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** The Growth Newsletter for
UK DTC Brands
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Hello everyone, Rebecca here,
As you are reading this we are doing a last minute run around to make sure everything is prepped and ready for DTC Live NYC today!
It has already been fab being here - sun shining at 25 degrees, hotel room with an empire state building view, having a lovely dinner with our DTC Live NY Parter Underground Ecom, and finally the Rainy City Best in Beauty Brunch.
a group of people sitting around a dinner table
Now for any Londoners with a little FOMO, we will be back very soon, and you can sign up for our DTC Live London Flagship event, happening on October 17th.
sign up here đť (https://www.dtclive.com/dtc-live-london)
If you are a DTC brand and would like to attend FOR FREE, fill in this FORM (https://2aahovc9gzu.typeform.com/to/vem4chch) NOW, to secure one of these LIMITED spots. It is also on a first-come first serve basis.
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Date: Thursday, October 17, 2024
â°Time: 10:20 AM - 6:00 PM
đLocation: The WestWorks, White City Place
We have an incredible line up which we are eager to share with you but here is a sneak peak đ
Lemon Fuller: Founder & CEO of Lemonade Dolls
Lemon Fuller started Lemonade Dolls because she wanted her amazingly talented friends to see themselves the way she didâconfident and fabulous. With no fashion or lingerie background, Lemon built Lemonade Dolls from the ground up, turning it into one of the UK's fastest-growing lingerie brands. Theyâve expanded to the US and Germany and have by donating thousands of undies to those in need. Lemonâs motto: making undies that are as bold and unstoppable as the people who wear them!
Daisy Kelly: Founder & CEO of Glow For It
Daisy Kelly launched Glow For It right out of college, mixing her love for musical theatre and her passion for skincare. Starting with a game-changing lash serum because high-quality beauty products shouldnât break the bank, Glow For It now glows far beyond, offering a full line of skin treats that are as good for the earth as they are for your skin. Daisyâs all about rocking your natural beauty and bringing products that light you up from the inside out.
Matthew Burgess: E-Commerce & Marketplace Manager at Green People
Matthew Burgess is the driving force behind the e-commerce and marketplace operations at Green People, a pioneering organic beauty brand. With over 16 years of diverse experience spanning e-commerce to finance, Matthew leverages his skills to grow Green Peopleâs online presence across Europe and beyond. His strategic vision focuses on enhancing customer engagement through digital platforms while ensuring the brand's commitment to safe, natural, and ethical products remains paramount.
Now onto todayâs topics
đŁ Empowerment Through Taboos â Exclusive Interview with Fiona, Founder of NAYDAYA
đŁRedesign vs. Optimise: Why Small Tweaks Outperform Big Overhauls
đŁ How increase you AOV by 28% and keep Customers Coming Back
đŁTOP DTC Trends to be on the lookout for đ
đŁMaster Your Ad Strategy with These Proven Tactics!
Empowerment Through Taboos â Exclusive Interview with Fiona, Founder of NAYDAYA
This week, we sat down with Fiona, the inspiring founder of NAYDAYAâa female-led body care brand unapologetically tackling womenâs most sensitive body issues. From breaking societal taboos to fostering a community that empowers women, Fiona shared her journey of growth, team building, and the challenges of launching a brand that isnât afraid to address what others shy away from.
One thing she said that really resonated with me was, âWomen deserve so much more when it comes to their physical and mental well-being. We champion female health education, we create products with a purpose, and we build communities for women.â In an industry where bigger brands shy away from real conversations, NAYDAYA embraces the messy, the uncomfortable, and the tabooâgiving women a platform to speak openly about their bodies.
Letâs dive into the interview and discover what you can learn from Fionaâs journey with NAYDAYA!
Prioritise Good Website UX and Tech Stack
"We updated our website last July, and our conversion rate went up by 2%, which had a massive impact on our sales. Iâm slowly building a strong e-commerce team who keep up to date with trends, tech stack, competitors, and different industries. Having a strong tech stack is key. For example, when we launched with Rebuy, our AOV jumped up by ÂŁ2. Tools like RunViable have also been essential for cash flow management."
âď¸Actionable Takeaway: Investing in a user-friendly website and the right tech stack can significantly impact your sales. Small changes in UX can lead to big results.
Build a Strong and Empowered Team:
"We went from a team of 2, to 6, in a few short months, we are still hiring. It has been a bit of a learning curve for me, but we all share the same ethos, the same drive to support and make a difference in women's lives. I think when you read our reviews and talk to our customers, how much we have changed/helped women, it drives the whole team, it motivates us all."
âď¸Actionable Takeaway: A motivated team that shares your vision is invaluable. Focus on building a team that aligns with your brandâs mission and supports your goals.
Embrace the Power of Community and Break Taboos:
"We recently launched a nationwide campaign called #EndTheDrySpell with TV personality Ashley James raising awareness, and to tackle the taboo of how common intimate dryness is, yet no one is talking about it. We conducted a recent study with over 2000 women to understand the impact of intimate dryness on womenâs wellbeing, both physically and emotionally, discovering that: 82% of ALL women have suffered with intimate dryness at some point in their lives. 66% said it impacted their sexual relationship, and 45% said they were too embarrassed to talk to their partners about it. The #EndTheDrySpell campaign gained national press, thousands of social media views, and encouraged hundreds of women to talk openly about intimate dryness."
âď¸Actionable Takeaway: Donât shy away from tough conversations. Addressing real, often uncomfortable issues can resonate deeply with your audience and build a loyal community.
Leverage Your Personal Experience to Create Purposeful Products:
"I founded NAYDAYA to address and challenge the taboos and inequalities in womenâs health. Born out of my own experience of how childbirth and the onset of menopause is ageist and sexist, I wanted to create a company that would empower, educate and support women through the physical and emotional changes they experience at key points in life. I wanted to create a company that would address everything from pregnancy care to menopause with the same respect and sensitivity we give other wellbeing necessities."
âď¸Actionable Takeaway: Use your personal experiences to drive your brandâs purpose. Authenticity can set your brand apart and foster genuine connections with your audience.
Prioritise Sustainability in Your Supply Chain:
"We work hard to infuse sustainability across our full supply chain, from ingredient sourcing and manufacturing, to the delivery services we use. We believe in local. We manufacture in small batches in England, and we only work with UK suppliers who align with our sustainability values. Our packaging uses recycled glass, recycled plastic, and biodegradable materials where possible. We are not perfect, and the cosmetic industry has a long way to go, but we are continuously striving to reduce our carbon footprint and our waste."
âď¸Actionable Takeaway: Sustainability isnât just a trendâitâs a commitment. Even small steps towards eco-friendliness can make a significant impact and resonate with conscious consumers.
Inspired by Fionaâs journey with NAYDAYA? đżâ¨ Visit NAYDAYAâs website (https://www.naydaya.com/?srsltid=AfmBOopa75OFWV5BWN_HwzXhSkFFyoRuUcibBnGlhq-VqB_eUAnI4ciP) to learn more about their mission
Redesign vs. Optimise: Why Small Tweaks Outperform Big Overhauls
I think after conducting a good amount of research and experiments, your perspective on a full website redesign will change. The fact that everyone thinks a shiny new website will magically boost sales is fascinating! Well, most redesigns fail. However, there's increasing success in redesigns now as more experts are exposed to the right approach.
Hereâs a wild and proven idea: donât redesign. Instead, take a page from Amazonâs book. Their site hasnât changed much in over two decades. Why? Because continuous optimisation works. Small, data-driven tweaks can do more for your site than a flashy overhaul.
But if you're determined to go through with a redesign, hereâs what you need to do:
* Donât break whatâs already working. Just give it a little facelift.
* Fix whatâs broken. Redesign where it mattersâuse conversion research and user testing to pinpoint the issues.
* QA everything. Donât âDellâ it. A $1B loss due to a tiny checkout bug? Ouch.
* Track everything from day one. If you didnât measure it, did it even happen?
So, before you bulldoze your current site, ask yourself: is a redesign really necessary, or do you just need some smart, small changes?
If youâd like to make sure your siteâs optimised ahead of the Q4 madness, book in for a quick chat (https://calendly.com/rainy-city/cro-growth-strategy-call?back=1) to find out how you can smash your Q4 target with the traffic already coming to your site.
How increase you AOV by 28% and keep Customers Coming Back
Are your sales lagging despite offering top-notch products? Or perhaps youâve noticed your average order value (AOV) isnât scaling up as expected? You might be overlooking a golden opportunity that lies right after a customer clicks âbuyâ. Welcome to the world of post-purchase strategy, a powerful yet often underutilised tool in enhancing customer experience and boosting e-commerce performance.
Nikura, a UK-based family-owned business known for its luxurious, vegan-friendly aromatherapy products, has harnessed this tool beautifully. Their approach combines quality, wellness, and a clever sales tactic that has dramatically improved their direct-to-consumer (DTC) interactions.
Post-purchase interaction is a crucial phase where many brands drop the ball.
After a customer completes a purchase, the journey shouldnât end there. This is your chance to turn a one-time buyer into a repeat customer.
Nikura does this brilliantly by using AfterSell, a Shopify app that enables immediate, post-purchase offers.
What was the real benefit, in terms of numbers?
* Improved performance un UPO with 9% increase
* FterSell continues to drive a higher AOV
* 28% increase in AOV of Primary Orders
* 11% Increase in AOV of Secondary Orders
But why is this so effective?
Immediate Engagement: The moment a purchase is made, the customer is still engaged and their trust in your brand is at a peak. Nikura capitalises on this by offering discounts or deals on their next purchase right away, which not only increases the likelihood of a repeat purchase but also boosts customer loyalty.
Increased AOV and UPO: By introducing discounts and incentives right after the initial sale, Nikura encourages customers to think about buying more or planning their next purchase. This strategy has led to a significant increase in both average order value and units per order.
Forgotten Opportunities: Many brands focus solely on acquiring new customers and often neglect the potential of nurturing existing ones. Post-purchase offers remind customers of the value they get by continuing to engage with your brand, turning what might be a one-off purchase into a lasting relationship.
Consumer Psychology: As a consumer, knowing that a brand values my continued patronage makes me more inclined to shop again. Personalised deals and thoughtful follow-up communications make the shopping experience feel tailored and appreciated, increasing customer satisfaction and loyalty.
Leveraging Sweet Analytics (http://sweetanalytics.com) for Deeper Insights
To ensure that their post-purchase strategies were truly effective, Nikura turned to Sweet Analytics to make the deal ever sweeter.
Sweet Analytics provided Nikura with detailed reporting on how AfterSell influenced sales, helping Nikura understand which strategies were working and which needed tweaking, ensuring that every decision was informed by data.
Plus, with incredibly detailed insights Sweet Analytics could help Nikura refine their upselling techniques and promotional tactics, tailoring them to meet the observed needs and preferences of their customers.
THE SWEETEST TIPS
Donât let your relationship end at checkout. Send thank-you emails, ask for feedback (not only 5* reviews, but also ask consumers what they liked AND more importantly what they would change, and inform customers about upcoming promotions to keep them engaged.
Analyse Customer Behaviour: Use analytics tools like Sweet Analytics to track how customers respond to post-purchase offers. This data is invaluable in refining your strategies and improving the effectiveness of your campaigns.
Finally, who doesnât love a loyalty scheme to join - So why not create a one that truly rewards repeat purchases, or offer exclusive discounts to customers who buy frequently. Make sure these benefits are well communicated post-purchase.
Want to find out more? Check out sweetanalytics.com
TOP DTC Trends to be on the lookout for đ
Just outside our hotel we have an ad for Shopify. Letâs just say NYC is definitely getting into DTC.
With U.S. DTC sales are projected to hit $182 billion by 2024, staying ahead of emerging trends is crucial.
Hereâs a closer look at the top DTC trends for 2024
Inflation Tightens Consumer Spending đ
Inflation is prompting consumers across all income levels to be more mindful about their purchases, even among high earners. For DTC brands, itâs essential to communicate your unique value proposition clearly, focusing on quality, values, and exclusive experiences. Make sure to optimise the customer journey to create a seamless and enjoyable buying experience that turns casual buyers into loyal customers. Want to know how? Check out how letscooee.com
Subscription Pricing Remains Popular đł
Subscription models continue to be a key strategy for stabilising revenue and boosting loyalty, especially for consumable or regularly used products. Just think about your own spending habits, how many brands you subscribed to? There are also some you are dying to see come in the post month on month and others you forgot you even subscribed too! Offer similar incentives, such as free products or exclusive access, to encourage sign-ups and reduce churn rates.
BNPL and Flexible Payment Options đ
High cart abandonment rates remain a significant challenge for e-commerce. Offering flexible payment options like Buy Now, Pay Later (BNPL) through services such as Afterpay and Klarna can help reduce this issue by making purchases feel more accessible. Highlight these payment options prominently on product pages to encourage higher conversion rates, especially for expensive items. Learn more about flexible payment solutions in our upcoming newsletter!
Lesser Dependence on Paid Advertising đ
The iOS 14 update and tightening privacy regulations have made paid advertising less effective for many DTC brands. As a result, brands are turning to alternative channels such as SMS, email, and offline experiences to build a strong foundation. Invest in organic channels and focus on differentiation and storytelling to foster deeper customer loyalty without relying heavily on paid ads.
Focus on Zero-Party and First-Party Data đ
With third-party data becoming unreliable, brands need to prioritise collecting first-party data directly from customers. Use creative strategies like personalisation quizzes to gather insights while enhancing the shopping experience, as seen with Ipsy. This approach not only helps in data collection but also boosts engagement and customer satisfaction by tailoring product recommendations.
Increased Use of SMS Marketing đą
SMS marketing remains highly effective, boasting a 98% open rate, making it a powerful tool for direct engagement. Use SMS to inform customers of exclusive deals, new product launches, and timely reminders. However, itâs essential to ensure messages are relevant and add value to avoid being perceived as spam. Brands that use SMS thoughtfully can foster a positive perception and strengthen customer relationships.
Resurgence of Plain-Text Emails đ§
Plain-text emails are making a comeback due to their higher open rates and personal feel compared to HTML-heavy messages. Integrating plain-text emails into your communication strategy can help you land directly in your customersâ inboxes, enhancing engagement. Combine these simple messages with branded newsletters to keep your audience interested while avoiding spam filters.
Encourage followers from social media platforms to join exclusive email lists, forums, or brand-controlled apps. This shift not only helps protect your brand from platform changes but also deepens customer relationships by giving you more direct control over communication.
Make Your Customers the Heroes of Your Story đ
To truly connect with your audience, put your customers at the centre of your storytelling. Showcase how your products solve real problems and improve lives. Blending your brand narrative with what your customers care about creates deeper, more authentic connections that resonate.
Balancing Wholesale and DTC Channels âď¸
Hybrid models that balance DTC sales with wholesale partnerships are proving successful for brands like Nike. Maintaining a strategic wholesale presence allows you to reach broader audiences and enhance your market penetration where your DTC efforts might be limited. Brands like Casper have expanded their reach through partnerships with retailers like Target and Nordstrom, complementing their DTC strategies effectively.
Customer-Centric Returns Policies đ
Returns are a critical factor in the online shopping experience, influencing purchase decisions for many customers. Brands that offer simple, customer-friendly return processes see higher satisfaction and repeat business. Enhance your returns policy by offering free returns and multiple return methods, and use the data from returns to refine product descriptions, reducing future returns. For all your fulfilment needs, check out Sprint Logistics (sprintlogistics.com) to streamline your operations.
Social Media Shopping Growth đď¸
Social commerce is projected to hit $30 billion in 2024, fueled by platforms like Instagram and TikTok, which integrate shopping features directly into their apps. Brands like Live Me Up (livemeup.io) are capitalising on this trend by optimising their presence on social media, making it easy for customers to shop directly from posts. Invest in shoppable posts and videos to capture impulse purchases and create a smooth, engaging shopping experience within social platforms.
Master Your Ad Strategy with These Proven Tactics!
To make your ads stand out and drive results, it's time to rethink your approach.
Here are TIPS proven to elevate your ad game!
1) Try using authentic photos in your next campaign and watch your engagement grow!
I'm seeing extremely unpolished ads working well in the last 3 months
iPhone pics of products
authentic customer UGC (not scripted)
CPA is really low on this type of content.
Your buyers have much lower sales resistance when it feels authentic
2) Spend 80% of your time making variations of what is winning
If you have a certain ad format that has worked in the past make variations of it
Change the hook
Change the actor
Make it into a GIF
Turn it into a carousel
3) Make your ads match your landing page
If they clicked on your ad, they are interested in what you said in that way, make sure your landing page continues that
4) Short Super Simple Language beats Jargon
Don't go the long way round.
Simple language doesn't insult the intelligence of your users.
If you're overly complicated it subconsciously feels like you're overcompensating.
5) Focus on the user's desired outcome.
An iPhone isn't just an electronic phone.
It's a future outcome of feeling higher status, being part of an elite group. It's the anticipation of unboxing.
The sooner you realise the emotional benefits of your products and focus all your messaging into that the better you get at ads.
Ready to scale your Meta strategy for Q4, book some time in to chat with a strategist (https://calendly.com/rainy-city/shopify-fb?back=1) to devise a plan!
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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