Today’s case study is a lesson in using customer feedback to evolve your brand. Despite uniquely positioning themselves as frameless prints for 15 years, Fracture recently made a surprising move.

When Meredith English, who led teams at well-known consumer brands like Crocs and Daily Harvest, became the new CEO of Fracture, she recognized the customer demand for a framed option of their signature frameless glass photo prints, and took a calculated risk to roll out this product add-on.

Introducing this add-on to their checkout resulted in a 20% increase in their average order value, improved their customer acquisition costs, and finally converted fence-sitters who had been sitting for ages on their email list into paying customers.

Here’s exactly how Fracture made this decision and launched this add-on, and when it's smart to adapt your business to grow alongside your customers’ evolving preferences.

View the transcript for this episode at: https://otter.ai/u/RpoGvP9Pdn_GV-_ZhZ38y3pWehA?utm_source=copy_url

Thank you to our sponsor!

• Uplevel your healthy habits with Soursop's Cell + Immunity gummies and shakes! Get 20% when you use code 'CEO20' at https://www.soursopnutrition.com/
  

Connect with Meredith:

• 
  www.fractureme.com 


• IG: @fractureme
  


• 
  TikTok: @fractureme_
  


• 
  https://www.linkedin.com/company/fracture/ 


• https://www.pinterest.com/fractureme/

Link mentioned in the episode

• Net Promoter Score software: https://fracture.asknice.ly/login/?uri=%2Fdash%2Foverview
  

Iconic business leaders all have their own unique genius. Take this quick 10 question quiz to uncover your specific CEO style advantage: https://ellenyin.com/quiz

If you enjoyed today's episode, please:

• Post a screenshot & key takeaway on your IG story and tag me @missellenyin & @cubicletoceo so we can repost you.


• Leave a positive review or rating at www.ratethispodcast.com/cubicletoceo
  


• Subscribe for new episodes every Monday.


• Join our C-Suite membership to get bonus episodes! Check out everything our members get at https://ellenyin.com/csuite
  

Learn more about your ad choices. Visit megaphone.fm/adchoices