Research from Klaviyo – the huge opportunity in customers wanting our help to buy more sustainably (episode 384)

Aubrey Harper is a Content Strategist at Klaviyo. Earlier this year she produced some remarkable customer research that you all need to know about…

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Aubrey’s Beginnings In eCommerce

Aubrey started out as an eCommerce marketer at a company that sold sustainable products. Working there, she got interested in how all the products she was selling actually impacted the world.

Now with Klaviyo, she talks to other people about how to do eCommerce marketing.

Klaviyo’s Customer Research

The customer research Aubrey conducted for Klaviyo not only focused on how much people wanted to become more sustainable but more importantly, on how sustainable they actually were in the last six months. This is the data brands will need to actually create strategies for helping them grow a sustainable business.

The research covered UK consumers and has not been replicated yet in other regions.

Where The Opportunity Lies

There is a reasonable difference in what people say they’re going to do versus what they actually do. When it comes to sustainability, 89% say that being sustainable is at least somewhat important to them. However, when it comes to actually choosing sustainable products, only 27% went sustainable.

For Aubrey, these figures present an opportunity for brands to help consumers shop by their values and feel fulfilled with their purchases.

Factors For Shopping More Sustainably

The research looked into what people cared about in making a purchase, and there were eight potential factors respondents ranked based on what’s most important. Results showed that sustainability came in second to the last, with the first 3 being quality, price, and free shipping.

When asked why they’re not buying more sustainably, the top 3 reasons consumers gave were the following:

  • It was more expensive.
  • It requires more time and effort to shop sustainably.
  • They’re not sure if the product is truly sustainable.

From this data, it’s clear what consumers are trying to tell retailers. Again, there’s a huge opportunity for brands to address these factors.

Learning From Cheeky Wipes

Cheeky Wipes is a UK-based company selling period cards and baby care products. The founder, because of her skin concerns, started the brand as an option to traditional baby wipes for those with skin issues and also made her products sustainable. She made them reusable and also offered them at a cheaper price.

In doing these, Cheeky Wipes addressed what mattered most to her customers, with the added value of being sustainable. Helen Rankin, the founder of the company, believes that these factors keep her customers loyal to the brand.

The Key Learning From Klaviyo’s Research

Aubrey cites Cheeky Wipes again as a good example of what other brands can do.

When consumers go to Cheeky Wipes’ website and sign up to be on their marketing list, they are asked what products are most important to them, and also whether they care about their products being reusable.

With this pop-up, they’re getting information from their customers firsthand. Klaviyo calls this customer-first data. This can be used for more personalized marketing messages that will lead to better relationships with customers in the long term because you’re showing them that you care about what matters to them.

eCommerce Book Top Tip

eCommerce Traffic Top Tip

  • For Aubrey, organic search and organic social are the best things for long-term growth.

Tool Top Tip

Growth Top Tip

  • Go back to customer-first data and get more information from your audience, then use that information you have to convert them.

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Klaviyo is a leading customer data and marketing automation platform dedicated to accelerating revenue and customer connection for online businesses. Klaviyo makes it easy to store, access, analyze and use transactional and behavioral data to power highly-targeted customer and prospect communications.

The company’s hybrid customer-data and marketing-platform model allows companies to grow by fostering direct relationships with customers, without giving up their valuable data to popular big-tech ad platforms. Over 80,000 innovative companies like Unilever, Custom Ink, Living Proof and Huckberry sell more with Klaviyo.

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