Neat. - where cleanliness meets innovation - is a sustainable hand and home care brand.
Neat’s philosophy is to give people simple solutions to help fight the plastic crisis. Ryan McSorley, neat’s co-founder, designed neat. to be both eco-friendly and aesthetically pleasing with gorgeous fragrances that we're more used to finding in scented candles and diffusers than in traditional cleaning products.
Neat’s range of cleaning products becomes a core component of their customer's cleaning routine, beyond anything almost any other product can attest to. That said, the routine nature of buying the same cleaning products over and over again poses a great opportunity (and challenge) for neat. to introduce their current customers to their other beautiful cleaning products that perform brilliantly and are easy to incorporate into daily life.
- Clare Austin, Head of Brand, neat., commenting on the problems faced prior to Relo.
Neat’s original cross-sell approach leveraged the basic Klaviyo cross-sell flow without much data intelligence. It allowed them to introduce their existing customers to other cleaning products easily. However, it failed to hit the home run because of the following reasons:
Neat. used Relo’s unique functionality to introduce their customers to their other product ranges in 2 main ways:
Firstly, neat. synced Relo to their Shopify to automatically generate predictions for when customers were receptive to trying something new and which cleaning product they may be interested in. These predictions were built on a per-customer basis, taking into account the product each customer ordered previously, the number of product orders, the number of orders they’ve had previously, and other relevant factors that could affect the purchase:
Relo then automatically synced those predictions straight to neat’s Klaviyo cross-sell flow, immediately making them actionable and driving revenue straight away:
Eastside Co (Shopify Partner Agency) set up the flows and leveraged Relo's cross-sell predictions, which helped neat. drive customer loyalty and increase lifetime value by turning occasional buyers into regular customers with product recommendations that were truly relevant to them. Eastside Co's approach grew revenue and provided valuable insights into customer behaviour that we could leverage throughout Eastside Co's retention strategy for neat.
Here’s an example of how Eastside Co used the Relo cross-sell predictions and spun up an easy flow. Each product offering is customized to each customer, as shown on the right-hand side of the Klaviyo preview. In this instance, Relo predicted that based on Feona’s previous order history, she would be open to trying the ‘Foaming washing up spray starter pack—Mango & Fig’ and ‘Foaming hand wash refill—Sweet Rose Water.'
- Clare Austin, Head of Brand, neat.
Lastly, neat. added Relo’s unique Magic Cart Feature to reduce all the friction customers experience when purchasing. Magic Cart is a hyper-optimized mobile-first landing page personalized to each customer. Magic cart is
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-Lauren Barret, Head of Retention, Eastside Co.
One month after neat. introduced Relo, the results speak for themselves. During this time period, they were able to add a whole new best-performing repeat revenue stream to their Klaviyo set-up and achieve a 6.5x ROI.
With these changes, neat. was able to increase its repeat revenue and Klaviyo efficiency dramatically. Not only did it achieve a 6.5x ROI through a whole new revenue stream, but it also introduced its customers to its wider collection of products. Neat. is now able to build on that discovery and increase further purchases in the future.
