1 00:00:00,160 --> 00:00:02,840 Do you ever find that in your warehouse you have dead stock, 2 00:00:02,960 --> 00:00:04,880 You can't sell it, no one wants to buy it, and you can't get a 3 00:00:04,880 --> 00:00:07,640 refund on it. Or alternatively, you're missing 4 00:00:07,640 --> 00:00:09,840 inventory in your warehouse that you need, you got sales coming 5 00:00:09,840 --> 00:00:13,000 in and you're low on stock and you haven't ordered more stock 6 00:00:13,040 --> 00:00:15,000 In time, all these things hit profit. 7 00:00:15,000 --> 00:00:16,760 And I've been there. I've run my own Shopify store 8 00:00:16,760 --> 00:00:19,280 and had exactly that problem, but we've partnered up with 9 00:00:19,280 --> 00:00:21,720 Inventory Planner who have the most incredible app to help you 10 00:00:21,720 --> 00:00:25,560 manage that and forecast exactly what products, what skews even 11 00:00:25,560 --> 00:00:28,880 down to what colour of products you need to order in advance to 12 00:00:28,880 --> 00:00:31,640 make sure stock left levels remain consistent throughout. 13 00:00:32,000 --> 00:00:34,280 They're also running a seven day boot camp and if you want to go 14 00:00:34,280 --> 00:00:37,040 and sign up to that, it's 7 emails in seven days and it 15 00:00:37,040 --> 00:00:39,040 takes the same amount of time as your morning coffee. 16 00:00:39,120 --> 00:00:41,480 And in seven days, like me, you can become an inventory 17 00:00:41,520 --> 00:00:43,840 management pro. Both links are in the 18 00:00:43,840 --> 00:00:45,080 description. Enjoy. 19 00:00:49,640 --> 00:00:51,560 Hello and welcome to another episode of the Winning with 20 00:00:51,560 --> 00:00:54,040 Shopify podcast. If you've not tuned in before, 21 00:00:54,040 --> 00:00:56,880 welcome to what I believe is an amazing and awesome podcast. 22 00:00:57,160 --> 00:00:59,880 Not because of me, but because I have an amazing team behind me 23 00:00:59,880 --> 00:01:03,040 that find amazing guests and those guests themselves bring so 24 00:01:03,040 --> 00:01:05,519 much fruit and so much value. To all of you guys who are 25 00:01:05,519 --> 00:01:08,240 listening at home. This podcast obviously brought 26 00:01:08,240 --> 00:01:10,040 to you by a few sponsors as well, so make sure you check 27 00:01:10,040 --> 00:01:11,200 them out. You'll probably be hearing from 28 00:01:11,200 --> 00:01:12,800 them at different points throughout this episode and 29 00:01:12,800 --> 00:01:15,120 other episodes and they're also featured on our website. 30 00:01:15,680 --> 00:01:19,120 Anyway, today, slightly different type of episodes, so 31 00:01:19,320 --> 00:01:20,880 I'm not going to be really hosting today. 32 00:01:20,880 --> 00:01:22,680 I'm just saying a quick hello and I'm going to hand over to my 33 00:01:22,680 --> 00:01:24,720 colleague Liv. Liv has been running around the 34 00:01:24,720 --> 00:01:27,640 e-commerce Expo, which is a huge Expo in a place called the Excel 35 00:01:27,640 --> 00:01:30,280 Centre in London. If you're not from the UK, the 36 00:01:30,280 --> 00:01:32,680 Excel Centre is a mile and a half long. 37 00:01:32,680 --> 00:01:35,840 So it's an absolutely enormous place and probably I think about 38 00:01:35,840 --> 00:01:38,480 10, maybe 15% of that entire place was taken over by 39 00:01:38,480 --> 00:01:41,320 e-commerce brands and agencies like mine expect. 40 00:01:41,320 --> 00:01:43,640 So we had our own trade stand and I sent Liv around a very 41 00:01:43,640 --> 00:01:46,920 bright pink T-shirt talk to some brands and some interesting 42 00:01:46,920 --> 00:01:49,840 speakers and other people and a few celebrities as well that 43 00:01:49,840 --> 00:01:52,840 were speaking at the Expo or sharing information and other 44 00:01:52,840 --> 00:01:54,320 stuff. So you're not going to hear from 45 00:01:54,320 --> 00:01:56,600 me much at all. If you're watching on YouTube or 46 00:01:56,600 --> 00:01:58,360 you're listening on the audio and think actually this sounds 47 00:01:58,360 --> 00:02:00,600 much more entertaining to watch it do check out our YouTube 48 00:02:00,600 --> 00:02:03,480 channel because we've edited it a little bit like a vlog. 49 00:02:03,480 --> 00:02:05,120 So I hope you enjoy it. I'll be back right at the end. 50 00:02:05,120 --> 00:02:07,400 I hope you enjoyed today's episode and if you're looking in 51 00:02:07,400 --> 00:02:09,440 for a normal episode, feel free to tune in next week or last 52 00:02:09,440 --> 00:02:11,240 week, but today is not to be missed. 53 00:02:11,240 --> 00:02:13,080 You're going to get a lot of really good information from a 54 00:02:13,080 --> 00:02:15,600 lot of very different people. So thanks for tuning in, hope 55 00:02:15,600 --> 00:02:16,760 you enjoy it and I'll see you at the end. 56 00:02:17,760 --> 00:02:20,680 Lovely to have you here today. Can you please tell me a little 57 00:02:20,680 --> 00:02:22,720 bit about yourself? So my name is Chloe Thomas. 58 00:02:22,760 --> 00:02:26,120 I am probably best known as the host of the E-commerce Master 59 00:02:26,120 --> 00:02:31,280 Plan podcast, and I'm all about helping e-commerce brands make 60 00:02:31,280 --> 00:02:34,200 better decisions in their business by giving them advice, 61 00:02:34,400 --> 00:02:36,920 ideas, guidance and all that kind of good stuff. 62 00:02:37,400 --> 00:02:39,600 Sounds amazing. Do you kind of then work out a 63 00:02:39,600 --> 00:02:41,960 strategy as you go along for each individual? 64 00:02:41,960 --> 00:02:45,120 Is that kind of how it works or? No, I don't work with brands. 65 00:02:45,120 --> 00:02:48,480 I purely own a media company. So we produce awesome content 66 00:02:48,480 --> 00:02:51,600 for e-commerce brands and then we get that all funded by all 67 00:02:51,600 --> 00:02:53,600 the software companies and agencies. 68 00:02:53,920 --> 00:02:56,480 Sounds incredible it. Kind of works for everybody. 69 00:02:56,960 --> 00:02:58,840 Ideally, what more could you want really? 70 00:02:59,520 --> 00:03:01,840 So what kind of things have you learnt along the way? 71 00:03:02,520 --> 00:03:06,800 Oh gosh, where to start? I suppose the two biggest ones 72 00:03:06,960 --> 00:03:11,240 are understand yourself and what you're not. 73 00:03:11,240 --> 00:03:13,360 Your strengths and weaknesses are, but the things you enjoy 74 00:03:13,360 --> 00:03:15,920 and the things that come to you easily and double down on those 75 00:03:15,920 --> 00:03:17,280 rather than trying to be everything. 76 00:03:17,880 --> 00:03:20,040 Made a lot of mistakes with that along the way. 77 00:03:20,040 --> 00:03:24,600 And then the second thing would be to keep optimising, which is 78 00:03:24,600 --> 00:03:29,160 my personal mantra because nothing is ever finished, which 79 00:03:29,440 --> 00:03:31,200 you kind of have to remember, you have to keep going back to 80 00:03:31,200 --> 00:03:32,200 it. It's not going to work the first 81 00:03:32,200 --> 00:03:33,320 time. Well, you guys know this with 82 00:03:33,600 --> 00:03:35,480 Google Ads, you can't just put them live and expect them to 83 00:03:35,480 --> 00:03:36,560 work. You have to keep making them 84 00:03:36,560 --> 00:03:40,280 work. But also you can try and create, 85 00:03:40,280 --> 00:03:42,480 make something perfect before you put it live. 86 00:03:42,480 --> 00:03:45,440 But until you put it in front of the audience, whether they're an 87 00:03:45,440 --> 00:03:47,480 audience or they're buying customers or whatever they may 88 00:03:47,480 --> 00:03:49,920 be, you don't know what you actually need to build until 89 00:03:49,920 --> 00:03:50,920 you've actually put it out there. 90 00:03:50,920 --> 00:03:54,080 So whether that's an MVP or whether that's putting content 91 00:03:54,080 --> 00:03:56,080 live early and then then developing it. 92 00:03:56,080 --> 00:03:59,560 So keep optimising, both to stop the procrastination of 93 00:03:59,560 --> 00:04:02,480 perfectionism, but also to help you make the things you do 94 00:04:02,480 --> 00:04:03,720 achieve what they should achieve. 95 00:04:04,360 --> 00:04:06,800 That's really interesting. So how important do you think it 96 00:04:06,800 --> 00:04:09,640 is to make those connections with your customers and to kind 97 00:04:09,640 --> 00:04:12,800 of talk to them personally and get that knowledge from them? 98 00:04:13,680 --> 00:04:18,079 This important, This important, OK, I'm only short. 99 00:04:18,079 --> 00:04:19,959 My arm should be bigger for this one. 100 00:04:20,880 --> 00:04:23,240 It's, it's essential in absolutely everything. 101 00:04:23,240 --> 00:04:26,080 The customers have all the answers and in as we move into 102 00:04:26,080 --> 00:04:30,640 this kind of post privacy world where we have to feed the 103 00:04:30,640 --> 00:04:33,120 algorithms and we and the, it's also noisy. 104 00:04:33,120 --> 00:04:35,160 So we've got to create great content that cuts through 105 00:04:35,880 --> 00:04:39,480 absolutely #1 we've got to be creating content that resonates 106 00:04:39,480 --> 00:04:42,080 with the customer, whether that's a one liner headline on 107 00:04:42,080 --> 00:04:44,920 something or whether that's a, you know, full length video, 108 00:04:45,840 --> 00:04:47,440 whatever full length is in video land. 109 00:04:47,640 --> 00:04:49,360 But you know. You've. 110 00:04:49,440 --> 00:04:51,680 Got to be reflecting your customer's voice. 111 00:04:51,720 --> 00:04:53,720 If you think you sell this, but your customer subscribers 112 00:04:53,720 --> 00:04:54,760 something else, you need to know that. 113 00:04:54,760 --> 00:04:58,040 So it's, it's both the quantitative stuff, but really 114 00:04:58,040 --> 00:04:59,680 importantly the qualitative stuff. 115 00:05:00,080 --> 00:05:04,080 Getting that and pulling that together to make it make content 116 00:05:04,080 --> 00:05:06,160 and make your business the one that your customers want to buy 117 00:05:06,160 --> 00:05:08,200 from. So what do you think is the most 118 00:05:08,200 --> 00:05:10,000 important? Like, what's your most useful 119 00:05:10,000 --> 00:05:12,480 method to then actually get that data and to get that 120 00:05:12,480 --> 00:05:16,440 information? Basically just just create a 121 00:05:16,440 --> 00:05:22,360 Google form that says why do you love our why do you choose to 122 00:05:22,360 --> 00:05:24,520 buy us instead of someone else? So why do you love our products 123 00:05:24,520 --> 00:05:26,600 or why do you buy this category of product? 124 00:05:27,040 --> 00:05:29,680 I did this back when I did work with brands. 125 00:05:29,680 --> 00:05:34,200 I worked for a cottage holiday business based in Cornwall and 126 00:05:34,200 --> 00:05:38,040 we were all based in Cornwall and we did this big survey and 127 00:05:38,040 --> 00:05:40,160 the last question was why do you choose to come to Cornwall on 128 00:05:40,160 --> 00:05:41,960 holiday, right? So why do you buy our product 129 00:05:41,960 --> 00:05:44,880 category? Two biggest words after you got 130 00:05:44,880 --> 00:05:48,600 rid of holiday in Cornwall. We put it all in a in a big word 131 00:05:48,600 --> 00:05:51,320 cloud. Two biggest words were beaches 132 00:05:51,560 --> 00:05:55,440 and relaxation. We had never sent a single piece 133 00:05:55,440 --> 00:05:58,560 of marketing that talked about beaches or relaxation, which was 134 00:05:58,560 --> 00:06:02,360 just like idiots. So we printed out the word 135 00:06:02,360 --> 00:06:04,400 cloud, plastered it round the office, and from then on they 136 00:06:04,400 --> 00:06:06,680 were in regular rotation at least once a quarter. 137 00:06:06,680 --> 00:06:08,440 Those things got mentioned along with the other stuff. 138 00:06:08,440 --> 00:06:11,560 So it just enabled us to expand our content marketing plan, 139 00:06:11,560 --> 00:06:14,080 create content that much more resonated with our audience. 140 00:06:14,560 --> 00:06:16,520 Because as much as we all loved Cornwall, we didn't know the 141 00:06:16,520 --> 00:06:18,800 right things to talk about because for us, well, obviously 142 00:06:18,800 --> 00:06:22,280 there's beaches. It was surrounded by sea on 143 00:06:22,280 --> 00:06:24,040 three sides. Of course there's beaches. 144 00:06:24,040 --> 00:06:27,400 But yeah, so, so open-ended, really simple stuff, really 145 00:06:27,400 --> 00:06:29,280 simple question. Just ask the customers and see 146 00:06:29,280 --> 00:06:31,200 what they say. So how do you actually get 147 00:06:31,200 --> 00:06:33,520 people to engage with that? Because obviously I know that a 148 00:06:33,520 --> 00:06:37,280 lot of people that we work with and all sorts of others like 149 00:06:37,280 --> 00:06:39,840 really struggle to actually get people to then respond to you 150 00:06:39,880 --> 00:06:43,760 and to want to bother to do it. Because, you know, in our 151 00:06:43,760 --> 00:06:46,560 day-to-day life, not everyone wants to fill out that survey. 152 00:06:48,400 --> 00:06:51,440 So I actually find if you ask your customers and your 153 00:06:51,440 --> 00:06:54,560 customers love your brand, they will answer it. 154 00:06:55,240 --> 00:06:59,000 So OK, I'd make the survey as easy to fill in as possible, so 155 00:06:59,000 --> 00:07:01,480 no required questions all on one page. 156 00:07:01,480 --> 00:07:02,920 Let them know where they're going, all those good, good 157 00:07:02,920 --> 00:07:04,440 pieces of practise. Try and keep it as short as 158 00:07:04,440 --> 00:07:05,520 possible. Don't ask for stuff you don't 159 00:07:05,520 --> 00:07:07,320 want. Make it clear it doesn't tie 160 00:07:07,320 --> 00:07:10,320 into your marketing information. So this is not marketing data, 161 00:07:10,320 --> 00:07:12,640 this is research data. So do not feed it into your 162 00:07:12,640 --> 00:07:14,360 e-mail marketing software if you tell them that. 163 00:07:15,000 --> 00:07:18,880 And then so send the e-mail out about that, maybe a little bit 164 00:07:18,880 --> 00:07:20,880 of a prize, but make sure it's your products so they're 165 00:07:20,880 --> 00:07:23,960 incentivised in the right way. And then the other thing to do 166 00:07:23,960 --> 00:07:28,120 is to put it on your order confirmation page, so they've 167 00:07:28,120 --> 00:07:32,240 just finished buying from you. And then give them a different 168 00:07:32,240 --> 00:07:35,600 link, same survey, different link, so you can capture the 169 00:07:35,600 --> 00:07:37,520 details of the people who've just been through the buying 170 00:07:37,520 --> 00:07:40,320 process separately. So you've got that segmented 171 00:07:40,320 --> 00:07:42,560 data these people just bought. This is our bigger list. 172 00:07:42,840 --> 00:07:46,000 And that those are two easy ways to start getting a surprisingly 173 00:07:46,000 --> 00:07:49,200 large number of responses. Wow, that's really interesting. 174 00:07:49,600 --> 00:07:50,760 Thank you very much for your time. 175 00:07:50,920 --> 00:07:53,360 Really appreciate it, lovely to have you here. 176 00:07:53,360 --> 00:07:55,720 Lovely to meet you. Can you please introduce 177 00:07:55,720 --> 00:07:58,040 yourself for me? I'm Janice Thomas. 178 00:07:58,040 --> 00:08:00,640 I am the managing director at Look Fabulous Forever. 179 00:08:01,200 --> 00:08:02,600 Awesome. Can you tell me a little bit 180 00:08:02,600 --> 00:08:06,200 about your company then? So Look Fabulous Forever is a 181 00:08:06,200 --> 00:08:08,960 direct tuba beauty brand for older women. 182 00:08:09,440 --> 00:08:12,040 But by older women I don't mean what the rest of the beauty 183 00:08:12,040 --> 00:08:15,240 industry does, which is anyone who is over about 25. 184 00:08:15,640 --> 00:08:19,720 Our customers are in their sixties, 70s and 80s and all of 185 00:08:19,720 --> 00:08:22,320 our products are designed for women postmenopause. 186 00:08:23,200 --> 00:08:26,640 So how do those products differ to what they typically would be 187 00:08:26,640 --> 00:08:30,080 now? So for example, typically if you 188 00:08:30,080 --> 00:08:34,120 buy a blusher, you would either buy a cream blush or a powder 189 00:08:34,120 --> 00:08:36,320 blush. But as you get older, if you 190 00:08:36,320 --> 00:08:40,000 wear a powder blush, it sits in the fine lines in your skin and 191 00:08:40,000 --> 00:08:43,960 it's not very flattering. If you buy a cream blush, older 192 00:08:43,960 --> 00:08:46,560 skin is very absorbent. So you put it on in the morning 193 00:08:46,560 --> 00:08:50,160 and you look amazing, but by lunchtime it's completely 194 00:08:50,160 --> 00:08:53,160 disappeared. So our blusher is designed as a 195 00:08:53,160 --> 00:08:57,280 cream to powder formula, so it goes on smoothly as a cream, but 196 00:08:57,280 --> 00:09:00,280 then it dries as a powder so the colour sits on your skin and 197 00:09:00,280 --> 00:09:04,120 stays vibrant all day. So literally every single one of 198 00:09:04,120 --> 00:09:07,360 our products is designed with a specific use case in mind. 199 00:09:07,720 --> 00:09:10,000 That sounds amazing. Sounds like that's kind of your 200 00:09:10,000 --> 00:09:13,120 USPS then, Or would you say you offer anything else? 201 00:09:13,600 --> 00:09:17,840 No, we're all about those older women and what their specific 202 00:09:17,840 --> 00:09:22,200 needs are, and some of our products are suitable for a 203 00:09:22,200 --> 00:09:25,440 wider audience if they face the same challenge. 204 00:09:25,600 --> 00:09:30,960 So, for example, our lip primer tradition, if you wear a lip 205 00:09:30,960 --> 00:09:34,560 primer, it goes on your lips underneath your lipstick to help 206 00:09:34,560 --> 00:09:38,480 your lipstick last longer. But our lip primer is designed 207 00:09:38,480 --> 00:09:42,200 specifically because as you get older, you get lines around your 208 00:09:42,200 --> 00:09:45,400 lips and your lipstick bleeds into them and it's not very 209 00:09:45,400 --> 00:09:48,360 flattering. So our lip primer actually goes 210 00:09:48,360 --> 00:09:52,640 around the outside of your lips to seal the edges and keep it 211 00:09:52,640 --> 00:09:55,840 looking sharp all day. So for example, if you've been a 212 00:09:55,840 --> 00:09:59,800 heavy smoker, you might already have those lines. 213 00:09:59,800 --> 00:10:03,280 So that might also be a product that was useful for you. 214 00:10:04,040 --> 00:10:05,920 Awesome. So how do you market that 215 00:10:05,920 --> 00:10:08,120 differently? How do you target that precise 216 00:10:08,120 --> 00:10:10,800 audience? So I think there's a lot of 217 00:10:10,800 --> 00:10:13,320 misconceptions about older consumers. 218 00:10:13,520 --> 00:10:18,000 We know from talking to our customers that 80% of them do 219 00:10:18,120 --> 00:10:23,680 all or most of their shopping online, 80% of them use online 220 00:10:23,680 --> 00:10:29,440 banking, over 80% of them use a streaming service. 221 00:10:29,600 --> 00:10:33,880 That these consumers are a lot more digitally savvy than we 222 00:10:33,880 --> 00:10:38,240 give them credit for. And when we stereotype them as 223 00:10:38,440 --> 00:10:41,560 oh, women in their 70s, oh that's a grey haired granny in 224 00:10:41,560 --> 00:10:45,520 her grey cardigan. As I know, women in her 70s are 225 00:10:45,760 --> 00:10:50,440 generation of The Beatles and Mary Quant and the mini skirt. 226 00:10:50,440 --> 00:10:56,880 They want to buy luxury holidays and fashion and homewares, and 227 00:10:56,880 --> 00:11:00,920 they don't want their social feeds to be full of incontinence 228 00:11:00,960 --> 00:11:05,480 pants and stannous stairlifts. How important do you think it is 229 00:11:05,480 --> 00:11:09,000 then to talk to your customers and to really have that once one 230 00:11:09,000 --> 00:11:13,200 communication? I think talking to our customers 231 00:11:13,200 --> 00:11:18,200 is what makes us successful. We really, really take it 232 00:11:18,200 --> 00:11:21,280 seriously. We do a quarterly formal 233 00:11:21,280 --> 00:11:24,640 customer survey where we survey everyone who's bought from us in 234 00:11:24,640 --> 00:11:28,560 the last three months. We also have a private Facebook 235 00:11:28,560 --> 00:11:32,160 community, so we have deep insights into our customers 236 00:11:32,160 --> 00:11:35,240 lives beyond their relationship with us. 237 00:11:35,360 --> 00:11:37,680 We do all the standard things, social listening. 238 00:11:37,680 --> 00:11:40,920 We have a fantastic customer care team who make sure that we 239 00:11:40,920 --> 00:11:45,680 get customer feed and not only do we collect all this data, but 240 00:11:45,680 --> 00:11:50,560 we come together as a team every three months to discuss what 241 00:11:50,560 --> 00:11:53,280 we've learned, what we found interesting, not what we're 242 00:11:53,280 --> 00:11:56,240 going to do differently. That that research doesn't just 243 00:11:56,240 --> 00:12:00,000 sit in a drawer. We really talk about it and 244 00:12:00,000 --> 00:12:01,720 share it. That's incredible. 245 00:12:01,960 --> 00:12:04,640 Would you say that there's a specific part of your customer 246 00:12:04,640 --> 00:12:06,480 feedback that's become the most useful? 247 00:12:07,600 --> 00:12:11,680 I think one of the most useful things that I personally have 248 00:12:11,680 --> 00:12:18,720 ever done, about two years ago now, I got a list of our most 249 00:12:18,720 --> 00:12:23,120 high value customers and these women have bought from us in 250 00:12:23,120 --> 00:12:29,200 some cases as many as 100 times. And I did about an hour long 251 00:12:29,200 --> 00:12:33,440 interview with about 20 of these women just really understanding 252 00:12:33,600 --> 00:12:35,320 well how did they first discover us? 253 00:12:35,320 --> 00:12:37,800 What was their first interaction with us? 254 00:12:38,200 --> 00:12:41,680 How did they then come to trust us and understand us? 255 00:12:41,840 --> 00:12:45,200 What keeps them coming back to US time after time? 256 00:12:45,560 --> 00:12:50,400 And that real in depth 1 to one conversation alongside this 257 00:12:50,400 --> 00:12:54,400 great kind of stats based stuff really, really helped me 258 00:12:54,400 --> 00:12:58,760 understand particularly that customer journey to purchase and 259 00:12:58,760 --> 00:13:02,280 what that looked like and what the crucial touch points are. 260 00:13:02,480 --> 00:13:06,080 Because we know it takes time for us to build trust because 261 00:13:06,080 --> 00:13:10,760 we're 100% direct consumer brand and if you saw a Google Shopping 262 00:13:10,760 --> 00:13:14,120 ad for our blusher, it would look the same as any other 263 00:13:14,280 --> 00:13:17,280 product. So it takes time to educate 264 00:13:17,280 --> 00:13:20,960 people about our company and what we do and why our products 265 00:13:20,960 --> 00:13:22,680 are different and all of those things. 266 00:13:22,680 --> 00:13:27,400 And understanding that and the value exchange that we have with 267 00:13:27,400 --> 00:13:31,360 those people on that journey then means they're more likely 268 00:13:31,360 --> 00:13:34,920 to come back and buy from us once we've got them past that 269 00:13:34,920 --> 00:13:38,480 first purchase hurdle because they we built up that trust 270 00:13:38,480 --> 00:13:41,840 before they made the purchase. So do you think building up a 271 00:13:41,840 --> 00:13:43,800 rapport is quite important then with your customers? 272 00:13:44,400 --> 00:13:47,880 I think that is the key to retention. 273 00:13:47,880 --> 00:13:53,520 I've always said how you acquire your customers is the biggest 274 00:13:53,520 --> 00:13:57,240 factor in how likely they are to come back and purchase again. 275 00:13:57,400 --> 00:13:59,720 You think about that Google Shopping experience, you think 276 00:13:59,720 --> 00:14:03,720 you want red shoes, for example. You type red shoes into Google, 277 00:14:04,640 --> 00:14:07,280 they come in the post. You're not even sure what brand 278 00:14:07,280 --> 00:14:11,640 they were or what retailer you bought them from. 1st is where 279 00:14:11,800 --> 00:14:13,680 you got really involved with a brand. 280 00:14:13,680 --> 00:14:16,520 You understand what their principles are, what they stand 281 00:14:16,520 --> 00:14:18,160 for, why their products are different. 282 00:14:18,320 --> 00:14:20,560 Then you're much, much more likely to make a second and 283 00:14:20,560 --> 00:14:22,040 subsequent purchase with them. That's. 284 00:14:22,960 --> 00:14:25,000 Incredible. Thank you so much for your time. 285 00:14:25,160 --> 00:14:29,680 Really appreciate it. So my name is Bobby Tulis and 286 00:14:29,680 --> 00:14:33,400 I'm the Marketing Director for Global Freight Solutions, GFS. 287 00:14:33,800 --> 00:14:36,920 So Matt, multi carrier delivery solutions for ecommerce 288 00:14:36,920 --> 00:14:38,800 companies and we integrate with Shopify. 289 00:14:41,000 --> 00:14:43,600 Can you tell me a few of your main learnings that you've had 290 00:14:43,600 --> 00:14:45,760 along the approach? Definitely. 291 00:14:45,760 --> 00:14:48,960 I mean, we really champion delivery choice for customers. 292 00:14:48,960 --> 00:14:51,920 And this is something that we always say to retailers, if you 293 00:14:51,920 --> 00:14:54,920 want to increase your sales, then broaden the delivery 294 00:14:54,920 --> 00:14:57,040 options that you offer to your customers. 295 00:14:57,280 --> 00:14:59,800 Because what we know from research, in fact, we've just 296 00:14:59,800 --> 00:15:03,080 done research this year, what we know from research, which was 297 00:15:03,080 --> 00:15:07,640 conducted by Retail Economics, is that one in four baskets are 298 00:15:07,640 --> 00:15:11,760 abandoned at checkout because customers don't see the the 299 00:15:11,760 --> 00:15:14,960 delivery choice that they expect when they get to the checkout. 300 00:15:15,320 --> 00:15:18,640 So our message to all the retailers, Shopify customers, 301 00:15:18,640 --> 00:15:22,400 everyone is make sure that you offer your customers the 302 00:15:22,400 --> 00:15:27,320 complete range, whether that's fast, free, premium services are 303 00:15:27,320 --> 00:15:30,640 really important. So next day nominated date and 304 00:15:30,880 --> 00:15:34,200 time delivery as well as sustainable. 305 00:15:34,480 --> 00:15:37,800 Make sure you offer your customers the widest choice of 306 00:15:37,800 --> 00:15:39,960 options so they can pick the one that's best for them. 307 00:15:40,160 --> 00:15:41,600 Otherwise, they'll go somewhere else. 308 00:15:42,920 --> 00:15:45,200 Do you struggle to manage those customer expectations? 309 00:15:46,960 --> 00:15:49,560 It's difficult of course. I think all retailers, 310 00:15:50,000 --> 00:15:51,920 especially when it comes to delivery, you could only get 311 00:15:51,920 --> 00:15:56,400 delivery right once, OK. So it's really vital that 312 00:15:56,600 --> 00:16:01,240 customers, and again as shown by the research, well delivery is 313 00:16:01,240 --> 00:16:04,400 not a delivery, a parcel that doesn't arrive at all. 314 00:16:04,400 --> 00:16:07,120 It's a parcel that doesn't arrive when the customer expects 315 00:16:07,120 --> 00:16:09,800 it. So it's really vital to manage 316 00:16:09,800 --> 00:16:12,800 customer expectations to make sure that once that parcel 317 00:16:12,800 --> 00:16:16,200 leaves your warehouse or wherever it's being dispatched 318 00:16:16,200 --> 00:16:19,800 from, the customer is getting regular notifications to know 319 00:16:19,800 --> 00:16:23,280 where that parcel is, especially if there's a problem along the 320 00:16:23,280 --> 00:16:25,280 way. What can you do if it does go 321 00:16:25,280 --> 00:16:26,960 wrong? Do you have any certain things 322 00:16:26,960 --> 00:16:29,800 that you do if say it doesn't meet that expectation that they 323 00:16:29,800 --> 00:16:32,720 are expecting? Well, again, the golden rule is 324 00:16:32,720 --> 00:16:35,680 communicate. So let your customer know. 325 00:16:35,680 --> 00:16:38,720 It's better that you're the one that contacts your customer 326 00:16:38,720 --> 00:16:41,760 first rather than the customer having to contact your customer 327 00:16:41,760 --> 00:16:44,520 services to say where's my parcel? 328 00:16:45,000 --> 00:16:48,600 And that way, even though it may be a failed delivery, you've 329 00:16:48,600 --> 00:16:50,800 actually won the heart of that customer. 330 00:16:52,120 --> 00:16:54,120 That's amazing. Deliver is very important. 331 00:16:54,760 --> 00:16:56,080 Awesome. Thank you so much for your time. 332 00:16:56,160 --> 00:16:59,480 I really appreciate it. Does your e-mail marketing suck? 333 00:16:59,720 --> 00:17:02,640 Do you wish it converted better and integrated better with your 334 00:17:02,640 --> 00:17:04,480 store? Well, there is a solution. 335 00:17:04,480 --> 00:17:07,440 We partner with Saguno who are an e-mail platform that is built 336 00:17:07,520 --> 00:17:10,520 into Shopify, which means you don't have to leave Shopify to 337 00:17:10,520 --> 00:17:12,319 go and manage your e-mail campaigns. 338 00:17:12,440 --> 00:17:14,920 So you can run your marketing at the same place you run your 339 00:17:14,920 --> 00:17:16,160 shop. To learn more, you can claim 340 00:17:16,160 --> 00:17:19,200 your free customer analysis and strategy session and visit 341 00:17:19,280 --> 00:17:25,319 saguno.com/winning Shopify that's S e.g. uno.com/quin 342 00:17:25,319 --> 00:17:27,640 English Shopify. Saguno is made for merchants, 343 00:17:27,680 --> 00:17:30,200 not marketers. Lovely to meet you James. 344 00:17:30,200 --> 00:17:32,080 Lovely to have you here. How are you finding today? 345 00:17:32,360 --> 00:17:35,360 Yeah, really good so far. Lots, lots to see, lots to take 346 00:17:35,360 --> 00:17:37,280 in. Loving the energy in the room 347 00:17:37,840 --> 00:17:41,040 but yeah, really enjoyed it. Do you mind introducing yourself 348 00:17:41,040 --> 00:17:42,720 and telling us a little bit about what you do? 349 00:17:42,960 --> 00:17:44,720 Sure. So I'm James James Kearns. 350 00:17:44,960 --> 00:17:48,880 I'm managing director at a sustainable clothing company 351 00:17:48,880 --> 00:17:51,280 called Rapanui, based out of the other weight. 352 00:17:52,040 --> 00:17:55,000 Lovely. So what have you found to be a 353 00:17:55,000 --> 00:17:58,680 top tip for e-commerce growth with Rapa Nui or any of your 354 00:17:58,680 --> 00:18:00,840 past experiences? Great question. 355 00:18:02,360 --> 00:18:04,520 Creative is king. So if you want to scale, you've 356 00:18:04,520 --> 00:18:09,320 got to have great creatives, both quality, diversity and 357 00:18:09,320 --> 00:18:14,120 philosophy. CRO, website conversion 358 00:18:14,920 --> 00:18:17,280 critical. Very often a pound spent there 359 00:18:17,280 --> 00:18:19,360 is a better # spent than elsewhere. 360 00:18:19,360 --> 00:18:23,200 So yeah, really kind of like making sure you've got a website 361 00:18:23,200 --> 00:18:26,240 that aids product discoverability, conversion, big 362 00:18:26,240 --> 00:18:30,040 baskets, customer insights, post purchase. 363 00:18:30,680 --> 00:18:34,760 So yeah, I'd say great creative, full channel approach, full 364 00:18:34,760 --> 00:18:37,360 funnel approach and a website that converts. 365 00:18:38,400 --> 00:18:40,320 Do you find many challenges whilst doing that? 366 00:18:41,280 --> 00:18:44,800 Yes, for sure. I think e-commerce is a 367 00:18:44,800 --> 00:18:47,480 challenge of, you know, prioritisation. 368 00:18:47,720 --> 00:18:49,200 You know, you never get to the bottom of the list. 369 00:18:49,360 --> 00:18:52,680 There's so much you can do. So yeah, like really thinking 370 00:18:52,680 --> 00:18:54,840 through your kind of methodology and approach in terms of what 371 00:18:54,840 --> 00:18:58,160 you go after is critical because, yeah, it's very easy to 372 00:18:58,160 --> 00:19:00,920 find yourself in the weeds as a busy fool. 373 00:19:01,760 --> 00:19:05,800 So yeah, like, you know, using data with customer insights. 374 00:19:05,800 --> 00:19:08,800 So quant on quo to, you know, make sure you're spending your 375 00:19:08,800 --> 00:19:11,360 time on the stuff that's really going to move to dial. 376 00:19:12,800 --> 00:19:16,080 To go for a slightly different topic, how do you find 377 00:19:16,080 --> 00:19:18,160 migrations go? Have you got any top tips for 378 00:19:18,160 --> 00:19:20,480 people that might be going through a migration and knowing 379 00:19:20,480 --> 00:19:22,440 what they could do, what could be good for them? 380 00:19:22,560 --> 00:19:25,120 Yeah, it's a, it's a topical question, especially for us. 381 00:19:25,120 --> 00:19:28,640 So we, yeah, recently migrated from a custom platform to 382 00:19:28,640 --> 00:19:32,600 Shopify. Do you know, people always want 383 00:19:32,600 --> 00:19:35,120 top tips and, you know, top ten top fives? 384 00:19:35,240 --> 00:19:37,200 I, I, I think the truth is there's not a civil billet. 385 00:19:37,480 --> 00:19:41,360 You know, you like migrations are like critical and you know, 386 00:19:41,360 --> 00:19:45,600 you need to take a like a, you know, a, a, a full circle 360 387 00:19:45,600 --> 00:19:48,960 approach. You know, SEO and redirects. 388 00:19:49,480 --> 00:19:53,400 You know, what's your content plan, data, product architecture 389 00:19:53,560 --> 00:19:57,720 like so many migrations are, you know, made or lost on like you 390 00:19:57,720 --> 00:19:59,840 know, the quality and stability of your product data. 391 00:20:01,200 --> 00:20:04,240 You know what your plan is for, you know, stabilisation from a 392 00:20:04,240 --> 00:20:06,840 marketing platform perspective. You know, we live in a 393 00:20:07,040 --> 00:20:09,160 algorithmic world where everything goes into cold start 394 00:20:09,160 --> 00:20:11,400 again. So you know, and customer 395 00:20:11,400 --> 00:20:13,800 communications as well, really, really important, you know, if 396 00:20:13,800 --> 00:20:18,360 your UX and UI is going to change to is your loyal customer 397 00:20:18,360 --> 00:20:22,280 base really, you know, loyal to certain features and you know, 398 00:20:22,280 --> 00:20:24,280 shopping behaviours on your website and you know, what's 399 00:20:24,280 --> 00:20:27,040 your comms around that? So, you know, there's, there's a 400 00:20:27,040 --> 00:20:30,040 lot to think about, but a little bit like we discussed before, or 401 00:20:30,200 --> 00:20:33,240 you just have to, you know, prioritise what's, you know, 402 00:20:33,280 --> 00:20:36,720 critical first is important and kind of like, you know, work 403 00:20:36,720 --> 00:20:42,760 your way through that list. I, I was also say having a 404 00:20:43,200 --> 00:20:47,440 sensible road map in terms of, you know, like when things are 405 00:20:47,440 --> 00:20:49,440 going to happen is critical so that you know, whatever you 406 00:20:49,440 --> 00:20:53,240 think it is, add another month or two because unknown stuff 407 00:20:53,240 --> 00:20:56,640 always comes up. What would you say is typically 408 00:20:56,640 --> 00:21:00,720 your top priority or is it kind of varied from, you know, 409 00:21:00,720 --> 00:21:02,960 project to project? Yeah, great question. 410 00:21:03,320 --> 00:21:05,040 I like, I'm a simple man. I like to try and keep it 411 00:21:05,040 --> 00:21:07,680 simple. I think, you know, great 412 00:21:07,680 --> 00:21:11,400 product, like absolutely fundamental, like more important 413 00:21:11,400 --> 00:21:15,320 than ever now a brilliant, you know, shopping experience for 414 00:21:15,320 --> 00:21:18,600 every shopping mission, whether that's browse information, 415 00:21:18,600 --> 00:21:23,200 providing, you know, conversion. So, you know, a great shopping 416 00:21:23,200 --> 00:21:25,960 experience and you know, a differentiated brand. 417 00:21:26,200 --> 00:21:29,720 So you know, like it's these are always very saturated today. 418 00:21:29,720 --> 00:21:31,360 So it's really quite difficult to stand out. 419 00:21:31,560 --> 00:21:33,760 So, yeah, I think those that that kind of rule of three, if 420 00:21:33,760 --> 00:21:37,080 you like great products, great digital experience and a 421 00:21:37,080 --> 00:21:41,000 differentiated brand is, is a yeah kind of like a good route 422 00:21:41,000 --> 00:21:43,520 to success. Thank you so much for your time. 423 00:21:43,520 --> 00:21:44,880 That's been amazing. Thank you. 424 00:21:45,360 --> 00:21:47,920 So you were on Magenta and now you're on Shopify? 425 00:21:49,560 --> 00:21:51,080 We're putting words in my mouth there. 426 00:21:51,080 --> 00:21:54,000 I don't think we can really call out your competitors as as 427 00:21:54,000 --> 00:21:58,560 harshly as that. But no, we migratedoreo.com in 428 00:21:58,560 --> 00:22:02,600 the US to Shopify. I think it was 420. 429 00:22:03,200 --> 00:22:04,760 Yeah, very famous day in America. 430 00:22:05,160 --> 00:22:12,480 And it only took us like a month to migrate something like 12-12 431 00:22:12,480 --> 00:22:15,320 hundred pages. And one of our main issues 432 00:22:15,320 --> 00:22:20,120 before was we would get influxes of demand that would absolutely 433 00:22:20,120 --> 00:22:22,840 crush our website that we couldn't necessarily plan for. 434 00:22:23,520 --> 00:22:26,160 And now with Shopify, we don't have any of those challenges. 435 00:22:26,480 --> 00:22:29,360 I mean, we run pre sales on oreo.com. 436 00:22:29,360 --> 00:22:32,840 So we actually enable our consumers to get their hands on 437 00:22:32,840 --> 00:22:37,240 products before it hits like Walmart, Amazon and whatnot. 438 00:22:37,320 --> 00:22:39,840 And we see like massive influx in demand on our Shopify 439 00:22:39,840 --> 00:22:43,080 platform and we can literally scale. 440 00:22:43,080 --> 00:22:47,160 I mean, I don't think we've even had an outage on Shopify, which 441 00:22:47,160 --> 00:22:49,840 has been like fantastic. And a lot of the time, you know, 442 00:22:49,840 --> 00:22:53,240 we work with multiple agencies bringing our campaigns together. 443 00:22:53,880 --> 00:22:56,360 In the past, all of our campaigns and consumer 444 00:22:56,360 --> 00:23:00,480 engagements were built outside of our brand platform because we 445 00:23:00,480 --> 00:23:03,880 didn't trust our brand platform. Now all of our digital 446 00:23:03,880 --> 00:23:08,000 experiences are not only hosted on oreo.com, but they're hosted 447 00:23:08,000 --> 00:23:10,440 on Shopify. And we have complete confidence 448 00:23:10,440 --> 00:23:13,880 in that platform to handle the millions of consumers we see 449 00:23:14,240 --> 00:23:15,560 visiting our website every single day. 450 00:23:16,840 --> 00:23:19,680 Have you ended up doing pre sale as a way of boosting the 451 00:23:19,720 --> 00:23:22,440 excitement around the brand or is there a particular reason for 452 00:23:22,440 --> 00:23:24,400 doing that? It's twofold. 453 00:23:24,400 --> 00:23:27,520 So presale helps us collect consumer data. 454 00:23:27,640 --> 00:23:31,400 So zero party opt insurance into our CRM database, which is very 455 00:23:31,400 --> 00:23:35,360 important for remarketing at a cost effective price rather than 456 00:23:35,360 --> 00:23:39,480 constantly paying the metas and tik Toks of the world to reach 457 00:23:39,480 --> 00:23:43,040 our consumers over and over. So presale has a strategic role 458 00:23:43,040 --> 00:23:46,720 for us not only of strengthening our relationship with consumers, 459 00:23:47,040 --> 00:23:51,600 but also driving commerce for usbecausera.com is constantly 460 00:23:51,600 --> 00:23:54,600 looking for differentiation versus the product that you get 461 00:23:55,080 --> 00:23:57,760 in store and presale is a way of doing that for us. 462 00:23:58,240 --> 00:24:00,680 How would you say you stick out compared to competitors? 463 00:24:00,800 --> 00:24:02,840 What makes you different? What's your USPS? 464 00:24:04,400 --> 00:24:09,600 So I reckon it's the way we show up with our partnerships and in 465 00:24:09,600 --> 00:24:12,920 our big bets. If you're in TikTok or you're on 466 00:24:12,920 --> 00:24:16,000 Meadow, you definitely would have seen the Oreo and Coca-Cola 467 00:24:16,000 --> 00:24:19,720 partnership. Yes, head nods in that moment. 468 00:24:20,240 --> 00:24:22,360 That's live across 75 different markets. 469 00:24:23,400 --> 00:24:25,920 This year we also partnered with Star Wars. 470 00:24:26,760 --> 00:24:29,080 So yeah, yeah, that was AUS special. 471 00:24:29,720 --> 00:24:32,560 Yep, Yep, Yep. So custom custom flavours, 472 00:24:32,560 --> 00:24:35,840 custom embossments of the dark side and the light side. 473 00:24:37,360 --> 00:24:39,720 Yeah. We gave away 150 limited edition 474 00:24:39,720 --> 00:24:44,400 Star Wars art prints that we're representative of the pack in 475 00:24:44,400 --> 00:24:46,600 January. Before that, we sent a consumer 476 00:24:46,600 --> 00:24:49,560 to space. Before that, we partnered with 477 00:24:49,560 --> 00:24:53,080 Nintendo to release Princess Peach from Bowser. 478 00:24:53,440 --> 00:24:56,720 So I think, you know, like for us, for us, it's finding like 479 00:24:56,720 --> 00:24:59,960 meaningful cultural moments to connect with consumers, but 480 00:24:59,960 --> 00:25:02,880 linking them directly to the experience they have when they 481 00:25:02,880 --> 00:25:05,040 go into a supermarket and buy a product. 482 00:25:06,120 --> 00:25:07,200 That's really, really insightful. 483 00:25:07,240 --> 00:25:08,880 Thank you very much. Thank you. 484 00:25:09,760 --> 00:25:11,360 Lovely to meet you both. Your talk was really, really 485 00:25:11,360 --> 00:25:12,320 interesting. Thank you. 486 00:25:12,400 --> 00:25:13,840 Would you like to introduce yourselves? 487 00:25:14,600 --> 00:25:18,840 Yes, so I'm Amy I'm the E com lead at lucky St dedicated 488 00:25:18,840 --> 00:25:23,240 alcohol free beer brand I'm. Adam, I'm Adam. 489 00:25:23,280 --> 00:25:26,040 I'm MDS 360. So we're a brand and performance 490 00:25:26,040 --> 00:25:29,000 marketing agency. So what exactly do you do? 491 00:25:29,000 --> 00:25:30,880 Could you tell the listeners a little bit about it? 492 00:25:31,560 --> 00:25:33,320 Of course, Yeah. So we were exclusively with 493 00:25:33,320 --> 00:25:36,800 e-commerce and retail brands. Typically they're brands that 494 00:25:37,000 --> 00:25:39,680 sell Omni channel. So they have retail stores, the 495 00:25:39,680 --> 00:25:42,720 wholesale network and they also push through the E com store and 496 00:25:42,720 --> 00:25:44,920 we have with their brand strategy and also their 497 00:25:44,920 --> 00:25:49,600 performance marketing channels. So I look after all things 498 00:25:49,760 --> 00:25:52,880 digital performance marketing and E com at Lucky St. 499 00:25:52,880 --> 00:25:56,680 So that involves looking after our Shopify website, our Amazon 500 00:25:56,680 --> 00:25:57,920 and all of our ads. Awesome. 501 00:25:59,440 --> 00:26:01,960 Have you faced particular challenges in all of these 502 00:26:01,960 --> 00:26:05,920 motions? The answer is yes at all times. 503 00:26:06,120 --> 00:26:08,080 The biggest thing and conversations we're having at 504 00:26:08,080 --> 00:26:10,520 the moment actually is, is the need for creative. 505 00:26:10,520 --> 00:26:14,720 So, so many platforms, whether it's TikTok in particular, Meta, 506 00:26:14,720 --> 00:26:18,280 so Instagram, Facebook and even shopping feeds with Google ads 507 00:26:18,280 --> 00:26:21,680 now require lots and lots of product imagery, lifestyle 508 00:26:21,680 --> 00:26:25,320 imagery, campaign assets. And then what we find is our our 509 00:26:25,320 --> 00:26:27,880 clients and and in house they can't produce assets quickly 510 00:26:27,880 --> 00:26:30,040 enough often to keep up with the demand. 511 00:26:30,600 --> 00:26:32,720 So we try and help with that with both the strategic 512 00:26:32,720 --> 00:26:34,120 direction but also the production. 513 00:26:34,120 --> 00:26:37,080 So actually doing the shoots and creating the assets for them. 514 00:26:37,480 --> 00:26:39,600 Has there been a particular social media that you view to be 515 00:26:39,600 --> 00:26:42,440 the most important? That's a trick question, I 516 00:26:42,440 --> 00:26:43,680 think. I think you have to have a 517 00:26:43,680 --> 00:26:45,160 presence on all. Obviously it depends on your 518 00:26:45,160 --> 00:26:48,280 segment. So typically, you know, TikTok 519 00:26:48,280 --> 00:26:50,640 skews a little bit younger or that although that is changing 520 00:26:51,080 --> 00:26:53,440 where Instagram, Facebook, obviously all the demographics. 521 00:26:54,000 --> 00:26:56,160 Do you think these days though, you do need a presence on all 522 00:26:56,160 --> 00:26:58,280 three. You need to make sure that 523 00:26:58,280 --> 00:27:00,760 you're tailoring to the platforms as well with very 524 00:27:00,760 --> 00:27:03,240 different types of content. Interesting. 525 00:27:03,440 --> 00:27:05,600 Anything else? No, I second that. 526 00:27:05,600 --> 00:27:09,240 In terms of creative, that's a big challenge for us getting the 527 00:27:09,240 --> 00:27:11,120 speed of creative. You want to make really good 528 00:27:11,120 --> 00:27:14,120 creative, but at but at but at high speed and frequency. 529 00:27:14,800 --> 00:27:17,080 So we're we're still working on that, still working out how to 530 00:27:17,080 --> 00:27:19,120 do that. But I agree on on having a good 531 00:27:19,120 --> 00:27:21,320 contact strategy across all different platforms. 532 00:27:22,400 --> 00:27:24,080 Thank you so much for your time. Thank you. 533 00:27:24,840 --> 00:27:26,640 Lovely to meet you. Thanks so much for your talk. 534 00:27:26,720 --> 00:27:28,000 Could you please introduce yourself? 535 00:27:28,320 --> 00:27:30,600 I'm Vog Williams and I'm having a great day today. 536 00:27:30,760 --> 00:27:33,240 Thanks. Lovely, could you give me some 537 00:27:33,240 --> 00:27:35,560 tips on how to grow your own brand? 538 00:27:36,000 --> 00:27:40,000 Oh, grow your own brand. I would say like live the brand. 539 00:27:40,720 --> 00:27:43,760 I am every single day in some kind of fake tan. 540 00:27:44,200 --> 00:27:46,520 I'm currently wearing a skirt from my collection. 541 00:27:46,520 --> 00:27:49,240 It has to be something that you love enough that you use all the 542 00:27:49,240 --> 00:27:52,280 time, that just fits into your life, that you're just always, 543 00:27:52,840 --> 00:27:54,720 I'm like dripping in tan permanently. 544 00:27:54,720 --> 00:27:57,120 So it's kind of easy to do it like that. 545 00:27:57,120 --> 00:27:59,000 I think that that's a good start in growing the branch. 546 00:27:59,000 --> 00:28:00,600 What? About being passionate then. 547 00:28:01,080 --> 00:28:04,640 Be very passionate, get yourself an amazing business partner like 548 00:28:04,640 --> 00:28:08,600 me who is like such a nerd in the business world and he's 549 00:28:08,600 --> 00:28:11,280 grateful and he becomes your best friend and then he kind of 550 00:28:11,280 --> 00:28:13,120 builds the whole thing together. Yeah. 551 00:28:13,280 --> 00:28:14,720 What makes you stand out? What? 552 00:28:14,720 --> 00:28:17,720 What have you done differently that other people could take 553 00:28:17,720 --> 00:28:19,960 notes from? What makes us stand out? 554 00:28:19,960 --> 00:28:23,520 I think for us, when we were building our tanning brand, the 555 00:28:23,520 --> 00:28:26,360 one thing that we wanted to do was create the perfect tan. 556 00:28:26,360 --> 00:28:30,000 Because I used tan all the time, I did really like other people's 557 00:28:30,000 --> 00:28:32,240 tans, but I always felt like they were missing certain 558 00:28:32,440 --> 00:28:35,440 things. So we tried to rectify those 559 00:28:35,440 --> 00:28:38,200 things, which I think that we did, and then we created what I 560 00:28:38,200 --> 00:28:41,640 think is the best tan. As you'd like to think so, 561 00:28:41,640 --> 00:28:43,320 right? I do. 562 00:28:43,320 --> 00:28:44,880 I think it's the best. Well. 563 00:28:44,880 --> 00:28:46,960 Thank you so much for your time. Lovely to speak to you. 564 00:28:47,240 --> 00:28:50,160 Thank you. So we're with Gavin now from 565 00:28:50,160 --> 00:28:51,560 Pizza Pilgrims. Lovely to meet you. 566 00:28:51,560 --> 00:28:53,840 Hello, nice to meet you. How are you finding today? 567 00:28:54,400 --> 00:28:55,400 Very insightful. Yeah. 568 00:28:55,400 --> 00:28:58,200 This is as a restaurateur coming into a tech space like this, 569 00:28:58,200 --> 00:28:59,480 it's like it's quite overwhelming. 570 00:28:59,880 --> 00:29:02,600 I feel like the least educated in the room, but what? 571 00:29:03,160 --> 00:29:05,560 Minute by minute, I'm learning. That's what we want. 572 00:29:05,560 --> 00:29:08,400 Hey, how are you finding pizza Pilgrims? 573 00:29:08,400 --> 00:29:12,160 As a brand, do you struggle with competitors in a very densely 574 00:29:12,160 --> 00:29:14,480 populated market? How do you stand out from a 575 00:29:14,480 --> 00:29:16,120 crowd? Yeah, good question. 576 00:29:16,120 --> 00:29:17,760 Not, not really. I mean there has always been a 577 00:29:17,760 --> 00:29:21,560 lot of competition in pizza, but we, we, we were told by somebody 578 00:29:21,560 --> 00:29:23,600 who ran a survey for us a couple of years ago, like we service 579 00:29:23,600 --> 00:29:27,520 about nought point nought 1% of the the UK market on pizza. 580 00:29:27,520 --> 00:29:31,120 So I think you know, our, our competition is pizza for sure, 581 00:29:31,120 --> 00:29:34,920 but it's also where where we sit next to a Deshume or Marks and 582 00:29:34,920 --> 00:29:38,000 Spencer's 2 for 10 lbs or the local pub. 583 00:29:38,080 --> 00:29:41,640 I think our competition is any eating out experience really. 584 00:29:41,840 --> 00:29:43,320 And I think that's really important to note. 585 00:29:43,320 --> 00:29:46,160 So is it a crowded space? Yes, but I believe we have the 586 00:29:46,160 --> 00:29:49,400 best pizza in the country and I believe that that what we obsess 587 00:29:49,400 --> 00:29:52,600 about that on a daily basis, that is our focus obsession on 588 00:29:52,600 --> 00:29:54,280 pizza and making sure our team are happy. 589 00:29:54,640 --> 00:29:56,960 And I think if we do those two things, we can coexist with 590 00:29:56,960 --> 00:29:59,920 other pizza operators good. You know, that's, that's my firm 591 00:29:59,920 --> 00:30:01,880 belief. What would you say your USPS 592 00:30:01,920 --> 00:30:04,440 are? Well, our ingredients in our 593 00:30:04,440 --> 00:30:07,400 pizza, we we've had the same partners for 11 years now and 594 00:30:07,400 --> 00:30:09,680 we've never done anything but double down. 595 00:30:09,680 --> 00:30:12,160 We're about to make a change in the tomatoes we use for the 596 00:30:12,160 --> 00:30:15,880 first time in a decade. We, we have a, a principle 597 00:30:15,880 --> 00:30:19,320 internally that is if it makes the pizza better, we do it and 598 00:30:19,320 --> 00:30:21,400 then we figure out how to pay for it and communicate it. 599 00:30:21,400 --> 00:30:25,280 So we, we four years ago I, I met a guy called Chris Davies 600 00:30:25,280 --> 00:30:26,680 has a business called Harvest London. 601 00:30:27,080 --> 00:30:30,600 He said he was selling micro herbs to Michelin star 602 00:30:30,600 --> 00:30:32,760 restaurants. And I said, well, we buy 2 603 00:30:32,760 --> 00:30:34,760 tonnes a year by way to basil, can you do that? 604 00:30:34,760 --> 00:30:36,200 And he went absolutely not. I said good. 605 00:30:36,760 --> 00:30:40,600 So two years later and we we now have a farm with them in 606 00:30:40,600 --> 00:30:42,920 Loughton in close to southeast London. 607 00:30:43,360 --> 00:30:47,240 All of our basil is from a vertical farm. 608 00:30:47,240 --> 00:30:50,000 It's delivered on electric bikes and would you believe at room 609 00:30:50,000 --> 00:30:52,960 temperature. Our basil last two weeks we 610 00:30:52,960 --> 00:30:55,480 reuse 96% of the water. We've genetically changed the 611 00:30:55,480 --> 00:30:57,480 basil some more of the weight is leaf than stem. 612 00:30:58,440 --> 00:30:59,880 We're doing the same with tomatoes. 613 00:30:59,880 --> 00:31:02,240 We now triple ferment our doughnut, single ferment. 614 00:31:02,240 --> 00:31:05,120 So I guess what I'm trying to give you is a flavour of where 615 00:31:05,560 --> 00:31:08,400 we look at every single part of our menu and our pizza and the 616 00:31:08,400 --> 00:31:10,440 way we make it and the processes every week. 617 00:31:11,000 --> 00:31:14,160 And if it can improve it slightly, then then we'll do 618 00:31:14,160 --> 00:31:15,520 that. So I think we're separated 619 00:31:15,520 --> 00:31:18,000 because we are genuine obsessives about Neapolitan 620 00:31:18,000 --> 00:31:21,040 pizza and we don't want to stray from that too much. 621 00:31:21,040 --> 00:31:23,080 We don't want to be too Italian, we want to be fun. 622 00:31:23,480 --> 00:31:26,560 We don't want to be too serious, but equally we're serious about 623 00:31:26,560 --> 00:31:29,680 pizza and nothing else. So I think our USP is the 624 00:31:29,680 --> 00:31:33,680 hospitality you should feel in, in our pizzerias and, and the 625 00:31:33,680 --> 00:31:35,800 pizza, the provenance of our ingredients. 626 00:31:36,040 --> 00:31:38,640 You can taste it in the pizza. You've really wow, that's so 627 00:31:38,680 --> 00:31:40,600 interesting. Do you feel the pressure then to 628 00:31:40,600 --> 00:31:43,320 keep changing and to keep changing what you're doing every 629 00:31:43,320 --> 00:31:45,600 single week? No, not really. 630 00:31:45,600 --> 00:31:48,120 I think there's, there's, there's always things where if 631 00:31:48,120 --> 00:31:50,960 you change through innovation and that can be the product, the 632 00:31:50,960 --> 00:31:54,040 ingredient can be a process, it can be the way we listen to our 633 00:31:54,040 --> 00:31:56,000 team. There's always, I think you've 634 00:31:56,000 --> 00:31:57,440 got to be using your ears more than your mouth. 635 00:31:58,120 --> 00:32:02,960 But no, I think we, we, of the 13 pizzas we sell, we've had 7 636 00:32:03,320 --> 00:32:07,160 on the menu for six years. So, you know, we want the 637 00:32:07,160 --> 00:32:09,560 classics on there. But we also, you know, our, our 638 00:32:09,560 --> 00:32:11,400 guest pizza changes every four weeks. 639 00:32:11,400 --> 00:32:13,280 And that's an opportunity for us to collaborate. 640 00:32:13,600 --> 00:32:16,360 You take last month, it's the most popular collaboration we've 641 00:32:16,360 --> 00:32:18,440 ever done with a business called Sweet D's. 642 00:32:18,880 --> 00:32:21,840 They were a jerk chicken business or West Indian business 643 00:32:21,960 --> 00:32:25,040 down in Selfridges. And it, it literally broke the 644 00:32:25,040 --> 00:32:26,320 Internet. We saw the month's stock in 645 00:32:26,320 --> 00:32:28,760 three days. So the purpose of the guest 646 00:32:28,760 --> 00:32:31,040 pizza for us is about how we own the pizza agenda. 647 00:32:31,200 --> 00:32:32,440 It's why we've written four books. 648 00:32:32,760 --> 00:32:36,240 It's why we really invest in an Academy nearly £1,000,000 a year 649 00:32:36,240 --> 00:32:38,920 now in our people. We want people to really, really 650 00:32:38,920 --> 00:32:40,880 understand why we do the things we do. 651 00:32:41,440 --> 00:32:44,200 And then with the menu, a little bit of innovation around the 652 00:32:44,200 --> 00:32:47,040 guest pizza, but not straying too far from what we know works 653 00:32:47,040 --> 00:32:49,400 in the core menu. That's incredible. 654 00:32:49,400 --> 00:32:50,720 Thank you so, so much. No problem. 655 00:32:52,160 --> 00:32:54,080 Thank you so much for your talk. It was incredible. 656 00:32:54,440 --> 00:32:56,120 Do you mind just introducing yourself please? 657 00:32:56,720 --> 00:33:00,320 Hello, I'm Swagga Chowdhury. I'm part of Mass snacking 658 00:33:00,440 --> 00:33:04,440 division and I'm part of our global digital commerce team and 659 00:33:04,440 --> 00:33:07,160 I lead what we call Perfect Digital Store. 660 00:33:07,160 --> 00:33:10,400 Yeah. So in your talk and issues from 661 00:33:10,400 --> 00:33:13,480 the digital shelf, could you please tell us more about that? 662 00:33:14,920 --> 00:33:16,480 It's really simple. Do you shop? 663 00:33:17,560 --> 00:33:19,680 How do you shop? Online. 664 00:33:19,840 --> 00:33:22,000 Yeah. And where do you click the? 665 00:33:22,400 --> 00:33:24,880 Where do you know come to know about the products? 666 00:33:25,720 --> 00:33:27,040 All online through their branding. 667 00:33:27,200 --> 00:33:27,960 Yeah. So, yeah. 668 00:33:27,960 --> 00:33:32,360 So digital shelf is literally the experience that you provide 669 00:33:32,360 --> 00:33:37,360 consumers to take the best decision and be most informed. 670 00:33:38,040 --> 00:33:39,720 OK. So do you have any top tips how 671 00:33:39,720 --> 00:33:41,560 to grow your e-commerce brand through that? 672 00:33:43,120 --> 00:33:46,680 Depends. If you are a manufacturer like 673 00:33:46,680 --> 00:33:51,040 me, do the basics well because that's what matters. 674 00:33:51,040 --> 00:33:56,960 And usually we don't focus as much on the basics and get, you 675 00:33:56,960 --> 00:33:59,400 know, lured by the more shinier bits so. 676 00:34:00,040 --> 00:34:03,400 Have you found many hurdles getting to the top of your game? 677 00:34:04,480 --> 00:34:07,960 Of course, yes, I think e-commerce, especially if you 678 00:34:07,960 --> 00:34:12,920 are, you know, in a manufacturer side, we are in a stage where, 679 00:34:13,360 --> 00:34:18,920 you know, it used to be a small commercial contributor, but soon 680 00:34:18,920 --> 00:34:23,040 all of us would agree that it's where we actually find products 681 00:34:23,320 --> 00:34:26,639 and experienced products. So I think the key, not 682 00:34:26,639 --> 00:34:29,600 challenge, but I think it's more exciting because it's really 683 00:34:29,600 --> 00:34:33,520 exciting to inspire people on, you know, the role of e-commerce 684 00:34:33,560 --> 00:34:37,280 in this evolving world where it helps you reach consumers, 685 00:34:37,840 --> 00:34:41,800 influence them and convert them. Thank you so much for your time. 686 00:34:42,199 --> 00:34:44,960 Thank you. So there we have it, what an 687 00:34:44,960 --> 00:34:47,040 incredible show. If anyone is in the UK, 688 00:34:47,040 --> 00:34:49,000 definitely check out e-commerce Expo next year. 689 00:34:49,000 --> 00:34:51,159 And a massive thank you to live and all the people that live 690 00:34:51,159 --> 00:34:53,960 bumped into at the show as well. So many good insights and so 691 00:34:53,960 --> 00:34:56,280 many important things that a lot of us in the e-commerce world 692 00:34:56,280 --> 00:34:58,440 need to learn. If you haven't already, hit the 693 00:34:58,440 --> 00:35:00,680 subscribe button, leave us a little review and also check out 694 00:35:00,680 --> 00:35:04,320 wwspodcast.com. That's WWS stands for 695 00:35:04,320 --> 00:35:06,960 winningshopifypodcast.com. And most importantly going check 696 00:35:06,960 --> 00:35:09,280 out the growth hub. Growth Hub is for brands only, 697 00:35:09,280 --> 00:35:12,120 just like you guys, so you can discuss problems, challenges and 698 00:35:12,120 --> 00:35:14,320 come up with some solutions and talk to other peers. 699 00:35:14,320 --> 00:35:16,440 There are no agencies or anybody else in there. 700 00:35:16,600 --> 00:35:19,840 There's just my team and all we do is give free help and advice 701 00:35:19,840 --> 00:35:20,960 as well. So I hope to see on the Growth 702 00:35:20,960 --> 00:35:22,440 Hub. If you are just listening to the 703 00:35:22,440 --> 00:35:23,920 podcast, that's also absolutely fine. 704 00:35:24,040 --> 00:35:26,480 If you could hit subscribe, leave us a lovely review and 705 00:35:26,480 --> 00:35:27,960 TuneIn again next week, I'd really appreciate that. 706 00:35:27,960 --> 00:35:30,320 I hope you've enjoyed today and hope to have you again with us 707 00:35:30,400 --> 00:35:32,320 on the show. Do you want to up your 708 00:35:32,320 --> 00:35:34,560 influencer marketing game? Do you want to meet more 709 00:35:34,560 --> 00:35:36,440 influencers, have a better working relationship with 710 00:35:36,440 --> 00:35:37,960 influencers? You might even be struggling to 711 00:35:37,960 --> 00:35:39,840 talk to them in the first place, or you can get them to talk 712 00:35:39,840 --> 00:35:42,680 about your product and post to their audience without winning. 713 00:35:42,680 --> 00:35:45,480 With Shopify, we have teamed up with Affluencer which is an app 714 00:35:45,480 --> 00:35:48,480 you can install on Shopify and it comes with a 30 day trial. 715 00:35:48,480 --> 00:35:50,720 And even in those first 30 days you can meet a load of 716 00:35:50,720 --> 00:35:53,320 influencers and start promoting your product. 717 00:35:53,480 --> 00:35:55,440 So there's no excuse. Go and install the app, start 718 00:35:55,440 --> 00:35:57,920 the 30 day trial and give it a go yourself and see how you get 719 00:35:57,920 --> 00:35:58,000 up.