Summer’s right around the corner, and the competition for your customers’ attention is hotter than ever as brands increasingly shift their focus to ecommerce. Are you equipped to see record-high sales? Join BigCommerce and Klaviyo as we unpack the latest trends in consumer behavior and what they mean for your brand’s summer sales strategy. You’ll explore ecommerce growth trends by vertical, email marketing engagement tactics practiced by top DTC brands, and the new state of relationship-building that consumers expect from ecommerce brands. Plus you'll hear from Solo Stove, a global leader of portable stainless steel wood-burning stoves and fire pits. Tune in to discover the brand’s marketing game plan, and hear how they plan to drive sales all summer long. Whether it's your main season or your makeup season, summer's the time to deliver unforgettable customer experiences.

1. Igniting
Summer Sales:
Marketing Strategies
for a Successful Season

2. Joseph McCarthy
Director of Performance
Marketing
John Merris
CEO
Meghan Stabler
VP, Global Product Marketing
and Communications

3. Housekeeping
Webinar recording available
Additional content available at klaviyo.com
Email webinar-questions@klaviyo.com

4. Enter to win
Submit a question or chat,
and you could win a bonfire!

5. 1 The shift towards ecommerce
2 Consumer insights and marketing takeaways
3 Brand spotlight: Solo Stove
4 Q & A
Agenda

6. 1
The Shift Towards
Ecommerce

7. Delivering differentiated commerce experiences with
the industry’s most versatile enterprise solution
By The Numbers:
2009
Year Founded
750
Employees
120
Countries Served
5K
Agency & Tech Partners
◿ Low TCO
◿ Powerful Performance
◿ Built for Growth
About
BigCommerce

8. This is the greatest push towards ecommerce
the market has ever seen.
People of all ages are now relying on online shopping and deliveries
which will forge habits for the future.

9. At first: A local problem that grew global
• Rapid slow down in manufacturing, supply chain
• Initial and significant panic buying of ‘essential items’
Followed by: Change in shopper behavior
• Rebalancing shopping preferences
• As restrictions lighten state-by-state,
we will see how shopper behaviors change:
• Will they adopt and adapt to
buy-online-pickup-curbside
• Prefer home delivery
• Or go back to in-store browse and buy?
• Either way, shopping behavior has changed.
What we saw...

10. At the
beginning

11. Where we
are now

12. 2020 Week Over Week Industry Trends
Pre-COVID & Week(s)1222

13. Brands that get crisis response right are able to
capture up to 3x more market share through a
downturn, rebound faster and stronger when
good times return, for lasting competitive gains¹
Source:
1. Hillier, Tony: Successful competitive strategies for recession and recovery
Investments
can equal
competitive
gains

14. “When times are good you should advertise,
when times are bad you MUST advertise.”
History tells us
that marketing
is a must in
good & bad
times
Source:
1. Ocreative, 2009 McGraw-Hill research of 600 US companies during the 19811982 recession

15. Companies must accelerate their online
capabilities in both demand generation
and operations management
• Delivering an excellent customer experience
online is crucial, so reallocate your resources
and shift management attention from offline
to online.
• Scale up capabilities in both demand
generation and fulfillment.
• Seek to eliminate points of friction in every
part of the online customer journey—for
example, by improving your website’s search
function and expanding your online
assortment.
Navigate
the now:
Immediate
priorities
Source:https://www.mckinsey.com/industries/retail/
our-insights/fashions-digital-transformation-now-or-never

16. From product-centric to customer-centric
model — to compete on the strength of their
customer experience.
B2B and B2C personalization statistics
81% 77%
of consumers have chosen,
recommended, or paid more for a
brand that provides a personalized
service or experience.
of consumers want brands
to get to know them and
understand when to approach
them and when not to.
Source: https://instapage.com/blog/personalization-statistics
Hyper-person
alization: The
next wave of
customer
engagement

17. It’s time to shape the next normal
● Today’s customers expect an increasing level of personalization and will choose to buy
from the brands that are able to offer service fine-tuned to their specific needs.
● As personalized service becomes the norm, hyper-personalization is the next step.
● Every experience and engagement that the customer has should be as personalized as
possible.
● From Acquisition, to Conversion, Checkout, Shipping and Returns.

18. ● Get your store up and running faster
and make quick changes to your site,
no coding required.
● Simplify the path to purchase
with a smart search technology.
● Personalize the buying experience for your
shoppers, by delivering relevant content.
● Leverage machine learning to better
understand customers’ search habits and
to strategically enhance product display.
Optimize for conversion and increase
customer loyalty.
Modernize
your
merchandising

19. ● Enable your shoppers to buy wherever
they’re browsing, online & offline.
● Save time & increase productivity by
systematically adding, listing and
managing products across all local and
global sales channels.
● Improve return on advertising spend
through streamlined management of ad
campaigns across Google, Facebook
and Instagram.
Create a unified shopping experience.
Sell more

20. 2
Consumer Research,
Marketing
Takeaways

21. What is
Klaviyo?
Only marketing platform that helps ecommerce businesses on day 1 and scales as they grow
Email SMS Onsite Forms Segmentation Analytics
400 Employees Globally / 38,000 Customers / 82 Countries

22. Collecting Data
What brands should do about it
Two surveys - one for brands,
one for consumers
Sharing Insights
Mining data across 38,000 brands
Predicting the future
We’ve been
busy

23. Now is the
time for
ecommerce

24. Ecommerce
sales are
increasing
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

25. Revenue by
new & returning
purchasers
New
purchasers are
driving growth

26. Forms are
even more
effective
Form submissions
are trending
positively

27. Brands and
consumers are
favoring email

28. Email revenue
is huge right
now, up 75%

29. Open Rates
are up 22%

30. More people
than ever are
engaging,
clicks are
up 45%

31. Revenue per
recipient is
up 49%
open rates are up 22%
click through rates are consistent (but more
people are opening
Revenue / recipient are up

32. Summer
presents a
unique
opportunity

33. High in
demand,
short in supply

34. New summer
essentials

35. New summer
essentials

36. New summer
essentials

37. Put your foot on
the gas—
Q3 & Q4 will
continue to be
huge for D2C
Focus on Acquisition
Build Relationships
Drive traffic to your site
Collect contact information
Learn about your customers / subscribers
Showcase your brand value

38. Effective
marketing
does more
than just meet
a need — it
connects on a
personal level

39. ç
Personal
connections
matter — and
memorable
experiences
build lasting
relationships

40. Successful
growth brands
have figured
this out and are
capitalizing on
the opportunity

41. “We now sync orders, online
activity, customer information,
and our product catalog to
drive our growth. A significant
portion of our revenue, about
30 percent, comes from email
and we’re continuing to grow.”
- John Merris, Solo Stove

42. 3
Brand Spotlight:
Solo Stove

44. Everybody
has a story
to tell

45. Launching
your story
● Identify how your product
serves the bigger picture and
broader world.
● Don’t overthink it.
● Consider what your product or
service does, and work your
way back from it.

46. 1. Timing is everything.
2. Tell your story through email to stand
out in the inbox.
3. Weave storytelling into your website
experience.
4. Lead with the story, not the sale.
5. Use storytelling to earn your next sale.
5 Pro Tips to
Ignite Summer
Sales through
Storytelling

47. “Ultimately by taking the time to listen to our customers,
we were better able to relate to them and show them that we care.”
1. Timing is everything.

48. How do you know when the timing
is right for your story?
How do you adjust your story to have it
make sense for the time?

51. “In building out each campaign, we try to ask ourselves
why someone would care about this.”
2. Tell your story through email
to stand out in the inbox.

52. How do you adjust your email editorial calendar
and automations to tell your story?

53. Order confirmation emails differ based on the
combinations of items purchased to set proper
delivery expectations

54. Adjusting the post-purchase time delays helps Solo
Stove account for shipping delays and ensures
their customers receive emails requesting product
reviews at the appropriate time.

55. Solo Stove alternates the
focus between their blog
content and sale/product
information.

56. “Our brand is built around a community of incredibly passionate customers
who use our products.”
3. Weave storytelling into your
website experience.

57. How do you extend your brand’s story onto
your DTC website?

60. “Products are commodities, brands are not.”
4. Lead with the story, not the sale.

61. How do you tell your story
while also driving sales?

63. “You can buy your first customer, but you earn a repeat customer”
5. Use storytelling to earn your next sale.

64. How does storytelling help you
increase repeat purchases?

67. 1. Timing is everything.
2. Tell your story through email to stand
out in the inbox.
3. Weave storytelling into your website
experience.
4. Lead with the story, not the sale.
5. Use storytelling to earn your next sale.
5 Pro Tips to
Ignite Summer
Sales through
Storytelling

68. Enter to win
Submit a question or chat,
and you could win a bonfire!

69. Own your Growth

70. ● 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

71. 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

72. Customers have made more than $3.7 billion in
revenue in the last year alone.
Join the movement at klaviyo.com

73. Questions?