Customer story
How grace & stella increased add-to-cart rates by 32.7% while repositioning its brand for growth beyond Amazon
Using consumer insights to sharpen brand messaging, simplify product positioning, and convert more shoppers.
+32.7%
500
12 days
The Challenge
As grace & stella expanded beyond its Amazon roots, the brand needed to evolve its positioning to reach new audiences and drive stronger conversion across channels.
But rapid growth brought some critical questions:
Who is our target consumer? How do we ensure our brand resonates with both existing customers and new audiences across the US and UK?
Is our messaging working? What really matters to consumers, and how can we communicate our value more clearly and consistently?
Is our product range positioned for growth? How do we simplify product differentiation and architecture so shoppers can easily understand and choose the right products?
With limited access to actionable consumer insights through its Amazon heritage, grace & stella needed to move beyond internal assumptions and validate its positioning with real target consumers.
What they did with Sourcerie
1
grace & stella ran a targeted series of projects, including a brand positioning and consumer insights study, combining its existing customers with new target consumers recruited through Sourcerie.
500 participants per project mixed across the US and UK
Split between 50% existing customers and 50% external target consumers
By combining feedback from loyal customers with fresh perspectives from consumers unfamiliar with the brand, grace & stella could identify which elements of its positioning were working and where it needed to evolve.
2
The team tested brand identity, messaging, and product positioning to understand how the proposition resonated with existing and prospective customers, specifically exploring:
Brand messaging and perception: Tone of voice, inclusivity, brand associations, and differentiation
Consumer needs and purchase drivers: What shoppers value most, from product benefits and ingredients to claims and pricing
Product positioning and architecture: How consumers distinguish between eye mask products, identify their preferred options, and navigate the range
Market and audience differences: How perceptions vary between US and UK consumers and existing versus prospective customers
The study achieved an 83% response rate, with initial insights in 5 days.
The Results
Stronger conversion and a clearer brand strategy for growth
+32.7% increase in add-to-cart rates: Consumer insights helped grace & stella improve product marketing messaging, alongside customer reviews generated through Sourcerie. The updated experience saw a 32.7% uplift in add-to-cart rates, demonstrating the commercial value of more effective, customer-led marketing.
Simplified brand messaging for broader appeal: Research uncovered how target consumers interpreted the brand's messaging, including positive and negative associations the team hadn't previously considered. These findings helped grace & stella simplify its messaging, clarify its value proposition, and build a stronger foundation for expansion beyond Amazon.
Clearer product positioning and architecture: Consumer feedback revealed which product benefits and differentiators mattered most, particularly across grace & stella's eye mask range. This helped the team refine product positioning, clarify differences between products, and simplify how the range is presented to shoppers.
Validated positioning across new audiences and markets: Testing with both existing and prospective customers confirmed which elements of the brand resonated beyond its established audience. Insights also revealed differences between US and UK consumers, helping grace & stella refine its messaging for broader market appeal without losing its existing customer base.
“The most important part of my job is making sure every message hits. Sourcerie helped us at a pivotal moment with strategic brand positioning work. We’d been expanding rapidly beyond our roots as an Amazon brand, where you don’t have a lot of customer data to work with. Sourcerie helped me speak to the right target consumers, simplify our messaging, and refine our product positioning and architecture to fuel that growth.”
Erin, Brand Manager, grace & stella
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