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** The Growth Newsletter for
UK DTC Brands
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Hey there,
It's busy (and exciting!) time here at DTC Live 🎉. Just now we went live with a brand-new podcast featuring SURI’s co-founder.
In just a couple of weeks we’ll be in New York, and then it’s straight into the countdown for our flagship London conference in October.
This afternoon we went live with Mark Rushmore, co-founder of SURI, and Rebecca Worsley as we delve into:
💡 How a P&G background helped reinvent the electric toothbrush
🛍 Breaking into Selfridges & John Lewis as a young DTC brand
♻ Why repairability and recyclability are more than buzzwords
📈 Lessons from going DTC-first (and where retail fits in)
🔥 Disrupting even the sleepiest category
Watch the live here 📹 (https://www.youtube.com/watch?v=ff2b_Og1pMA)
Mark knows the DTC Live stage well, he has spoken at a DTC Live London conference, so it was great to have him back with us for today’s podcast.
At its heart, DTC Live London isn’t just a conference, twice a year we bring founders, marketers, and operators together under one roof, and the energy in the room is unlike anything you’ll find online.
You’ll get key insights from the stage, but the real magic often happens in the breaks, swapping tips with other brands, meeting potential partners, and building relationships that last long after the day is over.
And this year we’re turning it up a notch, with entertainment, experiences, and plenty of space designed to spark conversations that matter.
🇬🇧 DTC Live London | 16 Oct | The Fable, London 🇬🇧
Here’s a sneak peek at what’s waiting on stage:
* Disrupting the Fit: The Blueprint Behind TALA’s Rise in DTC, Brand and Culture
* Performance Under Pressure: Scaling Paid Media With Creative That Converts with MyProtein, One Good Thing and Rainy City
* Beyond the First Sale: Building Loyalty That Lasts with DECIEM, Regal Rose, Parcel Planet and Hollywood Browzer
* The New Conversion Funnel: TikTok, Live Shopping & the Power of Community with Smoothie LDN, Sprii, Hair Loving and INDU
…and more sessions with Mallet, Mous, YETI, SealSkinz, Reia, and PACK’D.
If you’re serious about growth, this is where the people shaping the future of DTC will be. Don’t be the one catching up on the conversations afterwards.
Why not sign up and come join us?
use code JAQRGFUAX for a free ticket
Sign Up Here ✏️ (https://www.dtclive.com/dtc-live-london)
** One Product tells a thousand stories
Selling Through User Journeys
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Every product has multiple purposes, but not every brand shows that. A journal, for example, can be a planner, a self-care outlet, or a content tool depending on the user. The product doesn’t change; the user’s perspective and story do. Brands that embrace these diverse journeys connect authentically and meaningfully with customers.
What is a User Journey?
A user journey is the series of steps a person takes with your brand from discovery to engagement to purchase. Understanding this journey shifts your focus from “What the product does” to “How the product fits into their life.”
Why One Product Needs Multiple Stories
If a journal is sold only as a productivity tool, you miss emotional buyers and content creators. People buy what a product means to them, not just what it is.
Ask yourself:
* What value does this product offer different users?
* What problems does it solve?
* What transformation does it create?
Example: Coca-Cola’s “Share a Coke”
Instead of one generic message, Coca-Cola let consumers create personal stories with their bottles turning a single product into thousands of unique experiences.
How to Sell Through User Journeys
1. Listen, Don’t Assume | Check reviews, community comments, and DMs. Capture unexpected user stories, they’re gold.
2. Visualise the Journey | Map stages from awareness to post-purchase, including:
+ User personas & needs
+ Touchpoints & actions
+ Emotions, challenges, and opportunities for improvement
3. Segment by Scenario, Not Just Demographics | E.g., “the solo traveler,” “the busy mom,” “the founder organizing content.”
4. Tell Real Stories | Use videos, copy, or visuals. Show users interacting with your product:
+ “This planner helped me ace my exams.”
+ “This planner helped me find myself again.”
Your product is more than what it was built to do, it’s what people believe it can do for them. Let users see themselves in your story, and your brand will speak louder than any ad.
Book your free call with our CRO expert (https://calendly.com/rainy-city/cro-growth-strategy-call?month=2025-02)
** 🚀 Beauty is booming, but are your conversions keeping up?
Selling Through User Journeys
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Beauty is booming, but as a DTC brand the real question is: are your conversions increasing?
Cooee’s Q2 2025 Beauty Industry Insights Report (https://shorturl.at/EhvSy) , based on data from hundreds of beauty and skincare ecommerce brands, has just landed. It’s a practical guide with benchmarks and strategies you can apply right now, perfectly timed for BFCM and the upcoming festival season.
** What the report reveals
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✅ Industry benchmarks across key KPIs, so you know how your store compares on traffic, conversion, AOV, and retention.
✅ Traffic purchase intent insights, a breakdown of how high-, medium- and low-intent visitors behave, and the right way to engage each segment.
✅ Personalisation playbooks, tested tactics across homepage, collections, product pages, and cart, with the uplift results brands achieved.
** How to put it into action
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1. Benchmark your store ➡️ Compare your conversion rate, AOV, and repeat order rate to industry averages. If you’re below the median, prioritise quick-win optimisations before BFCM.
2. Map your visitor’s purchase intent ➡️ Don’t treat all traffic the same. High-intent shoppers need reassurance (reviews, trust signals), while low-intent browsers respond better to educational content or social proof.
3. Personalise key touchpoints ➡️ Use simple tools to adjust homepage banners, collection layouts, or cart offers based on customer behaviour. Cooee’s data shows this drives measurable conversion uplift.
4. Test before peak season ➡️ Run small experiments now, so the winning variants are live when traffic surges in November.
👉 Download the full Cooee Q2 2025 Insights Report (https://shorturl.at/EhvSy)
Adopt the strategies. Boost conversions. Get ready for your strongest quarter yet.
Check out Cooee
here. (https://www.letscooee.com/)
An overview on our upcoming events
DTC Live London
16th October | Fable, Holborn Viaduct, London
Talks, panels, drinks, and deep dives with teams from leading brands. More details to follow.
🎟️ Free brand tickets (https://www.dtclive.com/dtc-live-london) , use code JAQRGFUAX
Learning Labs Manchester: Annual Planning
October (date TBC) | Huckletree, Ancoats
Everything you need to get your annual plans sorted, actionable workshops, templates, and honest discussion with other brands.
🤝 Book your spot (https://2aahovc9gzu.typeform.com/to/nkYaO9XM)
Gran Canaria Brand Retreat
24th–27th September | 5-star wellness resort
An all-expenses-covered* escape for founders, leaders and decision makers, focused on trends, tactics & transformation (*except flights).
🌴 If you’re interested, fill out this quick application:
📋 Exclusive Brand Retreat Application (https://2aahovc9gzu.typeform.com/brandretreat)
Want a look at last time?
Take a look at our highlights video (https://www.youtube.com/watch?v=-_0YscPaf6w) , photos (https://drive.google.com/drive/folders/1fzDcP7h0T4rr7prfb-m6ZULur-vS5STN?usp=sharing) , and last year’s agenda (https://drive.google.com/file/d/1VOaL_O_goqUdp2ZmK9ikxcPcs4T-dS65/view?usp=sharing) !
Sculpt & Scale, An event of beauty and wellness brands
5th November | Reformer Pilates Studio, London
A private reformer pilates session, juices and breakfast, plus a chance to connect with other brands in health and wellness.
💪🥤Register your interest (https://2aahovc9gzu.typeform.com/to/YE93NOiQ)
Hope to see you soon!
Check out our FULL events calendar here 📅 (https://www.dtclive.com/events-calendar)
That's it for this week!
Thank you for reading :)
To help continue to build the DTC Live community, please forward this email on to someone you think might like it. Or if easier, share this link (https://www.dtclive.com/newsletter-sign-up) .
We'll be back with more growth strategies and insights for eCom and tech brands next week.
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