Nominate an incredible woman, Pets Purest, CRO & more

Hello friends,

Well, Bologna was a treat! 😍 

Last week, team DTC Live headed to Bologna for Cosmoprof Worldwide Bologna where we also hosted our Best in Beauty VIP dinner. 

Firstly, Cosmoprof, the size and scale were unbelievable, for anyone in the beauty industry this is a must. The stands were amazing, covering all areas of the journey, packaging, filling, suppliers, you name it.

We then hosted our VIP DTC Live Dinner with 20 brands in attendance, in collaboration with Rainy City Agency - Award-Winning Shopify Plus Agency , eComplete Group and our partners SellersFi .

What a turnout!

Our beautiful Italian dining room was jammed, the food was delicious, and we even had the Department for Business and Trade in attendance.

Part of the reason DTC Live works so well is because of its partnerships. From our partnerships with the technology and other solution providers who make the DTC Live community possible, to those with the creme de la creme of the British agency scenes, who are businesses, such as Rainy City, who we trust to deliver quality work for the brands in our community 

As I always say, I'm so proud of the community we are building. Every partnership that we make is purposeful, and at DTC Live, we strive to create meaningful connections.

Finally, hear from one of our partners who has felt the DTC LIVE impact.

“Two things that have turned the new business dial for Dyzio are events and partnerships. Building that face-to-face connection and getting exposure to eCommerce brands who have a need for our product has been a real Gamechanger for us (in-joke!). DTC Live has been an amazing partner to work with and we look forward to building on this partnership in 2024”.

Now onto today’s topics 

📣Nominate an incredible female founder or leader

📣Please don’t tell us you’re NOT doing CRO? 

📣 How to lift revenue by 44% - The Playbook

📣 How Pets Purest keeps wagging and customers returning?

📣 Biz Kids reaches 2 million views from Gen Alpha a month, and it's all thanks to The Edit Squad

Nominate an incredible female founder or leader

I am thrilled to announce that Tash Talks, my chat show featuring female founders and leaders, has been commissioned for a second season! 

After a successful pilot on Sky 186 in February, we are gearing up for an even more inspiring and insightful season ahead.

This season, we are delighted to partner with Recharge, the leading ecommerce subscription technology, to bring you engaging conversations with remarkable women. As we begin to schedule guests, we're eager to showcase the diverse talents and stories within the DTC Live community.

Our aim is to spotlight women who are making waves across various industries, from technology to entrepreneurship, and beyond.  

Last season, we had the privilege of featuring some of the most accomplished women from the DTC Live community, including the founders of Elemis, Rodial, By Rotation and Millie Kendall of the British Beauty Council.

Now, we're on the lookout for more extraordinary women who are making a difference - despite juggling multiple responsibilities such as childcare, caring for ageing parents, managing households, and navigating the daily challenges of life, of which I find the tyranny of what to cook for dinner that everyone will eat the most perplexing. 

If you know someone who fits this description, please don't hesitate to nominate them by replying to this email.

I am immensely proud to bring Tash Talks back for another season, where we will continue to shine a spotlight on the incredible women shaping Britain. I'm looking forward to hearing your nominations.

Please don't tell us you're not doing CRO?

There’s always a few stand out or shocking moments at DTC Live conferences, and DTC Live London was no different! 

Of course, there was that moment when Luke Plane, our trusted ecommerce specialist recruitment partner from Fulfilled Talent shared updates on his vascetomy, and had everyone in hysterics, but that aside, came the moment when we asked the audience who is actively doing CRO on their website.

And only one person put their hand up! 

 Why? Is it because it takes time or it’s too confusing? We’re baffled as on site CRO (conversion rate optimisation) is one of the key areas brands must dedicate time to if they want to increase their revenue.

The brutal facts are only 3% of customers are ready to buy when they land on your site! Which means 97% need more persuasion and CRO is part of your persuasive mix.

At DTC Live, Shwetank Tamar, CEO and Founder of Cooee, and THE CRO expert, emphasised the disconnect between website visits and actual purchasing intent: 

"So many advancements, yet as soon as visitors land on your website, you assume they're ready to buy. And yet 97% of the time that's not the case”.

He delved into why it’s important to humanise customer engagement in real-time and how AI can help ultimately streamline this process. 

So let’s get into it…

Emphasising the Uniqueness of Visitor Journeys

"No two visitor journeys are alike... The way AI makes it possible is to look at every single visitor journey in real-time."

✏️Actionable Tip: Deploy AI-driven analytics to tailor the shopping experience dynamically. By recognizing the unique path each visitor takes, brands can offer personalised interactions that significantly enhance the likelihood of conversion.

The Importance of Timing in Engagement

"It's like me holding up a 20% off coupon right at the head as soon as the guy lands and I'm like, this is annoying... You need to understand if the guy's too early, the way you form a connection, humanise the whole thing."

✏️Actionable Tip: Utilise AI to gauge a visitor's readiness to engage or purchase. Tailor your marketing tactics based on the customer's stage in the buying journey, ensuring that promotions and interactions are timely and relevant. 

Quantifiable Impact of AI on CRO

"In about 3 months, we've given an impact of 10% increase in conversion rate, which is like a Disneyland story coming true."

✏️Actionable Tip: Prioritise AI solutions with proven outcomes. Look for AI tools that not only offer insights but also deliver measurable improvements in conversion rates within a specific time frame.

Navigating Privacy Concerns with AI

"The world forward is zero-party and first-party data... It would not be useful at all to somebody else."

✏️Actionable Tip: Focus on collecting zero-party and first-party data through AI to enhance the customer experience without infringing on privacy. Such an approach ensures a secure and personalised interaction that respects the user's data preferences.

Want to learn more? Check out Cooee, and find out how you can make CRO a revenue driver - you can never have too many!

How to lift revenue by 44%

Happy customers are essentially the engine that propels growth. We all want to delight customers, provide smooth purchasing experiences, and leave shoppers with a positive impression.

However, cultivating this happiness and translating it into revenue requires a fundamental shift in mindset and investment towards prioritising customer experience.

So we asked our friend at Gorgias to exactly unleash the power of your happy customers. Plus lucky for you they just released their The CX-Driven Growth Playbook, and it's totally DTC Live approved, so definitely check it out.

Back to the TIPS. 

1) Harnessing Customer Feedback is a Strategic Asset

Customer feedback is not only valuable but can be indispensable for shaping your brand's product and CX. Actively giving feedback before issues escalate is key. Integrating feedback mechanisms within customer support operations allows brands to preemptively address pain points and drive product enhancements. For example, you receive a complaint about a technical issue, by acting fast you can diffuse the situation and address the root of the issue quicker.  

2) 82% of shoppers want a brand’s values to align with theirs.

As I always say the market is overfilled with product choices, which means it's essential for brands to differentiate themselves. Plus today's consumers gravitate towards brands whose values resonate with their own. So, by aligning product offerings and CX with brand values not only fosters customer loyalty but also attracts like-minded consumers seeking authenticity and purpose-driven brands.  

3) Repeat customers generate 300% more revenue than first-time customers. Repeat customers are the backbone of eCommerce, contributing disproportionately to revenue generation. So investing in strategies, such as subscriptions, email marketing or product recommendation, is crucial to bolster customer retention (check our last newsletter for all the tips on this!) especially nowadays with the rise of CPAs.  

4) Customers who ask questions on your site are 30% more likely to make a purchase. Viewing customer support as a revenue driver rather than a cost centre is a paradigm shift many brands overlook. By incentivising agents to upsell and cross-sell, fosters a sales-oriented culture within support teams, and integrates sales metrics into performance evaluation. This means brands can capitalise on the immense revenue potential inherent in customer interactions.  

5) A Seamless Customer Journey means Maximised Revenue Opportunities An A+ customer journey extends beyond the point of purchase, encompassing every touchpoint with the brand. From enhancing brand awareness through community partnerships to personalised interactions during the purchasing process and swift issue resolution, each stage presents opportunities to delight customers and drive revenue growth. Don’t forget to think about the pre-purchase and post-purchase too!  

6) Foster a Continuous Improvement Culture Success in ecommerce hinges on the collective efforts of a passionate, customer-centric team. This is why we did build the DTC Live community! By encouraging employees to take ownership of product quality and CX fosters a culture of innovation and adaptability, propelling the brand towards sustained growth.  

Want to learn more? Check out Gorgias playbook of 18 tactics to drive revenue by up to 44% through CX. They interviewed 25+ top ecommerce brands and analysed data from 10,000+ merchants who use Gorgias, so it's definitely one to check out, and as I already mentioned totally DTC LIVE APPROVED.

How Pet’s Purest keeps tails wagging and customers returning?

The DTC dilemma—converting one-off purchases to repeat revenue. 

For Pets Purest, the quest for customer retention was about understanding when and how to re-engage effectively. 

Pets Purest is UK’s first pet supplement brand prioritising daily pet wellbeing! Founded by Oli and Evie Bristowe in 2017 when their family pets were suffering from dry and itchy skin, they set about creating a range of 100% natural treats, supplements and hygiene products that would help keep their pets feeling healthy!

Now serving over 1m customers globally and a The Times Top 100 fastest-growing company for the last two years running, they wanted to ensure converted customers were repeat customers. 

So, Pets Purest synced Relo to their Shopify to automatically generate predictions for when their customers were likely to need to replenish their products. These predictions were built on a per customer basis, taking into account the product each customer ordered previously, the amount of product order, the number of orders they’ve had previously and any seasonality changes. You may already be familiar to this! 

Enter Relo and the result?

How did they achieve this success and what can we learn from it?

Leveraging Relo's Predictive Power

Pets Purest integrated Relo with their Shopify, enabling data-driven predictions on individual customers’ repurchase timelines. These insights directly fed into the Klaviyo dashboard, ready for action.

Bespoke Campaigns meant Email Personalisation

Tailored email campaigns were launched based on predictive models, ensuring each product offering was personalised, as showcased in Klaviyo previews. 

Magic Cart - The Ultimate Convenience

The Magic Carpet, or rather Cart feature personalised the shopping experience, pre-loading carts and streamlining the path to checkout, crucial for busy customers on-the-go.

Our Top Tips? 

1. Integrate Predictive Analytics: Understand your customer's buying cycle. Use tools like Relo to predict and prepare for their next purchase.

2. Personalise Communication: Don’t just send emails. Send the right message at the right time. Tailor each message to the individual's purchasing history.

3. Streamline the Buying Process: Implement features like the Magic Cart to make repeat purchasing as effortless as possible.

4. Focus on Mobile Optimisation: With the majority of interactions on mobile, ensure your checkout process is mobile-friendly.

5. Constantly Analyse & Adapt: Use the data from these strategies to continuously refine your approach.

Want to learn more? Check out Relo and keep those customers coming back

A monumental week for Biz Kids - and its all thanks to The Edit Squad

This week has been monumental for BizKids, our TikTok first media brand teaching children financial literacy, entrepreneurship and personal development. 

We are now reaching over a million Gen Alpha kids monthly, with two million channel views a month, and can I give a huge shout out to The Edit Squad, without whom these sorts of stats and impact would not be possible,

Media consumption among children is evolving rapidly, with platforms like Tiktok and Youtube playing a significant role (whether we as adults like that or not!).

Studies show that over 60% of Generation Alpha children learn and seek inspiration from creators, highlighting the power of these platforms (and their creators) to deliver educational content.

Last week, Biz Kids joined forces with VISA to mark Global Money Week during which organisations globally teach young people about money management, saving, investing, and other essential financial skills.

On Monday, I had the honour of speaking at HSBC HQ in London for an event co-hosted by VISA we hosted the footballer (and Visa athlete) Megan Campbell on Biz Kids Live.

And on Tuesday, I joined at panel discussion alongside Mandy Lamb, Managing Director of Visa , Leon Ward, CEO of My Bnk, and Abdul Quereshi, MD of Barclays Eagle Labs. 

The conversation focused on how we can ‘Empower young people with digital and financial skills for the future with a focus on entrepreneurship’.

Another Biz Kids mum Andrea Gorasia came along too!

So proud of how my 11 year daughter 'Annie from Biz Kids' and I have taken Biz Kids from zero to here - and we're only just getting started!

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.

We'll be back with more growth strategies and insights for eCom and tech brands next week.

Tash⚡