Grove Collaborative, a sustainable products brand, has grown to over 2 million customers by focusing on a clear mission and educating consumers. This episode dives into their strategy of expanding beyond e-commerce into brick-and-mortar retail like Target, driven by the understanding that a significant portion of their target market still shops offline. Learn how Grove Collaborative defines and implements sustainability, how they communicate this to an increasingly engaged customer base, and their approach to marketing to "natural product" shoppers.
Key takeaways
90% of a category can still be brick-and-mortar: Don't limit your distribution to e-commerce if your mission is to reach all customers where they are (e.g., Grove's expansion into Target).
Your mission isn't just about your business, it's about the industry: Grove Collaborative views their mission to inspire the industry to do better and is openly sharing their knowledge about sustainability and plastic reduction with other companies.
Education is key in evolving markets: As customers become more interested in sustainability, move from basic awareness to refining their understanding of crucial issues, such as the inefficiency of plastic recycling.
Segment your "interested" audience: Grove Collaborative doesn't target everyone; they focus on "engaged shoppers" (60% of the population) who care about their families and households, allowing other segments to naturally follow.
Don't be afraid to challenge conventional approaches: When something isn't working (like Amazon's initial struggle with clothing), a marketer has more freedom to innovate and redefine strategies.
Jennie Perry is the Chief Marketing Officer at Grove Collaborative, an eCommerce store that crafts and curates earth-changing products for the home with over 2 million customers. Jennie’s been marketing products and retailer stores (on and offline) for over 25 years including Old Navy, Stride Rite, Amazon Fashion & Amazon Prime.Wow!We're chatting about how they run their marketing to recruit new customers, and every tactic she shares is something even the smallest eCommerce brand can do...Get all the links and resources we mention at eCommerceMasterPlan.comThis podcast uses the following third-party services for analysis: Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/ ---
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90% of a category can still be brick-and-mortar: Don't limit your distribution to e-commerce if your mission is to reach all customers where they are (e.g., Grove's expansion into Target).
What does this episode say about retail & omnichannel?
Your mission isn't just about your business, it's about the industry: Grove Collaborative views their mission to inspire the industry to do better and is openly sharing their knowledge about sustainability and plastic reduction with other companies.
What does this episode say about brand & content?
Education is key in evolving markets: As customers become more interested in sustainability, move from basic awareness to refining their understanding of crucial issues, such as the inefficiency of plastic recycling.
What does this episode say about customer retention?
Segment your "interested" audience: Grove Collaborative doesn't target everyone; they focus on "engaged shoppers" (60% of the population) who care about their families and households, allowing other segments to naturally follow.
What does this episode say about dtc strategy?
Don't be afraid to challenge conventional approaches: When something isn't working (like Amazon's initial struggle with clothing), a marketer has more freedom to innovate and redefine strategies.
