.png)
Table of Contents
For Devon + Lang, a premium underwear brand, cash flow management, and precise product planning were essential to their growth strategy. Yet, predicting which designs would resonate with customers was often a costly guessing game, with each unsold product tying up critical cash flow. That’s when Devon + Lang turned to Gojiberry’s five-second post-purchase surveys, a tool that provided instant, actionable insights straight from their customers. This case study dives into how Devon + Lang harnessed Gojiberry’s post-purchase survey data to optimize their product research process, streamline inventory planning, and ultimately save over $80,000—proving the power of customer-driven insights in creating a successful product roadmap.
Q: Tell us a bit about Devon + Lang. What makes the brand unique?
.png)
Tyler McCombs (Founder and CEO): "Devon + Lang is a brand focused on making high-quality, comfortable underwear. We launched in August 2019 as a men’s underwear brand, with our own patented pouch design to keep everything comfortable and prevent chafing. But as we grew, we noticed women wanted in, too—so we expanded with a women’s line. Today, our women’s collection accounts for about 65% of our sales. Our mission is to create comfortable, long-lasting products that our customers truly love."
Q: What challenges were you facing before you started using Gojiberry?
Tyler: "One of our biggest struggles was managing inventory. We’d come up with a few new print ideas, but we couldn’t be certain which ones would be a hit. Often, we’d end up with a surplus of prints that didn’t sell as well as we’d hoped. Each unsold print design tied up between $10,000 to $15,000 in inventory costs. After a few misses, we’d accumulated close to $80,000 worth of inventory that wasn’t moving, which put a strain on our cash flow."
Q: How were you gathering customer feedback at that point?
Tyler: "We tried using another survey app that focused on post-purchase and NPS surveys, but it was tedious and required manually sifting through data on spreadsheets. We also experimented with Instagram Stories to gauge interest in various prints, but the process was slow and didn’t yield the in-depth insights we needed to make confident decisions."
Q: What led you to try Gojiberry for your post-purchase surveys?
Tyler: "We were on the hunt for a post-purchase survey tool that was easy to set up, simple to use, and would give us immediate insights into what our customers wanted. I came across Gojiberry in my search and was really drawn to the ease of the five-second survey feature. This quick survey allowed us to gather instant feedback on new prints and styles right after the purchase, which was exactly the type of data we needed for better product planning."
Q: How did Gojiberry’s features stand out to you?
Tyler: "The simplicity of the platform really appealed to us. With Gojiberry, we can easily gather feedback on different print ideas and understand customer preferences quickly, without needing to go through cumbersome data processing. Being able to show multiple print options in a fast survey and get instant reactions was exactly what we needed to improve our product decisions."
Q: Can you give an example of how Gojiberry helped you make a specific product decision?
Tyler: "Absolutely! Gojiberry helped us discover just how much our customers loved a certain strawberry print. The strawberry print wasn’t even on our initial list of prints for the next season—it was more of an afterthought. But when we included it in one of Gojiberry’s quick surveys, it instantly became a customer favorite. The feedback was overwhelmingly positive, showing us this print was in high demand. Thanks to Gojiberry’s insights, we moved it up to production, knowing we had strong customer demand for it."
Q: Has using Gojiberry impacted your inventory management process?
Tyler: "Gojiberry has made a huge difference in how we manage our stock. Before, if we missed the mark on a print, we could be left with $10,000 to $15,000 worth of unsold inventory for each style. By the time we had a few of those misses, we had $80,000 in tied-up stock. Now, we’re able to avoid that risk and plan our product lineup with confidence, knowing exactly which styles our customers love. This approach has not only reduced unsold stock but also improved our cash flow and freed up resources to expand in other areas."
Q: How do you use Gojiberry’s insights in your regular team meetings?
Tyler: "In our weekly team meetings, we pull up our Gojiberry feedback alongside sales data and social media engagement. Gojiberry’s insights give us real-time customer preferences that guide our product and inventory choices. Having data we can trust has transformed our decision-making, giving us a reliable way to make better-informed choices about our product lineup."
Q: What advice would you give to other Shopify store owners based on your experience with Gojiberry?
Tyler: "If you’re not already using a post-purchase survey tool to gather insights directly from your customers, I’d highly recommend it. Customer feedback is some of the most valuable data you can get, and having a tool like Gojiberry to gather and organize that data makes all the difference. Also, be ready to adjust your product lineup based on what your customers tell you. That’s exactly what we did with our women’s line, which grew to be a major part of our business because we listened to our audience."
Q: Do you have any tips on using survey data effectively?
Tyler: "Keep your surveys focused and quick. Gojiberry’s five-second surveys work perfectly because they don’t require a lot of time from customers. Don’t ask too many questions—focus on gathering the insights that will help you make the next right decision. For us, knowing which prints to produce and which ones to skip has made all the difference, and that’s all thanks to the data we collect directly from customers."
Q: How has receiving direct customer feedback impacted you on a personal level?
Tyler: "Getting that immediate feedback is incredibly rewarding. Reading how much customers love our products—and even getting constructive feedback—reminds me of why we’re doing this. It’s amazing to know that our products really make a difference in people’s lives. Gojiberry has been a game-changer, helping us connect with our customers in a meaningful way and make smarter, data-driven decisions."
Devon + Lang’s experience highlights how using Gojiberry’s post-purchase surveys can empower Shopify businesses to build a successful product strategy rooted in valuable, direct insights from their target market. By gathering real-time customer feedback, the product managers and product teams can improve the product development process, making more informed decisions about product ideas, launches, and the product roadmap.
This approach aligns with business goals to create viable products that resonate with customers, minimize excess inventory, and maintain healthy cash flow. For Devon + Lang, Gojiberry’s survey tool offered actionable insights that supported marketing strategies and enhanced the overall user experience—ultimately driving a positive cash flow by reducing risks in product launches and optimizing marketing efforts.
This case study is a model for business owners looking to align product strategy with customer feedback, identify market trends, and strengthen their marketing campaigns. Gojiberry’s platform enables follow-up questions and dynamic, data-driven research, giving e-commerce brands the power to thrive with a deeper understanding of their target customer.
Download Gojiberry to improve your business
