From niche to mass market brand with one post purchase survey question: A data-driven guide.

Following a recent conversation with a long-time client, it dawned on me that there’s a simple yet powerful question ecommerce brands should include in their post-purchase surveys:

"What other brands in this category have you consumed in the last six months?"

I realize how prosaic this might sound, and I know post-purchase surveys are crucial for measuring attribution.

But it’s an efficient and accurate way to understand your customers and identify your competitors.

How so?

Imagine you operate a small bed and breakfast in the French countryside.
Growth appears to depend on understanding why your guests selected you instead of the other B&Bs in the area.

Yet statistically speaking, the most popular alternative destination among your customers would be Paris, followed by Nice, Lyon, and so on down the list of the most visited cities in France.

Growth, therefore, depends on persuading more of the approximately 20 million tourists who visit Paris annually to choose your bed and breakfast.

The “what other brands?” question works by revealing the ‘Paris’ and ‘Nice’ of your category — the brands your new acquisitions will come from and detract to.

Take a look at row 10 in the chart (above). As you move from left to right, you'll notice the proportion of Bai Water customers who purchased competitor brands: 87% bought Coke, 73% bought Gatorade, 67% bought Aquafina, and so on.*

Despite Bai's positioning around "antioxidants," "daily hydration," and "non-artificial sweeteners," Bai customers consume roughly twice as much Coke as Propel, Hint, and Vita Coco combined.

This pattern aligns precisely with the Duplication of Purchase Law that Byron Sharp outlines in "How Brands Grow." Buyers within any given category consume brands in line with their market share.

Before you change your post-purchase survey...
1) Continue using post-purchase surveys to learn how customers discovered your brand. But also ask customers about other brands the engage, particularly the category leaders, as that's where the majority of your new customer acquisitions will come from.

2) Approach shopper segmentation cautiously. While some bed and breakfast owners successfully cater to bed and breakfast enthusiasts, if their goal is to grow, they must evaluate their services relative to all other tourist destinations. Neglecting this broader perspective risks targeting a segment that is too small to drive significant growth.

The key lies in identifying segments distinct from the mass market yet large enough to target effectively.

Within the chart, the brand with the most customers who did not consume Coke was La Croix. A more extensive sample would validate this "no soda" segment and allow you to inquire about their preferences and unmet needs.

While Sharp generally maintains a skeptical view of this approach, from the perspective of small brands with ambitious aspirations, the unmet shopper needs that larger corporations overlook can serve as crucial stepping stones for growth.


Interested in Exploring Further?
If you're intrigued by what this post-purchase survey question can reveal or desire guidance on combining your order data with survey data to replicate the Duplication of Purchase Law for your brand, we're here to assist you.