The Digital Customer Journey of Patagonia and a Critical Analysis of Consumer Activism

Written by: Nicole Keefe

Patagonia - Database Marketing Strategy word count: 1082 Critical Analysis of Consumer Activism word count: 1014

PatagoniaDatabase Marketing Strategy

Information Collection

Through cultivating research on a typical Patagonia customer the decision buying process is orientated around building a strong business to customer relationship based specifically on actions and touchpoints It is therefore vital to collect additional data with customer relationship management (CRM) tools to gain an extensive database (Ijaz, 2017). Patagonia can then effectively understand their customer and optimise retention through loyal customer acquisition (Swift 200 p.12)

A typical Patagonia customer segment is identified at valuing products greater at a higher price range that were ethically produced for longevity and environmentally conscious (Spivey, 2022). To identify other environmentally conscious consumers a range of factors could be observed such as any socially responsible and pro environmental activities they involve themselves in online as well as offline (do Paço et al., 2009). To further identify a potentially well suited, eco-conscious consumer there are additional demographic factors to consider 90% of millennials are reported to buy into a brand that applies effective environmental and social practices (Shelton, 2017). As this information relates to Patagonias overall mission statement and value proposition, the consumer's age is potentially useful to obtain (Patagonia, n d) With Patagonia’s high price point a consumer's job role may also be beneficial for targeted advertisements, in conjunction with the theory that a higher income correlates with environmental sensitivity (do Paço et al , 2009)

It is even further suggested that people with liberal political views are more likely to be committed to an eco-conscious lifestyle (Straughan & Roberts, 1999) Caution must however be taken in regards to this topic of data. Requesting information that could be perceived as inappropriate or unnecessary could drive consumers away (Jebbit, 2021)

It is important to search for diverse elements within the customer base in preparation for producing multiple segments (Thomas, 2019) Other psychographic data that would be specifically useful to Patagonia's marketing is the consumer's sporting interests such as climbing or surfing With the identification of this, marketing material can then be tailored with specific products that are relatable to each sport (Raitaluoto, 2023)

As all the data outlined would be predominantly used for tailoring to an overall segment, geographic data however can be used to tailor to an individual The popularity of particular retail products vary depending on location so therefore monitoring this could conclude in opportunities for personalised marketing (Ewen, 2023)

Channels for Data Collection

Social media can be used to gather psychographic data about potential customers through monitoring online conversations that involve brand related niche topics and jargon (Kristensen, 2019) Monitoring online consumer behavior in the form of likes and comments on online posts can be the first step to building the marketing database, pre-segmentation. The online conversations are useful if they relate to the characteristics that have been identified as a typical Patagonia customer such as environmental activism and an active lifestyle (Silvia, 2019) Patagonia receives 62.5% of its overall social media desktop traffic from Reddit, followed by Youtube at 20 11% (Similarweb, n d ) This information can be utilised by targeting the relevant accounts that have engaged on these websites more than other social media platforms Jargon that is used in combination with online conversations about Patagonia should also be noted to give additional insights into psychographic data (Kristensen, 2019)

Consumer Segmentation

Segmentation based on personal consumer information gives a core insight into the marketing methods that are more likely to have a successful impact on building retentive, customer relationships (Blattberg et al , 2008) There are clear market segments which can be focused on in particular to maximise Patagonia sales. Geographic segmentation is a primary target to be considered as the popularity of certain products will differ depending on climate and potentially culture (Martin, 2011) Due to the strongly built customer relationship aspect of the business, psychographic segmentation is additionally a beneficial primary focus. An example of one of these segments is the active customer who shops at Patagonia for activewear and thrives in the outdoors (Norris-Hill, 2018).

A core segment is the eco-conscious customer who values Patagonia for their environmental impact statement and relates to their ethical values (Hiebert, 2017). A conceptual framework of the ‘Green Consumer’ discusses the importance of segmenting environmentally conscious consumers as they have a proven loyalty for consistent buying behavior (Jeevan, 2017) This is additionally beneficial as consumer retention is cheaper than acquisition (Watts, 2016).

Personalised Marketing

By Patagonia investing in personalised marketing to build a customer relationship they can begin brand positioning to clearly demonstrate to individual segments the company capability of meeting customer needs (Kotler and Keller 2003, P867) It was reported in 2022 that for email marketing campaigns the retail sector had a click-to-open rate of 8 71% This was however reported to have a click through rate of 2.16%, see appendix A. Once the data has been collected from consumers to initially allow email marketing and then segmentation, personalisation can then be used to optimise click through rates and potentially return on investment (ROI).

Previous transactional data obtained from the customers account creates an opportunity for upselling additional products. Once a customer has purchased an item, Patagonia can then follow up with marketing content oriented around complimentary products Additionally, using transactional data from other customers who purchased similar items, the content could also include what other products they purchased.

Using the geographic data of potential customers, their needs and wants can be predicted and then tailored within email marketing For instance, if there are reports of temperature drops in the location of a geographic segment the contents of the marketing should include products that suit the climate such as coats and hats, etc. This approach would also be effective when targeting the customers who fit the active lifestyle segment as that data can be used to also direct imagery of appropriate products to them (Raitaluoto, 2023)

The psychographic and behavioral data that encompasses the environmentally conscious consumer segment can similarly be utilised. Instead of displaying products, media from the brand's environmental campaigns would be an effective way of demonstrating Patagonias beliefs by further establishing the mission statement, through rational e-mail messages This is important as 89% of consumers are loyal to brands that they share values with and it is five times cheaper to retain a customer than it is to acquire one (Shepherd, 2019) This is further supported by the ‘Loyalty Loop’ framework which is an example of a customer decision journey but instead focuses on building an ongoing customer experience, see appendix B.

Critical Analysis of Consumer Activism

Introduction

This critical analysis explores how the development of mass product consumption has offered consumers a vast variety of choice, in turn creating the opportunity for consumers to challenge organisations for any unethical practices This is through what is now identified as ‘consumer activism’ which in one example has been defined as ‘any social movement that uses society's drive for consumption to the detriment of business interests.’ (Kozinets & Handelman, 2004).

The ways in which society has used consumer activism and its level of popularity has been historically impacted especially with the rise of online communication, specifically social media (Commetric, 2019). This analysis will therefore evaluate and compare the relevant theories surrounding consumer activism To further this, the development of primary consumer activism tactics will be outlined. This is with exploration as to how they have been rendered unsuccessful for the consumers intentions in recent events

Paradox of Choice

The Paradox of Choice theory was first suggested by Barry Schwartz with the ideology that minimizing market options can reduce anxious feelings for consumers (Schwartz, 2004). Whilst Schwartz’s point of the theory is valid, the Paradox of Choice has been adapted and applied to

multiple, diverse situations In particular, the Paradox of choice is applicable to consumer non-purchase behavior. As the options continually increase for consumers, the more selective they can be with organisations and can even encourage boycotting when they go against their ethical standpoint (Kinjo & Ebina , 2015).

Ultimately, society’s over consumption has been responded to by companies with an overwhelming amount of options. With these options the paradox of choice has been created. In a TED talk, Schwartz discusses how increased options create higher expectations, leading to lower satisfaction when expectations are inevitably not met Consumers are now able to be selective with their products and in turn demand and expect more from suppliers, whether it is regarding ethical manufacturing, product quality or potentially issues with people in positions of power within an organisation (Schwartz & TED, 2015)

Boycotting To Buycotting

The development of the online world that has introduced the Paradox of Choice through mass consumerism affects the way the modern consumer protests are proven to be evolving Historically, boycotting has been a strong demonstrative way to influence company policies and behaviors through a collective effort (Xiong, 2020) There are early modern examples of this but potentially the most iconic is the consumer led campaign to boycott Nike in a response to sweatshop and child labour allegations in the 1990’s (Birch, 2012). With the creation and widespread use of e-mail at that time, campaigners were able to mobilise through the use of communication technology for an effective influence (Bullert, 2010)

Consumer activism has been continuously evolving in line with the growth of the online space and the rapidly increasing choices for each product/service. This is supported by the report from Weber Shandwick, illustrating the new found importance of buycotting over boycotting ‘83% of all consumer activists say it is more important now than ever to show support for companies that “do the right thing'' by buying from them’ (Weber Shandwick, 2018). Whilst boycotting involves the refusal of engagement with a specific company/service, buycotting instead encourages conscious consumerism Through active and passive behaviors, consumers instead selectively choose to buy from companies that relate to their ethical viewpoint instead of boycotting a minority that don’t (Castellano, 2018)

It was further reported that ‘37% expect to take more buycott actions over the next two years.’ This is opposed to the smaller 28% who expect to take more boycott actions’ (Weber Shandwick, 2018). This insight examples the impact of purchasing power through conscious decision buying behavior However despite the statistics suggesting a growth in buycotting over boycotting, in 2020 the CEO of Goya Foods, engaged in public praise of Donald Trump which was not politically appealing to his target audience. This incident resulted in a retaliative boycott, which disregarded the company's prior mass donations of food and funding for scholarships (Villanueva, 2020) As the ethical and/or political activity of the company becomes important to consumers, companies will be required to conform to their values for a competitive advantage in the market (Hyman & Tohill, n d)

Cancel Culture

Although consumer activism is typically intended to invoke positive change, the impact of activism can instead produce negative consumer-brand relationships. This is through sabotage and intentional hostile behavior with the aim of destroying a brand with no opportunity to fix their perceived mistakes (Brandão & Popoli, 2022).The cancel culture framework uses the rapid growth of social media to take a permanent stance against an individual or organisation (Ng, 2020) Using the hashtag tool on social platforms has allowed for a quick widespread of information, often resulting in an example of cancel culture. A widely regarded positive example of this was the ‘#MeToo’ movement, encouraging the exposure of individuals for sexual assault and rape (Mendes et al , 2018) This was to bring awareness following the arrest of Harvey Weinstein. The arrest was then subsequently promoted through the movement. (McMullen et al , 2018)

In regards to consumer activism, whilst ‘cancel culture’ may have stemmed from good intentions, the consequences have not always reflected this (Ronson , 2022) In an attempt to avoid controversy, Organisations are willing to build false alliances with social causes to maintain the strength for consumer manipulation and legislative influence as well as the obvious brand reputation Companies may create suggestions of changes for these causes but in reality contribute little (Ramaswamy, 2021).

‘As You Sow’ is an organisation which encourages an environmental justice framework to monitor and address the hypocrisy of organisations

Following the murder of George Floyd they adapted the framework for racial justice, comparing company statements versus actions. In this research it was found that 81% of company CEO’s accept responsibility for racial justice whereas only 40% of these companies donated to racial justice organisations following the event (As You Sow, n.d.) This therefore evidences one example of how the overwhelming impact of boycotting/buycotting can become counter productive for the consumers overall initial intent to incentivise positive change

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Appendixes

Appendix A - Email Response Statistics

Adapted from Chaffey, 2023

Appendix B - Loyalty Loop

Adapted from Court et al , 2009