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eCommerce MasterPlan

Author: Chloë Thomas

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Trying to work out how to acquire more customers? Need to improve customer retention? Or just looking for some reassurance you’re on the right track? That’s what the eCommerce MasterPlan is here for. Every week we interview an e-Commerce business person (owner, manager or marketer) with a fascinating insight into successful online retailing. Their business might be a UK mail order retailer, an online only store for Australia, or a brick and clicks business from the USA – but every one of them is doing something we can all learn from. Listen for advice on what to do next, reassurance you’re heading in the right direction and all the inspiration you need to grow your eCommerce business without losing your life in the process!
304 Episodes
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Brian Larsen is the founder of RestoraPet a pet supplement subscription eCommerce store. Launched in 2014 sales grew by over 500% in 2018 and they are on track for $10m this year. We chat about everything from email pop ups to split testing. AND he explains how they're testing woocommerce against shopify.
Karen MacDonald is the founder at Blomma Beauty. She founded the business in 2018 to help customers find all natural and organic beauty products. Karen’s clearly found a successful formula as the business is growing at 500% year on year.
Chris Orzechowski is the author of Amazon Bestseller - Make it Rain: The Secret to Generating Massive Paydays from Your Email List. As well as writing a great book on email – he’s an eCommerce Email marketing Strategist with a big focus on copywriting.
Jimmy Hickey is the founder and owner at Findlay Hats. Founded in late 2013, they have grown from a 2 person team working out of a living room to a 12 person team in a warehouse. With no outside funding, investors or famous influencers, they now have a fiercely loyal community of over 100,000 with a 7-figure revenue in 2019.
Michael Valdsgaard has been in the retail industry since 1993 initially on the bricks side at Danish Supermarket Bilka, then with IKEA in both Europe and the USA where he shifted to the online retail world as Senior VP Digital Transformation leading IKEA’s shift to digital. Since 2018 he’s been helping other retailers to digitally transform with a recent focus on Augmented Reality – or AR.
Shannon Fitzsimmons is the founder at O So Curly, an online store selling tools and accessories for curly hair. Shannon started the business in 2015 and is now getting over 100 order per month. We discuss the nuts and bolts of how to run influencer marketing campaigns as well as a host of other subjects.
Kajetan Wyrzykowski is the Head of Content at Packhelp. A B2B eCommerce business selling bespoke packaging supplies to companies including H&M, Google, Wrangler, T Mobile and more. They launched in 2016 and now have over 16,000 customers and make over half a million boxes a quarter. We talk about your content strategy, the importance of customer personas, and Kajetan shares a lot of great tips!
Way back in January – and my doesn’t that feel like a long time ago!! We caught up for the first time with Simon Driscoll from UXB Skincare. Simon’s coming back every 3-6 months to update us on how he’s navigating the growth of his eCommerce store. In our first catch up with Simon he talked about his journey so far, and his plans for Q1. Simon Driscoll is the founder and sole person at UXB Skincare a business he founded in 2018 with a mission to develop affordable skincare products that really make a difference to customers skin. The business runs on a Shopify store and mostly sells to the UK. This time we're chatting about Facebook Ads, Social proof and testers, AOV, Klaviyo and Abandoned baskets.
Judah Phillips is a global leader in the field of analytics and data science, and the author of Amazon bestseller “eCommerce Analytics: Analyze and Improve the Impact of Your Digital Strategy”. We talk LTV, data visualisation and making your business more data focused. Some awesome tips in here too.
Mark Kohlenberg is the CEO and founder of Moral Code, an exclusively eCommerce DTC brand selling premium men’s leather footwear and accessories. Launched in 2017 they now fast approaching $5m per year in sales. This year they are working on a total relaunch of the business including product, target customer, website, and embracing sustainability. The new version doesn't go live until August - so I'm chatting with Mark about how they've made these big decisions, and the complexity of making it all happen in a big business.
In this episode just like last time we’re doing something a little different. Last November I published a thoroughly updated version of my book eCommerce Marketing: how to Get Traffic that BUYS to your Website. Since then it’s consistently been the number 1 ‘eCommerce’ book on Amazon.co.uk, and frequently hits number one positions in the USA and around the world. Thank you to all of you who’ve bought it, read it, reviewed it on Amazon and used it to help you build your business! Well in March the Audiobook version FINALLY went live. To celebrate I’ve picked 3 of the Marketing Maxims from Part 4 to share with you. I’ve picked them because each shares a tactic or an idea that will help you with every piece of marketing you’re doing. We’re starting with my Promotional Golden Rule. Then moving into some copy writing and content tips that will help you to drive sales without giving away margin. Finally the Keep Optimising chapter! --- You can get the full audiobook right now on all good audiobook platforms including Audible: Audible USA (https://www.audible.com/pd/B085LT98S1/?source_code=AUDFPWS0223189MWT-BK-ACX0-184998&ref=acx_bty_BK_ACX0_184998_rh_us) Audible France (https://www.audible.fr/pd/B085LT14Z6/?source_code=FRAORWS022318903B-BK-ACX0-184998&ref=acx_bty_BK_ACX0_184998_rh_fr) Audible Germany (https://www.audible.de/pd/B085LTTHYZ/?source_code=EKAORWS0223189009-BK-ACX0-184998&ref=acx_bty_BK_ACX0_184998_rh_de) Audible UK (https://www.audible.co.uk/pd/B085LTLYF8/?source_code=AUKFrDlWS02231890H6-BK-ACX0-184998&ref=acx_bty_BK_ACX0_184998_rh_uk) And lots more: Amazon (https://amzn.to/33Dh85f) Google Play (https://play.google.com/store/audiobooks/details/Chloe_Thomas_eCommerce_Marketing?id=AQAAAEBsOAl4dM&hl=en_US) Apple (https://books.apple.com/us/audiobook/ecommerce-marketing-how-to-get-traffic-that-buys-to/id1491052558) Scribd (https://www.scribd.com/audiobook/439264236/eCommerce-Marketing-How-to-Get-Traffic-that-BUYS-to-Your-Website) It’s called eCommerce Marketing: How to Get Traffic that Buys to your website and it’s by me Chloe Thomas. If you’re not yet sure you want to invest in the whole book then head to eCommerceMarketingBook.com (https://eCommerceMarketingBook.com) to take the free crash course – 2 chapters with video and audio guides too.
In this episode we’re doing something a little different. Last November I published a thoroughly updated version of my book eCommerce Marketing: how to Get Traffic that BUYS to your Website. Since then it’s consistently been the number 1 ‘eCommerce’ book on Amazon.co.uk, and frequently hits number one positions in the USA and around the world. Thank you to all of you who’ve bought it, read it, reviewed it on Amazon and used it to help you build your business! Well in March the Audiobook version FINALLY went live. (Why it’s taken so long is a story that’s almost as boring to tell as it was frustrating to live through – so I’m not going to bore you with it!) Suffice to say – it’s now available! So to celebrate that in this episode rather than an interview I’m bringing you a Chapter of the audiobook. You can hear the whole of Part 1 The Customer MasterPlan Model. I’ve picked this section to share with you because I think it’s one of the most helpful sections of the book – it takes you through my Customer MasterPlan Model and how you can use it to improve your marketing. It works for businesses of all shapes and sizes – so I think you’re going to find it very useful too. --- You can get the full audiobook right now on all good audiobook platforms including Audible: Audible USA (https://www.audible.com/pd/B085LT98S1/?source_code=AUDFPWS0223189MWT-BK-ACX0-184998&ref=acx_bty_BK_ACX0_184998_rh_us) Audible France (https://www.audible.fr/pd/B085LT14Z6/?source_code=FRAORWS022318903B-BK-ACX0-184998&ref=acx_bty_BK_ACX0_184998_rh_fr) Audible Germany (https://www.audible.de/pd/B085LTTHYZ/?source_code=EKAORWS0223189009-BK-ACX0-184998&ref=acx_bty_BK_ACX0_184998_rh_de) Audible UK (https://www.audible.co.uk/pd/B085LTLYF8/?source_code=AUKFrDlWS02231890H6-BK-ACX0-184998&ref=acx_bty_BK_ACX0_184998_rh_uk) And lots more: Amazon (https://amzn.to/33Dh85f) Google Play (https://play.google.com/store/audiobooks/details/Chloe_Thomas_eCommerce_Marketing?id=AQAAAEBsOAl4dM&hl=en_US) Apple (https://books.apple.com/us/audiobook/ecommerce-marketing-how-to-get-traffic-that-buys-to/id1491052558) Scribd (https://www.scribd.com/audiobook/439264236/eCommerce-Marketing-How-to-Get-Traffic-that-BUYS-to-Your-Website) It’s called eCommerce Marketing: How to Get Traffic that Buys to your website and it’s by me Chloe Thomas. If you’re not yet sure you want to invest in the whole book then head to eCommerceMarketingBook.com (https://eCommerceMarketingBook.com) to take the free crash course – 2 chapters with video and audio guides too. In next week’s episode I’ll be sharing a couple of chapters from Part 4 My Marketing Maxims. So make sure you’ve subscribed to the show so you don’t miss out on them.
Chris Shipferling is the Managing Partner at Global Wired Advisors, who help eCommerce business owners sell up. With over 1,000 transactions under their belts they know what they’re talking about! We talk about how to set up your business to sell for the maximum amount, and why who you choose to help you broker the deal can make a huge difference to your payout. Chris also shares lots of tips and tactics from his years in eCommerce and selling on Amazon.
Dhruvin Patel is an Optometrist & Founder of Ocushield. A screen protector designed and developed to protect your eyes, sleep and device screens. They were founded in 2015 and now process over 2,000 orders a month, and have sold over 100,000 products direct to consumer as well as though wholesale to retailers such as Selfridges and urban outfitters. They’ve also worked with the Wales International Rugby Team and West Ham Utd Football club to improve player gameday performance.
Matt Edmundson is the CEO of the Jersey Company, a group of health, wellness and beauty companies that deliver products and services to over 120,000 loyal customers in the UK and Europe. The group includes the eCommerce business Jersey Beauty Company – which went online in 2006 and since then they have achieved global sales of $75million, that’s over 7 million products shipped.
Brie Read is the CEO of Snag, selling tights to ladies of all sizes all around the world. Brie founded the business 2 years ago and now doing £2million per month. We talk about a whole host of growth related subjects including why to not do email marketing and black friday, why to do Facebook Ads, how to build a community, running your business from a mobile phone and much more.
Freddie Sawkins is a director at Czech & Speake and manages eCommerce, and international development. Czech and Speake an international luxury retail brand and family run business. Launched in 1978 Freddie joined in 2017 to establish and grow the eCommerce business in the UK and around the world. They now turnover £2m per year. We talk about the importance of the right eCommerce foundations, selling overseas into the USA and China, and some interesting perspectives on Influencers!
Tom Chatfield is the Head of Sales sand Marketing at Quicke’s. Quicke’s is a family farm and cheese maker established in 1540 – definitely making them the oldest business we’ve had on the show so far!! Quicke’s started selling online in the 1990s and now sell around £2m of cheese per year across eCommerce, retail and wholesale
Mark Liddington is the Chief Operating Officer at Needle & Thread, a fashion retailer selling via their own website and through outlets such as Selfridges and net a porter. Needle and Thread launched in 2013 and now do over £15m per year in sales.
We've got Scurri founder and CEO Rory O'Connor on the show to help us understand the opportunities and challenges of delivery tracking. From the retailer and customer's point of view. There's a lot here you can use to increase sales and repeat orders.
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