Lucas Larripa
Co-Founder & Ops
LinkedIn Profile
Spotlight on
Black Comet
Find out how Black Comet uses Grapevine Surveys across client stores to build real customer profiles, surface the objections that nearly cost the sale, and turn that insight into sharper marketing and retention.
Meet Black Comet
Black Comet is a Spanish ecommerce growth agency working with DTC brands on a global scale. Their model is growth as a service: rather than owning one channel and reporting on it in isolation, they take on the whole commercial picture, from the storefront and the checkout experience through to paid acquisition, email, and the analytics layer underneath all of it.
That breadth is deliberate. Great ads pointed at a poor website produce no conversions. A great website with poor traffic produces the wrong customers. The team built the agency around the belief that those two sides of the business only work when they are solved together, and their service list reflects it: ecommerce management, conversion rate optimisation, ads, email marketing and automation, custom development, and business intelligence.
They work across fashion, jewellery, cosmetics, wellness and beyond, with clients spanning early-stage launches through to brands scaling into eight figures. They are Shopify Partners, and they operate as an extension of their clients' teams rather than an external supplier, to the point that they will not take on a client's direct competitor.
Sitting behind all of that is a conviction that shapes how they set up every account. Most brands are drowning in behavioural data and starved of the one thing that actually explains it: who the customer is and what they were thinking when they bought.
The Challenges Clients Face
Most ecommerce brands can tell you exactly what happened. Which page the customer landed on, what they added to cart, what they spent. What almost none of them can tell you is who that person actually is. Personas end up built on instinct, on platform demographics, or on whoever in the room felt strongest about it. They rarely come from the customers themselves.
The same gap runs through retention. Klaviyo segmentation in most accounts is built on behaviour alone, which describes what someone did rather than who they are or why they chose the brand. And the objections that nearly stopped the purchase stay invisible, because the only people who can describe that hesitation are the ones who converted anyway, and nobody thinks to ask them.
How Black Comet Solves Those Challenges
Black Comet builds post-purchase profiling surveys into client stores as standard infrastructure. Using Grapevine Surveys, the team deploys a structured post-purchase survey across multiple brand stores, translated into each market where the brand sells, capturing customer identity, discovery, purchase motivation, and buying objections in a single pass at the moment of highest engagement.
The output does not sit in a survey dashboard. It flows into Klaviyo against the customer record, where it reshapes segmentation and retention, and into a weekly reporting cycle that puts the insight in front of the client while it is still fresh.
Profiling is one of the first things we set up when we take on a new brand, because almost everything else we do depends on it. If we are writing ads, we need to know who we are writing to. If we are building Klaviyo flows, we need something to segment on beyond order count. The post-purchase moment is the only point in the journey where a customer has just made a decision, feels good about it, and is willing to tell you why, so we build a proper profiling survey into it on every store we run.
"Grapevine is the easiest thing I have ever recommended to a client. The commercial case makes itself, so a brand can ask everything it needs to ask without anyone worrying about what it costs to keep asking. When you can put that much customer insight in front of a merchant, there is nothing to debate."
What Questions Do We Always Recommend?
The instinct with a post-purchase survey is to ask one question and move on. We go further than that, because the value is not in any single answer, it is in the profile that builds up when you put the answers together. Here is what we recommend every merchant captures.
Who the customer is
Age, how they identify, what they do, and who is in their household, which turns a vague persona into something the whole team can actually write and design against.
Where they discovered the brand
A customer-reported attribution answer that sits alongside platform data and shows which channels are genuinely introducing people to the brand.
What made them buy today
The specific trigger behind this order, whether that is a product, a promotion, a piece of content, or a recommendation from someone they trust.
What nearly stopped them
The CRO question that exposes the doubts and friction points the brand cannot see, from sizing and delivery through to price and trust.
Who else they considered
The competitive set in the customer's own words, which tells you who you are really being compared against rather than who you think you are.
What content they want from you
A direct read on what this customer wants to receive after the purchase, which feeds straight back into the email programme.
Getting the Profile Into Klaviyo
A survey response that stays in a survey tool is a report. A survey response that lands on the customer record is infrastructure. Everything we capture gets pushed into Klaviyo against the profile, and that is the point where it stops being interesting and starts being useful.
Once the profile attributes are in Klaviyo, segmentation changes completely. Instead of segmenting on spend and recency, we can segment on style preference, on life stage, on what the customer told us they came for, on what they said they wanted to hear from the brand. A customer who bought as a gift is a different customer to one who bought for themselves, and they should not receive the same flow.
It changes the content of the messaging too, not just the targeting. When a customer has told us what they were unsure about before buying, that objection is not just a CRO note for the product page. It is something the post-purchase and win-back flows can address directly. The same applies to acquisition: the language customers use to describe why they chose the brand over an alternative usually makes better ad copy than anything written in a briefing session.
Over time the profile compounds. Each order adds another layer to what the brand knows about that person, and the segmentation gets more precise the longer the programme runs. That is the part most brands underestimate. This is not a one-off research exercise. It is a permanent data asset that gets more valuable every week it is switched on.
Reporting It Back Every Week
Insight that nobody reads changes nothing, so we built the survey data into a weekly reporting rhythm rather than leaving it for someone to log in and check.
We connect the survey data to ChatGPT through Grapevine's MCP connector, which lets us interrogate the responses conversationally rather than exporting spreadsheets and building the same pivot table every Monday. We can ask what has shifted in the objection data since last month, whether a particular discovery channel is growing, or what the open text responses are clustering around, and get an answer in the time it used to take to pull the raw file.
That report goes to the client every week alongside the rest of the growth reporting. It matters that it arrives on a schedule and in plain language. The people who need this insight are not always the people who would go looking for it in a dashboard. Putting it in front of the brand team, the creative team and the email team on a regular cycle is what turns customer feedback into decisions rather than an archive nobody opens.
The compounding effect is the same as with the Klaviyo profiles. Week on week, the picture sharpens. Patterns that were noise in the first month become obvious by the third, and by then the brand is making product, creative and retention decisions with the customer in the room.
Start Collecting Insights with Grapevine Surveys
This is just one example of the many different ways you can capture feedback and gain valuable insights from your customers. We love being part of your journey - from seamless setup to turning insights into action!
So if you're looking to start collecting more insights and you need a bit of help, you know where we are!
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