Trading Instant Gratification for Lifetime Value

As consumers become more aware of the impact that manufacturing and packaging have on the environment, they're becoming even more critical?of brands' values and ethics when making their purchase decisions.

There are many factors that impact sustainability for brands as well as consumers.?For brands, these factors can include which materials?used for clothing, products and packaging, as well as vetting vendors in their supply?chain.?Like brands can vet their vendors, consumers can vet the brands they purchase from. But consumers can also holistically change their approach to purchasing to become an overall more sustainable consumer.

While Locker is clearly a platform that promotes consumption, we do believe in supporting consumers in being overall more sustainable shoppers year round - and here are a few ways we?do this:

Through our “ins”, we encourage consumers to make more thoughtful purchases in hopes of lowering overall waste like shipping and return packaging and emissions.

With over ~30% of all products purchased online being returned, we believe that impulse purchases play a large role in this number. For example, you purchased something on a whim and the quality wasn't what you expected, the sizing wasn't right, or maybe you just regret spending the money and immediately it goes back in the box to be returned.

With over ~30% of all products purchased online being returned, we believe that impulse purchases play a large role in this number.

And not only do brands receive returns adding up in the billions, but they also incur?billions in processing costs including free shipping and free returns.

At Locker, we aren’t in the business of promoting purchases that ultimately lead to returns or buyer’s remorse, but instead, the platform was designed to help people shop with confidence by allowing consumers to save (and think) before they buy.

We have seen today’s consumer journey become far too instant-gratification driven, and frankly, too Fast.

With the rise and fall of one-tap shop and buy-now-pay-later solutions, consumers are buying more than they need, and returning products they never truly wanted in the first place.

The modern, mindful shopper saves inspiration from influencers on social media, turns to their friends and peers for authentic discovery and reviews, and then does their due diligence by weighing different options before finally purchasing something.

We have seen this shift towards more mindful consumers through the?rise of de-influencing, with consumers and creators alike aware of the harmful effects of the over-promotion of over-consumption.

The ability to continue to support consumers by meeting them wherever they shop was a large driver behind why we are?launching our mobile app very soon.?

Locker’s founder Kristine Locker said shoppers, “vocalized the need to save inspiration on the go, and?fight the pressure to impulse purchase through having a way to save products they come across in fleeting moments like Instagram story ads and TikTok promotions.”

Again, don't get us wrong, Locker is ultimately a platform that encourages and monetizes based on consumption and driving traffic to our brand partners, but we choose to do it in a way that supports stronger ROI for brands and a more sustainable future for our planet.

Pressured purchases drive short-term sales, but brands should be focused on increasing their consumer’s lifetime value. Brands can achieve this not only through product quality and customer service, but also through authentic peer-to-peer discovery and recommendations.

Pressured purchases drive short-term sales, but brands should be focused on increasing their consumer’s lifetime value.

We often see Locker users searching for a brand like Zara within our platform to discover what other relatable shoppers have curated and recommended from that site. This element of authentic discovery can ultimately expand what they were originally looking for leading to larger cart values and lower return rates.

We’re on a mission to save shoppers from buyer’s remorse and save the planet, one “save” at a time. Next time you’re feeling pressured to purchase without really thinking it through, remember you can save on Locker before you buy.

#consciousconsumerism #fastfashion #earthday #sustainability #onlineshopping #socialmedia #socialcommerce

- Mary Grace Scully , reformed impulse shopper and Director of Growth @ Locker