How Customer Feedback Fueled a Winning Product Drop for Birddogs

Birddogs had a growing demand for new products, but like many brands, they needed to ensure they were building what their customers actually wanted. As they considered launching a lightweight sweater, they decided to turn to KnoCommerce’s post-purchase surveys for direct insight. 

The question they asked was simple: “What else do you wish we sold?”

Customers overwhelmingly expressed interest in a lightweight sweater, and though the product was already in the works, the survey data provided critical validation that gave the team the push they needed.

Aaron Esmailian, the Head of Growth Marketing at Birddogs, explains: “We saw that customers wanted more from us, and Kno helped us tap into that demand in real time.”

With this powerful data in hand, Birddogs crafted a strategy that not only met customer demand but also delivered an experience that kept them coming back for more. 

Let’s look closer into the strategy that they used to bring that vision to life…

Using survey data to segment customers

Once the demand was confirmed, Birddogs quickly acted on the insight. The team used the survey data to segment customers who had specifically mentioned wanting the sweater, crafting a personalized experience for them. They sent out an exclusive email with the subject line: “You asked for this — and we made it for you.” 

By recognizing their customers as a key part of the product development process, Birddogs strengthened their brand affinity. Aaron reflects on the impact: 

“It wasn’t just about selling a product—it was about creating a moment of co-creation. Our customers had a voice in the products we launched, and we wanted to recognize them for that.” 

The result was a successful early access drop, where the customers who had expressed interest in the sweater got to purchase it before it was available to the broader public.

Results: Stronger engagement and sales

The early access strategy paid off. Birddogs saw high open rates on their emails, and the targeted group responded with strong sales. As Aaron explains, “We saw stronger engagement and sales than expected. It just proved that customers love feeling heard.” 

The response wasn’t just monetary; it built deeper loyalty as customers felt personally involved in the development of the product. They didn’t just buy a sweater—they bought into the idea that their feedback directly impacted the brand.

Why This Worked

One of the key reasons this strategy worked was Kno’s survey logic, which allowed Birddogs to segment customers based on their previous answers. By targeting the right group of customers—those who had expressed interest in the sweater—Birddogs was able to make their communication feel personal and tailored. 

They didn’t wait for perfect data; instead, they moved quickly on the clear signal provided by the surveys. Aaron emphasizes, “The beauty of KnoCommerce is that it gave us real-time feedback that we could act on immediately.”

By giving credit to their customers for shaping the product, Birddogs didn’t just launch a sweater—they built an emotional connection with their audience. “It was about making them feel valued. It wasn’t just a product launch—it was a celebration of our customers,” says Aaron. 

The campaign was a success because it created both urgency and connection, not just a sale.

Bonus wins

While the sweater launch was a major win, the use of Kno surveys led to additional benefits for Birddogs. The integration with their existing tools was seamless, and Aaron shared that it “was incredibly easy to integrate with our systems.” 

With surveys capturing rich insights about customer motivations and product preferences, the brand was able to tailor future campaigns more effectively. For instance, survey responses helped guide Q4 gifting campaigns, where Birddogs adjusted their messaging for customers shopping for Father’s Day.

The use of surveys also led to over 200 new newsletter signups in a month. “KnoCommerce surveys are now integral to our strategy, providing valuable feedback that drives creative and merchandising decisions,” Aaron shared.

The power of customer feedback and listening to your audience

The success of Birddogs’ lightweight sweater launch highlights the power of customer feedback and the importance of listening closely to your audience. By using KnoCommerce’s surveys to guide product development, personalize marketing, and build stronger customer relationships, Birddogs was able to turn customer insights into tangible business growth. 

“At the end of the day, KnoCommerce helped us turn customer insights into action. It was a game-changer for us—and it can be for other brands, too,” says Aaron.

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