Reviving a Slow-Selling Product: The Survey Strategy That Drove 2.7x Sales Growth
166% sales increase
(2.7x growth) six months post-survey vs. six months pre-survey
Positioning refinement
based on voice-of-customer research
Targeted email education campaigns
that directly addressed customer hesitations
Reviving a Slow-Selling Product: The Survey Strategy That Drove 2.7x Sales Growth
166% sales increase
(2.7x growth) six months post-survey vs. six months pre-survey
Positioning refinement
based on voice-of-customer research
Targeted email education campaigns
that directly addressed customer hesitations
About Toki
Toki Kids creates safe, non-toxic play essentials for babies and toddlers. Despite having a strong email marketing presence, engaged subscriber base, and loyal customers, one of their key products, bean bags, was experiencing unexpectedly slow sales.
Through Luck & Co’s partnership with Toki, we combined our email marketing expertise with a strategic survey approach to uncover the root cause of this issue and drive sales.
The Challenge
Toki Kids knew their bean bags were underperforming, but they lacked the insights to understand the "why" behind the slow sales.
Without a systematic approach to gather and analyze customer data, Toki was making educated guesses rather than informed decisions. They needed more than just data—they needed a strategic partner who could:
- Design and execute customer research through existing email channels
- Leverage Klaviyo's capabilities to segment and survey the right audiences
- Transform feedback into actionable marketing strategies
- Implement data-driven campaigns that address real customer concerns
The Solution
Combining our expertise in customer behaviour, email marketing, and the Klaviyo platform, Luck & Co developed an email-based strategy to uncover game-changing insights.
Strategic Survey Design & Implementation
We leveraged Klaviyo's segmentation capabilities to create two distinct research campaigns.
For Product Purchasers, we wanted to understand:
- Customers' decision-making journeys and purchase triggers
- Initial hesitations and how they overcame them
- Post-purchase satisfaction and usage patterns
- Likelihood to recommend the product
For Non-Purchasers, we wanted to uncover:
- Category needs and feature priorities
- Specific barriers preventing purchase
- Awareness gaps and misconceptions
- Unanswered questions causing friction
To incentivize customers to complete these surveys, we offered past purchasers 20% off their next purchase, and non-purchasers 15% off.
Strategic Analysis & Insight Development
After collecting the survey data, we:
- Combined customer responses into actionable categories
- Identified critical gaps between customer perceptions and brand messaging
- Mapped customer language to specific email campaign opportunities
- Created email campaigns and flows to overcome customer hesitations
Turned Insights into Sales
Using Klaviyo, we turned insights into targeted email campaigns:
- Educational email series: Addressing the main hesitations - how to use and care for the bean bags
- Social proof campaigns: Featuring customer reviews that addressed common concerns
- Product line expansion launch: Applied learnings to successfully launch future products
Our Tech Stack
We used multiple platforms to execute this research-driven strategy:
- Klaviyo: To communicate with segmented audiences through targeted email campaigns and drive sales after the survey
- Typeform: To collect survey responses with an engaging, user-friendly interface
- Looker Studio: To visualize responses and organize data for actionable insights
The Solution
Combining our expertise in customer behaviour, email marketing, and the Klaviyo platform, Luck & Co developed an email-based strategy to uncover game-changing insights.
Strategic Survey Design & Implementation
We leveraged Klaviyo's segmentation capabilities to create two distinct research campaigns.
For Product Purchasers: We wanted to understand:
- Customers' decision-making journeys and purchase triggers
- Initial hesitations and how they overcame them
- Post-purchase satisfaction and usage patterns
- Likelihood to recommend the product
For Non-Purchasers: We wanted to uncover:
- Category needs and feature priorities
- Specific barriers preventing purchase
- Awareness gaps and misconceptions
- Unanswered questions causing friction
To incentivize customers to complete these surveys, we offered past purchasers 20% off their next purchase, and non-purchasers 15% off.
Strategic Analysis & Insight Development
After collecting the survey data, we:
- Combined customer responses into actionable categories
- Identified critical gaps between customer perceptions and brand messaging
- Mapped customer language to specific email campaign opportunities
- Created email campaigns and flows to overcome customer hesitations
Turned Insights into Sales
Using Klaviyo, we turned insights into targeted email campaigns:
- Educational email series: Addressing the main hesitations - how to use and care for the bean bags
- Social proof campaigns: Featuring customer reviews that addressed common concerns
- Product line expansion launch: Applied learnings to successfully launch future products
Our Tech Stack
We used multiple platforms to execute this research-driven strategy:
- Klaviyo: To communicate with segmented audiences through targeted email campaigns and drive sales after the survey
- Typeform: To collect survey responses with an engaging, user-friendly interface
- Looker Studio: To visualize responses and organize data for actionable insights
The Results
By combining research expertise with our email marketing mastery, we saw exceptional results:
166% sales increase
(2.7x growth) comparing six months post-survey to six months pre-survey
Data-driven positioning refinement
based on voice-of-customer research
Targeted email education campaigns
that directly addressed customer hesitations
The Results
By combining research expertise with our email marketing mastery, we saw exceptional results:
166% sales increase
(2.7x growth) comparing six months post-survey to six months pre-survey
Data-driven positioning refinement
based on voice-of-customer research
Targeted email education campaigns
that directly addressed customer hesitations
Why This Approach Worked
Our work with Toki Kids demonstrates the effectiveness of combining strategic thinking and email marketing expertise with Klaviyo’s platform. Going beyond basic email campaigns allowed us to address complex business challenges by using email as a strategic tool for customer research, insight development, and targeted communication.
Ready to uncover what's holding your products back and drive similar growth? Let's discuss how our approach to email marketing and customer research can transform your business.