How Beekman 1802 Optimized Gifting Strategies for Q4 Seasonal Sales Surge

The Story of Beekman 1802

Beekman 1802 is a skin health brand based on the clinical science of 2 ingredients: Goat Milk and Kindness.

Starting with a herd of 100 goats and a community of Neighbors, we have grown from one bar of soap into the world’s biggest goat milk skin health company.

The Problem / Challenge

Business Overview: In addition to core products, Beekman also creates seasonal giftable sets that are popular as gifts, with a notable spike in sales during Q4.

Initial Belief: The majority of Q4 bundle sales were meant to be gifted as is with the entire beautifully crafted box as a part of the gifting experience.

Problem: How can Beekman 1802 optimize their product offerings to maximize sales and customer satisfaction during the holiday season?

The primary challenge was to understand and optimize the performance of their bundles and gift boxes, especially during the high-demand Q4 period. Given that the gift rate doubles during this time, Beekman 1802 sought to refine their offerings to better meet customer expectations and maximize sales.

How Kno Helped

David Baker, Chief Digital Officer at Beekman 1802, turned to Kno’s post-purchase survey tool based on strong industry recommendations. Kno became essential for accurately tracking their marketing efforts and gathering valuable customer insights, such as demographic data and brand familiarity.

Understanding Gifting Behavior:

Given the high-volume of gifts sold in Q4, The Beekman 1802 team needed to understand how their customers were gifting their products.

David explained: “We had a key question to answer as we have historically been a very giftable brand in Q4. We didn’t know if consumers were gifting the assortment we had created with a beautiful box OR splitting up the items in those sets to buy for multiple people at a time. Kno allowed us to ask our consumers this and shift how we think about our gift sets accordingly.”

Post-Purchase Survey Implementation:

To establish a baseline understanding of customer preferences, David created a post-purchase survey with Kno using two key questions:

1. “How do you plan on gifting?”

2. “If your gift for someone else came in a Beekman 1802 Box do you plan to gift the entire box to someone or give separate items to different people?”

These questions helped him better convert buyers from other channels into direct-to-consumer customers.

The Results

One of the key insights uncovered was that a significant percentage of consumers when asked about their gifting plans, indicated a preference for value buys by breaking apart the gift boxes. This finding suggested that while gift boxes were popular, many customers valued the flexibility of purchasing individual items from bundles.

This enabled David and his team to better align their product offerings with customer preferences, resulting in improved customer satisfaction and a notable increase in sales during the Q4 gifting season.

Enhanced Marketing Insights:

Beyond optimizing product offerings, the data gathered from KnoCommerce’s surveys provided Beekman 1802 with deeper insights into their marketing effectiveness across various channels.

David noted, “Kno has allowed us to triangulate our marketing effectiveness for harder-to-measure channels like TikTok or Linear TV, as well as get a sense of how our omnichannel locations like our boutique store or Ulta are helping drive brand discovery.”

Interested in learning how KnoCommerce can help your brand achieve similar insights? Schedule a demo with us today, and we’ll walk you through the exact surveys that empowered Beekman 1802 to elevate their holiday gifting strategy.

Our team is here to help you find the right fit for your business.

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