Alaniz, Project Manager at Smile Brilliant

Innovative Oral Care Solutions

Smile Brilliant is not merely focused on selling products; they aim to revolutionize oral care for millions of Americans. By integrating their D2C model with solutions for insurance and dental health professionals, the company is at the forefront of pioneering preventative care initiatives.

Empowering Consumers with Technology

Their technological advancements are designed to empower consumers, enabling them to take charge of their oral health. Through strategic partnerships and an ever-evolving technology suite, Smile Brilliant is committed to improving the overall health of its customers while maintaining a personalized touch in every interaction.

Future-Proofing the Brand

As they look ahead, Smile Brilliant remains dedicated to innovation. The company's focus on internal growth, coupled with their commitment to developing technologies that assist dentists and insurance providers, positions them to lead the industry in preventative oral care.

FAQ

What types of products does Smile Brilliant offer?

Smile Brilliant offers a range of oral care products, including custom-fitted night guards, professional teeth whitening kits, and electric toothbrushes designed for effective at-home dental care.

How has Smile Brilliant enhanced its marketing strategy?

By integrating Klaviyo with WooCommerce, Smile Brilliant has automated its marketing efforts, enabling personalized messaging and behavior-triggered communications through SMS and email, significantly improving customer engagement and retention.

What is the significance of the 39x ROI from Klaviyo?

The 39x ROI indicates that for every dollar invested in Klaviyo, Smile Brilliant has generated $39 in revenue, demonstrating the effectiveness of their automated marketing strategies in driving sales and enhancing customer relations.

How does Smile Brilliant personalize customer experiences?

The company collects detailed customer data through forms and surveys, enabling them to create personalized landing pages, product recommendations, and automated reminders that cater to individual customer needs and preferences.

What are the future plans for Smile Brilliant?

Smile Brilliant aims to continue expanding its technology suite and partnerships with dental professionals and insurance providers, focusing on preventative care initiatives that empower consumers to take control of their oral health.