In the hyper-competitive world of sneakers, building brand loyalty is a monumental challenge. Yet Brooklyn-based footwear company Greats has managed to achieve the seemingly impossible – a staggering 50% repeat purchase rate within just a few years of launching. This article delves into the strategies and approaches that have enabled Greats to create such a devoted customer base and stand out in the crowded sneaker market.
The Foundation: A Disruptive Direct-to-Consumer Model
At the core of Greats' success lies their innovative direct-to-consumer (DTC) business model. Founded in 2014 by industry veteran Ryan Babenzien, Greats set out to challenge the traditional wholesale system that had long dominated the footwear industry.
Babenzien recognized that the existing model was riddled with inefficiencies:
- Multiple middlemen eating into margins
- Inflated retail prices for consumers
- Limited control over brand presentation and customer experience
By selling directly to customers online, Greats was able to offer a compelling value proposition:
- Italian-made sneakers starting at $159
- Comparable quality to luxury sneakers priced at $450+
- Greater control over the entire customer journey
This DTC approach allowed Greats to build direct relationships with customers, gather valuable data, and iterate quickly based on feedback – all crucial factors in fostering loyalty and repeat purchases.
Quality and Craftsmanship: The Bedrock of Customer Satisfaction
While the pricing strategy is disruptive, Greats has not compromised on quality to achieve lower price points. The company maintains a laser focus on premium materials and production techniques:
- Shoes are manufactured in Italy, often in the same factories as luxury designer brands
- High-quality materials like full-grain leather and Margom soles are standard
- Meticulous attention to detail in construction and finishing
As Babenzien explained in a 2019 interview with Forbes, "We use premium materials in everything we do. We're not trying to get the lowest price in the cost of goods. We are actually trying to make, we up-spec materials across the board."
This unwavering commitment to quality ensures customers feel they are getting exceptional value, driving satisfaction and, crucially, repeat purchases.
Building an Authentic Brand That Resonates
Beyond the product itself, Greats has focused on building an authentic brand that connects with their target audience. Key elements of their brand strategy include:
1. Emphasizing Brooklyn Roots
Greats leans heavily into its Brooklyn origins, tapping into the borough's reputation for style, creativity, and authenticity. This gives the brand a cooler, more genuine vibe compared to mainstream sneaker giants.
2. Leveraging Founder Expertise
Co-founder Ryan Babenzien's background in the footwear industry (including stints at Puma and K-Swiss) lends significant credibility to the brand. His insider knowledge is apparent in product design and brand positioning.
3. Strategic Collaborations
Partnerships with cultural influencers like NFL star Marshawn Lynch help Greats tap into sneaker culture and build street credibility. Limited edition collaborations create buzz and strengthen the brand's cultural relevance.
4. Design-Driven Content Strategy
Rather than just pushing product, Greats' social media focuses on design inspiration across categories like architecture, cars, and travel. This positions them as a lifestyle brand that understands and caters to their design-savvy audience.
A Relentless Focus on the Customer Experience
At every touchpoint, Greats prioritizes the customer experience to drive satisfaction and loyalty:
Exceptional Customer Service
With a Net Promoter Score of 69 (considered excellent in the industry), Greats clearly delivers when it comes to customer service. They are quick to resolve issues and go above and beyond to ensure customer happiness.
Thoughtful Communication
Greats takes a measured approach to customer communication, avoiding the spam-like frequencies of many e-commerce brands. Their emails focus on providing value rather than constant sales pitches.
Product Education
The company invests in educating customers on the quality and value of their products. This builds trust and helps justify the price points to new customers.
Post-Purchase Engagement
After a sale, Greats works to keep customers engaged through relevant content and community building rather than just pushing for the next purchase.
Leveraging Data and Technology for Growth
While maintaining an authentic brand image, Greats also embraces modern e-commerce technologies and data-driven decision making:
- Robust E-Commerce Platform: Built on Shopify, giving them a strong technical foundation to scale their DTC model.
- Customer Feedback Tools: Utilization of platforms like Delighted to systematically gather customer feedback and track metrics like Net Promoter Score.
- Data-Informed Product Development: Customer data and feedback informs decisions on new product launches, colorways, and design tweaks to existing models.
- Personalized Marketing: Leveraging customer data to deliver more targeted, relevant marketing communications.
Overcoming Early Challenges
Greats' journey wasn't without obstacles. Some key challenges they faced and overcame include:
- Supply Chain Hiccups: Early customs delays left customers waiting weeks for orders. They've since streamlined their supply chain and built in more buffer time.
- Scaling Production: Moving from small batch production to larger scale manufacturing while maintaining quality was an ongoing challenge as the company grew rapidly.
- Building Brand Awareness: As a new entrant, Greats had to work hard to build awareness and credibility in the competitive sneaker market.
- Resisting Discounting Pressure: In an industry prone to heavy discounting, Greats has stayed disciplined in maintaining their pricing strategy.
The Secret Sauce: Driving Repeat Purchases
So how exactly has Greats achieved their impressive 50% repeat purchase rate? Several factors come into play:
- Product Quality: First and foremost, customers come back because they are genuinely impressed with the quality and value of the product.
- Evergreen Styles: By focusing on classic, versatile styles rather than chasing trends, Greats creates products customers want to buy again and again.
- Limited Editions: Occasional limited drops keep customers engaged and coming back to check what's new.
- Excellent Post-Purchase Experience: From speedy shipping to hassle-free returns, Greats ensures the post-purchase experience is smooth.
- Community Building: Greats fosters a sense of community among customers, creating brand loyalty beyond just the product.
- Strategic Email Marketing: Well-timed, relevant emails keep Greats top of mind without annoying customers.
- Referral Incentives: Satisfied customers are incentivized to spread the word, bringing in new customers likely to have similar positive experiences.
Looking to the Future: Expansion and Innovation
As Greats continues to grow, they are expanding in several directions:
- Women's Sizes: Launching women's sizing for popular unisex styles in response to strong demand.
- Retail Expansion: While staying true to their digital-first model, Greats is selectively expanding into physical retail, with plans for a Manhattan store.
- New Collaborations: Ongoing partnerships with like-minded brands and influencers will continue to be a key strategy.
- Product Expansion: While staying focused on sneakers, Greats continues to expand their range of styles and materials.
Lessons for Other E-Commerce Brands
Other direct-to-consumer brands can learn several valuable lessons from Greats' success:
- Focus on delivering exceptional value through both quality and price
- Build an authentic brand that resonates with your target audience
- Prioritize the end-to-end customer experience, not just the purchase
- Use data to inform decisions while staying true to your brand vision
- Be patient in building customer loyalty – it pays off in the long run
- Resist the urge to discount heavily, focusing instead on communicating value
- Foster community and turn customers into brand advocates
The Impact of Sustainability
In recent years, Greats has also placed a growing emphasis on sustainability, recognizing its importance to their customer base and the planet:
- Eco-Friendly Materials: Introducing styles made with recycled materials and sustainable fabrics.
- Packaging Innovations: Switching to recyclable and biodegradable packaging options.
- Transparency: Communicating their sustainability efforts clearly to customers, building trust and alignment with eco-conscious consumers.
This focus on sustainability not only appeals to environmentally-aware customers but also helps differentiate Greats in a crowded market.
The Role of Influencer Marketing
While Greats has been selective in their approach to influencer marketing, it has played a role in their growth:
- Micro-Influencers: Partnering with niche influencers who align closely with the brand's values and aesthetic.
- Authentic Collaborations: Focusing on genuine partnerships rather than paid endorsements.
- User-Generated Content: Encouraging and showcasing customer content to build social proof and community engagement.
Adapting to the COVID-19 Pandemic
The global pandemic presented unprecedented challenges for retailers, but Greats was well-positioned to weather the storm:
- Digital-First Advantage: Their established e-commerce infrastructure allowed them to continue operations smoothly.
- Shift in Product Focus: Recognizing changing consumer needs, Greats emphasized comfort-focused styles for at-home wear.
- Community Support: Initiatives to support healthcare workers and local communities strengthened brand loyalty.
The Power of Customer Feedback
Greats' ability to maintain such a high repeat purchase rate is closely tied to their commitment to customer feedback:
- Regular Surveys: Conducting periodic customer satisfaction surveys to identify areas for improvement.
- Product Development Input: Actively involving customers in the design process for new styles.
- Responsive Customer Service: Quickly addressing and resolving customer issues, often turning negative experiences into positive ones.
Conclusion: A Blueprint for Modern Brand Building
Greats' journey from startup to established player with enviable customer loyalty metrics is a testament to the power of a clear vision, commitment to quality, and relentless focus on the customer. By disrupting the traditional footwear model and staying true to their brand values, Greats has carved out a unique position in a crowded market.
Their 50% repeat purchase rate is the result of consistently delivering on their promises and fostering genuine connections with customers. As they continue to grow and evolve, Greats serves as an inspiring example for other direct-to-consumer brands aiming to build lasting customer relationships in the digital age.
By prioritizing quality, authenticity, and customer experience at every touchpoint, Greats has turned first-time buyers into loyal repeat customers and passionate brand advocates. In doing so, they've not only built a successful business but have reimagined what a modern sneaker brand can be.
As the retail landscape continues to evolve, Greats' success story offers valuable insights for entrepreneurs and established brands alike. Their ability to blend traditional craftsmanship with modern marketing and technology demonstrates that there's still room for innovation and disruption in even the most competitive industries.
