With these tools, Everdrop has become the largest brand for sustainable cleaning products.

1. Shopify lays the foundation
2. Mail tool integrated directly
3. Influencer ensure growth - impossible without tools
4. Prepare data for all departments
5. These tools are used by Everdrop

Sustainability is currently one of the absolute trend topics. And the fact that complete business models can be built on this is currently being impressively demonstrated by Everdrop. The startup sells environmentally friendly cleaning agents and wants to fight plastic waste and chemicals. In addition to the product, the distribution is particularly special: The company primarily uses a D2C concept and sells directly to its customers in its own shop. Founder David Löwe told us which tools the company, founded only in 2019, was able to use to quickly build a real business.

In our series “Tech Stack“ companies from the digital industry reveal which tools they use and why they chose these software solutions. Want more information on suitable tools? Then check out our software review platform OMR Reviews.

David Löwe, Co-Founder of Everdrop

So it's 2019 when Christian Becker, Daniel Schmitt-Haverkamp and David Löwe start their startup Everdrop. Their goal: to make bathroom, glass and kitchen cleaners easily producible in glass spray bottles with tap water using dissolving tabs - in order to save all the plastic waste caused by packaging of cleaning agents. Meanwhile, the product range also includes unpackaged dishwasher tabs, WC cleaning tabs, as well as laundry detergent that is adapted to different water hardnesses and therefore more economical.

The products and the mission of Everdrop seem to convince. Even if no sales figures are known: About 120,000 people follow the brand on Instagram, in February 2021 the company secures a funding of over 18 million euros. But what becomes clear in conversation with founder David Löwe: Without the right tools, Everdrop would never have been able to grow so quickly. The perfect candidate for our tech stack.

Shopify lays the foundation

According to Löwe, the most important software for the startup is undoubtedly Shopify. The team set up the shop directly with the provider. “Shopify is one of the most stable systems for online shops. When the Galileo feature is broadcast, there is a risk with other shop server systems that the site will crash. We didn't have any restrictions,” David Löwe tells OMR. “You can also scale very well with Shopify and customize every part of your online shop piece by piece. We are currently working on customizing the shop for our subscription model.”

From the start, Everdrop uses the shop software Shopify.

Because in the past months Everdrop has noticed that the cleaning products also sell very well on a subscription basis - a lucrative business model. To test how well subscriptions for Everdrop work, Shopify was also perfect: “You can try out so many things with Shopify. We recently installed the Recharge app and tested with it whether customers would subscribe. That was the proof of concept for us and now we are building our own system for that.”

Mail tool integrated directly

Everdrop “benefits” from Shopify's performance in the case of other service providers whose tools integrate perfectly into the shop system. “For mailings we used Mailchimp at the beginning, but Klaviyo works incredibly well with Shopify. This allows us to personalize and automate customer communication very well,” says David Löwe. “With Klaviyo, we do all customer communication: We do shop communication, show other products after purchase, and run classic newsletter campaigns.”

Everdrop eventually ran into design limitations with Mailchimp as the marketing team grew larger and more professional. The simple templates of the tool made starting email marketing extremely easy, but after a while it was time to switch to a service with more options in design and automation. That's why the choice fell on Klaviyo.

Influencer ensure growth - impossible without tools

Particularly exciting about Everdrop's story is the path to 120,000 Instagram followers - quite impressive for a cleaning agent manufacturer. The growth was mainly supported by influencers. The right creators are personally approached from within the team. But for everything else, the right tool is needed: “With Storyclash we research suitable influencers. The tool shows which brands they have worked with and how well they present these products,” explains David Löwe. “We also track our campaigns in Storyclash and can archive posted Instagram Stories directly. So we can look at the results together as a team.”

The tool simplifies the preparation and follow-up of campaigns immensely. Only thanks to the software can Everdrop create an archive of the deals and collect learnings for upcoming collaborations. Storyclash has another helpful feature: The tool recognizes texts in Instagram Stories, which also allows a search for keywords. This is how Everdrop finds influencers who also fit with their own brand. But as I said: All work cannot be taken away from Storyclash by the marketing team: “Storyclash is purely an operational tool. The personal relationship with the creators and the managements is still decisive in influencer marketing.”

Prepare data for all departments

But Everdrop collects important data not only about its influencer campaigns. As an e-commerce player, the evaluation of all numbers is of course extremely important. “A large part of our daily business consists in evaluating data: sales trends, conversion rates, CPMs, customer movement. To make such data quickly understandable, we mainly use Tableau and Looker Studio”, says David Löwe. “We also continue to work partially with the free tool Google Looker Studio (esp. for collaborative dashboards). Data is key for success in e-commerce - consequently, you should not save on making the best possible use of your data.” That's why the mentioned tool Tableau is now used for more complex analyses, which, for example, shows how the Customer Acquisition Costs (CAC) develop on the different marketing channels in a dashboard at Everdrop.

Capturing these costs is a central issue for Everdrop and many other companies. It is extremely difficult to reliably understand via which touchpoints customers have made their way to purchasing a product. “Our biggest pain point is marketing attribution. Especially spillover and branding effects of visual channels are hard to measure and assign to channels,” says Löwe. It is likely that many users have seen Everdrop in Instagram posts and then visited the shop. Despite many tools on the market, this can hardly be proven.

These tools are used by Everdrop

Here is a list of the software that is used at Everdrop:

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