1 00:00:00,120 --> 00:00:02,160 Today on the Winning with Shopify podcast. 2 00:00:02,560 --> 00:00:05,400 It's been a really about bringing the brand back to the 3 00:00:05,440 --> 00:00:08,000 front of of minds of of consumers. 4 00:00:08,000 --> 00:00:10,000 If someone's sitting there going right, I've got quite a nice 5 00:00:10,000 --> 00:00:12,080 sized business. Now we want to do what you're 6 00:00:12,080 --> 00:00:15,080 just describing like 10X revenue increase sounds incredible. 7 00:00:15,120 --> 00:00:18,520 We've done tote bags with Waitrose and John Lewis GLP 8 00:00:18,520 --> 00:00:19,960 group. It does concern me when I look 9 00:00:19,960 --> 00:00:22,280 at UK businesses and think they're up against this. 10 00:00:22,520 --> 00:00:26,160 Been in the industry for coming up to 20 years, quite a long 11 00:00:26,160 --> 00:00:28,360 time. Still like a young dinosaur, I 12 00:00:28,360 --> 00:00:34,920 suppose. Hello and welcome to another 13 00:00:34,920 --> 00:00:36,280 episode of the Winning with Shopify podcast. 14 00:00:36,280 --> 00:00:38,080 If it's the first time tuning in, my name is Nick and it's a 15 00:00:38,080 --> 00:00:40,600 delight to have you clicking on the brightest pinkest podcast 16 00:00:40,600 --> 00:00:42,600 icon you've ever seen. If you want to know more about 17 00:00:42,600 --> 00:00:45,320 how fantastic and effective our branding is and please do reach 18 00:00:45,320 --> 00:00:46,920 out, happy to choose our designer. 19 00:00:46,920 --> 00:00:49,440 A few of you guys have asked about that if you're listening 20 00:00:49,440 --> 00:00:51,360 to this today and going, this is a bit longer than the last one I 21 00:00:51,360 --> 00:00:53,520 listened to or you're thinking this is the only one I've 22 00:00:53,520 --> 00:00:55,920 listened to. We also do a Tuesday show as 23 00:00:55,920 --> 00:00:58,120 well called Nick's Tuesday Tea Break Talks. 24 00:00:58,120 --> 00:00:59,360 I'm British, I love drinking tea. 25 00:00:59,360 --> 00:01:01,760 So we have a quick chat about all the Shopify news going on 26 00:01:01,760 --> 00:01:04,760 that week and things changing. Tuesday coming up. 27 00:01:04,760 --> 00:01:06,840 So this is going to be the 14th of November. 28 00:01:06,840 --> 00:01:09,520 This episode's going out on the following Tuesday in a few days 29 00:01:09,520 --> 00:01:10,960 time. I'm going to be talking about 30 00:01:10,960 --> 00:01:13,280 SEO and AI at the end of that show. 31 00:01:13,280 --> 00:01:15,520 I've had so many questions and emails about it over the last 32 00:01:15,520 --> 00:01:17,120 couple of weeks. So we're going to unbox what 33 00:01:17,120 --> 00:01:20,520 ChatGPT and Gemini and the Google AI overview and lots of 34 00:01:20,560 --> 00:01:23,560 other things are asking for at the moment and ways you can get 35 00:01:23,560 --> 00:01:25,200 featured on that. So make sure you tune in on 36 00:01:25,200 --> 00:01:27,240 Tuesday if you haven't already, hit subscribe button. 37 00:01:27,240 --> 00:01:28,920 And you can go to our website as well to sign up to our 38 00:01:28,920 --> 00:01:30,800 newsletter. If you want news sent straight 39 00:01:30,800 --> 00:01:33,960 into your inbox, that's wwspodcast.com. 40 00:01:34,240 --> 00:01:36,040 So without further ado, I've got a very special guest who's 41 00:01:36,040 --> 00:01:38,840 jumped in last minute. So I'm so appreciative of his 42 00:01:38,840 --> 00:01:40,960 time. But John, welcome to the show. 43 00:01:40,960 --> 00:01:42,320 How are you? Yeah, good. 44 00:01:42,400 --> 00:01:43,720 Hi, Nick. Thanks for having me on the 45 00:01:43,720 --> 00:01:46,480 show. I mean you gave me at least 24 46 00:01:46,480 --> 00:01:48,640 hours notice, so it's not that thought notice. 47 00:01:50,000 --> 00:01:52,200 I think it was like I was having dinner last night while we were 48 00:01:52,200 --> 00:01:54,280 whatsapping going like I'm Nick if we met. 49 00:01:54,280 --> 00:01:56,200 No, no, OK, fine. Do you want to come on the show 50 00:01:56,200 --> 00:01:57,640 tomorrow? Chris has recommended you 51 00:01:57,640 --> 00:02:00,240 obviously chairman of of your organization for some. 52 00:02:00,400 --> 00:02:01,320 Yeah. Thank you so much, John. 53 00:02:01,480 --> 00:02:04,040 John, give us a bit of an overview to your background and 54 00:02:04,040 --> 00:02:05,840 how you ended up in this amazing business. 55 00:02:05,840 --> 00:02:07,280 Lulu Guinness. Yeah, yeah. 56 00:02:07,560 --> 00:02:10,639 We call it, we joke, we call it Britain's oldest start up, 57 00:02:11,960 --> 00:02:17,720 founded in 1989 by obviously an amazing creative Lula Guinness 58 00:02:17,720 --> 00:02:20,760 OBE. Yeah, I've been with the 59 00:02:20,760 --> 00:02:26,080 business as CMO for almost a year now. 60 00:02:27,520 --> 00:02:34,640 It's been in business is on an incredible journey, huge brand 61 00:02:34,640 --> 00:02:40,280 transformation, incredible reach, lots of branding and 62 00:02:40,280 --> 00:02:44,160 partnerships, which is then LED on to see more awareness and 63 00:02:44,440 --> 00:02:48,600 more traffic. And then obviously a lot of the 64 00:02:49,200 --> 00:02:53,120 digital marketing channels have been really scaled. 65 00:02:55,160 --> 00:02:58,280 We've introduced new channels across social, which is the 66 00:02:58,280 --> 00:03:03,120 biggest growth engine of the business, which is net, new 67 00:03:03,120 --> 00:03:06,720 TikTok and even Snapchat recently sort of targeting a 68 00:03:06,720 --> 00:03:10,680 younger demographic than we've ever targeted before. 69 00:03:11,120 --> 00:03:15,080 And then of course, in order to maximize all of that traffic, 70 00:03:15,760 --> 00:03:22,280 record traffic, we've been employing multivariate testing 71 00:03:22,280 --> 00:03:27,040 and CRO with the great Shopify app we'll come onto it called 72 00:03:27,040 --> 00:03:30,840 Key. And then obviously the team 73 00:03:30,880 --> 00:03:34,720 working really hard from a brand and creative perspective and 74 00:03:34,720 --> 00:03:40,200 utilizing the CDP, which is dot digital, which is not just dot 75 00:03:40,200 --> 00:03:41,600 digital, it's also fresh relevance. 76 00:03:42,920 --> 00:03:49,080 So there's cohesive single customer view across CRM and a 77 00:03:49,440 --> 00:03:52,320 site with fresh relevance because they've obviously become 78 00:03:52,480 --> 00:03:54,520 one platform. But yeah, I mean, just to give 79 00:03:54,520 --> 00:03:59,600 you a quick intro some John, I've obviously I've been, as I 80 00:03:59,600 --> 00:04:03,480 said at Lulu for a year, but been in the industry for coming 81 00:04:03,480 --> 00:04:10,640 up to 20 years, quite a long time, feel like, you know, still 82 00:04:10,640 --> 00:04:12,680 like a young dinosaur. I suppose. 83 00:04:14,360 --> 00:04:25,320 You know, I first started in E com and marketing in 2003 84 00:04:27,120 --> 00:04:31,840 because I was studying computer science and at the time WAP and 85 00:04:32,960 --> 00:04:43,240 E com was coming to retail with the likes of OS commerce and it 86 00:04:43,240 --> 00:04:48,480 was really like really code and dev heavy. 87 00:04:48,880 --> 00:04:52,240 And then you had the likes of WordPress and eventually 88 00:04:52,240 --> 00:04:55,440 Shopify, which obviously it's been a game changer. 89 00:04:56,480 --> 00:05:02,480 But yeah, I was a young sprout O3 studying computer science, 90 00:05:02,480 --> 00:05:07,360 learning about E com, the professor of E com at Kingston 91 00:05:07,360 --> 00:05:10,360 Uni, Jonathan Briggs. He had founded Hyper Island, 92 00:05:10,480 --> 00:05:14,280 which just sounded super cool and futuristic and was working 93 00:05:14,280 --> 00:05:17,200 with actually ironically, British brands like Paul Smith 94 00:05:17,200 --> 00:05:20,520 and Hornby and Scale Electrics and setting up their E com 95 00:05:20,720 --> 00:05:26,160 businesses with his own agency. It was called the other media. 96 00:05:26,320 --> 00:05:29,240 But anyway, you know, this is many, many years ago and I was 97 00:05:29,240 --> 00:05:32,000 working in a designer clothes shop as my dissertation. 98 00:05:32,000 --> 00:05:34,840 I made a website calleddesignerfashions.co.uk, 99 00:05:34,840 --> 00:05:38,320 sold lots of designer labels and I got introduced to the founder 100 00:05:38,320 --> 00:05:41,320 of as seen on screen.com, Nick Robertson, which is now 101 00:05:41,320 --> 00:05:48,240 obviously ASOS. And yeah, I finished my degree, 102 00:05:48,240 --> 00:05:51,960 joined an agency, was agency side Big Light in Camden, 103 00:05:52,560 --> 00:05:55,840 Kentish Town for seven years. Did lots of everything from E 104 00:05:55,840 --> 00:06:01,960 com trading to PPC paid search, paid social affiliates. 105 00:06:02,040 --> 00:06:04,880 I really gravitated towards affiliates and the people side 106 00:06:04,880 --> 00:06:08,080 of the business. And it was all bloggers and 107 00:06:08,080 --> 00:06:11,440 content anyway. I was at the agency, I say for 108 00:06:11,440 --> 00:06:17,080 seven years. It was more less, it was less 109 00:06:17,080 --> 00:06:19,800 Shopify there. It was more, you know, demand 110 00:06:19,800 --> 00:06:24,360 where which since it becomes Salesforce marketing cloud and 111 00:06:24,360 --> 00:06:30,040 commerce cloud and then hybris, you know, and and some of those 112 00:06:30,040 --> 00:06:34,120 other big, big E com giants. But the Shopify businesses were, 113 00:06:34,560 --> 00:06:37,800 you know, looking really exciting and, and you could see 114 00:06:37,920 --> 00:06:41,880 that it made it and it made getting direct to consumer for 115 00:06:41,880 --> 00:06:44,880 retailers and smaller business is much, much easier. 116 00:06:44,880 --> 00:06:48,240 But obviously now you know Shopify is the the leader. 117 00:06:49,320 --> 00:06:51,840 Especially, I mean even just, I mean, just to trust in that the, 118 00:06:51,880 --> 00:06:54,360 even the payment gateway. I mean, you're, I've been an 119 00:06:54,360 --> 00:06:56,360 industry in 18 years. So when you set up an issue, I 120 00:06:56,360 --> 00:06:58,720 was thinking like, come on, is it is, it's slightly longer than 121 00:06:58,720 --> 00:06:59,960 me. So you can take the take the 122 00:06:59,960 --> 00:07:03,000 credit today. But the, I think with Shopify 123 00:07:03,000 --> 00:07:05,480 even just making the checkout, you mentioned OS commerce. 124 00:07:06,080 --> 00:07:08,120 I I was lucky enough to be friends with the son of the 125 00:07:08,200 --> 00:07:11,120 founder of Actinic, which then became seller deck, which is one 126 00:07:11,120 --> 00:07:13,920 of the really like it was just before eBay launched episode of 127 00:07:13,920 --> 00:07:15,960 winning with Shopify is brought to you by tax cloud. 128 00:07:15,960 --> 00:07:18,280 It's the busiest time of year for e-commerce. 129 00:07:18,280 --> 00:07:20,560 Your stores buzzing, orders flying in and growth is at an 130 00:07:20,560 --> 00:07:22,240 all time high. 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That's taxcloud.com/winning. 144 00:07:58,640 --> 00:08:01,280 One of the really early, like I remember sitting in McDonald's 145 00:08:01,280 --> 00:08:03,120 with him and him and his dad one night. 146 00:08:03,120 --> 00:08:06,280 He said this ketchup, if you produce this ketchup sachet, you 147 00:08:06,280 --> 00:08:07,840 could just sell this on your own website. 148 00:08:08,040 --> 00:08:10,600 That's what I'm building and it's across the Internet and I 149 00:08:10,600 --> 00:08:12,760 remember sitting there going like, no one's going to do that 150 00:08:12,760 --> 00:08:15,000 because you can't touch the product and how wrong I was 151 00:08:15,320 --> 00:08:17,680 where I'm sitting today. Yeah, that check out journey 152 00:08:17,680 --> 00:08:20,080 Shopify has is just incredible that it's just it's done and 153 00:08:20,080 --> 00:08:23,440 money comes into your bank. It's so easy when there is there 154 00:08:23,440 --> 00:08:27,520 are still, you know, opportunities to optimise and 155 00:08:27,520 --> 00:08:29,560 check out. When I was listening to the 156 00:08:29,760 --> 00:08:32,480 Netflix document, I was watching the Netflix documentary about 157 00:08:32,480 --> 00:08:36,039 Amazon and how they do so much in terms of MBT and CRO and then 158 00:08:36,039 --> 00:08:42,159 check out with regards to colours and UX and, and buttons 159 00:08:42,159 --> 00:08:44,120 and layout and different variants and stuff. 160 00:08:44,120 --> 00:08:46,520 So obviously there is opportunity that, you know, 161 00:08:46,600 --> 00:08:51,600 out-of-the-box, Shopify makes it really, really frictionless and, 162 00:08:51,600 --> 00:08:54,040 and simple for, for people to sell. 163 00:08:54,040 --> 00:08:57,000 I mean, it's my it's one of my wife will tell you it's one of 164 00:08:57,000 --> 00:09:02,580 my dreams to actually, you know, have my own stratify that 165 00:09:02,580 --> 00:09:05,080 T-shirt or or street wear business or. 166 00:09:05,200 --> 00:09:07,000 Yeah, I've been there and tried it. 167 00:09:07,000 --> 00:09:09,880 It's grass is always greener. I came screaming back to the 168 00:09:09,880 --> 00:09:12,720 agency. Whenever the agency, Well, yeah, 169 00:09:12,920 --> 00:09:14,280 yeah, yeah. I mean, it was hard. 170 00:09:14,280 --> 00:09:21,160 Even my I was talking to my my daughter's friend's father, he's 171 00:09:21,160 --> 00:09:27,040 got a Shopify store and he's doing, you know, he's doing 300 172 00:09:27,160 --> 00:09:28,960 probably about, you know, half a million a year. 173 00:09:29,040 --> 00:09:31,320 But that's great. Like it's a really good business 174 00:09:31,320 --> 00:09:34,120 just selling a grand's worth of T-shirts today. 175 00:09:35,360 --> 00:09:38,560 I won't mention them here, but yeah, it's just like it's 176 00:09:38,760 --> 00:09:41,120 exactly like you said. Shopify has changed the game in 177 00:09:41,120 --> 00:09:46,080 terms of people having fully fledged E com friction nurse 178 00:09:46,080 --> 00:09:51,120 check out, you know, inventory, you know, even I mean, I've 179 00:09:51,120 --> 00:09:55,320 really enjoyed some of the AI tools like copy or product 180 00:09:55,320 --> 00:09:58,120 descriptions, you know, tone of voice, like the variance that 181 00:09:58,120 --> 00:09:59,520 you could get there straight out-of-the-box. 182 00:10:00,040 --> 00:10:02,880 Or it might be Shopify pro. I'm not sure, but we obviously 183 00:10:02,880 --> 00:10:07,480 have been testing that. But yeah, I mean, coming back to 184 00:10:07,600 --> 00:10:10,240 to the quick intro, it's turning into a long intro. 185 00:10:10,640 --> 00:10:14,640 It's really interesting. Agency seven years, which was, 186 00:10:14,680 --> 00:10:19,480 you know, E coms dash marketing agency called Big Light who 187 00:10:19,480 --> 00:10:23,920 founders Stephen Jane, you know, fabulous inspiration. 188 00:10:24,280 --> 00:10:28,000 They focus now more whatever on B to B, but also UX. 189 00:10:28,000 --> 00:10:31,280 But at the time it was, you know, retail and marketing and 190 00:10:31,280 --> 00:10:34,240 obviously it's a very busy space, a very competitive space. 191 00:10:34,240 --> 00:10:39,200 So they found their niche and yeah, I was there seven years. 192 00:10:39,200 --> 00:10:42,080 I've worked with some amazing brands like Tommy Hilfiger, 193 00:10:42,360 --> 00:10:46,560 Calvin Klein, British brands like Firetrap jeans, Ben 194 00:10:46,560 --> 00:10:54,320 Sherman, Fat Face, River Island, French Connection, Nike, Uniqlo, 195 00:10:54,320 --> 00:10:58,000 some some big ones, also some smaller ones. 196 00:10:58,280 --> 00:11:03,000 And yeah, given Chris, he was at 5:53, which was like an empty 197 00:11:03,000 --> 00:11:05,680 St. wear brand. We had Firetrap Jeans and Full 198 00:11:05,680 --> 00:11:09,160 Circle, which were I think like the original All Saints 199 00:11:09,160 --> 00:11:13,360 essentially, but that that's that seven years agency said. 200 00:11:13,360 --> 00:11:19,520 Segwayed really nicely into Arcadian Topshop and I had a 201 00:11:22,040 --> 00:11:25,320 short contract there getting US set up and helping drive the 202 00:11:25,320 --> 00:11:28,680 marketing there, which is fantastic. 5th Ave. store launch 203 00:11:28,720 --> 00:11:33,440 bloggers back in the day. And then I went to Fitflop, 204 00:11:33,480 --> 00:11:38,800 which is an amazing footwear brand rooted in science and 205 00:11:39,280 --> 00:11:43,960 innovation and ergonomics and pressure diffusion. 206 00:11:44,280 --> 00:11:47,600 And that that was founded by a female founders of Marcia 207 00:11:47,600 --> 00:11:49,560 Kilgore. She's she's absolutely amazing, 208 00:11:49,560 --> 00:11:53,000 really inspirational as well and has since gone on to produce 209 00:11:53,240 --> 00:11:57,760 amazing brands like Soap and Glory, which was sold to Boots 210 00:11:57,760 --> 00:12:02,240 and also Beauty Pie, which is one of the big challenges for 211 00:12:02,240 --> 00:12:05,880 the beauty subscription, if not leaders now for beauty 212 00:12:05,880 --> 00:12:10,400 subscription anyway, Yeah, I was head of digital marketing there 213 00:12:10,400 --> 00:12:14,080 and grew the team did some incredible stuff launching into 214 00:12:14,480 --> 00:12:18,800 Europe, France, Germany, Italy, Spain and USI think it was 5 1/2 215 00:12:18,800 --> 00:12:24,000 years and then pandemic, very surreal time, but ended up 216 00:12:24,320 --> 00:12:29,600 getting a remote job in New York, leading the digital team 217 00:12:29,680 --> 00:12:35,280 there, which was amazing. And after three months, moved to 218 00:12:35,440 --> 00:12:41,000 the Netherlands office where I got promoted to the global 219 00:12:42,840 --> 00:12:44,560 director of, of ecom and marketing. 220 00:12:44,560 --> 00:12:46,400 So. So that was, yeah, that was a 221 00:12:46,400 --> 00:12:49,080 surreal time because obviously we had immense growth through 222 00:12:49,280 --> 00:12:52,480 ecom and digital because everyone's at home and had 223 00:12:52,840 --> 00:12:55,560 nothing, nothing better to do than buy jeans and T-shirts and 224 00:12:55,560 --> 00:12:57,600 baseball caps and of course. They're not spending any money 225 00:12:57,640 --> 00:12:59,200 on petrol anymore, so. Yeah, go shopping. 226 00:12:59,960 --> 00:13:05,640 Yeah, Yeah. And also we'd we'd come up with 227 00:13:05,640 --> 00:13:10,760 a fantastic plan to sign Snoop Dogg and and launch in the US 228 00:13:10,760 --> 00:13:14,520 and we had the half time show of Doctor Dre and Eminem wearing G 229 00:13:14,520 --> 00:13:17,920 star raw jeans. And that whole campaign was was 230 00:13:17,960 --> 00:13:21,480 a real global campaign. I did worked with the teams in 231 00:13:21,480 --> 00:13:27,400 Japan to do the the the famous crossing there with with out of 232 00:13:27,400 --> 00:13:29,680 home with sound. And it's the first time I've 233 00:13:29,680 --> 00:13:33,800 ever done audio on a crossing, you know, without of home in 234 00:13:33,800 --> 00:13:36,440 Japan, which is again, in the pandemic, very surreal. 235 00:13:37,040 --> 00:13:40,040 And then also, yeah, growing the European base. 236 00:13:40,040 --> 00:13:48,240 But yeah, after G Star, I did some consultancy and then joined 237 00:13:48,240 --> 00:13:52,200 Urban Outfitters as the Director of Marketing. 238 00:13:53,040 --> 00:13:55,320 I mean, their stores feel more like a somebody's house, which I 239 00:13:55,320 --> 00:13:56,520 love. It's like you're walking around 240 00:13:56,520 --> 00:13:59,840 somebody's like wooden staircase and now you're like in one of 241 00:13:59,840 --> 00:14:01,560 the like, I don't know, you almost like the shed at times 242 00:14:01,560 --> 00:14:04,080 because so much wood across all of their different stores and 243 00:14:04,080 --> 00:14:06,240 everything but. Yeah, the, the retail 244 00:14:06,240 --> 00:14:10,560 experiences, you know, Urban Outfitters is a, you know, I 245 00:14:10,600 --> 00:14:12,520 think it's 4 1/2 billion dollar business. 246 00:14:12,520 --> 00:14:16,200 It's it's poked me on that, but it's it's massive and and and 247 00:14:16,200 --> 00:14:23,680 you know, there they have tested different E com platforms for 248 00:14:23,680 --> 00:14:30,360 smaller startup brands. I don't know misquote, but you 249 00:14:30,360 --> 00:14:35,240 know, they've had beauty brands and a fantastic fashion rental 250 00:14:35,720 --> 00:14:39,600 business called newly. I was in charge of the free 251 00:14:39,600 --> 00:14:43,680 people Europe team. We saw incredible growth there 252 00:14:44,360 --> 00:14:51,240 not on Shopify or any of the other well known E com 253 00:14:51,240 --> 00:14:58,240 platforms, but more more of a, a bespoke variant of one of the 254 00:14:58,240 --> 00:15:01,440 big guys. I I I won't say who, but but. 255 00:15:02,560 --> 00:15:04,160 But we're not affiliated with anyone here. 256 00:15:04,160 --> 00:15:04,960 We're fine. Yeah. 257 00:15:04,960 --> 00:15:09,720 But it was a very big, very big organization, but also quite 258 00:15:10,160 --> 00:15:14,440 small in terms of areas of, for example, you know, customer 259 00:15:14,440 --> 00:15:18,520 insights and analytics had its own team, which which grew very 260 00:15:18,520 --> 00:15:21,760 quickly. And obviously we had, you know, 261 00:15:21,760 --> 00:15:25,760 different team members for brand and and digital. 262 00:15:26,600 --> 00:15:30,560 But it, you know, there was regular insights from the 263 00:15:30,560 --> 00:15:34,360 digital and real world space which would help inform and make 264 00:15:34,360 --> 00:15:38,000 business decisions, which would be communicated. 265 00:15:38,080 --> 00:15:42,320 And obviously, you know, digital really fast growing and has done 266 00:15:43,440 --> 00:15:46,320 across all of the the brands within the group. 267 00:15:46,320 --> 00:15:50,920 But yeah, fantastic time there, just over 2 years. 268 00:15:50,920 --> 00:15:59,040 And then, yeah, joined the Lily Guinness team and we've, we've 269 00:15:59,040 --> 00:16:03,760 been really pushing the boundaries in all of the digital 270 00:16:03,880 --> 00:16:08,400 space. You know, as I mentioned, it's 271 00:16:08,400 --> 00:16:15,080 been a really about bringing the brand back to the front of minds 272 00:16:15,080 --> 00:16:18,960 of consumers. We've, we've, there's been a lot 273 00:16:18,960 --> 00:16:24,040 of time crafting culturally relevant partnerships. 274 00:16:24,560 --> 00:16:28,480 You know, we've, we've done, they're everywhere. 275 00:16:28,840 --> 00:16:32,680 We've done tote bags with Waitrose and John Lewis, JLP 276 00:16:32,680 --> 00:16:38,360 Group and oh wow, that's cool. Those those, those tote bags 277 00:16:38,360 --> 00:16:43,400 have been phenomenal in terms of new customer acquisition, you 278 00:16:43,400 --> 00:16:46,480 know, ads on Meta and as I mentioned, you know, we have 279 00:16:46,480 --> 00:16:49,840 TikTok, not to mention half a million followers on Pinterest 280 00:16:50,640 --> 00:16:53,320 and then a recent. Pinterest is a dark horse, isn't 281 00:16:53,320 --> 00:16:54,680 it? We maybe, maybe we'll talk about 282 00:16:54,680 --> 00:16:56,000 it a bit if we've got time, but. Yeah, it's a bit of a. 283 00:16:56,000 --> 00:16:57,560 Dark horse I find it's. Yeah. 284 00:16:57,640 --> 00:17:00,760 But I mean there there, you know, Pinterest is obviously CPC 285 00:17:00,760 --> 00:17:06,599 channel, so more akin to Google. But yeah, we we can come back on 286 00:17:06,599 --> 00:17:07,720 that. But yeah, I mean, the, the 287 00:17:07,720 --> 00:17:12,880 business has seen fantastic growth, 10X revenue growth, you 288 00:17:13,160 --> 00:17:18,720 know, last month versus the year and you know, 30% increase in 289 00:17:18,720 --> 00:17:22,640 new customers. You know, a lot of the success 290 00:17:22,640 --> 00:17:26,119 has been from the tape, but also new categories like jewellery 291 00:17:26,119 --> 00:17:28,400 and luggage has performed extremely well. 292 00:17:28,400 --> 00:17:31,560 And you know, there's a new collection, the Cosmic 293 00:17:31,560 --> 00:17:34,520 Collection, which is just launched, which has performed 294 00:17:34,520 --> 00:17:37,080 really well. And it's, you know, it's been 295 00:17:37,480 --> 00:17:41,960 utilising the creative shoots and the assets and the videos 296 00:17:42,200 --> 00:17:45,920 and servicing those in a really obviously efficient way so that 297 00:17:45,920 --> 00:17:50,120 they don't make the, the the user spend a lot of time waiting 298 00:17:50,160 --> 00:17:52,680 to load. But obviously, you know, 299 00:17:52,680 --> 00:17:56,160 highlighting the products and improving the performance and. 300 00:17:57,160 --> 00:18:00,280 How do you, I mean, sorry to interrupt, yes, I, I, I'm just 301 00:18:00,360 --> 00:18:01,960 trying to think like what's the like? 302 00:18:01,960 --> 00:18:04,240 It sounds fantastic having these partnerships and you've just 303 00:18:04,240 --> 00:18:05,840 mentioned some incredible statistics. 304 00:18:06,720 --> 00:18:08,280 How do you go about creating one of those? 305 00:18:08,280 --> 00:18:10,280 If someone's sitting there going right, I've got quite a nice 306 00:18:10,280 --> 00:18:13,600 sized business now we want to do what you're just describing like 307 00:18:13,600 --> 00:18:15,640 10X revenue increase sounds incredible. 308 00:18:15,640 --> 00:18:19,000 Like that's, you know, over the course of a year, how do you 309 00:18:19,000 --> 00:18:20,360 strike up some of those partnerships? 310 00:18:20,360 --> 00:18:22,440 Like how do you get in touch with that big super? 311 00:18:22,600 --> 00:18:24,640 And for anyone who's in the US or has never heard of Waitrose, 312 00:18:24,640 --> 00:18:26,880 a supermarket, it's one of the more premium supermarkets in the 313 00:18:26,880 --> 00:18:29,960 UK or grocery stores or hypermarkets, whatever you call 314 00:18:29,960 --> 00:18:32,200 them in your country. But how do you strike up a 315 00:18:32,200 --> 00:18:33,520 partnership? How do you just get get in touch 316 00:18:33,520 --> 00:18:35,760 with them and do a pitch to say let's let's do something 317 00:18:35,760 --> 00:18:38,120 together here? Well, that's the human element. 318 00:18:38,280 --> 00:18:43,240 Obviously waitress as you mentioned is a more premium 319 00:18:44,000 --> 00:18:46,200 British. They call it a partnership. 320 00:18:46,200 --> 00:18:50,560 Everyone's a partner. So they were, I think they were 321 00:18:50,560 --> 00:18:54,800 already doing designer bags. They've got several other 322 00:18:54,800 --> 00:18:58,640 designers that they work with, but obviously, you know, the 323 00:18:58,640 --> 00:19:02,120 conversation, this is the human element of, of what we do behind 324 00:19:02,120 --> 00:19:05,800 digital and e-commerce marketing is those conversations which 325 00:19:05,800 --> 00:19:12,240 were open minded and, and, you know, encouraging, which have 326 00:19:12,240 --> 00:19:18,160 enabled us to, you know, push into huge, obviously huge 327 00:19:18,160 --> 00:19:22,560 footfalls in, in, in retail and food. 328 00:19:23,840 --> 00:19:26,920 And it's almost like sometimes it's a little bit unexpected to 329 00:19:26,920 --> 00:19:32,520 see a beautiful designer bag at the checkout at an extreme. 330 00:19:32,520 --> 00:19:35,320 And this is obviously the glaringly obvious one, which is 331 00:19:35,520 --> 00:19:40,280 extremely good price point, which means I think this is 332 00:19:40,280 --> 00:19:43,920 before my time, but there were in the first second batch, there 333 00:19:43,920 --> 00:19:46,880 was customers. I see this now obviously in 334 00:19:46,880 --> 00:19:51,720 Shopify, but customers buying 10 or 15 of of the totes because 335 00:19:52,040 --> 00:19:56,200 they make fantastic gifts or they thought, you know, people 336 00:19:56,200 --> 00:19:59,960 that they want to, they want to give them to. 337 00:20:01,760 --> 00:20:05,200 And you know, in some instances there's a whole resale market 338 00:20:05,200 --> 00:20:11,280 where you'll see some of the previous collaborations which 339 00:20:11,280 --> 00:20:14,360 are obviously sold out and they're now going for. 340 00:20:14,840 --> 00:20:18,880 I mean, there's, there's some ridiculous 1000 people chanting 341 00:20:18,880 --> 00:20:23,440 it on, you know, Vestia Collective or eBay, but you'll 342 00:20:23,440 --> 00:20:25,360 see that as well with, with Anya Hindmarch. 343 00:20:25,360 --> 00:20:28,880 And they've just launched a supermarket tote collab, 344 00:20:29,560 --> 00:20:33,520 different colour for each country in the world. 345 00:20:33,520 --> 00:20:38,800 So, so it's a, it's a, it's a really like obvious scalable 346 00:20:39,800 --> 00:20:42,960 partnership, which you know, any retailer would be foolish to say 347 00:20:43,160 --> 00:20:44,880 that. Humans are fascinating, aren't 348 00:20:44,880 --> 00:20:45,840 they? As soon as we we've worked with 349 00:20:45,840 --> 00:20:48,800 quite a few clients before where like there's a collection or a 350 00:20:48,800 --> 00:20:52,240 set and the first one might be discounted or free or like in in 351 00:20:52,240 --> 00:20:54,600 that case, one's available in your country, but you've got to 352 00:20:54,600 --> 00:20:56,840 go and travel or buy online to get the rest of them to complete 353 00:20:56,840 --> 00:20:58,680 the set. Hey guys, I just want to take a 354 00:20:58,680 --> 00:21:00,880 moment aside from today's episode to introduce one of our 355 00:21:00,880 --> 00:21:03,320 amazing sponsors, Covella. 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As soon as there's some level of 369 00:21:43,480 --> 00:21:46,480 challenge of like, you know, get all of them, so many people 370 00:21:46,520 --> 00:21:48,680 suddenly jump out. It's like stamp collectors, coin 371 00:21:48,680 --> 00:21:51,840 collectors, like there is a monetary value to some of these 372 00:21:51,920 --> 00:21:54,440 items long term, but it's but it's also fascinating. 373 00:21:54,440 --> 00:21:57,600 People just want to collect and complete some sort of challenge 374 00:21:57,640 --> 00:22:00,120 getting all of them. I think it's less about monetary 375 00:22:00,120 --> 00:22:02,720 value and more about emotional connection. 376 00:22:04,840 --> 00:22:10,280 We're as humans, we're hardwired into loving things. 377 00:22:10,680 --> 00:22:18,760 And I see the customer comments on Facebook, Instagram, even 378 00:22:18,840 --> 00:22:22,920 TikTok. Customers love the brand, they 379 00:22:22,920 --> 00:22:25,240 love the products. And if they don't, you know, 380 00:22:25,240 --> 00:22:30,800 they'll tell you that as well. So there's a lot of emotion when 381 00:22:30,800 --> 00:22:34,640 it comes to obviously fashion and accessories and bags and 382 00:22:34,640 --> 00:22:43,480 particularly with more personality LED brands like Lulu 383 00:22:43,480 --> 00:22:48,080 Guinness, which obviously, you know, lips are the motif and the 384 00:22:48,080 --> 00:22:52,000 logo and there are Lulu is an incredible designer. 385 00:22:52,000 --> 00:22:57,320 You know, she'll have secret messages on the inside panels of 386 00:22:57,320 --> 00:23:02,600 purses or bags. And in some of the vintage 387 00:23:02,600 --> 00:23:06,480 cases, you know, there's some really provocative, you know, 388 00:23:06,480 --> 00:23:09,440 tongue in cheek things, but also just lovely things. 389 00:23:09,440 --> 00:23:12,560 Like for example, with the Cosmic collection, you know, it 390 00:23:12,560 --> 00:23:17,720 says, you know, wait until the clouds roll by that are quite, 391 00:23:17,720 --> 00:23:21,320 you know, quite nice and lovely. So anyway, in short, the 392 00:23:21,320 --> 00:23:27,360 retailers are really keen to work with Billy Guinness as a, 393 00:23:27,560 --> 00:23:31,080 as a British heritage brand. There aren't many of them left 394 00:23:31,160 --> 00:23:33,160 left. You can count them on your hands 395 00:23:33,600 --> 00:23:37,200 sadly. And you know, I've just been so 396 00:23:37,200 --> 00:23:42,320 fortunate to, to, to kind of drive it faster and, and further 397 00:23:42,320 --> 00:23:45,360 than ever before, not just obviously through brand, but 398 00:23:45,360 --> 00:23:47,560 also through E com and, and digital and. 399 00:23:48,440 --> 00:23:49,760 What? What would your advice be to 400 00:23:49,760 --> 00:23:53,120 just like say, say again, let's let's focus I think on some of 401 00:23:53,120 --> 00:23:56,080 the some of the scaling brands. And the reason I say that is a 402 00:23:56,080 --> 00:23:58,160 lot of you guys listening at home are either a small brand 403 00:23:58,160 --> 00:24:00,840 that wants to scale or you're already scaling, you're already 404 00:24:00,840 --> 00:24:02,920 in that space. So this does apply to everybody, 405 00:24:02,920 --> 00:24:05,760 but focus on that growth. How, how would you advise people 406 00:24:05,760 --> 00:24:09,920 start to build that emotional connection and start to create 407 00:24:09,920 --> 00:24:13,240 that kind of relationship or that one to one with customers, 408 00:24:13,240 --> 00:24:16,600 but on a corporate level across all all, all people that buy? 409 00:24:16,840 --> 00:24:20,120 Well, obviously the storytelling is, is key. 410 00:24:20,840 --> 00:24:26,320 I mean, we have a great story. We have a female founder, we 411 00:24:26,320 --> 00:24:31,240 have a creative founder. You know, she's nearly Guinness 412 00:24:31,240 --> 00:24:38,120 OBE and her designs. I've been fortunate enough to be 413 00:24:38,120 --> 00:24:43,800 with Lulu at her home and, you know, see her draw and design, 414 00:24:44,960 --> 00:24:49,840 you know, so you have to respect the and honour the art, the 415 00:24:49,840 --> 00:24:52,560 artist. So that helps. 416 00:24:52,600 --> 00:24:57,320 I mean, even when it comes down to for example, my daughter's 417 00:24:57,600 --> 00:25:01,720 friend's father, he's with his Shopify T-shirt, you know, 418 00:25:01,720 --> 00:25:04,880 T-shirt shop. He's got artists that obviously 419 00:25:04,880 --> 00:25:07,800 his friends or through his network, they have designed Tees 420 00:25:09,400 --> 00:25:14,760 and they're using the Shopify app connections where when 421 00:25:14,760 --> 00:25:19,560 you're buying the T-shirt, it's, and we've talked about this at 422 00:25:19,560 --> 00:25:23,520 Lulu is the design which obviously been drawn by an 423 00:25:23,520 --> 00:25:30,920 artist or in some instances, you know, I'm hearing using AI is 424 00:25:30,960 --> 00:25:37,800 it's then printed immediately after you've purchased and then 425 00:25:37,920 --> 00:25:41,280 picked and packed, you know, same day, next day delivery is 426 00:25:41,280 --> 00:25:42,920 with you. Or in some instances, you know, 427 00:25:42,920 --> 00:25:49,280 it's like, you know, yeah, it's, it's, it's amazing how efficient 428 00:25:50,560 --> 00:25:54,120 that kind of art, creative and tech world has become. 429 00:25:54,840 --> 00:25:59,600 And it's just, you know, how quickly can, can, can the, the 430 00:25:59,600 --> 00:26:02,440 aeroplanes or the boats bring it to? 431 00:26:02,440 --> 00:26:06,920 Because even for example, at the lower end where, you know, I did 432 00:26:07,240 --> 00:26:12,600 a test all of the other day on Aliexpress and you know, I just 433 00:26:12,600 --> 00:26:16,520 actually can't believe that stuff is coming so quickly. 434 00:26:17,400 --> 00:26:20,920 I'm quite, I'm quite concerned actually about the, the 435 00:26:20,920 --> 00:26:24,240 challenge retailers have being faced by Timo. 436 00:26:24,480 --> 00:26:29,920 And, you know, I've seen the number of skews are in the 437 00:26:29,920 --> 00:26:35,600 millions on, on those Chinese fashion retailers and they're 438 00:26:35,640 --> 00:26:40,720 obviously challenging the, yeah, you know, top shops coming back. 439 00:26:40,720 --> 00:26:44,160 But they're faced with a huge challenge, obviously, not just 440 00:26:44,160 --> 00:26:50,520 with Amazon Next and, and M&S as, as leaders, but the, the 441 00:26:50,520 --> 00:26:53,280 Chinese retailers who have got obviously access to all the 442 00:26:53,280 --> 00:26:58,000 tech, all the logistics and probably unlimited resources and 443 00:26:58,000 --> 00:27:03,000 money. Even within P Max, we see Amazon 444 00:27:03,240 --> 00:27:07,400 Next, M&S and the Chinese retailers in the, in the ad 445 00:27:07,400 --> 00:27:11,840 auctions. So even us, you know, a niche 446 00:27:12,280 --> 00:27:17,160 fast growing heritage brand is, is, is coming up against that 447 00:27:17,200 --> 00:27:21,800 potential threat. Yeah, it's certainly a lot. 448 00:27:21,800 --> 00:27:25,200 I was chatting to Timo at AS the e-commerce Expo in London 449 00:27:25,200 --> 00:27:27,280 recently. We had a stand at it and they 450 00:27:27,280 --> 00:27:29,600 sort of popped over and said hello and they were saying, oh, 451 00:27:29,600 --> 00:27:31,760 why don't you get all your clients to advertise on Timu? 452 00:27:31,760 --> 00:27:33,760 And I was like, there's an advertising channel as well. 453 00:27:33,760 --> 00:27:36,120 And I didn't know that. I like to think I'm quite well 454 00:27:36,120 --> 00:27:37,680 connected. Like I meet someone like 455 00:27:37,680 --> 00:27:40,400 yourself every week on here and loads of publications going on. 456 00:27:40,400 --> 00:27:42,600 We've got lots of clients. Clients tend to tell us a lot of 457 00:27:42,600 --> 00:27:44,760 things as well. So just need one client to say, 458 00:27:44,760 --> 00:27:47,120 oh, I saw today that this is being launched and we tell all 459 00:27:47,120 --> 00:27:49,280 clients and it's kind of the word spreads very quickly. 460 00:27:49,600 --> 00:27:52,240 Yeah, Team has got their own advertising channel and they 461 00:27:52,240 --> 00:27:55,040 wanted us to pretty much like Google Shopping or like a 462 00:27:55,040 --> 00:27:58,160 marketplace, list our products and stuff on there for our 463 00:27:58,160 --> 00:27:59,400 clients. And when I looked at all of our 464 00:27:59,400 --> 00:28:01,400 clients and you'd be the same for you guys. 465 00:28:01,600 --> 00:28:04,240 You guys would come in as like the most expensive luxury item 466 00:28:04,240 --> 00:28:06,320 that's ever been added to Team. Everything's really cheap. 467 00:28:06,720 --> 00:28:09,080 All the adverts for Team who were like create an account now 468 00:28:09,080 --> 00:28:12,880 and you get a tablet, you know, complete like iPad style tablet, 469 00:28:12,880 --> 00:28:16,080 obviously with a kind of like a blank brand on it or something. 470 00:28:16,080 --> 00:28:19,760 But it does, it does concern me when I look at UK businesses and 471 00:28:19,760 --> 00:28:24,160 think they're up against this and there are so many of these 472 00:28:24,160 --> 00:28:26,960 little Aliexpress, this Teamu, I think because Teamu replaced 473 00:28:26,960 --> 00:28:28,760 wish didn't it? Someone was telling me that the 474 00:28:28,760 --> 00:28:30,440 other day. I, I tried to avoid this end of 475 00:28:30,440 --> 00:28:32,000 the market. I prefer to go down the route of 476 00:28:32,000 --> 00:28:36,600 like quality and found the leads businesses with, as you say, a 477 00:28:36,600 --> 00:28:37,960 story. You know, there's not much of a 478 00:28:37,960 --> 00:28:40,960 story at Teamu apart from, you know, this, this device will 479 00:28:40,960 --> 00:28:44,040 Hoover your car and it costs $3. That's. 480 00:28:44,040 --> 00:28:45,640 Kind of the end of the. Story on the product. 481 00:28:45,680 --> 00:28:48,920 I would I would challenge that just purely often what I'm 482 00:28:48,920 --> 00:28:53,640 seeing when it comes to, you know, scrolling through the 483 00:28:54,320 --> 00:28:58,800 fashion proposition because they are utilizing influence. 484 00:28:58,800 --> 00:29:04,960 So they are utilizing, you know, UGC like, you know, ratings and 485 00:29:04,960 --> 00:29:08,120 reviews with pictures and videos from real customers. 486 00:29:08,400 --> 00:29:10,560 It's almost like, you know, they're ticking all the boxes 487 00:29:10,560 --> 00:29:14,040 they've got time limited like countdown till the price. 488 00:29:14,040 --> 00:29:17,320 Yeah, I've seen the countdowns. Yeah, you know, they're 489 00:29:17,360 --> 00:29:20,840 utilizing live shopping on obviously the Chinese owned 490 00:29:20,840 --> 00:29:26,960 TikTok. They're utilizing brands that 491 00:29:27,000 --> 00:29:33,960 they probably own on, on their, you know, and it's, it's, it's 492 00:29:33,960 --> 00:29:37,240 almost like, you know, our, one of our biggest challenges this 493 00:29:37,240 --> 00:29:41,760 year has been the US when obviously as the consequence of 494 00:29:41,760 --> 00:29:49,960 the huge spend and growth on the media platforms from the Chinese 495 00:29:49,960 --> 00:29:54,600 retailers has, you know, introduced, one would say it's 496 00:29:54,600 --> 00:29:58,400 fair to say that that's as a net result of the taxes and duties 497 00:29:58,840 --> 00:30:02,160 which have been imposed on the world. 498 00:30:02,920 --> 00:30:06,880 Obviously, China in particular have got really heavy taxes and 499 00:30:06,880 --> 00:30:12,400 duties, as has India. And that's obviously something 500 00:30:12,400 --> 00:30:15,720 that they've, they've, the government, the US government 501 00:30:15,720 --> 00:30:20,800 have introduced to try and counter the relatively low costs 502 00:30:21,240 --> 00:30:24,000 barrier to entry. Because I say, you know, I've 503 00:30:24,000 --> 00:30:26,600 just ordered a set of test orders, ordered something like 504 00:30:26,600 --> 00:30:29,720 Christmas lights and some fun stuff for the kids with 505 00:30:29,840 --> 00:30:33,080 Christmas site projector, you know, the same projector which 506 00:30:33,200 --> 00:30:38,120 projects, you know, snow icicles, we call them snowflakes 507 00:30:39,240 --> 00:30:41,640 on a projector. It's waterproof. 508 00:30:42,040 --> 00:30:46,760 And it's, you know, in some, you know, it's £15 on Amazon and it 509 00:30:46,760 --> 00:30:51,880 was £1.50 on Aliexpress. Now it'll probably break after a 510 00:30:51,880 --> 00:30:54,520 week. But the point is, I mean, and 511 00:30:54,520 --> 00:30:56,480 it's an experiment for me because I've never ordered 512 00:30:56,480 --> 00:30:58,680 anything from it. And it's, you know, and it's 513 00:30:58,680 --> 00:31:02,920 come within seven days, which in some instances that could be 514 00:31:03,560 --> 00:31:11,760 some of the smaller UK retailers that, you know, sometimes 515 00:31:11,920 --> 00:31:15,480 deliver their products. So obviously it's a long time, 516 00:31:15,480 --> 00:31:17,600 but not if you consider it coming from China. 517 00:31:18,880 --> 00:31:20,960 Yeah, yeah, it's certainly an interesting move. 518 00:31:21,000 --> 00:31:23,240 And I guess coming back to to Lulu as well. 519 00:31:23,240 --> 00:31:26,440 Just yeah, a question on Lily Guinness quick. 520 00:31:26,440 --> 00:31:30,000 And this is like, so when people when people are starting to shop 521 00:31:30,000 --> 00:31:33,240 on Aliexpress and Timu, how does and I know you mentioned the 522 00:31:33,240 --> 00:31:35,360 storytelling and stuff, but when people are almost doing like 523 00:31:35,360 --> 00:31:40,040 that product comparison between yours and Timus, how do you in 524 00:31:40,040 --> 00:31:42,440 terms of like actual collateral on the product page, the 525 00:31:42,440 --> 00:31:44,720 website, the advert, they said, how do you actually get that 526 00:31:44,720 --> 00:31:47,440 message across that like you're buying something really, really 527 00:31:47,440 --> 00:31:49,160 amazing? Like, is it, I know it's a 528 00:31:49,160 --> 00:31:51,560 slightly dirty word to use at the moment or not dirty, but 529 00:31:51,560 --> 00:31:54,760 controversial word to talk about the British flag and the, the 530 00:31:54,760 --> 00:31:56,760 Union Jack. Just if anyone's not seen the 531 00:31:56,760 --> 00:31:58,880 news, like people have been putting them up on lampposts all 532 00:31:58,880 --> 00:32:00,000 over the United Kingdom right now. 533 00:32:00,000 --> 00:32:02,240 And some people love them. Some people think they're really 534 00:32:02,240 --> 00:32:04,040 divisive. It's there's a whole kind of 535 00:32:04,040 --> 00:32:06,640 thing going on, but without kind of just stapling like we're a 536 00:32:06,640 --> 00:32:08,800 British brand and therefore we're better. 537 00:32:08,800 --> 00:32:11,480 Like how do you actually kind of get that story across And 538 00:32:11,480 --> 00:32:14,680 suddenly that value proposition on a product that is going to be 539 00:32:14,720 --> 00:32:18,760 235-2030 times the price than the team or Aliexpress? 540 00:32:18,880 --> 00:32:22,960 Alternative well, I think we, I mean, I don't want to go off 541 00:32:22,960 --> 00:32:26,840 topic too much, but I think obviously it's subjective. 542 00:32:26,960 --> 00:32:36,200 I think we're some of us are slightly shy of our nationalism. 543 00:32:36,280 --> 00:32:38,680 I mean, I'm, I'm half Persian, half English. 544 00:32:38,680 --> 00:32:43,880 So, you know, I, I historically have always liked and gravitated 545 00:32:43,880 --> 00:32:45,760 towards, you know, the Union Jack. 546 00:32:45,760 --> 00:32:49,280 And I mean, there's an amazing vintage Lula Guinness lips 547 00:32:49,280 --> 00:32:55,240 clutch, which is a Union Jack bag made out of totally non PC, 548 00:32:55,240 --> 00:33:00,440 made out of Python snakeskin covered in Swarovski crystals, 549 00:33:00,640 --> 00:33:05,160 which was worn by I think Jerry Halliwell or Emma Bunton in the 550 00:33:05,160 --> 00:33:08,920 Spice Girls. You know, when the, you know, 551 00:33:09,240 --> 00:33:15,000 and so there's like this, I don't think we should be, I 552 00:33:15,000 --> 00:33:18,840 don't think we should allow like with any kind of political or 553 00:33:18,840 --> 00:33:24,360 extremist view, I don't think we should allow that to stop us 554 00:33:24,360 --> 00:33:28,960 from being proud to be British or English. 555 00:33:28,960 --> 00:33:32,400 And yes, it can be off putting when you see 20. 556 00:33:33,760 --> 00:33:36,960 I think it's more the Saint George's flag that when I see 557 00:33:36,960 --> 00:33:40,000 that one everywhere. But then equally, you know, when 558 00:33:40,000 --> 00:33:42,800 it's the World Cup coming, then it's like, yeah, why not? 559 00:33:44,800 --> 00:33:50,680 Yeah, I think, you know, we can all be proud to to be who we 560 00:33:50,680 --> 00:33:52,560 are. And, you know, we're a very 561 00:33:52,560 --> 00:33:56,600 multicultural nation. You know, we've, we've welcomed 562 00:33:56,600 --> 00:33:58,840 lots of nationals in our in our arms. 563 00:33:58,840 --> 00:34:01,960 I even say, you know, and these are my thoughts and my thoughts 564 00:34:01,960 --> 00:34:03,520 alone. So I say to my mum like, don't 565 00:34:03,520 --> 00:34:05,520 read what you read. Don't believe everything you 566 00:34:05,520 --> 00:34:07,320 read in the press. You know, there's a lot of 567 00:34:07,320 --> 00:34:12,400 negativity about, you know, nationalism and, you know, I 568 00:34:12,440 --> 00:34:14,199 mean, because. The negativity sells. 569 00:34:14,199 --> 00:34:15,760 The newspaper doesn't. It as well, I think that's 570 00:34:15,760 --> 00:34:18,000 important. But anyway, you know kind of to 571 00:34:18,000 --> 00:34:20,520 your point, it's come back to the E com. 572 00:34:20,960 --> 00:34:25,080 So on the E com side of things, we've, we've, we've obviously I 573 00:34:25,080 --> 00:34:28,560 mentioned a lot of experimentation, but we've also 574 00:34:29,120 --> 00:34:33,679 just some things you have are a hypothesis and some things you 575 00:34:33,679 --> 00:34:37,480 just do. So we didn't have ratings and 576 00:34:37,480 --> 00:34:40,920 reviews before I joined. We did an RFP, we got Yacht PO 577 00:34:41,239 --> 00:34:45,040 on board. We've got immediately, I think 578 00:34:45,040 --> 00:34:49,800 we have 4005 star reviews within 24 hours of launch, which is I 579 00:34:49,800 --> 00:34:53,800 think a record. And that is as a consequence of 580 00:34:53,800 --> 00:34:56,880 the love for the products and the brand. 581 00:34:59,240 --> 00:35:01,960 We didn't at the time, we didn't even have an incentive for 582 00:35:01,960 --> 00:35:06,160 people to, you know, upload a picture or send a review. 583 00:35:06,160 --> 00:35:08,720 They just did it because they wanted to and they wanted to 584 00:35:08,720 --> 00:35:14,280 share their advocacy for the product and the brands and then 585 00:35:14,280 --> 00:35:16,920 obviously for the products and the brand. 586 00:35:16,960 --> 00:35:22,400 And then, you know, we then obviously have utilized those on 587 00:35:22,760 --> 00:35:26,600 paid search with the star ratings, which has been great 588 00:35:26,600 --> 00:35:28,560 for click through rates and conversion rates. 589 00:35:29,000 --> 00:35:32,760 And then obviously it's like how do we layer that into the 590 00:35:32,760 --> 00:35:35,040 loyalty program, which was loyalty line. 591 00:35:35,040 --> 00:35:39,800 We then upgraded, I say upgraded because we felt as though it was 592 00:35:40,320 --> 00:35:44,840 an upgrade to integrate ratings and reviews with loyalty. 593 00:35:44,960 --> 00:35:50,440 And so we launched Yacht PO Abilities, which is Club Lulu, 594 00:35:51,480 --> 00:35:57,200 which took inspiration from when I pitched it internally, a 595 00:35:57,320 --> 00:36:01,840 combination of the British Airways Avios, which I think 596 00:36:02,040 --> 00:36:05,000 they've actually turned it into British Airways Club or Club 597 00:36:05,000 --> 00:36:08,880 British Airways now. But you had at the time the 598 00:36:08,880 --> 00:36:12,360 Executive Club. So it was earning points, but we 599 00:36:12,360 --> 00:36:15,600 wanted to make customers feel really special. 600 00:36:15,840 --> 00:36:22,400 And we wanted to also extend for members access to selected brand 601 00:36:22,400 --> 00:36:25,120 partners. And so that obviously helped 602 00:36:25,120 --> 00:36:27,920 segue great conversations with retailers. 603 00:36:28,400 --> 00:36:32,240 And also we all know fashion and food has gone hand in hand the 604 00:36:32,240 --> 00:36:34,680 last for three or Four Seasons at least. 605 00:36:34,920 --> 00:36:40,680 So we did a fantastic pop up cafe with the bags, iconic bags 606 00:36:40,680 --> 00:36:45,480 and biscuits at the Biscuit Ears in Notting Hill, which was 607 00:36:45,760 --> 00:36:50,480 immediate synergy and beautiful tin designed by Lulu herself, 608 00:36:50,480 --> 00:36:55,160 hand drawn and taken to market really quickly. 609 00:36:56,080 --> 00:37:00,920 All the biscuits are handmade and obviously the bags were 610 00:37:01,440 --> 00:37:03,920 shown off proudly to to press and implement. 611 00:37:03,920 --> 00:37:07,040 That was for the launch of London Fashion Week. 612 00:37:07,320 --> 00:37:09,920 So then obviously you've got lots of people seeing it and 613 00:37:09,920 --> 00:37:12,000 lots of press picking up on it. And of course the press have 614 00:37:12,000 --> 00:37:15,200 evolved into a digital affiliate context. 615 00:37:15,200 --> 00:37:17,600 So they're all getting permissions on any products that 616 00:37:17,600 --> 00:37:20,680 they sell through the links. So then incentivize and then 617 00:37:20,680 --> 00:37:24,600 obviously that segues and snowballs into more organic PR, 618 00:37:24,720 --> 00:37:29,200 which then could potentially be improving our SEO, which leads 619 00:37:29,200 --> 00:37:35,480 me onto our focus on helping our SEO because of course, like most 620 00:37:35,480 --> 00:37:40,600 businesses, our hyper growth has been driven by paid media as 621 00:37:40,600 --> 00:37:44,120 well as obviously all the tech and the product and the 622 00:37:44,120 --> 00:37:47,280 platforms. But we can't forget SEO. 623 00:37:48,440 --> 00:37:54,040 And even now, as we look to the future, it's like just SEO 624 00:37:54,040 --> 00:37:59,040 become more important than ever before given the future. 625 00:37:59,440 --> 00:38:01,560 And I'm not talking about just the immediate future, but the 626 00:38:01,560 --> 00:38:06,400 next 5 to 10 years when personal assistants like Siri or Alexa 627 00:38:07,160 --> 00:38:13,720 are driving your consumer decisions or even your purchases 628 00:38:13,720 --> 00:38:15,560 for you. There's a Shopify integration 629 00:38:15,560 --> 00:38:20,360 Chat, ChatGPT of course if you're in P1 for say designer 630 00:38:20,360 --> 00:38:23,920 tote bags. And we're doing loads of that. 631 00:38:23,920 --> 00:38:27,200 Obviously, I run an SEO agency, we're doing loads of Geo hence, 632 00:38:27,480 --> 00:38:29,960 hence the signpost I mentioned earlier for everyone as well. 633 00:38:29,960 --> 00:38:32,920 Like if you missed the big intro bit Tuesday, definitely my 634 00:38:32,920 --> 00:38:35,120 Tuesday episodes. I'm going to unpack some of the 635 00:38:35,120 --> 00:38:37,920 things that like ChatGPT and Google AI overview and stuff are 636 00:38:37,920 --> 00:38:40,560 looking for. But thank you so much for that, 637 00:38:40,560 --> 00:38:42,320 John. I think that it's almost like a, 638 00:38:42,320 --> 00:38:44,640 almost like a second amazing answer to my earlier question of 639 00:38:44,640 --> 00:38:46,800 like, how do you build those brand partnerships? 640 00:38:46,800 --> 00:38:49,680 And as you say, actually calling the loyalty program something 641 00:38:49,680 --> 00:38:52,680 very intentional then goes, we've got got a similar loyalty 642 00:38:52,680 --> 00:38:54,920 program to you and you can knock on the door of a load of other 643 00:38:54,920 --> 00:38:58,360 big brands and start to yeah, start to have some good, good 644 00:38:58,360 --> 00:38:59,960 interaction with with those as well. 645 00:39:01,360 --> 00:39:04,920 Bringing things down into land. What, what would you say to 646 00:39:04,920 --> 00:39:08,720 retailers at the moment, both small, medium, large people that 647 00:39:08,720 --> 00:39:10,160 are growing. What would you say are some of 648 00:39:10,160 --> 00:39:13,680 the big things that you're you you are focused on at the moment 649 00:39:13,680 --> 00:39:16,000 that Lulu Guinness are focused on that all retailers need to be 650 00:39:16,000 --> 00:39:18,160 thinking about? Given that we're 2 two weeks, I 651 00:39:18,160 --> 00:39:21,360 think it is from Black Friday at the moment and Christmas is then 652 00:39:21,360 --> 00:39:23,600 straight away afterwards. And then we're into kind of the, 653 00:39:23,600 --> 00:39:25,960 a lot of people have a through in January, you know, things 654 00:39:25,960 --> 00:39:28,960 really start to to fall apart. What, what are you guys focusing 655 00:39:28,960 --> 00:39:30,040 at the moment? What are some of the things 656 00:39:30,040 --> 00:39:32,280 you're like you've got to double down on these things right now? 657 00:39:32,280 --> 00:39:35,040 Obviously AI is definitely one of them, but what other things 658 00:39:35,040 --> 00:39:37,560 are you saying to or would you say to retailers to really focus 659 00:39:37,560 --> 00:39:42,960 on? Well, I think, you know, the 660 00:39:43,280 --> 00:39:47,360 extent of discounting in the past has been far too deep. 661 00:39:48,680 --> 00:39:54,600 I think that you know, you don't if you don't need to discount, 662 00:39:54,600 --> 00:40:02,120 then don't. And you know, utilise your CRM 663 00:40:02,120 --> 00:40:06,800 or or loyalty platforms to make that, you know, that's that's 664 00:40:06,800 --> 00:40:09,920 the value exchange. You know, for me, the the future 665 00:40:09,920 --> 00:40:15,480 vision for Club Lulu should be that all incentives or. 666 00:40:15,960 --> 00:40:19,320 You know, early access to product drops, collections, 667 00:40:19,920 --> 00:40:23,480 sales, Black Friday should all be only if you're part of the 668 00:40:23,480 --> 00:40:26,280 club, in the club, and that's. All value without this. 669 00:40:26,400 --> 00:40:30,840 Capital love, yeah, club members should get that ahead of anyone 670 00:40:30,840 --> 00:40:33,960 else and anyone else maybe shouldn't get access to it. 671 00:40:34,360 --> 00:40:38,400 I mean, we're, we're we're avoiding, you know, placing too 672 00:40:38,400 --> 00:40:41,400 much importance on Black Friday. So Monday, of course, you know, 673 00:40:41,400 --> 00:40:44,280 there are some big numbers to hit and the team, we've got 674 00:40:44,280 --> 00:40:49,200 fantastic product plan and trading plan, but really we're 675 00:40:49,200 --> 00:40:55,520 looking to normalize the sales curve over the, you know, the 676 00:40:55,520 --> 00:41:00,160 next it's we want to learn more into gifting into party. 677 00:41:00,560 --> 00:41:04,040 And you know, that kind of point of difference that you can't get 678 00:41:04,040 --> 00:41:09,200 out bags anywhere else unless they're a dupe or a replica from 679 00:41:09,200 --> 00:41:13,240 one of the Chinese retailers. But then, you know, it's also 680 00:41:13,240 --> 00:41:15,480 like having an all year round proposition. 681 00:41:16,840 --> 00:41:20,080 Obviously for smaller businesses, I would say, you 682 00:41:20,080 --> 00:41:24,120 know, even 20 or 30% off everything is enough. 683 00:41:24,360 --> 00:41:29,440 I see far too many big retailers from fast fashion doing 7075, I 684 00:41:29,480 --> 00:41:36,760 think crazy 80 or 90% off boohoo or or misguided last year. 685 00:41:36,760 --> 00:41:40,080 So, you know, I mean, and that's basically they're they're 686 00:41:40,080 --> 00:41:44,080 effectively competing with the the T moves and the yeah, the 687 00:41:45,440 --> 00:41:47,280 kind of but. I always, I always say to 688 00:41:47,280 --> 00:41:50,600 brands, whatever you discount down to, that's the value that 689 00:41:50,600 --> 00:41:52,720 your customers will always remember now because they'll 690 00:41:52,720 --> 00:41:53,840 come back and say, well hang on a minute. 691 00:41:53,840 --> 00:41:56,920 I bought, you know, I bought this shirt for 20 lbs. 692 00:41:57,120 --> 00:41:58,920 Why are you now trying to charge me 80 for it? 693 00:41:58,920 --> 00:42:00,240 I bought it for 20 on Black Friday. 694 00:42:00,240 --> 00:42:02,440 So I'll just wait till November and if there isn't a sale I just 695 00:42:02,440 --> 00:42:04,120 won't buy one. Well, I think you you. 696 00:42:04,640 --> 00:42:06,360 I. Think you're wearing a super dry 697 00:42:06,360 --> 00:42:07,760 shirt? It is. 698 00:42:08,320 --> 00:42:12,040 It's very hard to see the Yeah, I mean, I was talking to. 699 00:42:12,040 --> 00:42:16,840 I mean, our social agency social hit run super dry social 700 00:42:16,840 --> 00:42:21,120 business and there's a lot of shared insights there. 701 00:42:21,120 --> 00:42:22,880 Obviously they've seen super growth. 702 00:42:22,880 --> 00:42:25,680 They were massive at one point and then seemed to tail off and 703 00:42:25,680 --> 00:42:28,440 then now they're really pushing on social and TikTok in 704 00:42:28,440 --> 00:42:30,200 particular. So younger demographic. 705 00:42:30,200 --> 00:42:36,720 But yeah, I think that the, if the way I look at it is the 706 00:42:36,720 --> 00:42:39,880 money that the margin that you're giving off through Black 707 00:42:39,880 --> 00:42:45,360 Friday side Monday could be the marketing investment that, you 708 00:42:45,360 --> 00:42:48,560 know, you could be investing in the brand and growing brand 709 00:42:48,560 --> 00:42:50,720 equity. And obviously I hate the term 710 00:42:50,720 --> 00:42:54,600 accessible luxury, but really Guinness aren't selling 3000 LB 711 00:42:54,600 --> 00:42:55,840 bags. It could because we've got some 712 00:42:55,840 --> 00:42:58,680 incredible vintage pieces in the archive. 713 00:42:58,760 --> 00:43:04,920 But if you're buying a £300 bag shaped his lips covered in 714 00:43:04,920 --> 00:43:10,000 crystals, it's slightly less. It's still a good consideration 715 00:43:10,000 --> 00:43:12,560 because we see that with the data, but it's slightly less of 716 00:43:12,560 --> 00:43:17,480 a consideration than perhaps a three to 4000 LB Chanel quilted 717 00:43:17,480 --> 00:43:21,080 bag. So, but we get in, you know, we 718 00:43:21,080 --> 00:43:25,560 get inspiration obviously from Lulu's archive and vintage 719 00:43:25,560 --> 00:43:28,600 pieces because she's been designing since 1989. 720 00:43:29,000 --> 00:43:32,080 And you know, it was fantastic when the Cosmic collection 721 00:43:32,080 --> 00:43:35,400 dropped this season because Chanel also dropped a cosmic 722 00:43:35,480 --> 00:43:39,320 themed selection. So we were kind of on trend, on 723 00:43:39,320 --> 00:43:43,000 Vogue, as they would say. So it's important for fashion 724 00:43:43,000 --> 00:43:47,320 retailers and lifestyle brands to be on trend and also to set 725 00:43:47,320 --> 00:43:50,040 the trends if they can, leaning into social. 726 00:43:50,040 --> 00:43:52,840 And then obviously when somebody's coming through to the 727 00:43:52,840 --> 00:43:58,760 site that that experience is is beautiful and dynamic. 728 00:43:58,760 --> 00:44:03,240 And you know, we've challenged our in house creative team to to 729 00:44:03,240 --> 00:44:08,440 make it as, you know, experiential as possible with, 730 00:44:08,600 --> 00:44:13,400 you know, if we can do parallax and, you know, introduce video 731 00:44:13,400 --> 00:44:16,040 and dynamic elements as much as possible. 732 00:44:17,680 --> 00:44:19,600 So yeah. Amazing. 733 00:44:19,600 --> 00:44:22,480 Well, no, thank you so much for that and final question. 734 00:44:23,080 --> 00:44:24,520 And again, massive thank you to John. 735 00:44:24,520 --> 00:44:27,560 If you missed the beginning bit, John's had less than 24 hours 736 00:44:27,560 --> 00:44:28,920 notice for this. So thank you so much, John. 737 00:44:28,920 --> 00:44:31,000 Appreciate your time. If people want to check out Lulu 738 00:44:31,000 --> 00:44:33,240 Guinness or reach out to you, what's the best way for people 739 00:44:33,240 --> 00:44:34,480 to get in touch or follow? What's? 740 00:44:34,560 --> 00:44:37,320 What's going on? Yeah, I mean, anyone can connect 741 00:44:37,320 --> 00:44:42,400 with me on LinkedIn. You get a lot of in band 742 00:44:42,600 --> 00:44:45,320 connection requests, which I'd love to look at. 743 00:44:45,360 --> 00:44:49,760 But yeah, I'm pretty, I'm pretty good on LinkedIn, you know, 744 00:44:49,760 --> 00:44:53,280 posting and responding to people's comments etcetera. 745 00:44:53,280 --> 00:44:56,920 So yeah, that's the best way. Good, cool. 746 00:44:56,920 --> 00:44:58,840 Well, what we'll do is we'll put a, we'll put a link to John's 747 00:44:58,840 --> 00:45:01,560 LinkedIn in the description and John can spend the next three 748 00:45:01,560 --> 00:45:03,520 weeks sorting through all the invites he gets. 749 00:45:04,120 --> 00:45:06,840 But John added me as well just before this episode, so he does 750 00:45:06,840 --> 00:45:08,800 use LinkedIn. I can I can verify and back that 751 00:45:08,800 --> 00:45:10,800 out. So it's the only way. 752 00:45:10,920 --> 00:45:13,080 And you know he talked about those retailer brand 753 00:45:13,080 --> 00:45:14,760 partnerships. You know, some of the 754 00:45:15,200 --> 00:45:18,680 connections that I can't talk about, which are coming in the 755 00:45:18,680 --> 00:45:24,280 next year or two have been through cold reaching out on 756 00:45:24,280 --> 00:45:29,440 LinkedIn which warm meetings in the office in London with a. 757 00:45:29,440 --> 00:45:31,160 Coffee. I had a quick look at our mutual 758 00:45:31,160 --> 00:45:33,560 friends and some of them are like even Chris, who's the 759 00:45:33,560 --> 00:45:35,920 chairman at Lily. Some of Chris's mutual 760 00:45:35,920 --> 00:45:38,040 connections also mutual connections with you say that 761 00:45:38,040 --> 00:45:40,080 network as you say is is so important. 762 00:45:40,080 --> 00:45:45,640 It's a small industry and I've been fortunate to be in it for 763 00:45:45,840 --> 00:45:51,160 longer than it feels. Good, good. 764 00:45:51,360 --> 00:45:53,560 That is the way it should be. But yeah, thank you so much, 765 00:45:53,560 --> 00:45:55,200 John. And yeah, we're going to wrap up 766 00:45:55,200 --> 00:45:57,040 there today, guys. But as they make sure you tune 767 00:45:57,040 --> 00:45:58,600 in on Tuesday, thanks for tuning in. 768 00:45:58,600 --> 00:46:00,680 If it's the first time you tuned in today, make sure you hit the 769 00:46:00,680 --> 00:46:01,800 subscribe button. Check out our 770 00:46:01,800 --> 00:46:04,720 newsletterwwspodcast.com. And we hope you too, hope you 771 00:46:04,720 --> 00:46:06,000 join in. Lots of other episodes. 772 00:46:06,000 --> 00:46:07,640 Leave us some comments on Spotify as well. 773 00:46:07,840 --> 00:46:09,840 We've been there replying to lots of people on there over the 774 00:46:09,840 --> 00:46:11,240 last few months. So thanks a lot. 775 00:46:11,240 --> 00:46:13,320 Thanks again, John, and thanks for everybody for tuning in. 776 00:46:13,320 --> 00:46:15,200 See you next time. Do you ever find that in your 777 00:46:15,200 --> 00:46:18,120 warehouse you have dead stock, you can't sell it, no one wants 778 00:46:18,120 --> 00:46:19,480 to buy it and you can't get a refund on it. 779 00:46:19,760 --> 00:46:22,840 Or alternatively, you're missing inventory in your warehouse that 780 00:46:22,840 --> 00:46:25,000 you need, you've got sales coming in and you're low on 781 00:46:25,000 --> 00:46:28,120 stock and you haven't ordered more stock in time, All these 782 00:46:28,120 --> 00:46:29,720 things hit profit. And I've been there. 783 00:46:29,720 --> 00:46:32,360 I've run my own Shopify store and had exactly that problem. 784 00:46:32,520 --> 00:46:34,520 But we've partnered up with Inventory Planner who have the 785 00:46:34,520 --> 00:46:38,080 most incredible app to help you manage that and forecast exactly 786 00:46:38,080 --> 00:46:41,440 what products, what skews even down to what colour of products 787 00:46:41,440 --> 00:46:44,480 you need to order in advance to make sure stock levels remain 788 00:46:44,480 --> 00:46:47,200 consistent throughout. They're also running a seven day 789 00:46:47,240 --> 00:46:48,560 boot camp. And if you want to go and sign 790 00:46:48,560 --> 00:46:51,520 up to that, it's 7 emails in seven days and it takes the same 791 00:46:51,520 --> 00:46:53,080 amount of time as your morning coffee. 792 00:46:53,160 --> 00:46:55,560 And in seven days, like me, you can become an inventory 793 00:46:55,560 --> 00:46:57,880 management pro. Both links are in the 794 00:46:57,880 --> 00:46:59,120 description. Enjoy.