Tobi Chapman’s Post

Now that Q4 is in full effect, DTC brands (should) be gearing up for BFCM. But 90% of them will do it wrong. So to help you fall into the 10% of brands doing it right, here are the main things you need to consider when mapping out your BFCM strategy. Consider the following: - BF early access date - BF start date - BF end date - CM early access date - CM start date - CM end date - Offer(s) (including tier ups or tier downs as time goes on) - Segmentation (who will receive what offers and when) - Email schedule - SMS schedule - BFCM themed opt-in forms - BFCM themed flows - Products to prioritize

DTC brands, it's go time. Our Ultimate BFCM Checklist is here and it's non-negotiable for success! 🚨 But first, here's your roadmap to BFCM 2024 domination: TODAY: - Choose impactful, easy-to-communicate promotions - Plan standout Black Friday collections OCTOBER: - Build your BFCM content calendar - Strategically plan campaign dates - Set early access, start/end dates - Create daily content highlights LATE OCTOBER/EARLY NOVEMBER: - Ready all content for BFCM and Christmas campaigns - Set up customer segments and exclusions in your ESP NOVEMBER: - Run thorough QA - Schedule campaigns - Activate or deactivate flows and lead magnets What stage are you at in your BFCM prep? Let's optimize your strategy together. 👉 Comment "BFCM", like, and follow me to receive our Ultimate BFCM Checklist. The brands that win BFCM are the ones executing NOW.

Dollar General predicts that consumer price sensitivity will continue through the rest of the year. What does that mean for your DTC brand? You need to: 1. Adjust Messaging: WHY should consumers spend their limited money with you? Is this the best price for quality on the market? Is stock limited? Why do they need this now vs. waiting a few more months? 2. Provide Value: Each social post, video, email, or SMS should provide value. With tight budgets, consumers don't want to read email after email pushing products. Create value that aligns with your ideal customer's lifestyle and send that messaging ahead of promos. The book Jab Jab Jab Right Hook by Gary Vaynerchuk explains this concept. 3. Don't Rely on Q4: Spending costs and influencer rates will increase during the holidays as usual, but we are also up against an election cycle in Q4 this year. Don't wait until BFCM to hit your sales goals—follow Revolve's playbook and direct your marketing budget to a brand iniative outside of the holiday to stand out from competitors. What else do DTC brands need to do to maintain growth during hyper price sensitivity? #retailnews #DTCbrands #ecommercebrands

If you're not subscribed to our newsletter you're missing some critical industry data not being talked about anywhere else with highly actionable insights around.. 💡the state of loyalty programs (spoiler alert: they're boring & need a way more captivating, personalized strategy) ❌ what you're doing wrong (like not taking a proactive in channel approach to engaging and hyping up your loyalty members) ✅ how to leverage the *right* discount type for your loyalty program So what is the right discount for your brand to leverage when rewarding your most valuable customers? Dive into our latest newsletter below, and subscribe to stay on the cutting edge of loyalty programs and retention strategies! 👇 https://hubs.ly/Q02Sq5yd0

💸 Did you know dollar discounts could actually be costing brands more than they realize… Most brands avoid percentage-based discounts because of the “uncapped” cost and stick with dollar discounts for the predictability. Sound familiar? Well, we dug into the data and found that percentage-based discounts actually drives more revenue for brands with an AOV under $100!! Check out our latest newsletter to learn more actionable insights on how to maximize your loyalty program! 👇 https://hubs.ly/Q02Sq5yd0 Some of our top customers saw results in just a week 👀 —let me know how it works for you!

Are you sure that your loyalty program is using the right discount type? 👀 Most DTC marketers know about the Rule of 100, which states that when a product is priced lower than $100, it's more effective to use percentage-based discounts; and when a product is priced higher than $100, it's more effective to use dollar-based discounts. Since the vast majority of brands have an AOV lower than $100, percentage-based discounts seem to be the right move—yet our analysis found that 75% of loyalty programs are leveraging fixed-dollar discounts. This is especially puzzling when you consider that nearly 90% of brands used percentage-based discounts for BFCM 2023. If brands are using them for the most important sales season of the year, why aren’t they more willing to use them in their loyalty program? Our CEO Mike Berardo breaks down this contradiction in the latest Repeat Saturday Email. Subscribe to learn more about how your loyalty program can use discounts to drive better results: https://hubs.ly/Q02Sq5yd0

You’re lying to yourself if you think throwing up a standard A/B test on your pop-up and Welcome Series flows are “optimizing” them. It’s not. I’ve talked to hundreds of DTC brands over the past couple of years, and the amount of them that haven’t even considered putting actual resources behind testing them baffles me. Time and time again, I’d hear “Oh yeah I’ll get back to it. It’s on my to do list”. I don’t get it. These levers can drive as little as 15% to as much as 50% of your brand’s revenue. Plus, it isn’t even a huge lift. There are so many tools that can track and report different tests’ efficacies for you. There’s really no excuse. I just want to see DTC brands win. That’s all. What else do you feel DTC brands neglect?

Super practical insights for the upcoming BFCM - we'll definitely recommend our clients to consider. Also, Jamie and his team are launching a complete BFCM course on September 26 - I'm sure it will be packed with useful insights.

😡 CPG brands, this really boils my blood... I get that CPG brands want to push subscriptions over one-time purchases but... PLEASE still go for an easy-to-understand PDP/LP. You shouldn't have to manipulate the (potential) buyer into a complicated matrix of upsells + 6 month subscription to increase your AOV. The more confusing your PDP is, the more dropoff you'll see....it's just bad CX. (not to mention it feels icky) Truth is, some just want to try out the product once to start, and others will subscribe right away. Make both options easily discernable. But if you force subscriptions and make one-time purchases impossible to decipher, you will lose a ton of potential customers. Remember once they purchase, they're now in your ecosystem and with a robust retention system, you will most likely make more from them in the long run, rather than trying to extra every penny now by confusing them into a long term subscription they will quickly churn from. Yes, strive for high AOVs, but please remember play the long game. Rant over! #emailmarketing #customerretention #ecommerce

There isn't a "Select Quantity" dropdown to be found. I missed yesterday's post, but week I'm doing a daily tip to highlight what the top 10 highest-performing DTC brands on Buyist are doing. These are the brands with the highest volume of orders from June 1 through July 15 on Buyist. Today: none of these 10 brands show a product with a "Select Quantity" dropdown, hoping that alone will result in a higher AOV. Yet 9/10 still offer the visitor a choice. For example: "Buy 1" or "Buy 2 Get 1 Free" selection boxes "Buy 1", "Buy 5", "Buy 10" (each with increasing discounts, each a separate button) "Buy 1" or "Buy 1 Get 1 50% Off" selection boxes These DTC brands average 10.6% conversion rates and ALL have used our A/B testing features. I don't think it's a coincidence they ALL offer a choice beyond a Select Quantity dropdown box.