LTV LAB: We Bought from RHINO USA (Featuring CEO, Ted Repic )
Discover the journey from site visit to unboxing with Rhino USA, and go beyond what’s working and what’s missing in e-commerce retention, email, SMS, and community-building.
Brand Overview
Rhino USA is an American family-run e-commerce brand focused on adventure, community, and rugged outdoor products—primarily for truck and off-road enthusiasts. With strong roots in authenticity (the company was founded by a 19-year-old and now led by his father as CEO), Rhino’s brand voice speaks directly to adventurous buyers who value quality, karma-driven business, and a genuine sense of belonging. Their offerings span tie-downs, recovery gear, and marine accessories, catering to diverse outdoor needs while building loyalty through community involvement (from disaster relief to veteran support).
Website Experience:
First impressions: Immediately greeted by a “micro-yes” popup—an interactive flow that asks for a small commitment (discount offer) before requesting personal info for email/SMS.
Product navigation: Categories segmented by activity and vehicle. FAQs are accessible, helping novices and experts alike; information is upfront and clear.
Checkout: Smooth, Shopify-powered, with minimal friction.
Community: Calls to action promote joining the “VIP” list (SMS), though some CTAs could protect against redundancy and simplify opt-ins.
Email & SMS Marketing:
Order confirmation is immediate, but transactional templates lack branded warmth, resulting in skipped reads.
Post-purchase welcome introduces the brand and community, yet drives to a redundant VIP sign-up (collects info already submitted in checkout); social/community elements sometimes buried below the fold.
Cadence: Sales campaigns follow swiftly—sometimes within days—potentially before the first order is received. While repeat messaging is efficient, it often risks redundancy and doesn’t always exclude new buyers from promotion fatigue.
Copywriting: Brand voice shines (“your old college drinking buddy”), with product names and campaign language rooted in the team’s own authentic interactions.
SMS: Used for transactional and support (order status, shipping, tracking), with missed opportunities for promotional leverage around sales and product launches.
Unboxing & Product Experience:
Packaging: Quality ranges by product tier—basic items arrive in simple mailers, premium gear features Apple-inspired matte black boxes, sticker packs, and vibrant inserts.
Inserts/warranty: High-value packages promote community and warranty registration, but lower-value products may lack these touchpoints.
Education: Manuals and support info aren’t always surfaced; key instructions sometimes get lost, and email follow-up rarely builds product-use habits.
Customer support: Messaging is positive but could be better highlighted pre- and post-purchase.
