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Does your e-mail marketing suck?
Do you wish it converted better 

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00:00:03,840 --> 00:00:05,760
and integrated better with your 
store? 

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Well, there is a solution. 
We've partnered with Seguno who 

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are an e-mail platform that is 
built into Shopify, which means 

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you don't have to leave Shopify 
to go and manage your e-mail 

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00:00:14,360 --> 00:00:16,440
campaigns. 
So you can run your marketing at

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00:00:16,440 --> 00:00:17,840
the same place you run your 
shop. 

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00:00:17,920 --> 00:00:20,040
To learn more, you can claim 
your free customer analysis and 

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00:00:20,040 --> 00:00:24,480
strategy session and visit 
seguno.com/winning Shopify, 

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00:00:24,720 --> 00:00:29,120
that's S e.g. 
Uno.com/winning Shopify Saguna 

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is made for merchants, not 
marketers. 

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Ladies and gentlemen, boys and 
girls, for anyone watching as 

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opposed to just listening. 
Yes, I am wearing a winning wish

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off a T-shirt. 
How cool managed to get them in 

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the exact pink of our brands. 
That is absolutely awesome. 

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Although as many people will 
tell me, pink is not my colour, 

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but it's fine. 
It's on brand and it's bright 

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and more people click on it 
because it's bright and on 

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brand, which is excellent. 
That's what we're all about 

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here. 
We're all about the customer and

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you guys listening are our 
customers, our audience. 

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So if it works for you, it works
for us. 

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Anyway, such an exciting episode
today. 

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I'll tell you about it in a 
second and then we'll cut into 

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today's episode so you can hear 
what amazing things we learned 

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from George, from Snaffling Pig.
He's telemarketing there, which 

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is super exciting. 
Just before that, I plug this 

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every single week. 
Come and join the Growth Hub. 

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It is completely free to get 
involved, fill out your e-mail 

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address, your name on the 
website, go to wwspodcast.com, 

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click on Growth Hub, click on 
join, fill out that form. 

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We'll get you a link to join it 
as fast as possible. 

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And we have quite a backlog of 
people that want want to join 

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and we're trying to fix things 
on the platform and get people 

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in, but go and join that list. 
There's been so many good 

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conversations in there. 
It's only for Shopify brands and

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it's an opportunity to talk to 
other brands, ask questions and 

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say, hey guys, I'm really 
struggling with this. 

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There'll be a challenge every 
single day that you can post on 

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there. 
We're also running little 

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roundtable sessions. 
We've done one on e-mail with 

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people sharing their insights, 
their thoughts and asking 

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questions about e-mail. 
And as a result, somebody 

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doubled the amount of clicks 
they were getting on their 

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emails. 
And the revenues been going up 

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as well. 
Just off the back of that one 

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little session we've done one on
influencer marketing with one on

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PC, one on SEO, and we're about 
to book a load more as well. 

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So go and check that out. 
Right? 

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Today's episode, what an 
exciting list of things we 

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discussed and it is quite funny.
So the first we're going to flag

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is naked selfies from customers 
70s pubs in the UK being 

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indulgent. 
How to build a brand personality

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NAFT design. 
Good customer feedback versus 

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bad customer feedback. 
How to look at what your review 

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score is and get information 
from reviews. 

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Putting jokes and kisses at the 
end of your emails to customers.

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How to create passionate 
customers de risking your 

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business. 
How to win on Dragon's Den. 

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These guys have done it. 
They are UK Dragon's Den 

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winners. 
They got the funding and it's 

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been a big part of their story 
and social content since advert 

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calendars that are full of pork 
as in pig because of their 

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product, which you'll find out a
minute and rebranding into 

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barbecues of all things, even 
though they're a food product. 

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Keeping your customers on 
retention, feeling good about 

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finding customers and how your 
customers are interacting with 

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you and also how to get all of 
your integrations set up so all 

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your systems talk together for 
big successor customer interacts

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with you anywhere and gets a 
good response today, as always 

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is not to be missed. 
George was absolutely fantastic.

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I hope you enjoy today's show. 
So, George, welcome to the show.

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Thank you very much, Nick. 
Thank you. 

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Nice to be here. 
Well, it's great to have you on.

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And as any of our listeners will
know, my first question to every

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single guest we ever get on here
is tell us a little bit about 

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yourself, George, and also about
Snuffling Pig where you are the 

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Head of marketing. 
That's right. 

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Yes. 
Well, again, thanks for having 

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me. 
So yeah, my name is George 

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Wells. 
I have been in marketing for a 

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good 20 odd years now, but I 
have been with Snaffling Pig as 

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head of marketing for the last 
five years. 

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I joined from a a big, big, big 
hairy marketing agency, well 

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known one in the middle of in 
the middle of London and felt, I

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kind of felt it just felt a bit 
sort of it felt it was a bit 

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soulless in a way and, and not 
sort of rewarding. 

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And this opportunity at 
Snaffling Pig, which is this 

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kind of plucky start up snack 
brand doing something a little 

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bit different and full of 
character, full of great 

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personalities. 
This opportunity came up and I 

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felt instantly at home there and
I've kind of never looked back. 

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Just been loving, loving working
for the brand and really sort of

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feeling very much part of it. 
So yeah, it's, it's been a, it's

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been a roller coaster. 
Yeah, well, that's good. 

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And it's someone who runs their 
own agency. 

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I can vouch that. 
I used to have all these 

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aspirations of having like 1000 
staff and being the best in the 

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world and all this. 
I don't want any of that now. 

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I actually quite like the fact 
we're small, we're nimble, we're

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growing slowly and steadily and 
as you say, still got that soul.

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And I think it's the same for 
any organisation, whether it's 

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an agency or or brand. 
But yeah, I think obviously 

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you're working within a company 
now where you've got quite a lot

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of control, I imagine actually 
over marketing in the direction 

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and it's probably people you 
still have to report into and 

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get approval from. 
But it's like one or two, not a,

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you know, prove it with data so 
everybody accepts that it's no 

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one's fault if it goes wrong. 
Yeah, well, there's also nowhere

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to hide. 
I mean, again, sort of 

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reflecting back on some of what 
clients client side and agency 

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side over the years sort of for 
big and small companies. 

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And I really found my sweet spot
with a for exactly those reasons

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you just mentioned it just being
able to everyone's kind of 

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honest and on it and there's 
nowhere to hide. 

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And I, you know, I was attracted
to work at my previous role to 

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work on some really sort of big 
shiny, sexy brands like 

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Coca-Cola and PlayStation and 
you know, all of these really 

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cool places, cool, cool brands 
to work for. 

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But you were just, I was just 
lost in a Galaxy of 1000 other 

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people working on that account 
and, and, and just, you felt you

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had no real impact. 
So to go from that and then to 

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go to actually a really 
genuinely interesting brand 

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products and work for a great 
team and and actually feel that 

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what you are doing and the 
decisions you are making are 

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actually having a direct impact 
for better or worse on on that 

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on that brand. 
So you really kind of get, well,

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I personally get a lot of buzz 
out of that. 

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So yeah. 
Yeah, absolutely. 

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And as I say, I think it's, it's
nice to be able to get hands on 

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to something, actually put your 
heart and soul into it rather 

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than as you say, it's certainly 
the more corporate clients we'd 

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work with. 
It's like you're just pushing 

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paper around. 
And I, I, I do find that like 

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this, and I've said this a few 
times on the show, there is this

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kind of, I would say kind of 
like mutual moan between small, 

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little nimble brands and big 
corporate heavyweight brands. 

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The big brands are like, oh, 
there's all these tiny companies

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popping up out of nowhere with 
no stability, no proper 

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marketing strategy and they're 
eating into our market. 

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Plus you get the small guys 
going, Oh, I've only weird, the 

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budget of Amazon like, isn't it?
And you're kind of going, and I 

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kind of said there's a, there's 
a flip side to all of that. 

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You are the big corporate 
machine. 

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Like you do one small thing 
really well, no one can touch 

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you. 
Whereas if you're the small 

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nimble brand, you can change 
your whole strategy in like 24 

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hours and really impress 
customers. 

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And actually, if you hit the 
headlines, it terrifies the big 

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companies. 
Sometimes it terrifies them into

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making a mistake as well, which 
actually gives you a bit more 

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market share. 
Or you can offer something and 

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enter a space that they don't 
want to be in. 

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And then then you can start to 
become your own corporate one 

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day as well and starts growing. 
So that's basically if that's if

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that's what you want and but 
tell us what the brand actually 

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sell. 
Like what do you guys actually 

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have on the store? 
Like what are the products? 

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So Snappy Pig is essentially an 
indulgence brand. 

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It is a, it is a snack brand 
primarily. 

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And at its very core, it's, it's
taken the pork, the humble pork 

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scratching and, and brought it 
kicking and screaming from the 

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70s into the, into the, into the
21st century. 

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And it was essentially started 
by our founder Nick Coleman. 

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And he, he's, it is a, it's a, 
it is a very emotive product. 

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It is a product that gets people
talking. 

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We know as a, as a product, a 
pork scratching or pork 

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crackling is, is not everyone's 
cup of tea. 

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And we're OK with that. 
You know, we're, you know, 

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we're, we're not the healthiest 
brand. 

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We're not certainly not vegan 
and you know, honestly with, you

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know, our sort of our carbon 
footprint's probably not as as 

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good as, as other, as other 
brands and other products out 

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there. 
But what we are is we're honest 

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and we're humble and we all 
about getting people talking and

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bringing people together. 
The emotive side of it is, is 

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really sort of harking back to 
sort of simpler times, as it 

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were, but again, adding a bit of
sort of 21st century humour and,

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and colour and, and, and, and 
fun into it and bring it to a 

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whole new audience. 
So yeah, that's, that's kind of 

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the ethos of the brand. 
The product itself is 

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essentially flavoured pork 
crackling. 

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It's available in pubs, it's 
available in supermarkets, but 

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it's also gift able as well. 
So you'll find it in your, you 

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know, your gift shops, your John
Lewis's and your, your 

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Selfridges and and of course, 
online on Shopify, funnily 

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enough, so good. 
Good, absolutely. 

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And I don't know if I've shown 
you actually, but I am actually 

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wearing our new shop Winning 
with Shopify T-shirt, which will

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00:09:08,280 --> 00:09:10,000
be available on a Shopify store 
soon. 

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00:09:11,200 --> 00:09:13,160
Yeah, one of my colleagues was 
running around wearing this last

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week. 
And but no, just just a, just a 

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comment on the product. 
And I think it's a really 

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interesting product. 
As you say, it's literally it's 

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00:09:19,040 --> 00:09:20,840
being dragged out the 70s. 
It's the kind of thing where 

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00:09:20,840 --> 00:09:25,440
you'd get a beer at a pub in 
England or in the UK somewhere 

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and you'd get either some pork 
scratches or some crisps. 

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00:09:28,000 --> 00:09:30,240
Crisps if you want the slightly 
healthier, lighter option. 

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00:09:30,520 --> 00:09:32,680
Pork scratches if you're 
hardcore, but they're not good 

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00:09:32,680 --> 00:09:35,120
for you. 
I I'm a massive fan, but they're

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00:09:35,160 --> 00:09:37,600
not good for you. 
It's, yeah, it's true. 

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00:09:37,600 --> 00:09:39,680
It's true. 
I mean, yeah, absolutely. 

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00:09:39,680 --> 00:09:43,600
I mean, we always think that, 
yeah, you can get like crisps in

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00:09:43,600 --> 00:09:45,840
a meal deal and everything, but 
who wants that when you're, you 

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00:09:45,840 --> 00:09:48,440
know, once a week as it is an 
indulgence and it's not 

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00:09:48,440 --> 00:09:50,960
something that we would 
recommend eating every day, but 

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00:09:50,960 --> 00:09:51,840
it is an indulgence. 
It's not. 

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00:09:51,840 --> 00:09:55,000
Part of the five a day is it? 
No, it's about embellishing 

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00:09:55,000 --> 00:09:57,480
those moments that you do have, 
those rare moments where you do 

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00:09:57,480 --> 00:09:59,920
get to catch up with your mates,
be it down the pub or in the 

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00:09:59,920 --> 00:10:02,160
cafe or, or wherever it is or 
the picnic, whatever. 

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00:10:02,160 --> 00:10:04,000
And you just kind of, but it 
gets you talking, it gets you 

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00:10:04,000 --> 00:10:06,800
smiling. 
So no, exactly, exactly that. 

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00:10:06,800 --> 00:10:10,680
It's just that kind of to 
celebrate those, those those 

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00:10:10,680 --> 00:10:12,760
joyous moments in life where 
we're just connecting with 

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00:10:12,760 --> 00:10:14,960
people. 
Absolutely, absolutely. 

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00:10:14,960 --> 00:10:17,280
And this isn't a question I've 
got written down, but you've 

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00:10:17,280 --> 00:10:20,040
mentioned it and I know my 
listeners will probably want to 

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00:10:20,040 --> 00:10:22,240
know this. 
And the context of this question

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00:10:22,240 --> 00:10:24,800
really is I and lots of others 
have been on a mission for many 

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00:10:24,800 --> 00:10:27,360
years now to try and make 
websites, specifically 

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00:10:27,360 --> 00:10:31,920
e-commerce sites look less like 
an Amazon marketplace and more 

223
00:10:31,920 --> 00:10:34,000
like a brand. 
And I think the really the 

224
00:10:34,000 --> 00:10:38,160
really hard bit of this, and I 
say hard is strategically in 

225
00:10:38,720 --> 00:10:41,600
terms of like a tactic, it's not
hard, but deployment is really 

226
00:10:41,600 --> 00:10:42,920
difficult. 
And that's bringing, as you say,

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00:10:43,160 --> 00:10:46,560
that emotive side into this of 
how do you bring that kind of 

228
00:10:46,560 --> 00:10:48,640
21st century branding make it 
fun. 

229
00:10:48,880 --> 00:10:51,720
You mentioned like John Lewis, 
which if I said to my wife, 

230
00:10:51,720 --> 00:10:53,760
which I'm going to when I get 
home to see what she says today,

231
00:10:54,400 --> 00:10:56,480
you know, like honey, did you 
know you can buy these lovely 

232
00:10:56,480 --> 00:10:59,080
premium gifting pork scratchings
in John Lewis? 

233
00:10:59,480 --> 00:11:01,400
And for all of our American 
listeners, I, I don't think 

234
00:11:01,480 --> 00:11:03,160
you've got John Lewis in the US,
but it's like it's one of the 

235
00:11:03,160 --> 00:11:04,840
more premium retailers in the 
UK. 

236
00:11:04,840 --> 00:11:06,920
So they have their own brand, 
but they mostly sell the brands.

237
00:11:07,280 --> 00:11:10,160
It's all quite expensive, but 
they, they always have like a 

238
00:11:10,160 --> 00:11:11,600
bit of a price match thing going
on. 

239
00:11:11,800 --> 00:11:13,880
It's always extended warranty, 
the customer service and the 

240
00:11:13,880 --> 00:11:16,240
stores and the quality of 
product is always incredibly 

241
00:11:16,240 --> 00:11:18,880
high, which is the reason I'm 
saying that as well as it's 

242
00:11:18,880 --> 00:11:21,880
completely counter actually to 
getting that product in a pub. 

243
00:11:22,200 --> 00:11:24,960
So I guess the big question, 
George, I know it's like this is

244
00:11:24,960 --> 00:11:26,560
almost like the secret sauce of 
any business. 

245
00:11:26,800 --> 00:11:30,720
How do you bring across that 
emotive It's an indulgent 

246
00:11:30,720 --> 00:11:32,920
product, it's fun, it's 21st 
century branding. 

247
00:11:32,920 --> 00:11:35,960
It's not the back shelf of a pub
covered in dust behind the beer 

248
00:11:35,960 --> 00:11:38,680
barrels anymore. 
How do you bring that across in 

249
00:11:38,680 --> 00:11:41,120
pixels on a web page? 
Well, it's interesting. 

250
00:11:41,120 --> 00:11:46,920
First of all, the we, we try 
our, I guess our roots and our 

251
00:11:46,920 --> 00:11:51,240
soul is, is the pub, right. 
So that's where that's like the 

252
00:11:51,240 --> 00:11:53,840
mothership, if you like, in 
terms of the experience and the,

253
00:11:53,840 --> 00:11:57,240
the, you know, trying to invoke 
that kind of emotional side of 

254
00:11:57,240 --> 00:11:58,480
things. 
So it's kind of that sort of 

255
00:11:58,480 --> 00:12:01,960
sense of humour as well that we,
we, we, we absolutely try to 

256
00:12:02,000 --> 00:12:05,440
inject in every customer touch 
point to be on the packaging 

257
00:12:05,840 --> 00:12:08,800
with the bright, bold colours 
right down to the copy on the 

258
00:12:08,800 --> 00:12:11,960
back. 
The it's kind of like a cheeky 

259
00:12:12,400 --> 00:12:16,440
the tone of voice is often 
described as more easily sort of

260
00:12:16,440 --> 00:12:22,160
identified as sort of cheeky 
early to mid 90s schoolboy sort 

261
00:12:22,160 --> 00:12:25,760
of playground humour, but less 
but not in a kind of a boy that.

262
00:12:25,880 --> 00:12:27,800
Is my era. 
Yeah, well, that's that's me. 

263
00:12:27,800 --> 00:12:33,040
I still am, but it it's not very
so, you know, almost naff. 

264
00:12:33,200 --> 00:12:36,720
In fact, the fact that I've used
the word naff is also it's it's 

265
00:12:36,720 --> 00:12:38,400
we need we. 
Need our marketing and branding 

266
00:12:38,400 --> 00:12:40,760
to be naff. 
Guys, yeah, I mean, it's kind 

267
00:12:40,800 --> 00:12:44,000
of, but we, yeah. 
But even the word naff is just. 

268
00:12:44,080 --> 00:12:44,440
Oh, good. 
Yeah. 

269
00:12:44,440 --> 00:12:45,960
I mean, even that just dates me 
as well. 

270
00:12:45,960 --> 00:12:47,560
But it's kind of it's it's the 
throwback. 

271
00:12:47,560 --> 00:12:49,200
So again, it's all that kind of 
nostalgia piece. 

272
00:12:49,720 --> 00:12:51,880
So whether it's on the 
packaging, whether it's in our 

273
00:12:51,880 --> 00:12:55,400
gift boxes and when you find it 
in John Lewis, it's important 

274
00:12:55,520 --> 00:12:58,720
that it's recognised that it's 
clear that it's a premium brand.

275
00:12:58,720 --> 00:13:01,520
It's not a cheap, there are 
cheaper alternatives out there 

276
00:13:02,320 --> 00:13:05,040
and there are sort of options 
that you can go if you just want

277
00:13:05,040 --> 00:13:07,880
a plain, if you're a die hard 
pork scratching fan, you 

278
00:13:07,880 --> 00:13:10,600
probably won't be coming to us. 
But if you're someone who's 

279
00:13:10,600 --> 00:13:14,120
like, oh, I remember those and 
actually this is fun. 

280
00:13:14,280 --> 00:13:17,400
That's that's where we play so 
and how we communicate on the 

281
00:13:17,400 --> 00:13:20,680
website And in fact, every 
digital touch point, every every

282
00:13:20,680 --> 00:13:23,800
sort of line of communication we
have with our customers, we make

283
00:13:23,800 --> 00:13:26,600
sure that that that tone of 
voice and generally that 

284
00:13:26,600 --> 00:13:28,400
attitude is, is sort of come 
across. 

285
00:13:28,400 --> 00:13:30,480
It's got to be fun. 
Otherwise, what's the point? 

286
00:13:31,600 --> 00:13:33,560
Yeah, yeah, absolutely. 
And it reminds me actually 

287
00:13:33,560 --> 00:13:36,400
quite, quite a lot of brands. 
And ironically, they're all like

288
00:13:36,400 --> 00:13:39,080
vegan health brands as opposed 
to your brand. 

289
00:13:39,360 --> 00:13:41,640
But I, I love that you're almost
trying to play in that same 

290
00:13:41,640 --> 00:13:44,800
space, but with a, an 
alternative product to the, you 

291
00:13:44,800 --> 00:13:46,640
know, like I'm thinking oat 
milk, for example. 

292
00:13:46,640 --> 00:13:48,640
The amount of oat milk brands 
when you read the back and it's 

293
00:13:48,640 --> 00:13:50,600
like, hey, what do you mean no 
cow? 

294
00:13:50,600 --> 00:13:54,800
And and it like it uses quite 
very conversational branding and

295
00:13:54,800 --> 00:13:57,680
content in that certainly. 
I mean, I'm thinking, thinking 

296
00:13:57,680 --> 00:13:59,480
about there's at least I won't 
mention them on the show today 

297
00:13:59,480 --> 00:14:01,560
still about you guys, but 
there's at least two other pork 

298
00:14:01,560 --> 00:14:04,040
scratching brands I remember. 
And again, I mentioned earlier, 

299
00:14:04,040 --> 00:14:05,400
like back of the pub covered in 
dust. 

300
00:14:05,600 --> 00:14:07,280
That's how I think about the 
product. 

301
00:14:07,280 --> 00:14:10,040
When almost when you say to a 
bar, you know, the bartender 

302
00:14:10,040 --> 00:14:11,560
these days and say, like, Oh, 
can I have a packet of pork 

303
00:14:11,560 --> 00:14:12,760
scratchings? 
They're like some what? 

304
00:14:12,760 --> 00:14:15,320
And like those things like, Oh, 
no one's ever bought those 

305
00:14:15,360 --> 00:14:15,720
before. 
It's. 

306
00:14:16,200 --> 00:14:18,840
Like it's literally been when I 
was a kid at the pub. 

307
00:14:18,960 --> 00:14:22,400
Yeah, yeah. 
But yeah, I remember going with 

308
00:14:22,440 --> 00:14:25,120
with dads and it was like, you 
can have a lemonade Nick, but 

309
00:14:25,120 --> 00:14:26,400
you can also help yourself to 
these. 

310
00:14:26,400 --> 00:14:29,440
And I'd be like, wow, they're so
salty, dad and all this and 

311
00:14:29,440 --> 00:14:31,920
like, but I was like, I'm an 
adult now eating adult food. 

312
00:14:31,920 --> 00:14:33,840
And it's funny, that's how. 
I remember them. 

313
00:14:34,080 --> 00:14:37,200
It's funny to say that our Co 
founder, sorry, our founder Nick

314
00:14:37,360 --> 00:14:42,280
also, he essentially that's what
he's based and that was the 

315
00:14:42,280 --> 00:14:44,160
dream of the business. 
And he he the only difference 

316
00:14:44,160 --> 00:14:47,040
between that story and and yours
is that he had a pint of Coke 

317
00:14:47,080 --> 00:14:49,120
and he was, but he had the pork 
scratchings. 

318
00:14:49,160 --> 00:14:50,640
He said the same thing. 
He felt like a. 

319
00:14:50,800 --> 00:14:52,320
Coke is fuzz well behaved that 
week. 

320
00:14:52,320 --> 00:14:52,680
I think. 
Oh. 

321
00:14:52,840 --> 00:14:54,080
OK. 
Otherwise it was lemonade. 

322
00:14:54,080 --> 00:14:56,120
Yeah, Yeah. 
Other other Kola brands are 

323
00:14:56,120 --> 00:14:58,200
available. 
Yeah, yeah. 

324
00:14:58,200 --> 00:15:01,640
And so I guess like, I love your
answers that by the way, I think

325
00:15:01,640 --> 00:15:04,440
it's a really good way of 
looking at the brand and going, 

326
00:15:04,440 --> 00:15:06,240
OK, what actually resonates with
customers? 

327
00:15:06,760 --> 00:15:09,280
I'm going to ask you a really, 
really hard question now. 

328
00:15:09,520 --> 00:15:12,560
How do you track if the branding
is working? 

329
00:15:12,560 --> 00:15:14,640
Like how do you know? 
Then you make a change to the 

330
00:15:14,640 --> 00:15:17,440
content, you change the colour, 
you update it a refresh. 

331
00:15:17,640 --> 00:15:19,680
How do you, rather than just 
looking at bottom line and 

332
00:15:19,680 --> 00:15:21,680
going, well, it went up so it 
must have been a success, which 

333
00:15:21,960 --> 00:15:24,880
quite frankly, I know a lot of 
big corporate brands and 

334
00:15:24,880 --> 00:15:26,120
agencies would just look at 
that. 

335
00:15:26,440 --> 00:15:28,440
How do people like you and I 
actually get more into the 

336
00:15:28,440 --> 00:15:29,920
detail? 
Like what do you guys look at to

337
00:15:29,920 --> 00:15:31,560
go? 
Are we resonating with our 

338
00:15:31,560 --> 00:15:33,880
customers at the moment? 
Well, I would argue it's 

339
00:15:33,880 --> 00:15:36,520
probably easier for a larger 
brand to do that, who have the 

340
00:15:36,520 --> 00:15:39,800
resources and the dedicated 
teams and, and analysts to, to, 

341
00:15:39,800 --> 00:15:46,000
to, to do that. 
We, we, we don't have that. 

342
00:15:46,520 --> 00:15:48,360
We're, we're just, we're a 
small, plucky brand. 

343
00:15:48,360 --> 00:15:50,480
We don't have that available to 
us. 

344
00:15:50,480 --> 00:15:54,200
But we do, of course, test and 
learn and look at content all 

345
00:15:54,200 --> 00:15:56,960
the time. 
The way I say it is it, it's, it

346
00:15:56,960 --> 00:16:01,640
might be boring, but or it might
be time consuming, but we sort 

347
00:16:01,640 --> 00:16:03,800
of boring in terms of a 
response, not in terms of what 

348
00:16:03,800 --> 00:16:08,840
we do is we just speak to our 
customers and we speak to them 

349
00:16:08,840 --> 00:16:12,240
on a daily basis through our. 
And so we get all kinds of we, 

350
00:16:12,320 --> 00:16:15,200
we monitor feedback right across
the web and it's all qualitative

351
00:16:15,200 --> 00:16:21,840
feedback. 
And the joy that we get from 

352
00:16:21,840 --> 00:16:24,400
customers who you'll look on our
Trustpilot scores. 

353
00:16:24,400 --> 00:16:29,160
And I'd say 20% of them are 
referring to the giving us five 

354
00:16:29,160 --> 00:16:31,960
stars out of five purely because
the, the little joke in the 

355
00:16:31,960 --> 00:16:34,600
transactional e-mail, like the 
e-mail confirmation that went 

356
00:16:34,600 --> 00:16:38,640
through to them made them smile 
or the subject line of an e-mail

357
00:16:38,640 --> 00:16:42,320
made them smile or, or some, 
some comment we made on it. 

358
00:16:42,320 --> 00:16:45,000
It's, that's the bits that are 
telling us that it is working. 

359
00:16:45,040 --> 00:16:47,760
And when you look at those 
customers specifically when you 

360
00:16:47,760 --> 00:16:50,560
dig down into the data go, so 
what's that profile? 

361
00:16:50,800 --> 00:16:53,560
You know, they're customers that
have, have come back to us two, 

362
00:16:53,560 --> 00:17:01,080
3-4 times. 
So really it's just, we've also 

363
00:17:01,080 --> 00:17:05,280
seen our customer satisfaction 
scores grow over the past sort 

364
00:17:05,280 --> 00:17:07,760
of four to five years. 
We've been, you know, we, we 

365
00:17:07,760 --> 00:17:11,480
were on around sort of when you 
look at the, the Trustpilot 

366
00:17:11,480 --> 00:17:15,200
scores, we were around sort of 
three, 2 1/2, three out of five 

367
00:17:15,200 --> 00:17:16,640
at one point when we first 
started. 

368
00:17:16,640 --> 00:17:20,440
And then, you know, now we're 
kind of 4.54 point 6, I think 

369
00:17:20,440 --> 00:17:23,839
last time we checked. 
So you know, just just that. 

370
00:17:23,839 --> 00:17:26,760
And it's and it's the, the touch
points that are are really sort 

371
00:17:26,760 --> 00:17:29,920
of helping, helping drive that. 
Yeah, I love that. 

372
00:17:29,920 --> 00:17:32,320
And we had a client recently 
that basically said to us, like,

373
00:17:32,320 --> 00:17:35,480
how can we hear from customers 
without talking to them? 

374
00:17:35,480 --> 00:17:37,320
Just as a quick, what have we 
got? 

375
00:17:37,320 --> 00:17:39,120
And you mentioned reviews and 
reviews are such a powerful 

376
00:17:39,120 --> 00:17:42,360
place to do that. 
I think 1 issue I found is 

377
00:17:42,360 --> 00:17:44,640
sometimes I don't know if no 
one's got the attention span of 

378
00:17:44,640 --> 00:17:48,800
me, which is like, I, I aspire 
to have the attention span of a 

379
00:17:48,800 --> 00:17:51,280
fish. 
At times I look at like 3 

380
00:17:51,280 --> 00:17:53,240
comments and trust I go, I've 
seen enough. 

381
00:17:53,240 --> 00:17:54,440
Like I know exactly what I'm 
doing. 

382
00:17:54,640 --> 00:17:58,400
We actually got for a client, we
got Ava, just a virtual 

383
00:17:58,400 --> 00:18:00,760
assistant on board for like a 
week. 

384
00:18:01,280 --> 00:18:04,600
They weren't based in the UK, 
costs weren't astronomical at 

385
00:18:04,600 --> 00:18:06,000
all. 
And we just said to them like, 

386
00:18:06,000 --> 00:18:09,200
look, we've got 2000 reviews. 
We want you to on every single 

387
00:18:09,200 --> 00:18:13,240
review, just get a spreadsheet 
and add a new column for a new 

388
00:18:13,240 --> 00:18:15,000
thing. 
If they spoke about delivery and

389
00:18:15,000 --> 00:18:17,040
no one else had and delivery in 
a column. 

390
00:18:17,280 --> 00:18:20,240
And then just, you know, tally 
up how many people have 

391
00:18:20,240 --> 00:18:23,360
mentioned good delivery, bad 
delivery and just tally up kind 

392
00:18:23,360 --> 00:18:25,680
of, you know, red crosses, green
ticks. 

393
00:18:25,960 --> 00:18:28,960
And we use that just to create 
some quantitative feedback. 

394
00:18:29,280 --> 00:18:32,160
And one of the things we noticed
actually is about 70% of the 

395
00:18:32,160 --> 00:18:35,360
reviews just said like, great 
product, great service, it 

396
00:18:35,360 --> 00:18:37,200
arrived on time. 
Thanks guys. 

397
00:18:37,200 --> 00:18:39,960
Five stars. 
And it's like, that's cool. 

398
00:18:40,160 --> 00:18:42,480
But actually we weren't getting 
enough from those guys. 

399
00:18:42,800 --> 00:18:45,480
So we went to Trustpilot. 
We got a really good partnership

400
00:18:45,480 --> 00:18:47,560
with them here and we went to 
them and said, can we adjust the

401
00:18:47,560 --> 00:18:50,200
emails to try and incentivize 
them to do something else. 

402
00:18:50,480 --> 00:18:52,960
So then we started trying to get
we, I mean, we managed to get 5%

403
00:18:52,960 --> 00:18:54,840
of customers to actually upload 
a picture of the product. 

404
00:18:55,120 --> 00:18:58,360
That was incredible. the VA, we 
needed them for two weeks this 

405
00:18:58,360 --> 00:19:00,120
time. 
So just to look at those to then

406
00:19:00,520 --> 00:19:02,480
tally up like, you know, what 
room was it in? 

407
00:19:02,480 --> 00:19:05,360
What colour was the carpet? 
Was it a well lit room, a bad 

408
00:19:05,360 --> 00:19:07,120
lit room? 
Were they using it for what 

409
00:19:07,120 --> 00:19:10,200
seems like the products intended
use here or not? 

410
00:19:10,200 --> 00:19:12,280
Obviously slightly different 
with food and drink because I 

411
00:19:12,280 --> 00:19:14,120
mean, you're going to take a 
selfie or somebody's mouth like 

412
00:19:14,120 --> 00:19:17,000
that's not a good, that's not a 
good look, but. 

413
00:19:17,120 --> 00:19:19,600
We've seen some, we've seen some
pictures in our time. 

414
00:19:19,600 --> 00:19:22,560
I hope I can tell you, I'll tell
you about one of those in a 

415
00:19:22,560 --> 00:19:23,440
minute. 
But yeah. 

416
00:19:23,800 --> 00:19:25,760
It's always when the waiter 
comes over to the table, isn't 

417
00:19:25,760 --> 00:19:26,560
it? 
And how's your food? 

418
00:19:26,560 --> 00:19:28,280
And you've just put a mouth for 
and you just. 

419
00:19:29,480 --> 00:19:31,000
That's the kind of response to 
the waiting. 

420
00:19:31,000 --> 00:19:33,080
Yeah, that, that that's a, 
that's a real gripe of mine when

421
00:19:33,080 --> 00:19:35,000
that happens. 
Like I'm, I'm a grumpy kid when 

422
00:19:35,000 --> 00:19:37,960
it comes to that kind of thing. 
I know I now I've worked out a 

423
00:19:37,960 --> 00:19:40,240
trick, just make I contact with 
other people on the table and go

424
00:19:40,240 --> 00:19:42,640
like has anyone has anyone not 
got a mouth full of food? 

425
00:19:42,920 --> 00:19:47,600
Otherwise just thumbs up good. 
But yeah, we got them to then 

426
00:19:47,600 --> 00:19:50,000
look at those and we tried to 
incentivise people who, 

427
00:19:50,000 --> 00:19:51,760
especially if they reach out to 
customer service. 

428
00:19:52,280 --> 00:19:55,160
We, we then said, if and if 
we've resolved your query, could

429
00:19:55,160 --> 00:19:57,800
you leave us a review, please? 
And then they said, oh, these 

430
00:19:57,800 --> 00:19:59,760
guys, customer service is 
amazing. 

431
00:20:00,040 --> 00:20:02,360
And then it went, OK, let's put 
great customer service on the 

432
00:20:02,360 --> 00:20:03,800
site. 
We did that on an AB test. 

433
00:20:04,080 --> 00:20:06,320
Revenue went up slightly. 
Then we went, how do we really 

434
00:20:06,320 --> 00:20:08,920
bring that to life? 
Like do we use live chat? 

435
00:20:08,920 --> 00:20:11,880
Do we say like 9:00 to 5:00? 
We guarantee to reply within a 

436
00:20:11,880 --> 00:20:13,880
minute. 
Like we put that on the little 

437
00:20:13,880 --> 00:20:16,240
speech bubble, like get, you 
know, guaranteed one minute 

438
00:20:16,240 --> 00:20:20,440
reply or 20% off. 
Your options and it was like, we

439
00:20:20,440 --> 00:20:22,840
never gave a 20% off because 
somebody in the team was always 

440
00:20:22,840 --> 00:20:24,720
around. 
And what the owner did is his 

441
00:20:24,720 --> 00:20:26,560
customer service team had 20 
people in the team. 

442
00:20:26,840 --> 00:20:29,760
He said to them all like, look, 
I'm giving you all an extra 5% 

443
00:20:29,760 --> 00:20:32,800
salary if you install, if you 
let us connect to your WhatsApp.

444
00:20:33,320 --> 00:20:35,520
So even if you're making a 
coffee or something, just get 

445
00:20:35,520 --> 00:20:37,600
back to that first message as 
fast as possible. 

446
00:20:37,600 --> 00:20:38,880
Even if it's a thanks for your 
query. 

447
00:20:38,880 --> 00:20:40,600
It's going to take me a few 
minutes to look into this, but 

448
00:20:40,600 --> 00:20:43,160
I'm on this Regards Dave. 
You know, like even if Dave's 

449
00:20:43,160 --> 00:20:45,920
actually on the loo or making a 
coffee or he's nipped out for a 

450
00:20:45,920 --> 00:20:48,960
vape or something, like there's 
something then going on. 

451
00:20:49,080 --> 00:20:51,760
So you got that response. 
But we realised that customer 

452
00:20:51,760 --> 00:20:53,480
service was so important to the 
products. 

453
00:20:53,480 --> 00:20:55,520
People wanted to ask questions. 
Do you want to up your 

454
00:20:55,520 --> 00:20:57,760
influencer marketing game? 
Do you want to meet more 

455
00:20:57,760 --> 00:20:59,640
influencers, have a better 
working relationship with 

456
00:20:59,640 --> 00:21:01,160
influencers? 
You might even be struggling to 

457
00:21:01,160 --> 00:21:03,040
talk to them in the first place,
or you can get them to talk 

458
00:21:03,040 --> 00:21:05,840
about for product and post to 
their audiences without winning.

459
00:21:05,840 --> 00:21:08,680
With Shopify, we have teamed up 
with a fluencer, which is an app

460
00:21:08,680 --> 00:21:11,680
you can install on Shopify and 
it comes with a 30 day trial. 

461
00:21:11,680 --> 00:21:13,880
And even in those first 30 days,
you can meet a load of 

462
00:21:13,880 --> 00:21:16,480
influencers and start promoting 
your product. 

463
00:21:16,680 --> 00:21:18,920
So there's no excuse go and 
install the app, start the 30 

464
00:21:18,920 --> 00:21:21,360
day trial and give it a go 
yourself and see how you get on.

465
00:21:22,520 --> 00:21:24,560
But go on. 
You've seen some things what 

466
00:21:24,560 --> 00:21:26,560
what was what was the most 
memorable thing that you've been

467
00:21:26,560 --> 00:21:28,080
sent by a customer or. 
Seen on. 

468
00:21:28,080 --> 00:21:30,560
Social. 
We've got some, I mean one of 

469
00:21:30,560 --> 00:21:34,920
the wonderful things about our 
customers is that they are, they

470
00:21:34,920 --> 00:21:38,760
are very loyal and they are very
passionate about, about their 

471
00:21:38,760 --> 00:21:41,240
products. 
And so they will equally, 

472
00:21:41,240 --> 00:21:44,600
they'll tell us as soon as they,
you know, in no uncertain terms 

473
00:21:44,600 --> 00:21:46,680
if they're unhappy, which is 
absolutely great because that's 

474
00:21:46,680 --> 00:21:48,920
what we want to hear from them. 
You'd rather know. 

475
00:21:49,680 --> 00:21:52,760
But also, but also they act 
proactively, tell us when 

476
00:21:52,760 --> 00:21:54,960
something was great. 
And I, I, it gets me thinking, I

477
00:21:54,960 --> 00:21:57,840
can't remember the last time I 
actually just told a brand, 

478
00:21:59,680 --> 00:22:02,200
unless they've gone above and 
beyond and tried to, you know, 

479
00:22:02,440 --> 00:22:06,320
but but someone who, who anyway,
they, they, they send in stuff 

480
00:22:06,320 --> 00:22:07,960
about them enjoying their 
products. 

481
00:22:07,960 --> 00:22:12,040
And we've had so in our advent 
calendars, we have these sort of

482
00:22:12,040 --> 00:22:16,360
smaller packets. 
Obviously they've got to be 

483
00:22:16,360 --> 00:22:18,640
small because they've got to fit
in the, the little advent doors.

484
00:22:19,480 --> 00:22:24,680
But one one was such a die hard 
fan of these these products that

485
00:22:24,680 --> 00:22:27,840
he he ordered, he wanted them 
ordered by the case. 

486
00:22:27,840 --> 00:22:31,000
So not not about the advent. 
He just wanted lots and lots of 

487
00:22:31,000 --> 00:22:32,800
little packets of this 
crackling. 

488
00:22:32,800 --> 00:22:35,800
And OK, fine. 
So we sorted that out for him. 

489
00:22:36,640 --> 00:22:39,640
And then, you know, he took a 
picture really, which was was 

490
00:22:39,640 --> 00:22:41,400
both disturbing and hilarious at
the same time. 

491
00:22:41,440 --> 00:22:45,360
Just completely stark naked. 
But just the only thing, the 

492
00:22:45,360 --> 00:22:52,160
only thing covering his his 
dignity was I don't mean to 

493
00:22:52,160 --> 00:22:53,760
insult him. 
It was a small packet of 

494
00:22:53,760 --> 00:22:56,760
crackling, but you know, all I'm
saying is it was the only thing 

495
00:22:56,760 --> 00:23:00,520
that was covering his dignity. 
And God love him, it was, it was

496
00:23:00,520 --> 00:23:05,600
one of the most wonderful sort 
of, you know, spill your, spill 

497
00:23:05,600 --> 00:23:07,400
your coffee out, you know, these
moments where you're like. 

498
00:23:07,400 --> 00:23:09,400
OK. 
As Head of Marketing, your work 

499
00:23:09,400 --> 00:23:11,920
here is done, George, I think 
you've made it. 

500
00:23:12,600 --> 00:23:15,400
It would have been lovely on 
social media, but I thought 

501
00:23:15,400 --> 00:23:16,240
that's. 
Not, no. 

502
00:23:16,600 --> 00:23:18,360
Yeah, there's a line, isn't 
there? 

503
00:23:18,360 --> 00:23:20,360
That's a line, I think. 
That's private. 

504
00:23:20,360 --> 00:23:23,360
Private use only, not. 
Yeah, it was private news, just 

505
00:23:23,360 --> 00:23:25,960
to be clear. 
We did there, we did have a 

506
00:23:25,960 --> 00:23:29,600
client recently, actually did a 
feedback survey and the owners 

507
00:23:29,600 --> 00:23:32,320
were like in two minds about 
this one mind. 

508
00:23:32,320 --> 00:23:35,280
They were like, it's good that 
we know that it's basically ad 

509
00:23:35,280 --> 00:23:38,480
female adult performers are our 
only target audience. 

510
00:23:38,800 --> 00:23:41,440
We thought we were sending stuff
out for like, you know, a wife 

511
00:23:41,440 --> 00:23:43,560
to impress her husband in bed 
and whatever. 

512
00:23:43,880 --> 00:23:46,200
Actually it was adult performers
and whatever else. 

513
00:23:46,520 --> 00:23:49,320
So they changed their 
photography to reflect that and 

514
00:23:49,320 --> 00:23:52,320
sales went up through the roof. 
And it was like, from a moral 

515
00:23:52,320 --> 00:23:55,120
perspective, I, I did have to 
kind of spend 5 minutes at home 

516
00:23:55,120 --> 00:23:57,480
that night just thinking like, 
is this something we want to 

517
00:23:57,480 --> 00:23:59,160
really help with? 
Do I even like this industry? 

518
00:23:59,160 --> 00:24:01,040
But it was I think it was just 
the the better. 

519
00:24:01,040 --> 00:24:03,800
You know that that was their 
whole customer base. 

520
00:24:03,800 --> 00:24:06,840
Hopefully what you got was just 
one customer having a laugh. 

521
00:24:07,440 --> 00:24:10,120
But it but then when you were 
saying about like last time you 

522
00:24:10,120 --> 00:24:12,080
went over and above to like 
reach out to brand say that was 

523
00:24:12,080 --> 00:24:14,720
just great guys who who thinks 
to go? 

524
00:24:14,720 --> 00:24:16,440
Do you know what naked selfie 
Let's go. 

525
00:24:17,200 --> 00:24:18,960
Send it to the brand. 
Yeah. 

526
00:24:18,960 --> 00:24:20,920
I mean, a Trustpilot review 
would have been lovely, you 

527
00:24:20,920 --> 00:24:24,480
know, give us a 5 out of five. 
But you know, anyway, some they 

528
00:24:24,480 --> 00:24:26,360
say, they say feedback's a gift,
don't they? 

529
00:24:26,440 --> 00:24:28,440
So. 
There's so many jokes I could 

530
00:24:28,440 --> 00:24:29,960
make, but I won't. 
We'll move on. 

531
00:24:30,240 --> 00:24:33,120
But no, I appreciate that. 
We've all, we've all had stories

532
00:24:33,120 --> 00:24:36,000
like that for sure. 
I mean, talking, talking about 

533
00:24:36,000 --> 00:24:38,800
the brand and the evolution. 
Then like in in the early days, 

534
00:24:38,800 --> 00:24:40,440
and certainly, I mean, you said,
I think it's five years. 

535
00:24:40,440 --> 00:24:41,360
You've said you've been there, 
haven't you? 

536
00:24:41,360 --> 00:24:44,560
So in the early days, like what,
what were some of the key 

537
00:24:44,560 --> 00:24:46,440
challenges you guys had to 
overcome? 

538
00:24:46,440 --> 00:24:49,000
Like what were some of the 
things that you knew and had to 

539
00:24:49,000 --> 00:24:50,400
deal with? 
What were some of the things you

540
00:24:50,480 --> 00:24:52,400
eventually found out? 
What kind of didn't know 

541
00:24:52,400 --> 00:24:53,320
initially? 
Like what? 

542
00:24:53,320 --> 00:24:54,600
What were some of those early 
hurdles? 

543
00:24:54,640 --> 00:25:01,320
Well, I guess early, early in my
time at Snaffling Pig, it wasn't

544
00:25:01,320 --> 00:25:05,480
long after that that COVID hit. 
So obviously that was a big, 

545
00:25:06,280 --> 00:25:08,880
that was a big challenge in many
ways. 

546
00:25:08,880 --> 00:25:13,240
But I think because we are and 
initially, you know, we, we are 

547
00:25:13,240 --> 00:25:16,000
a pub snack brand essentially. 
And then when all the pubs 

548
00:25:16,000 --> 00:25:19,840
closed, that was that was both 
unexpected, unprecedented and 

549
00:25:19,840 --> 00:25:20,640
all those other and. 
Shops. 

550
00:25:22,040 --> 00:25:25,360
As well, supermarkets as well, 
who were also a big part, you 

551
00:25:25,360 --> 00:25:27,920
know, so you had like some Tesco
and Sainsbury's who were unable 

552
00:25:27,920 --> 00:25:31,080
to, to, to sell our stock and, 
and, or, or to, you know, there 

553
00:25:31,080 --> 00:25:32,480
were backlogs and all kinds of 
stuff. 

554
00:25:32,480 --> 00:25:34,440
So all that stuff which we don't
need to necessarily go into 

555
00:25:34,440 --> 00:25:38,720
again, but it, it was, it was a 
challenge, but it was actually 

556
00:25:38,720 --> 00:25:41,440
Shopify that came to the rescue 
for us in terms of we already 

557
00:25:41,440 --> 00:25:42,800
had that and it was well 
established. 

558
00:25:42,800 --> 00:25:46,520
We've had Shopify for, you know,
for like 9-10 years now. 

559
00:25:47,880 --> 00:25:52,800
So early, early adopters of it. 
So our D2C has always been very 

560
00:25:52,800 --> 00:25:55,960
strong. 
So while those parts of the 

561
00:25:55,960 --> 00:25:58,880
businesses sort of stumbled or, 
or, or, or shut down for a 

562
00:25:58,880 --> 00:26:02,720
period of time, you know, 
everything kind of went all 

563
00:26:02,720 --> 00:26:05,600
Shopify really. 
So I think my, my advice would 

564
00:26:05,600 --> 00:26:12,880
be that don't put all your eggs 
in one basket and one channel if

565
00:26:12,880 --> 00:26:15,200
at all possible. 
And Snaff and Pig is fortunately

566
00:26:15,200 --> 00:26:19,160
a brand that can kind of, it's 
been designed to sort of span 

567
00:26:19,280 --> 00:26:25,320
everything from gifting to FMCG 
to, you know, to say to pub 

568
00:26:25,320 --> 00:26:28,000
snacks and to fitness snacks as 
well. 

569
00:26:28,840 --> 00:26:33,120
So it's kind of it's the risks 
in that kind of way. 

570
00:26:33,120 --> 00:26:36,160
So I'd say if, wherever 
possible, that you if you can be

571
00:26:36,160 --> 00:26:41,360
multi channel and you can 
definitely use online as your 

572
00:26:41,360 --> 00:26:44,200
call if you can. 
So you have most control. 

573
00:26:44,280 --> 00:26:48,360
But yeah, I think just kind of 
keep, keep, keep keep spreading 

574
00:26:48,360 --> 00:26:50,960
risk in in that respect, because
it means that you can keep going

575
00:26:51,760 --> 00:26:56,240
beyond any any hurdles in the in
the road that, you know, it 

576
00:26:56,240 --> 00:26:57,800
doesn't even have to be as big 
as COVID. 

577
00:26:57,800 --> 00:26:59,600
It can be, it can be anything 
that comes up. 

578
00:27:00,080 --> 00:27:03,040
It just means that you can kind 
of, yeah, de risk. 

579
00:27:03,920 --> 00:27:06,120
Yeah, and I think one of the 
most stressful things, like, I 

580
00:27:06,120 --> 00:27:07,240
mean, I run my own business 
here. 

581
00:27:07,240 --> 00:27:09,640
It's it's the stuff that you 
can't control. 

582
00:27:10,120 --> 00:27:13,400
Like when I think COVID was the,
I don't want to say the only 

583
00:27:13,400 --> 00:27:15,640
time, but one of the times I 
started using the phrase like, 

584
00:27:15,720 --> 00:27:18,080
we're really lucky. 
Like I've always taken the 

585
00:27:18,080 --> 00:27:19,240
approach like you make your own 
luck. 

586
00:27:19,240 --> 00:27:21,920
Like you work really hard, you 
make connections and oh, look, 

587
00:27:21,920 --> 00:27:23,000
magic. 
The phone's ringing. 

588
00:27:23,000 --> 00:27:25,720
Someone goes, oh, I met you. 
You left a good impression on 

589
00:27:25,720 --> 00:27:26,560
me. 
And I know someone who needs 

590
00:27:26,560 --> 00:27:28,400
your help. 
So here's an opportunity for 

591
00:27:28,400 --> 00:27:29,760
you. 
And the phone rings. 

592
00:27:30,640 --> 00:27:32,760
But I do think during COVID, it 
was one of the only times I've 

593
00:27:32,840 --> 00:27:35,000
actually said like we were lucky
to be in a digital space. 

594
00:27:35,320 --> 00:27:37,400
And as you say, brands like 
yourself were like, suddenly we 

595
00:27:37,480 --> 00:27:39,960
obviously not work with you 
guys, but the brands like 

596
00:27:39,960 --> 00:27:42,400
yourselves were like, well, we 
need to, we need to go so much 

597
00:27:42,400 --> 00:27:44,600
harder online now and go hard 
digitally. 

598
00:27:44,880 --> 00:27:47,480
And we actually quite a few 
clients that were working on web

599
00:27:47,480 --> 00:27:50,480
migrations or Shopify theme 
rebuilds, we actually said like 

600
00:27:50,720 --> 00:27:53,440
March, COVID hit. 
So let's wait until after 

601
00:27:53,440 --> 00:27:56,800
December, after peak if peak, if
peak was Christmas for that 

602
00:27:56,800 --> 00:27:59,360
particular brand, wait till 
after that to launch anything. 

603
00:27:59,400 --> 00:28:01,880
We just optimise the get out of 
everything we've got right now 

604
00:28:02,080 --> 00:28:04,600
and just go for it because we 
launched a new site and 

605
00:28:04,600 --> 00:28:06,480
conversion drops like it's going
to have a massive impact. 

606
00:28:06,480 --> 00:28:08,800
But I think I really, I really 
appreciate what you're saying 

607
00:28:08,800 --> 00:28:11,480
actually about de risking. 
There's a brand we're talking to

608
00:28:11,480 --> 00:28:13,840
at the moment about potentially 
working with which they're 

609
00:28:13,840 --> 00:28:16,640
really well known for all their 
kind of heaters and other stuff,

610
00:28:16,640 --> 00:28:19,960
which is good for the winter. 
But all their air conditioners 

611
00:28:19,960 --> 00:28:22,360
and coolers, well, they're good 
for summer and they're not very 

612
00:28:22,360 --> 00:28:24,480
well known for that. 
But that is part of their new 

613
00:28:24,520 --> 00:28:27,880
three-year plan to start that, 
as you say, de risking process. 

614
00:28:28,520 --> 00:28:29,920
And I think it's, it's certainly
a good move. 

615
00:28:29,920 --> 00:28:32,600
And I used to run my own 
sunglasses brand and guess what,

616
00:28:32,600 --> 00:28:34,200
8 months of the year, no one was
buying sunglasses. 

617
00:28:34,200 --> 00:28:35,600
Well, hardly anyone was buying 
sunglasses. 

618
00:28:35,600 --> 00:28:37,840
So we basically just put the 
whole business on pause and 

619
00:28:37,840 --> 00:28:40,440
suddenly it was like, oh, sun's 
out today, turn Google Ads on 

620
00:28:40,720 --> 00:28:43,040
and obviously, you know, kind of
start selling stuff, but. 

621
00:28:43,440 --> 00:28:44,920
It's true. 
I mean, and actually funny 

622
00:28:44,920 --> 00:28:47,160
enough, you know, we spoke about
the Advent calendar and 

623
00:28:47,160 --> 00:28:50,680
obviously that's, that's that's 
how we we got famous because 

624
00:28:50,680 --> 00:28:54,040
we're on we're on Dragons Den 
and we won investment on Dragons

625
00:28:54,080 --> 00:29:00,920
Den about 8-9 years ago now. 
And that was a great PRPR moment

626
00:29:00,920 --> 00:29:04,000
for us. 
Yeah, it's kind of it's money 

627
00:29:04,000 --> 00:29:07,560
comp by PR basically. 
He just, it was just fantastic. 

628
00:29:08,720 --> 00:29:11,040
And we're still kind of riding 
on the the coattails of that. 

629
00:29:11,040 --> 00:29:13,600
Essentially people know us. 
And there's this long tail of 

630
00:29:13,600 --> 00:29:16,480
those kind of videos because 
some some guy on YouTube is now 

631
00:29:16,480 --> 00:29:18,560
making a lot of money out of the
kind of these. 

632
00:29:19,160 --> 00:29:21,960
He was one of the first to 
upload like the best of clips 

633
00:29:21,960 --> 00:29:24,760
and and he's making a lot of 
money out of the the Snapping 

634
00:29:24,760 --> 00:29:27,320
Pig brand, which is, you know, 
that's yeah, early. 

635
00:29:28,400 --> 00:29:31,720
Fair enough, fair enough. 
The git, the little git. 

636
00:29:32,440 --> 00:29:35,080
But no, but it's good. 
But yeah, so it's a kind of long

637
00:29:35,080 --> 00:29:37,000
term, but actually it helps us 
as well because it's always it's

638
00:29:37,000 --> 00:29:39,520
you know, it's it's on there 
quite, quite regularly. 

639
00:29:39,680 --> 00:29:42,840
But so the advent calendar was, 
is what we were kind of, we were

640
00:29:42,840 --> 00:29:45,040
famous for. 
It was our kind of, it was the 

641
00:29:45,040 --> 00:29:46,760
thing that gets people talking 
the most. 

642
00:29:47,720 --> 00:29:51,080
Obviously very seasonal. 
So we're thinking, well, you 

643
00:29:51,080 --> 00:29:53,680
know, people go on holiday in 
the summer and they're probably 

644
00:29:53,680 --> 00:29:56,000
not, yeah, they might go to the 
pub and have a bag of crackling 

645
00:29:56,000 --> 00:29:59,240
or a bag of scratchings. 
But, you know, if as an 

646
00:29:59,240 --> 00:30:02,520
indulgent snack, it tends to 
lend itself more to the autumn, 

647
00:30:02,520 --> 00:30:04,320
winter and Christmas sort of 
periods. 

648
00:30:05,720 --> 00:30:08,920
So we thought what any other 
snack brand should do is, well, 

649
00:30:08,920 --> 00:30:12,000
we'll sell barbecues then. 
So we still, we've branded 

650
00:30:13,960 --> 00:30:17,600
Kamado barbecues. 
So kind of like there's another 

651
00:30:17,600 --> 00:30:22,920
brand out there which is green 
and there's, there's, there are 

652
00:30:23,080 --> 00:30:26,840
various Komodo type brands out 
there which are like the leading

653
00:30:26,840 --> 00:30:29,840
sort of market competitors. 
We, we created our own, we 

654
00:30:29,840 --> 00:30:34,760
branded our own and actually we 
got some fantastic reviews and 

655
00:30:34,760 --> 00:30:37,520
we, you know, went head to head 
against them in the like the 

656
00:30:37,520 --> 00:30:41,640
market leader in, in, in a 
review by the independents. 

657
00:30:41,640 --> 00:30:46,360
And we actually came out as a 
much better value option than 

658
00:30:46,360 --> 00:30:48,920
actually just goes, goes toe to 
toe with the competitor, 

659
00:30:49,600 --> 00:30:51,240
something that we don't even 
specialised in. 

660
00:30:51,240 --> 00:30:53,680
But again, that was us sort of 
de risking and also trying to 

661
00:30:53,680 --> 00:30:56,680
kind of iron out some of the 
lumps and bumps of the year 

662
00:30:56,680 --> 00:30:59,320
where you're just like where the
more kind of quiet moments. 

663
00:30:59,320 --> 00:31:02,120
We've got other things where, 
OK, there's other bits that can 

664
00:31:02,160 --> 00:31:05,000
kind of keep going. 
And the BBQ is still, is still 

665
00:31:05,000 --> 00:31:08,080
going good guns. 
So it's it's, I'm pretty sure 

666
00:31:08,080 --> 00:31:12,720
we're the only company in the 
world that sell snacks, 

667
00:31:14,240 --> 00:31:18,160
calendars and barbecues is. 
A very random mix. 

668
00:31:18,160 --> 00:31:19,640
Yeah. 
But it kind of. 

669
00:31:19,640 --> 00:31:21,360
Yeah, it works. 
Yeah, it does. 

670
00:31:21,400 --> 00:31:23,160
It works. 
And that's part of the silliness

671
00:31:23,160 --> 00:31:25,520
of the brand, which we love. 
So, yeah. 

672
00:31:26,000 --> 00:31:28,760
Yeah, absolutely. 
And I mean, a couple more 

673
00:31:28,760 --> 00:31:31,600
questions, then I think we've 
got time for at least two more. 

674
00:31:32,120 --> 00:31:33,640
One of them is about customer 
retention. 

675
00:31:33,640 --> 00:31:35,720
Obviously, we spoke a lot about 
brand, about DE risking 

676
00:31:35,720 --> 00:31:38,040
products, about having a good 
range of products without 

677
00:31:38,400 --> 00:31:40,240
actually, I mean, barbecues and 
avid cannons. 

678
00:31:40,240 --> 00:31:43,000
You've not deviated from pork 
scratchings really. 

679
00:31:43,160 --> 00:31:44,800
You've evolved into other 
spaces. 

680
00:31:44,800 --> 00:31:46,000
And I think it's a good way to 
do it. 

681
00:31:46,000 --> 00:31:47,680
But how do you guys retain 
customers? 

682
00:31:47,680 --> 00:31:49,400
Like do people just love the 
product? 

683
00:31:49,400 --> 00:31:50,680
Do you do some really smart 
e-mail? 

684
00:31:51,360 --> 00:31:53,680
Is it social? 
Is it the jokes on the back as 

685
00:31:53,680 --> 00:31:55,640
you say? 
Like is it that you've created a

686
00:31:55,640 --> 00:31:58,960
community behind it? 
Like it might be a mix of all 

687
00:31:58,960 --> 00:32:00,200
those things. 
But yeah, tell us it is, it is, 

688
00:32:00,200 --> 00:32:03,040
it is a mix of all those things.
I don't think so. 

689
00:32:03,040 --> 00:32:07,360
We see social media very much. 
We are not content creators. 

690
00:32:07,360 --> 00:32:09,640
We don't we, you know, we're a 
small leading team. 

691
00:32:09,640 --> 00:32:12,200
We focus on selling a good 
product and and good customer 

692
00:32:12,200 --> 00:32:17,080
service. 
So social media for us, it's in 

693
00:32:17,080 --> 00:32:20,120
in and of itself it's fine. 
But we use it very much as a 

694
00:32:20,720 --> 00:32:22,960
more of a channel, another 
channel just to talk with our 

695
00:32:22,960 --> 00:32:24,480
customers directly. 
And actually it's the kind of 

696
00:32:24,480 --> 00:32:27,280
offline or the kind of the 
private messages, the sliding 

697
00:32:27,280 --> 00:32:30,120
into the DMS bit, which is where
the pig in magic happens, as it 

698
00:32:30,120 --> 00:32:32,080
were. 
We are very much it's, it's with

699
00:32:32,240 --> 00:32:34,560
it's conversational. 
So we take that conversational 

700
00:32:34,960 --> 00:32:38,640
approach through our emails, 
through our website, for our 

701
00:32:38,640 --> 00:32:41,120
online chat, through our social 
media, through Trustpilot 

702
00:32:41,120 --> 00:32:43,400
reviews. 
People can get in touch, they 

703
00:32:43,400 --> 00:32:45,720
can just say the word and we'll 
get, we'll end up getting in 

704
00:32:45,720 --> 00:32:47,760
touch with them and then we'll 
have a proper conversation with 

705
00:32:47,760 --> 00:32:49,440
them as humans. 
That's why. 

706
00:32:49,520 --> 00:32:52,080
And, and as I said before, the, 
you know, the SAT, the customer 

707
00:32:52,080 --> 00:32:55,720
satisfaction has, has, has gone,
you know, through the roof. 

708
00:32:55,720 --> 00:32:59,400
And I truly believe that's why 
people come back to us. 

709
00:32:59,400 --> 00:33:04,600
It's yes, they love the product 
and they think it's a fun 

710
00:33:04,600 --> 00:33:07,360
product and a fun experience. 
But if you can make you see 

711
00:33:07,360 --> 00:33:12,480
here, The thing is, our website 
is primarily a gift, a gifting 

712
00:33:12,480 --> 00:33:15,680
website. 
And we believe that, and this 

713
00:33:15,680 --> 00:33:18,240
is, this is true. 
We believe that buying a gift 

714
00:33:18,240 --> 00:33:21,280
should be as fun as receiving 
one. 

715
00:33:21,280 --> 00:33:24,080
In fact, I'd argue actually, I, 
I find buying gifts more fun 

716
00:33:24,080 --> 00:33:25,560
than receiving. 
I hate receiving gifts. 

717
00:33:25,760 --> 00:33:28,160
But if you can buy a gift and 
make the person who's bought the

718
00:33:28,160 --> 00:33:31,600
gift feel good about buying that
gift, that's the, that's the 

719
00:33:31,600 --> 00:33:33,480
sweet spot. 
So that's why in the transaction

720
00:33:33,480 --> 00:33:36,160
emails we make it, we celebrate 
the fact they've got this and 

721
00:33:36,160 --> 00:33:39,160
they've done this, you know, 
they've done a good thing for 

722
00:33:39,160 --> 00:33:41,360
their mate or their husband or 
their wife or whatever. 

723
00:33:42,240 --> 00:33:44,080
And yeah, we kind of, we 
celebrate that. 

724
00:33:44,080 --> 00:33:46,720
So we really believe that kind 
of experience has been key to 

725
00:33:47,360 --> 00:33:51,320
key to attention. 
But yes, we use Clavio, we use, 

726
00:33:51,960 --> 00:33:55,040
we use Gorgeous as well. 
Shout out to those guys as well.

727
00:33:55,080 --> 00:33:56,480
The Gorgeous app is is 
fantastic. 

728
00:33:56,480 --> 00:33:58,240
Yeah, they've sponsored the 
podcast before as well. 

729
00:33:58,280 --> 00:33:59,560
We love. 
Gorgeous, yeah, yeah. 

730
00:33:59,560 --> 00:34:01,840
No, they're they're really, no, 
they have been yeah. 

731
00:34:02,200 --> 00:34:04,000
As a tool, it's just, it's just 
incredible. 

732
00:34:06,120 --> 00:34:08,440
And yeah. 
So we just use a mix and 

733
00:34:08,440 --> 00:34:10,920
everything, just make sure that 
everything, everything kind of 

734
00:34:11,520 --> 00:34:14,239
works and things together. 
We sync everything we can, but 

735
00:34:14,480 --> 00:34:16,679
any kind of data points we can 
sync and make sure that it's all

736
00:34:16,679 --> 00:34:19,159
available and across all touch 
points. 

737
00:34:20,120 --> 00:34:22,800
But it's, yeah, essentially it's
just it's making sure the 

738
00:34:22,800 --> 00:34:26,040
conversation keeps happening. 
Just talk to the customers. 

739
00:34:26,040 --> 00:34:28,360
So you know, it doesn't have to 
be fancy. 

740
00:34:29,159 --> 00:34:31,239
Yeah, and I think just just add 
on the point about gorgeous as 

741
00:34:31,239 --> 00:34:34,080
well. 
We we had them on a year or so 

742
00:34:34,120 --> 00:34:36,239
ago, but they sponsored I think 
3 or 4 times the show and 

743
00:34:36,239 --> 00:34:38,320
they've been on quite a lot. 
So if anyone listening is like 

744
00:34:38,320 --> 00:34:42,440
what on earth is gorgeous? 
It's GORGIAS and I think it's 

745
00:34:42,440 --> 00:34:45,920
dot IO be a gorgeous is it's 
such a good tool because you're 

746
00:34:45,960 --> 00:34:47,560
probably using it for exactly 
the same thing, George. 

747
00:34:47,800 --> 00:34:49,840
You can connect up like 
literally everything. 

748
00:34:50,239 --> 00:34:53,520
Customer sends an e-mail, a DM 
on Facebook Messenger, 

749
00:34:53,520 --> 00:34:56,600
Instagram, TikTok. 
Yeah, whether they send you a 

750
00:34:56,600 --> 00:35:01,120
WhatsApp, an SMS, even if they 
phone up, Gorgeous can know 

751
00:35:01,120 --> 00:35:03,280
about all of that. 
It has AI, you can have 

752
00:35:03,280 --> 00:35:06,520
prewritten responses. 
One point I would make about it 

753
00:35:06,600 --> 00:35:10,040
is, and in a way I think to use 
it really effectively is I read 

754
00:35:10,040 --> 00:35:12,680
a study a couple of weeks ago 
when I was sitting on the train 

755
00:35:12,760 --> 00:35:16,080
just browsing LinkedIn, Study 
popped up of how to nail 

756
00:35:16,080 --> 00:35:18,880
customer service. 
And one of the things it said is

757
00:35:19,200 --> 00:35:22,520
even if you have say the 
customer, there's 8 messages in 

758
00:35:22,520 --> 00:35:25,720
this thread with a customer. 
Even if eight different people 

759
00:35:25,720 --> 00:35:28,280
in your team reply keep the same
name. 

760
00:35:28,640 --> 00:35:30,960
Because one of the things that 
customers hate is when it's 

761
00:35:30,960 --> 00:35:33,880
like, oh, Sam's messaged me and 
you go the customer, especially 

762
00:35:33,880 --> 00:35:36,880
when the customer goes, hi Sam, 
thanks for that. 

763
00:35:37,280 --> 00:35:39,680
Can I ask then about this or 
when's it going to arrive? 

764
00:35:39,680 --> 00:35:42,200
Whatever the question is. 
And then Janet responds and 

765
00:35:42,200 --> 00:35:44,120
you're like, oh, sorry, I was 
talking to Sam. 

766
00:35:44,520 --> 00:35:47,040
Oh, hi, Janet. 
And then Waheed comes back next.

767
00:35:47,040 --> 00:35:48,840
You're like, oh, now I'm talking
to Waheed and I was talking to 

768
00:35:48,840 --> 00:35:50,160
Janet. 
And before that it was like, 

769
00:35:50,160 --> 00:35:51,960
it's a mess. 
Even if it's different people, 

770
00:35:51,960 --> 00:35:53,840
gorgeous, you can put the same 
signature, can't you, for that 

771
00:35:53,840 --> 00:35:55,600
customer just to say, regards, 
Sam. 

772
00:35:55,600 --> 00:35:57,960
So you're like Sam at snuffling 
pit. 

773
00:35:57,960 --> 00:35:59,920
He sorts me out. 
He knows exactly what I need to 

774
00:35:59,920 --> 00:36:00,880
do and I talk to him all the 
time. 

775
00:36:01,200 --> 00:36:05,240
Yeah, exactly. 
And I just keep it, yeah, we 

776
00:36:05,240 --> 00:36:07,920
just sign it off Team SP, like 
team snapping pig, and we sign 

777
00:36:07,920 --> 00:36:09,200
it off with a kiss and it's 
done. 

778
00:36:09,280 --> 00:36:11,120
And they just know that it's the
same. 

779
00:36:11,880 --> 00:36:14,200
Signing up for the kiss is a 
nice touch as well, yeah. 

780
00:36:15,000 --> 00:36:17,960
Yeah, yeah, there's there's 
times to not do the kiss and 

781
00:36:17,960 --> 00:36:22,000
there's times but but the guy 
with the. 

782
00:36:22,000 --> 00:36:24,240
Product put me in hospital. 
Hope it goes well. 

783
00:36:24,240 --> 00:36:26,600
Kiss. 
Yeah, yeah, yeah. 

784
00:36:26,600 --> 00:36:30,560
No, the guy, the guy with the 
the Advent packet covering his 

785
00:36:30,560 --> 00:36:32,080
dignity, he he got a couple of 
kisses. 

786
00:36:32,080 --> 00:36:37,480
So yeah, he's OK, Yeah, God 
forbid what he'll send back 

787
00:36:37,560 --> 00:36:39,160
next. 
Cool. 

788
00:36:39,160 --> 00:36:41,640
And the last question, which you
kind of started to cover a 

789
00:36:41,640 --> 00:36:43,800
little bit anyway, I was going 
to say, what are some of the 

790
00:36:43,800 --> 00:36:45,720
apps you can't live without? 
You mentioned Clavio, of course,

791
00:36:45,720 --> 00:36:48,160
we don't know Clavio. 
Our shout outs Saguno because 

792
00:36:48,160 --> 00:36:50,240
they are our sponsor and I 
genuinely believe they're better

793
00:36:50,240 --> 00:36:52,120
and I like, I prefer to them to 
Saguno than I use Clavio. 

794
00:36:52,120 --> 00:36:54,880
But Clavio is a very popular 
tool and it does work very well 

795
00:36:55,040 --> 00:36:57,320
and obviously gorgeous. 
What other apps could you guys 

796
00:36:57,320 --> 00:37:00,960
not live without on your Shopify
store recharge? 

797
00:37:01,240 --> 00:37:07,960
For subscriptions, for sure, 
smaller lesser known one 

798
00:37:07,960 --> 00:37:10,600
perhaps, but it's orderly. 
Check those out. 

799
00:37:10,600 --> 00:37:15,200
So, so they're very simple, like
a really lovely, again, I've 

800
00:37:15,400 --> 00:37:20,360
spoken a lot about customising 
transactional messages or any 

801
00:37:20,360 --> 00:37:23,200
kind of form of communication, 
but it just it, what it does is 

802
00:37:23,200 --> 00:37:26,480
it just enables you just to take
the Shopify standard template 

803
00:37:26,480 --> 00:37:29,560
and, and actually just make it a
bit more fun and engaging. 

804
00:37:29,560 --> 00:37:33,480
And that's been absolutely key. 
Yeah, absolutely. 

805
00:37:34,000 --> 00:37:35,800
Because those messages. 
Can be very dry as well. 

806
00:37:35,800 --> 00:37:36,840
I mean, we're talking too much 
today. 

807
00:37:36,840 --> 00:37:38,760
But yeah, just just to make a 
point, you can be so dry. 

808
00:37:38,760 --> 00:37:40,760
Like your order is confirmed and
then you get a delivery 

809
00:37:40,760 --> 00:37:42,840
notification from the brand, 
followed by one from the 

810
00:37:42,840 --> 00:37:45,480
delivery company, followed by 
one from the local Courier, and 

811
00:37:45,480 --> 00:37:47,120
you're like, who's got the 
package? 

812
00:37:48,880 --> 00:37:50,400
And that's and that's something,
yeah. 

813
00:37:50,400 --> 00:37:52,720
And I think, you know, to your 
point earlier about sort of 

814
00:37:52,920 --> 00:37:56,760
Amazon, if you want the kind of 
the dry utilitarian approach 

815
00:37:57,720 --> 00:37:59,600
show with Amazon, that's fine. 
If you're an Amazon Prime 

816
00:37:59,760 --> 00:38:01,840
customer, you're not expecting 
any love, that's fine. 

817
00:38:01,840 --> 00:38:03,600
But that's where we have a point
of difference. 

818
00:38:03,640 --> 00:38:08,440
And, and, and those kind of apps
bit gorgeous or, or Clavio or, 

819
00:38:08,520 --> 00:38:14,240
or or orderly or, or any of 
these kind of little apps, big 

820
00:38:14,240 --> 00:38:15,600
and small. 
Some are free, some are 

821
00:38:15,600 --> 00:38:18,720
expensive. 
Some, yeah, but that all I, I, I

822
00:38:18,720 --> 00:38:21,520
choose which ones to use based 
on OK, will it add, will it 

823
00:38:21,520 --> 00:38:24,840
sprinkle some of that love for 
the customer? 

824
00:38:24,840 --> 00:38:26,800
And that might sound a bit 
cheesy, but doesn't mean that 

825
00:38:26,800 --> 00:38:29,240
they'll get oh, I like that 
they'll get a little kick out of

826
00:38:29,240 --> 00:38:31,080
it. 
And if if the customer sees it, 

827
00:38:31,120 --> 00:38:33,480
let's do it, great. 
Cool. 

828
00:38:33,920 --> 00:38:36,120
No, I absolutely love that. 
And I think I mean, certainly as

829
00:38:36,120 --> 00:38:39,280
someone who works in SEO, first 
thing we do on on page speed on 

830
00:38:39,360 --> 00:38:42,440
on Shopify is go like, right, 
let's have a look on Google 

831
00:38:42,440 --> 00:38:44,960
Chrome, inspect what bits of 
JavaScript are firing. 

832
00:38:45,240 --> 00:38:47,800
Oh, look, 45% of your JavaScript
is failing. 

833
00:38:47,800 --> 00:38:49,880
I wonder what apps you've got 
and you go in the apps in the 

834
00:38:49,880 --> 00:38:51,400
back. 
And I mean, we found one for a 

835
00:38:51,400 --> 00:38:52,920
client. 
I, I, he's called James. 

836
00:38:52,920 --> 00:38:54,040
I know you listen to podcast, 
James. 

837
00:38:54,160 --> 00:38:56,000
Hello. 
But we flagged it to you last 

838
00:38:56,000 --> 00:38:59,160
week, James, about page speed. 
And actually these guys had an 

839
00:38:59,160 --> 00:39:02,320
app that like puts a countdown 
on when a sale's ending, but 

840
00:39:02,320 --> 00:39:04,280
they don't do sales very often. 
But the app's always running. 

841
00:39:04,480 --> 00:39:07,440
So it's always in the page load 
and that adds like nought .7 

842
00:39:07,440 --> 00:39:09,720
seconds and like 2 seconds is 
the target. 

843
00:39:10,000 --> 00:39:11,320
So it's literally something we 
don't use. 

844
00:39:11,320 --> 00:39:13,920
So that and we also say to 
people as well things like Hot 

845
00:39:13,920 --> 00:39:17,160
Jar, Microsoft Clarity, like to 
monitor how people are using the

846
00:39:17,160 --> 00:39:19,120
pages. 
And I would recommend Microsoft 

847
00:39:19,120 --> 00:39:21,120
Clarity of a Hot Jar. 
I love Hot Jar, but you have to 

848
00:39:21,120 --> 00:39:22,760
pay for it. 
Microsoft Clarity's better and 

849
00:39:22,760 --> 00:39:25,920
it's free as you say, like some 
of them are, but only run that 

850
00:39:25,920 --> 00:39:27,400
when you're going to look at the
report. 

851
00:39:27,400 --> 00:39:30,640
The rest of the time turn it off
because it does Mics of clarity 

852
00:39:30,640 --> 00:39:34,160
seems to have a much lower page 
load than than hot job. 

853
00:39:34,160 --> 00:39:36,760
But yeah, certainly mics of 
clarity, everybody use that. 

854
00:39:36,760 --> 00:39:39,600
I'm a massive advocate of that 
tool and also like Bing is 

855
00:39:39,600 --> 00:39:41,880
growing so like Microsoft, 
you've got Bing there as well. 

856
00:39:41,880 --> 00:39:44,200
So get get involved in the suite
of things. 

857
00:39:44,200 --> 00:39:45,560
There are some good 
opportunities on there. 

858
00:39:45,880 --> 00:39:48,240
But equally, Microsoft Clarity 
don't have it running on your 

859
00:39:48,240 --> 00:39:50,680
site all the time. 
Just put it on maybe like two 

860
00:39:50,680 --> 00:39:52,280
days a month or something. 
Monitor what's going on. 

861
00:39:52,280 --> 00:39:54,360
Take it back off, keep that 
page, be nice and quick. 

862
00:39:54,600 --> 00:39:56,720
And also like if you look at 
your sales data, if you know, on

863
00:39:56,720 --> 00:39:59,080
the 9th and 10th of the month, 
you're miles from payday, so no 

864
00:39:59,080 --> 00:40:01,720
one's buying anything or 
actually AUS brand. 

865
00:40:01,720 --> 00:40:03,680
So you've got kind of two 
paydays going on every month. 

866
00:40:04,520 --> 00:40:06,800
Yeah, look at when it's at its 
lowest and turn it on those two 

867
00:40:06,800 --> 00:40:08,560
days when it's going to have 
less impact. 

868
00:40:09,080 --> 00:40:11,760
And ideally early in the low 
impact, say Google's got time to

869
00:40:11,760 --> 00:40:13,120
go. 
Oh yeah, the pages get faster 

870
00:40:13,120 --> 00:40:14,560
again so you can see what's 
going on. 

871
00:40:14,560 --> 00:40:16,200
But I certainly. 
Yeah, there's so many. 

872
00:40:16,520 --> 00:40:18,880
You guys probably do do it. 
I'm afraid everybody seems to do

873
00:40:18,880 --> 00:40:20,720
it, but it's like, oh, there's 
an app for that, add that. 

874
00:40:20,720 --> 00:40:22,400
Oh, there's an app for that. 
Add that and next thing it's 

875
00:40:22,400 --> 00:40:24,160
like. 
And if you can have one app that

876
00:40:24,160 --> 00:40:27,640
does 5 things like like Gorgeous
does, that covers like 5 bases 

877
00:40:27,640 --> 00:40:31,400
from live chat to all your 
social, use that one in as many 

878
00:40:31,400 --> 00:40:33,800
places as possible because then 
it's one app that's loading. 

879
00:40:33,920 --> 00:40:38,840
Every every app adds a little 
bit of code onto the site and it

880
00:40:38,840 --> 00:40:42,000
just slows it down a little bit.
And to be honest, I do need to 

881
00:40:42,000 --> 00:40:45,600
get onto the snafu pig one to 
clean up some code because it's 

882
00:40:45,600 --> 00:40:49,440
it's probably a bit like a Petri
dish of of code at the moment. 

883
00:40:49,840 --> 00:40:52,160
But we can. 
So maybe, maybe I'll give you a 

884
00:40:52,160 --> 00:40:55,000
shout after this. 
Yeah, yeah, no, absolutely fine.

885
00:40:55,000 --> 00:40:57,440
And the last tip, I'll give you,
George and everybody listening 

886
00:40:57,440 --> 00:41:00,040
as well as if you put all your 
analytics and tracking tools 

887
00:41:00,040 --> 00:41:04,040
into Google Tag Manager, you 
load one code then fires off to 

888
00:41:04,040 --> 00:41:07,640
all the other places rather than
you're loading like Pixel from 

889
00:41:07,640 --> 00:41:10,320
Pixel and you're loading Google 
Analytics from Google Analytics.

890
00:41:10,320 --> 00:41:13,240
And then even Google Analytics 
and Google Ads tracking tags are

891
00:41:13,240 --> 00:41:15,120
different and they come from two
different Google servers. 

892
00:41:15,400 --> 00:41:17,160
Actually if you use Google Tag 
Manager and put it all in there 

893
00:41:17,160 --> 00:41:19,840
just loads it loads them all in 
one go through one thing which 

894
00:41:19,840 --> 00:41:23,440
again saves on page. 
The only thing I would say is 

895
00:41:23,440 --> 00:41:25,440
just be really careful of cookie
banners these days. 

896
00:41:25,680 --> 00:41:28,680
We've had clients where the 
cookie in fact 6 clients are. 

897
00:41:28,880 --> 00:41:32,280
Fires before the cookie banner. 
Yeah, some of those it fires 

898
00:41:32,280 --> 00:41:34,480
before they've accepted cookies,
and other times whether they 

899
00:41:34,480 --> 00:41:36,560
accept or the client cookies, it
doesn't fire either way. 

900
00:41:37,080 --> 00:41:38,440
So. 
Then you have no analytics, 

901
00:41:38,920 --> 00:41:40,880
which is a bit. 
Of a oh wow, so it's one or the 

902
00:41:40,960 --> 00:41:42,680
other. 
It is indeed. 

903
00:41:42,680 --> 00:41:45,720
And also like, we don't know 
exactly what yet, but there's 

904
00:41:45,720 --> 00:41:47,800
going to be a big change that in
December this year. 

905
00:41:47,800 --> 00:41:50,000
So don't worry guys, we'll be 
talking about loads on the show.

906
00:41:50,000 --> 00:41:52,400
It is my bread and butter. 
So I will be doing episodes on 

907
00:41:52,400 --> 00:41:54,000
it as we did with GA four and 
everything else. 

908
00:41:54,080 --> 00:41:55,840
But yeah, there's going to be a 
big change to cookies. 

909
00:41:55,840 --> 00:41:58,000
It looks like Google Chrome 
might actually go cookie lists 

910
00:41:58,000 --> 00:42:01,680
in December, which could have 
any number of effects on things.

911
00:42:01,680 --> 00:42:04,000
They normally announce the date 
and then knock it back at least 

912
00:42:04,000 --> 00:42:06,360
one, possibly three years. 
So we might be fine. 

913
00:42:06,360 --> 00:42:09,720
But the EU, who is waging war on
cookies and no one understands 

914
00:42:09,720 --> 00:42:13,080
why still no one's personal data
has really been lost anywhere 

915
00:42:13,080 --> 00:42:14,440
apart from hacks, and they're 
still happening. 

916
00:42:14,480 --> 00:42:16,480
So anyway, we could talk about 
that all day. 

917
00:42:16,480 --> 00:42:17,920
But look, George, I really 
appreciate your time. 

918
00:42:17,920 --> 00:42:19,080
It's been so good to have you on
the show. 

919
00:42:19,440 --> 00:42:21,640
I've got, I always show 
everybody this at the end. 

920
00:42:21,640 --> 00:42:24,080
Like I've got a massive long 
list of notes, which I'm also 

921
00:42:24,080 --> 00:42:26,280
would have read out in the intro
having recorded that after this.

922
00:42:26,280 --> 00:42:27,800
But George, I want to say a 
massive thank you. 

923
00:42:27,800 --> 00:42:29,360
Thank you for joining us. 
Thanks for being so humble, 

924
00:42:29,360 --> 00:42:31,320
sharing all your insights and I 
really appreciate your time 

925
00:42:31,320 --> 00:42:32,480
today. 
Thank you, Nick. 

926
00:42:32,480 --> 00:42:34,240
Thank you so much. 
All the best. 

927
00:42:34,720 --> 00:42:36,600
Great to have George on. 
We'll have another guest again 

928
00:42:36,600 --> 00:42:38,560
next week. 
Everybody apologies this is 

929
00:42:38,560 --> 00:42:40,240
going out slightly late. 
George and I are recording on a 

930
00:42:40,240 --> 00:42:42,360
Friday and had another guest 
cancelled so this might have 

931
00:42:42,360 --> 00:42:44,120
gone out slightly late. 
So we might not be posting on 

932
00:42:44,120 --> 00:42:46,360
Friday, but we do generally post
every Friday. 

933
00:42:46,360 --> 00:42:48,600
So if you haven't already hit 
subscribe, please leave us a 

934
00:42:48,600 --> 00:42:50,240
review and come join the growth 
hub as well. 

935
00:42:50,240 --> 00:42:51,640
It's completely free. 
Talk to other brands like 

936
00:42:51,640 --> 00:42:55,000
yourself and and get advice and 
see what other people are up to.

937
00:42:55,000 --> 00:42:56,360
Thanks for tuning in see you 
again next time. 

938
00:42:56,880 --> 00:42:59,560
Do you ever find that in your 
warehouse you have dead stock? 

939
00:42:59,680 --> 00:43:01,560
You can't sell it, no one wants 
to buy it, and you can't get a 

940
00:43:01,560 --> 00:43:04,360
refund on it. 
Or alternatively, you're missing

941
00:43:04,360 --> 00:43:05,720
inventory in your warehouse that
you need. 

942
00:43:05,720 --> 00:43:08,200
You've got sales coming in and 
you're low on stock and you 

943
00:43:08,200 --> 00:43:10,360
haven't ordered more stock. 
In time. 

944
00:43:10,440 --> 00:43:12,360
All these things hit profit. 
And I've been there. 

945
00:43:12,360 --> 00:43:15,000
I've run my own Shopify store 
and had exactly that problem. 

946
00:43:15,160 --> 00:43:17,160
But we've partnered up with 
Inventory Planner, who have the 

947
00:43:17,160 --> 00:43:20,720
most incredible app to help you 
manage that and forecast exactly

948
00:43:20,720 --> 00:43:24,080
what products, what skews even 
down to what colour of products 

949
00:43:24,080 --> 00:43:27,160
you need to order in advance to 
make sure stock levels remain 

950
00:43:27,160 --> 00:43:29,880
consistent throughout. 
They're also running a seven day

951
00:43:29,920 --> 00:43:31,240
boot camp. 
And if you want to go and sign 

952
00:43:31,240 --> 00:43:34,200
up to that, it's 7 emails every 
seven days and it takes the same

953
00:43:34,200 --> 00:43:35,800
amount of time as your morning 
coffee. 

954
00:43:35,840 --> 00:43:38,240
And in seven days, like me, you 
can become an inventory 

955
00:43:38,240 --> 00:43:40,560
management pro. 
Both links are in the 

956
00:43:40,560 --> 00:43:41,800
description. 
Enjoy.