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** The Growth Newsletter for
UK DTC Brands
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Hello everyone, Rebecca here,
We’re just a week away from what we believe to be one of the most exciting events of the year—DTC Live at The Standard High Line Hotel in NYC!
This week the Underground Ecom team came to Manchester, we ate some great food and made sure everything is ready for the week ahead!
Our events and international travel don't just stop there.
Fancy a trip to the sunshine to plan out 2025?
DTC Live is hosting an exclusive retreat for premium and established brands in Gran Canaria from January 22nd to 24th, 2025.
This annual planning retreat will feature workshops, learning sessions, networking opportunities, and wellness activities, all focused on the essential aspects of planning for 2025.
With only 25 spots available, you'll have the chance to connect with, learn from, and be inspired by fellow founders and key decision-makers.
All expenses are covered except for your flights. If you're interested in joining us, please fill out the form and we'll be in touch if you're lucky enough to join us!
🌞 sign up here 💻 (https://2aahovc9gzu.typeform.com/brandretreat)
AND… If you are available at 3pm TODAY, we have THE event for you
Join me alongside James Jago (Meta Ads Manager at Rainy City) and Shwetank Tamer (Founder and CEO at Cooee) for a critical discussion on maximising your ad spend efficiency on Shopify. This is your chance to learn how to engage visitors with real intent and convert them into buyers, especially during the busy BFCM sales period.
secure your last minute slot!
sign up here 💻 (https://www.linkedin.com/events/stoptreatingallcustomersthesame7229514197116620800/)
Now onto today’s topics
📣 It’s time to turn your Mobile App in to a Social Media Feed
📣We’ll be back in London very soon!
📣The Real Power of Consent Collection
📣How to be TOP of the POP-UPs?
📣Fancy a trip to the sunshine to plan out 2025?
📣Is UGC dead?
It’s time to turn your Mobile App in to a Social Media Feed
Do you think the following text would be more digestible if it were in a series of short 8 second videos?
We do too and certainly the younger generation does as well.
Mobile apps are proven to convert 10x better than traditional websites, thanks to their optimised and engaging experiences.
The eCommerce landscape has transformed with the rise of social media giants like TikTok.
We’ve shifted from a "Search eCommerce" model to a more dynamic "Discovery eCommerce" model.
This means users are now all about discovering new products seamlessly, just like they do on their favourite social platforms. Embrace this shift to enhance engagement and simplify the purchasing journey! 🔍➡️🛒
🎬Adding video to your mobile app is a game-changer. It provides an immersive and interactive experience that keeps users hooked. By incorporating a social-like video feed, you can turn product discovery into a fun and engaging adventure, boosting both conversion and retention rates. 📹🚀
If you are wondering what kind of videos you can add, here are just a few suggestions:
Live Shopping 🎥🛍️ Host live broadcasts (just like TikTok or QVC!) where users can interact with your products in real-time, ask questions, and make instant purchases. Create a lively, personal shopping experience that draws customers in!
Replay Shopping ⏪📺 Allow users to access previously recorded live sessions, ensuring everyone can engage with your content and make purchases, even if they missed the live event.
Shoppable Videos 🛒👆 Embed clickable products within your videos, allowing users to purchase directly. This seamless integration simplifies the journey from inspiration to transaction. Imagine going on a clothing store app and instead of having to go through every page, it was just like opening TikTok or reels, you just scroll, which clips of the different outfits har why people love the product, and if the consumers stay more that 5 second and will be even more likely to hit that buy now button!
All in all it means enhanced retention 💖🔁 keep users coming back with engaging video content like tutorials and updates and…
Seamless User Experience✨🛒 Simplify the buying process with videos that guide users through each step.
💡👉Make sure to include your founder in your videos, be transparent about your products, share live session replays on your online store and be consistent on when your posts!
Want to find out more? Check outlivemeup.io
We’ll be back in London very soon!
Shortly after our trip to NY, we are back to host our Flagship event of the year - DTC Live London AND we have a special offer for you.
If you are a DTC brand and would like to attend FOR FREE, drop an email to amelia@dtclive.com (mailto:amelia@dtclive.com) NOW, to secure one of these LIMITED spots. It is also on a first-come first serve basis.
📅 Date: Thursday, October 17, 2024
🕒 Time: 10:20 AM - 6:00 PM
📍 Location: The WestWorks, White City Place
🎟 Grab you tickets here
👉 www.dtclive.com/dtc-live-london
We have an incredible line up which we are eager to share with you but here is a sneak peak 👀
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 did—confident 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. They’ve expanded to the US and Germany and have by donating thousands of undies to those in need. Lemon’s motto: making undies that are as bold and unstoppable as the people who wear them!
** Daisy Kelly: Founder & CEO of Glow For It
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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 shouldn’t 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. Daisy’s 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 People’s 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.
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The Real Power of Consent Collection
The one marketing metric many ecom brands aren't measuring 👀
Your marketing consent rate, aka the pace of growing your email list and opt-ins—crucial for driving revenue growth.
Shopify stores typically see a 20% marketing acceptance rate for email opt-ins. But hold on—enterDataships (https://www.linkedin.com/company/dataships/) .
Say goodbye to the generic "one-size-fits-all" approach! Dataships brings you an optimised widget with dynamic location-based consent checkboxes. By utilising data privacy legislation from around the world, their widget ensures compliance while maximising growth opportunities.
Through innovative geo-location technology, the app accurately presents shoppers with the appropriate language for marketing consent based on their IP, billing, and shipping addresses.
The result? An impressive 88% checkout acceptance rate, compared to the mere 20% achieved with conventional methods!
Dataships are quietly and routinely adding hundreds of thousands of pounds in revenue for the brands they work with.
What happens if your opt in rates increase?
Brands are constantly on the lookout for innovative solutions to boost their revenue and outreach potential.
And navigating the maze that is newsletter sign-ups often leaves brands in a muddle.
Strategising on where to position that essential tick box or grappling with the opt-in / opt-out dichotomy is pivotal. Also speaking about internationalisation, what about rules in different countries? What are the laws like in the USA, Germany or Dubai?
Here’s the overview:
1. Explicit consent - via the opt-in approach (e.g. UAE, Australia)
2. Explicit consent - via the double opt-in approach (e.g. Germany)
3. "Soft opt-in" - via the opt-out method in the context of a sale (e.g. Ireland, UK, Sweden etc.)
4. Implied consent - where an Existing Business Relationship exists (e.g. Canada)
5. Consent not required - when consent is not required Dataships consent management ensures that users are presented with the required privacy notices (e.g. USA)
Based on the customer’s choice and a check to make sure the right consent collection mechanism was presented to the customer, Dataships (http://Dataships.io) assigns them a status of marketable or non-marketable. Dataships also checks against any exclusion lists in Klaviyo to ensure that if a customer has previously unsubscribed they will not be contacted, unless they have specifically opted in.
The prime focus is to incentivise more users to subscribe to emails or SMS.
That’s where our partners Dataships come in, who offer a game-changing opportunity for brands to unlock new streams of revenue by leveraging their marketable contacts.
Let's jump into a real case study example to see how the app can lead to a measurable return on investment (ROI) and substantial revenue growth.
Dataships closely track the return customer rate with their customers across different market segments. This is the percentage of customers that repeat purchases from the net new marketable contacts Dataships has unlocked.
Over a 12 month period for Health & Beauty brands they see a return customer rate of 34% and for Apparel brands as high as 73% as an example.
Here is a breakdown below.
Orders per month - 2,000
AOV - £40
Pre Dataships marketing consent rate - 40%
Post Dataships marketing consent rate - 88%
1 Month - Extra people subscribed to marketing - 960
Return customer rate - 2% = £760
4 Months - Extra people subscribed to marketing - 3,840
Return customer rate - 8% = £12,280
This goes to show just how the Dataships app can unlock substantial revenue growth for businesses! 🚀
By improving the marketing consent rate and accessing a larger pool of marketable contacts, brands can significantly boost their outreach potential and, in turn, drive impressive revenue growth.
Dataships knows the privacy and marketing laws and applies the appropriate consent collection mechanism to compliantly optimise your marketing consent collection. At a high-level Dataships applies one of five consent collection mechanisms, depending on the context of the personal data collection.
Interested and want to learn more about how this could supercharge your business and ensure you’re compliant? Check outDataships.io (http://dataships.io)
How to be TOP of the POP-UPs?
Pop-up shops have skyrocketed in popularity. Brands are stepping away from traditional stores and embracing the flexibility that pop-ups offer. These temporary retail spaces let brands experiment creatively and connect directly with customers in dynamic, engaging ways.
Let’s get into the facts.
In 2023, the U.S. alone hosted over 40,000 pop-up shops. The trend is also gaining momentum in the UK, with an 18% increase in brands adopting this strategy from 2022 to 2023, according to The Guardian. Additionally, Statista projects that the market value of pop-up stores in China could reach a staggering 832 billion yuan by 2025, underscoring the global appeal and growing importance of these temporary retail environments.
Glossier, originally an online-only beauty brand, made a significant impact with their London pop-up. This wasn’t just any temporary store - it turned into their most successful offline venture ever.
Despite having to close early due to the pandemic in March 2020, the pop-up attracted over 100,000 visitors in just ten weeks! This outstanding success led to plans for Glossier’s first permanent international flagship store in London, proving that a well-executed pop-up can pave the way for lasting retail presence.
📈 How Can your DTC Brand Harness the Pop-Up Advantage?
⚪️Strategically Aligned. Ensure your pop-up aligns with your broader marketing goals. Is it to introduce a new product, or is it about enhancing brand experience? Tailor your pop-up to fit these objectives.
⚪️Goal-Setting. Go beyond vague goals like "boosting awareness." Set specific, measurable objectives. How many people do you want to engage? What kind of sales figures are you aiming for? These details matter.
⚪️Audience Awareness. Understand who your customers are and what they want. This knowledge will dictate everything from the pop-up's design to its location.
⚪️Creativity is Key. Your pop-up should be an immersive brand experience. Think outside the box—literally! From unique installations to interactive elements, make your pop-up a destination.
Invest in a design that embodies your brand and draws visitors in. Consider interactive elements like VR experiences, product customisation stations, or unique photo ops that encourage social media sharing.
⚪️Location Logistics. While a prime location can be costly, sometimes stepping just off the beaten path can reduce costs significantly without sacrificing foot traffic. Remember, if the experience is compelling enough, people will come.
⚪️Timing Tactics. Align your pop-up with consumer behaviour patterns. Launch during peak shopping seasons or during specific events that draw your target audience.
⚪️Feedback and Adaptation. Use the pop-up as a learning opportunity. Gather feedback from visitors and monitor which elements of the pop-up perform well. Use this data to adapt in real-time and for future planning.
⚪️Follow-up. After the event, engage with attendees through thank you emails, feedback surveys, and exclusive offers to convert them into long-term customers.
Glossier’s strategic use of a pop-up in Covent Garden was a test—their spectacular success there was a green light for their permanent storefront. For DTC brands, this is a playbook worth considering.
Is UGC dead?
The short answer is No.
UGC (User Generated Content) has been extremely popular on Facebook because it feels genuine and less like marketing if done well.
However, customers seeing the 10th person on their feed a day finding the holy grail of skin care , or how a supplement has changed their life has desensitised our audience.
Just because we encounter poorly executed UGC doesn’t mean that UGC doesn’t work.
Here’s how to make sure your UGC stands out and drives results
👉Step 1
Paste these 4 requirements on your creator briefs to get more authentic content:
Be creative: “We want you to express your style. While we provide guidelines, there’s plenty of room for you to freestyle the script”
Be authentic: “We value realness, keep the dialogue as natural as possible to ensure the content feels genuine”
Quality: “While we want the content to feel organic, it shouldn’t be low quality. Ensure good lighting, clear audio, and steady shots.”
Storytelling: “Create a mini-story around our product. Show how it solves a problem or makes life better. Aim to evoke emotions—whether it’s happiness, surprise, or even overcoming a challenge—so the content is relatable and memorable”
👉Step 2
Show past winning ads or a swipe file of ads that feel genuine to give to your creator as a best practice ad
👉Step 3
make sure you give feedback and ask for as many revisions as possible before you are happy with the finished video.
Doing this for every UGC brief helped our clients find more winners by producing videos that looked like they were part of the newsfeed and not ads.
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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