With the coronavirus (COVID-19) crisis rapidly evolving, brands worldwide are facing a new and challenging reality.
In these uncertain times, our goal is to bring you helpful information and strategies you can use to maintain business growth. Ever since the third week of March, we've been leveraging our network of 30,000 businesses and millions of consumers to better understand COVID-19's impact on the ecommerce landscape. Through a combination of daily polls and in-depth conversations with our customers and partners, we've identified new trends and best practices. Now, we're sharing it all with you.
Dig into a month's worth of data behind consumer buying behavior, supply chain impact, sales patterns, ad spend changes, and more. Plus learn how brands are shifting their marketing strategy to address the current conditions.
We're all in this together—we want you to make the best decision possible for your business. Join us as we share learnings from the larger ecommerce community.
11. Each day, we wanted to share:
What brands should do about it
We started a survey to help you keep a pulse on
the COVID19 ecommerce impact.
Read insights at
klaviyo.com/covid-19-daily-ecommerce-insights
What’s going on
We wanted to
provide value
17. In the last two
weeks of March,
62% of
consumers
reported
spending the
same amount,
or more than
usual.
18. While we
initially saw a
spending boon
as the impact of
COVID19 hit
home, recent
poll results
suggest that
spending may
normalize.
19. More than 40%
of brand survey
respondents
continue to say
sales are
going up.
20. Consumers are reporting that they’re shopping more online,
or significantly more online, than in store.
Change in spend
online vs. in store
Consumers
say they are
switching to
online
shopping.
Significantly more in store
More in store
No change
Significantly more online
More online
21. There is a 40% lift in the volume of online buyers across the US, shopping from
Klaviyo supported brands. Pre-outbreak there was an average of 903K
individuals shopping online in week 2 of stay at home, this rose to over 1.25M.
Growth in number
of buyers in the US
40% more
online buyers
in the US
across Klaviyo
brands
50 States
44 States
48 States
26 States
48 States
22. Some brands are reporting record-breaking sales that rival their results on
key holidays like Black Friday and Cyber Monday.
In some cases these brands are seeing increases of 2001,000%
A children’s book brand reported sales going up 300%
in a week since people were working from home and
needed to entertain their kids.
Another brand reported, “Sales are up 450%. Some
days it spikes to 900% and other days the lift has
been around 275%.”
Boom brands
24. Across our more
than 32,500
customers,
sales continue
to increase.
Since the last
week of
February, sales
are up 39%.
Overall sales
across all Klaviyo
customers
Overall revenue ($ Week over week change
29. Essentials New Essentials
CPG and food products were essential to have
when stay-at-home precautions started.
New categories emerged as consumers needed
help adjusting to stay-at-home life.
32. Essentials:
● CPG products
● Food and beverage
Non-essentials:
● Fashion and apparel
● Jewelry and accessories
● Electronics
New essentials:
● Toys and hobbies
● Health and fitness
● Beauty and cosmetics
● Housewares
● Sporting goods
Breakdown of
new essential
categories
34. The number of
consumers
buying across
verticals
continue to
increase.
In general, most verticals have not only stabilized, they’re also
doing better than they were pre-outbreak (2/223/7.
Buyer Trends
by Vertical
+40% +31% +20% +59% +27% +39% +74% +19% +39%
61. Personalization Pro Tip: Segment your emails by in-store subscriber
lists to share relevant information about specific store reopenings
or protective measures.
Segment criteria:
● Specific store list
● Recent email
engagement
● Geographical
proximity to that
store location
● Suppress appropriate
contacts
62. Personalization Pro Tip: Use website pop-ups to communicate if you’re
running low on inventory and if you offer free shipping.
With Klaviyo, you can create:
● Dynamic onsite content for
notifications (like this example)
● Dynamic onsite content to
direct users to different website
pages
● Dynamic forms to capture
additional information about
segments of visitors
All at no additional cost.
63. 3. What’s working and what to do next
C. Build community across social channels and livestream events.
64.
65.
66. Personalization Pro Tip: Request feedback and use these insights
to develop the content or focus of your livestream. Be transparent
about why you’re creating that content to reinforce how much
you care about your community.
Feedback example: Livestream example:
Prepare a series of recipes that
pair well with your ingredients
and host live cooking classes.
67. 3. What’s working and what to do next
D. Update your editorial calendar to embrace the new normal.
68.
69. DO NOT make your discount code “COVID19” or “coronavirus.”
This is not how you want to represent your brand when it
comes to conveying sensitive subject matter.
70. Personalization Pro Tip: Send BOGO-type offers to your recent
purchasers, encouraging them to share the love with a friend.
Pick your best-seller and build your content and segment around it.
Messaging example:
Love your new yoga pants?
Send a pair to a friend!
Segment criteria:
● Purchased that item from you recently
● Recent email engagement
● Suppress appropriate contacts
71. 3. What’s working and what to do next
E. Use onsite forms to grow your email list.
72.
73. Personalization Pro Tip: Use onsite forms to progressively profile your
customers. Capture additional preferences from customers who are
already opted into your marketing to provide more relevant content.
Form data to capture:
● Special dates:
birthday, anniversary,
etc.
● Interests/activities
● Style preferences
Quizzes work too!
74. 3. What’s working and what to do next
F. Update subscribers on inventory status through
a back-in-stock automation.
77. Personalization Pro Tip: Configure your back-in-stock automation to
alert your best customers first when items become available again.
Automation
split criteria:
● Purchase frequently
● Purchased recently
● Purchased at a high
average order value
AOV
78. 3. What’s working and what to do next
G. Start with empathy and go from there.
79. Think critically about how much is necessary to
share, and how often.
Show your brand’s dedication to social
responsibility.
Treat the matter with sensitivity—ensure your tone
and content are appropriate with the current
climate.
Ask your community to share what resonates with
them.
Empathy
83. ● Pre-built integrations
● CRM
● Activity history
● Segmentation
● Content designer
● Workflows and automations
● Deliverability
● Revenue attribution
● Predictive analytics
We built the first
marketing
platform with
customer data
baked in.
84. Use API endpoints from all
customer touchpoints to
request data.
Use Klaviyo’s Event,
Custom Property, and
Javascript API
to pass this information
to Klaviyo.
With Klaviyo, you
can leverage data
from all of your
channels to build
relationships.
85. Customers have made more than $3.7 billion in
revenue in the last year alone.
Join the movement at klaviyo.com