Full CRM Health Check: Sunday Natural Tactics Put to the Test

We assess the basic CRM strategy of the wellness brand Sunday Natural. Check how they score against other brands we graded so far!

Adebisi Adewusi

October 7, 2021

Sunday Natural is an e-commerce wellness brand. Let’s see how healthy its basic CRM tactics are according to our 7 commandments – steps brands should excel at in order to start their relationship with customers on the right foot, hopefully leading to a more meaningful, relevant customer experience and a long relationship with the brad.

1. Be Transparent 8/10

The brand has a true clean label page that explains to customers how the production and packaging of Sunday Natural Products are based on using premium ingredients, the responsible treatment of people, and real purity. The brand also states it declares all ingredients in its products, including those that do not have to be mentioned by law.

On Linkedin, the Sunday Natural shows us behind the scene by introducing us to team members using the hashtag #dreamteam21 and sharing some after-work photos.

But we found no news about the brand’s internal activities such as growth plans or financial reports. So we took off some points for that.

2. Incentives and Perks 6/10

We weren’t greeted with any offers when we logged on to Sunday Natural’s website. But as we moved around the website, we bumped into some discounted products and a sale section.

The brand delivers free of charge to Germany, Austria, and France from an order value of € 79.00. In Switzerland, the exemption sits at € 99.00.

In our opinion, Sunday Natural misses out on using incentives and perks to start building a relationship with customers.

For instance, we learned about free shipping by going to the shipping page. This information could have been shared early in the customer journey on the home page.

In addition, we found the sale section hidden in the categorization section. The sale page should be on the HP so customers can easily find offers.

The brand should consider offering discounts to customers that make a first-time purchase and setting up a referral program to encourages them to make a purchase.

3. Be Relevant 8/10

Sunday Natural builds relevance by championing sustainability. Some of the brand’s sustainability initiatives include :

Using almost exclusively vegan, plant-based ingredients
Plants cultivated according to sustainable practices, without the use of pesticide
Sourcing raw ingredients directly from local suppliers
Using environmentally friendly packaging materials

We found a knowledge section at the top of the HP where customers can buy books on health issues and medical plants.

With such overarching commitment to its values, the brand delivers a relevant user experience to visitors. The kind that can make them feel they’ve come to the right place (hence, would stay longer/come back again).

4. Be Helpful 6/10

It’s no secret that brands that help to make the world a better place win hearts and wallets. Sadly, besides the sustainability value the brand rallies behind, we didn’t see any information on social media, the brand’s website, or the internet about how Sunday Natural strives to make a positive social impact.

If Sunday Natural has give-back programs, publicizing these philanthropic efforts would be great for building an emotional connection with customers, as they are desperately seeking brands that will make a meaningful difference.

5. Realtime Personalization 2/10

Sunday Natural’s website is automatically in German but the site offers visitors the option to switch to French.

Beyond this, there was no attempt at any realtime personalization.

Going back to the brand’s HP after adding a pack of tea to our cart, the HP wasn’t personalized to reflect our browsing behavior. The images, messaging, and content on the site weren’t optimized to give us a 1:1 experience.

There was no up-selling or cross-selling throughout the customer journey. And we weren’t retargeted with campaigns after leaving the website, even though we left items in our cart.

Sunday Natural could have easily given us a taste of personalization by automatically changing the website content based on our location and offering us unique, optimized offers based on our behavior.

With the amount of customer data and personalization tools available to brands, there is no excuse for giving customers a one-size-fits-all experience. Sunday Natural loses major points for delivering cookie-cutter experiences to customers.

6. Master UX 4/10

Sunday Natural’s website is basic-nothing fancy.

Navigation is basic. Product categories are visible at the top level of the main navigation and the categorization structure wasn’t overwhelming. This helped us browse the website’s range of products easily.

The product page has detailed descriptions, but we didn’t see user reviews or product ratings. We could not find a FAQ page and the site fails to deliver value to customers looking for a fast answer about a product.

In all, Sunday Natural’s website needs to work on its UX if it’s going to be a tool in helping customers make the right buying decision – and come back for more.

7. Leverage Social Media 5/10

Sunday Natural has an active presence on Instagram with almost 50k followers. Sunday Natural is very active on Instagram and has a fair level of engagement from followers.

Posts are centered around topics like health, nutrition, and fitness. We also saw promotional posts, giveaways, and wellness tips. Good variety of content.

Though Sunday Natural has more than 18k likes on Facebook, the brand hasn’t been active since November 2018. Sunday Natural needs to get active on Facebook if it intends to engage customers there. A scheduled post using an automation tool can be a nice first step.

So how do we rank Sunday Natural’s CRM practices? Sunday Natural is getting a 39/70 here (0.55%) – which lands them at 56th, almost at the very bottom of our 58-brands list.

Sunday Natural’s CRM needs help fast. The brand falls super short in realtime personalization and being helpful, and does not excel at any of the categories we looked into.

Sunday Natural can improve its CRM and build a deeper relationship with its customers by customizing the experience through realtime online website personalization. We recommend the brand reads this post on personalized marketing to get things rolling.

We hope Sunday Natural listens to our advice, takes steps to improve its CRM practices, and gives customers a superior online shopping experience.