Do you sell single, high-end products that customers are likely to only buy once? Then the Single Product Brand setup is the right choice for you. As a Single Product brand, shopping decisions can often be difficult for customers, especially if there is a high price tag attached.
Decisions are made purely on the look of the products and the descriptions so it’s up to you to make the experience as best it can be. Creating an easy and helpful experience is a great starting point for a Single Product Brand. If you can provide great customer service and good quality user-generated content, you will improve the customer experience and trust of your brand.
Often those looking at a single product brand have a good idea of who you are. From research to social media, to reviews, it’s likely they decided that your brand is the one that has the item they are looking for. But as purchases can be highly-priced, impulse buying may not be as apparent as you think. Klaviyo’s ability to use an event-based system to view customer interactions with your Shopify store makes it ideal for using Flows.
Flows are the back burners of your store and are a super simple way of retargeting your Subscribers. Klaviyo has a unique Browse Abandonment Flow that allows you to send a targeted email to those who have viewed a product but haven’t added it to a cart or purchased. This can be a very effective Flow for furniture brands as you can even take the personalisation a step further and show them exactly what they viewed or item similar to it.
Custom retention is also a tricky area for Single Product Brands as often the product is bought once and that’s it. However, if you are able to, having warranties, care packages, cleaning equipment or upgrade options are all great ways to gain a small amount of repeat revenue. Using the Post Purchase Flow, you can automatically send these recommendations after the product has been owned for a particular time to see if you can upsell an item.
Using Emails alongside SMS is a proven way to improve the performance of your marketing. Klaviyo SMS allows you to seamlessly introduce SMS into your existing email flow and marketing alongside additional features.
Automated marketing through email Flows is an easy and effective way to retarget them but Klaviyo also has an SMS service that allows you to send Email and SMS messages alongside each other in a Flow.
In some cases, you can also use SMS as a follow up to an email or as transactional messages notifying your customer that their order has been processed or is out for delivery. This is often a strategy used by many brands due to the high open rate of SMS.
To start gathering phone numbers and emails, we recommend using Klaviyo’s signup forms as they capture individual consents for these fields which you can then use in your Flows, Segments and Campaigns.
The Post Purchase Flow is also an ideal place to start gathering user generated content through reviews. For a Single Product Brand there is no better social proof than seeing a photo or even better a video of a product being used by someone.
Using Reviews.io’s dynamic link, you can place this within your Klaviyo emails and request a written, photo or video review. Once the review has been gathered, Reviews.io has features in it’s platform that allows you to turn a review straight into a social media post.
Featuring these on your social media or in your email campaigns is a great way to build a fan base. It allows you to connect with your subscribers, followers or customers on a personal level, where your audience will really feel like you’re connecting with them.
Shopping for high ticket products isn’t usually a spontaneous choice. Your shopper probably knows what they are looking for so if they haven’t purchased whilst visiting your store, it’s likely they have concerns or questions. Not being able to answer these questions quickly and easily could be the deciding factor on if they decide to purchase from you.
Gorgias Chat is a widget that sits on your site and allows website visitors to send a message to your customer service team. Giving your customers the opportunity to answer a question through a Live Chat rather than an Email allows you to reply quickly and efficiently.
Waiting for a reply from an email can often lead to your potential customer going elsewhere so whether you use a Customer Service Rep or Automated Responses, by being readily available, you will already be building trust with your customer.
What can you achieve
By using the tech stack above, you’ll combat one of the main issues many Single Product Brands have: “Are our images and descriptions enough for someone to purchase?” Through API’s and inbuilt integrations at the click of a button, you can create an effective tech stack that streamlines the customer experiences and provide helpful information that will make shoppers comfortable to buy.
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