The Shelf Life

On this CPGHouse exclusive talk, we're joined by Sara Brooks, an advisor to CPG brands & founder of Covet to demystify the PR process. We're talking about how to craft stories that resonate with your audience & leverage relationships with the media. Notable mentions from her client list: Magic Spoon, Graza, Acid League, CANN, & Poppi.Sara covers:  Industry changes & the current state of DTC When to do PR, how to think about PR, and what you should spend based on current revenue  Why social media strategy is important for PR  Packaging and how to get noticed  Challenges and opportunities for PR events in post pandemic world  Tips for successful founder-led PR and what outlets to start with 

What's brand? It goes beyond the visuals you use and the product you create. It's the space you occupy in someones head and heart. Today Kal is explaining how community is helping him occupy that space, and more specifically how an NFT helped them do that.TaikaHere's what we're covering today: What is an NFT and Web3 for the newbs like me :)  If community members are holding tokens theoretically it aligns both the member and the brand to create value How the idea to co-create a product came to be  How token holders were part of the entire process  The benefits that token holders had and continue to get moving forward  We discuss why do this at all... what was the point

What's the best way to build retention and returning customer revenue through the SMS channel? Today we're talking to Dr. Squatch about how they use SMS to get customers returning, spending more, and sticking around longer. Dr. Squatch Here's what we're covering today: What was the purpose of SMS at the very start? How do you educate customers about the channel? Should you be using SMS with your subscriber base? Whats the best composition of campaigns to flows? What types of campaigns do you run? Whats the best campaign for that group that has never made a purchase? How has Repeat made your automations stronger? How do you evaluate retention in the SMS channel? When is the right time to present an offer vs educate

Ramping Your Brand is required reading here at Repeat because it perfectly explains how retention plays into sustainable growth of an emerging CPG brand. Today we have the author joining us to explain his growth formula and how retention and heavy users play into the right type of growth, and why you shouldn't chase as many doors as possible early. Dr. James RichardsonHis book = Ramping Your BrandHis course = Consumer Marketing for FoundersHere's what we're covering: Why brands want to grow at a certain speed  James explains why growing doors is not growth, growth comes from consumption Big Co and emerging CPG grow differently but Big Co has to disclose it to Wall St There are certain categories that lend them self better to repeat purchase dynamics  James talks about how to increase consumption frequency  We discuss the sweet spot of customers to target with retention Symbolic connection is everything Mass advertising is the cheapest per impression but unobtainable for almost everyone You need to infiltrate a niche instead of going after mass market James shares where he sees the value in DTC James shares the courses he offers 

No one goes to school to be a CPG operator, so how do you find and attract the right talent for your business? Today we have Diana Benedikt, Executive Recruiter for CPG brands, joining the show. We're discussing how to attract the right talent, where to look, and some common mistakes while recruiting. https://www.newmansearchgroup.com/Here's what we're covering: What's the talent market look like for CPG? Tips for retaining your top talent  How remote work attracts talent  Building an interview process  Why matching the stage of your company to the talent you are looking at is VITAL Importance of building an advisory board  What non-CPG industries have transferable skills and knowledge  What areas of the business are the most searched for right now  Is the economic environment changing how people source talent? 

The term "born on TikTok" is becoming more and more popular as brands build a following and virality around content that drives demand for the brand. But what happens next? Hannah Perez from SEEQ is joining to talk through the initial strategy for growth and how that growth strategy for a "born on TikTok" brand starts to change over time. https://seeqsupply.com/TikTok accounts mentioned:SEEQ Brand Account Ben's Personal AccountHere's what we cover today: Hannah explains that growing from zero via TikTok was always the plan  Sampling videos are what gained virality at the start  We talk about how the content has/has not changed since launch Personal accounts are used to stay socially relevant while brand accounts are used to communicate functional benefits Hannah gives her advice for other brands jumping into TikTok We talk about the benefits and draw backs of being a born on TikTok brand  We talk about why SEEQ is using paid advertising to diversify instead of doubling down just on TikTok Hannah explains why their content list is so important for traffic coming from TikTok We talk at length about how customers from TikTok are converted into lifelong customers via email and SMS Other content referenced:Stryx on how to build on TikTok

How is "big CPG" different than emerging brands? Your initial response might be something like they are slower, less tech savy, and less innovative than the emerging brands. After this chat with Carter Jensen, Global Lead of DTC, for General Mills I can say that those commonly held assumptions just aren't true. Carter mentions a few GMI brands in the episode here are just a few of them:Ratio Foods Doolies Epic ProvisionsHere's what we cover in today's episode: Carter shares the three tier framework that he builds the DTC strategy around at General Mills We go in depth around what DTC to Learn means to Carter Carter shares how their incubator brands learn and validate ideas Carter explains that the DTC teams at General Mills are using most of the same tools as today's emerging brands We explain why Shopify has been huge for their growth We go in depth around DTC to Brand Build Carter shares an example of how they use DTC to grow the Wheaties brand and community We go in depth around DTC for Sales  Carter explains that they need to use DTC to boost their already established distribution... not take away from it

You want to find out what makes your best customers stick around, but where do you start? Today Elissa from Jill Health is joining us to talk about how she gets customers to share feedback over the phone, what she asks, and how to discover who you should be talking to. https://jill.health/ Don't overcomplicate who you choose to talk to at the start, choose something and go  If you have already started these conversations you can then start to look at cohorts with a certain amount of orders Surveying is good, but having a one on one conversations is better  Elissa shares how she used SMS marketing to get customers on the phone that were willing to talk  About a third of people Elissa messaged were willing to share feedback Elissa shares what she was trying to discover with one on one conversations We chat about health and wellness' needing to cut back on packaging  The best question to ask  Elissa shares examples of how these learnings have changed how Jill Health operates

Celebrity brands are always interesting. Even more so when the celebrity has built a huge following on social like Mr. Beast has. When the product launches into that community there isn't a slow ramp. It's full force right away. Jess is sharing how they have handled that from the CX side of things and what she's learned.https://feastables.com/ Jess explains her diverse background in CX and how that has helped her with this new set of challenges We talk about the bot interactions that Feastables created to answer common questions  Jess explains how they dealt with volume of support right from the start We talk about the secret doors that exist in the bot interactions to create memorable moments Jess explains the expectations of customers that are coming from Mr. Beast's content We walk through how to collect customer feedback and how to position what's learnt to the rest of the company Jess talks about leveraging the celebrity voice vs. building a new brand voice  We talk about what Feastables is doing on the retention front to keep customers coming back  Is retention harder at a celebrity brand?

Community can be a polarizing term in the CPG space. Some people swear by it and others claim it's not important. Today we have Ron Shah from Obvi walking us through how he thinks about community and why it's crucial to their success. Obvi's community Repeat's community We talk about how founders need to connect with customers but also customer to customer The community needs to be authentic nothing is removed good, bad, or ugly Ron explains why community is so valuable  We talk about how a community lets you test your next move in a low risk way Ron explains what type of brand a community works for  We talk about how Obvi actually leverages the community for moderators instead of hiring a community manager Evaluating community can't happen in the first 3 months We go over why Obvi built on Facebook  Ron shares growth tactics for community  We chat about the leading indicators of community success

The DTC landscape is shifting. From our customer data at Repeat, new customer revenue is on the decline while returning customer revenue is on the up. Unfortunately those are netting out to low growth. Today we're talking about the celling of acquisition and the floor of retention. Here's how we would approach the problem. Referenced material:Full data review of Q2 2022Aura Bora on limited time offersPersonalized Repeat Carts New customer revenue is down YoY but returning customer revenue is up Knee jerk reaction is to switch up your allocation of budget but we explain how to think about that  We are operating near the ceiling of acquisition but near the floor of retention Leo talks about why growth/demand marketers are optimizers but we aren't there with retention We discuss why retention optimization is more than just the channel, its the full buying experience Alex explains the what, where, when framework of returning customers There's a reason the big retailers have dedicated "Buy Again Experiences"  There are fundamental differences in how people return to shop vs when they are discovering the brand We discuss the topic of time being your biggest competitor (how much time does it take a customer to say yes and buy) Time is both a macro and micro consideration We talk about building a funnel and Alex botches some mental math  Alex explains the three metrics he would be looking at when optimizing the returning customer's experience

When we think about retention we rarely associate it with conversion rate optimization (CRO). As retention becomes a bigger piece of CPG, growth though your retention efforts becomes important to track. Amber Reyes from Kopari is joining today to teach us about their post-purchase flows and how they evaluate the effectiveness of replenishment flows.https://koparibeauty.com/How Kopari's email flows generate 2x revenue per session Amber explains why her role contains both acquisition and retention efforts We talk about what the goal of retention really needs to be and that it needs to be a revenue driver Amber explains the different types of emails that exist in their post-purchase flows  We go deeper on the emails that ask for a purchase and how Kopari sets those up Before using Repeat we were guessing on the right number of days to wait before sending but now we know  The dangers of over-segmenting email flows  The number one metric for post-purchase flows is total revenue but also breaking that into conversion and AOV Amber shares a few A/B tests and what they have learned The power of social proof emails to build credibility between purchases Why you need to be aware of cross platform touch points especially in post-purchase flows SMS drives more revenue on an individual send but email as a broader strategy is generating more revenue

This brand has 250,000 followers on TiKTok and it has become a vital piece of their marketing strategy. Today we are going over why it's so important, how they use the platform, and even how they evaluate what is and isn't working. https://www.stryx.com/https://www.tiktok.com/@stryx_officialConnect with the Stryx team in CPG House- TikTok is a discovery engine where a ton of other content channels are search engines- Jon explains how TiKTok comments inform new content and how to market the product- We go over what type of content is working for Stryx- The connection you create with the viewer is arguably more important than the content you create - What works on organic vs paid- Stryx's content does better when Jon has a moustache- Silas says we should be listening to TikTok ad recommendations even though he wont listen to other platforms- We talk about whether you can be successful with TikTok ads without organic TikTok content- Should you have consistent character?- Does influencer and UGC work - Leading indicators for TikTok success

Content marketing works in CPG and even for strengthening retail. Courtnie Beceiro is taking us through the content they produce, the channels they use it on, and the benefits its created for Haven's Kitchen.https://havenskitchen.com/ Courtnie explains how her background as a buyer has influenced how she approaches marketing Haven's Kitchen started as a cooking school so content is at the core of who they are We discuss why transitional CTAs are important  Written content for SEO doesn't need to be a blog Haven's Kitchen does it different  We discuss how the content Courtnie's team produces is making Alex more confident in the kitchen  Content platforms have become the new way to find information We explain how a video about choosing the right pan leads to more sauce sales  Courtnie explains how she uses content to strengthen relationships with retail buyers The value of an association beyond the product

You build customer retention one customer at a time. Parker Olson is taking us through how he uses one to one customer moments to build retention, community, and stories around his brand. No tools, apps, or flows on this episode. We're getting scrappy today, all you need is the courage to strike up the conversation. https://www.forij.co/ Parker shares a story of how he turned his flight into a moment to share his brand and story We discuss how getting just one person to engage has a ripple effect  We talk about personal connections inform where you should invest and scale  Parker talks about a friend at big CPG with deep pockets avoiding mass appeal now  We talk about a customer complaint becoming a loyal customer and an advocate  Parker shares how he observes shoppers and strikes up conversation We go over tips for striking up cold conversations in the aisle The value of asking a customer how they would sell your product to a friend Testing packaging by printing sheets out at Staples and taping to the existing product  What products Parker chooses to sample We nerd out about the book "Ramping Your Brand" How to create sensory experiences  The value of memorable 

Chris has been in the food space for 10 years and with the learning from his previous company decided to make Proper Good exclusively DTC. This decision is because they want to learn fast/cheap and create continuous innovation cycles.https://eatpropergood.com/Repeat's CPG Community Chris explains that he had a brand before Proper Good that has shaped his approach We go over why Chris has kept Proper Good DTC exclusive Retail is not the place to test, its expensive and lengthy. Thats what DTC is for testing We talk about choosing a focus and a hypothesis early before you have any data, surveys or tests Chris explains how he validated their original hypotheses  We go over a butternut squash soup as a learning moment  We discuss how evaluating a launch is simple predicting the next is more difficult  Chris explains that the customer is actually designing the next recipe  Proper Good has a private slack group to collect feedback from Why open ended survey questions are key The incentive you offer for survey responses biases your data  Chris explains how they keep operations nimble so this test and learn framework works Product innovation is the best driver of retention We close with the benefits of retention over acquisition

It's rare to find someone who is all in on the value of VIP programs in DTC, but Jason Murff is. Today we're talking all about VIP program strategy. How to build one, how to provide value, and the right way to evaluate the impact. Jason explains how his time in the military shaped Grill Your Ass Off  We explain where the name "elite pit master" came from for VIP customers  Jason explains why only 4% of customers are VIPs and why it works well for them  6 orders and $250 gets you access to the VIP program  Jason explains why you should consider both orders and dollars spent as your VIP criteria  Obtainable but exclusive is what you are looking for  Jason shares what each VIP gets  The hidden benefit of people sharing that they are VIP  We talk about a "secret site" and exclusive merchandise Jason explains how they still make money even sending care packages for free Jason explains how they created a custom VIP experience We explain the marketing value of throwing a party Jason explains why VIP programs are an ROI positive investment  Tools Jason uses to build his custom VIP experience: Klaviyo Order Automator Justuno  

Chandler started his career solving the leaky bucket problem at Hulu and eventually ended up heading up retention at Magic Spoon. Chandler's sharing why he wants customers to make purchases before subscribing, why it's not the default option, and how they discovered the ideal subscription offer. Chandler shares how he started in media at Hulu  Why Magic Spoon doesn't make subscription the default  Chandler shares why he wants a customer to buy 2 or 3 times before subscribing  Should you build the bundle or let customers build the bundle? Chandler explains that he was guilty of building a boring program at the start  He shares how they changed the program We talk all about 1st purchase churn You have two education streams, your brand/product and subscription. Should you allow skipping? We chat about why every brand does not need a subscription The difference between product subscription and software subscription

Are your transactional post-purchase emails boring? They shouldn't be! Cameron explains why those emails are so important to Aura Bora and gives us a deep dive on how limited time offers are driving email, retention, and overall business strategy.  Cameron gives us a breakdown of what brought him into DTC/CPG We discuss the value of post-purchase transactional emails and why Aura Bora uses so many We discuss how flavor fatigue and FOMO drive their strategy  Cameron explains why limited time offers are the key driver of Aura Bora's business strategy  We explain what attachment rate means AOV is 35% higher when a limited time product is in the cart Cameron explains that the limited time products are testing grounds for selling into retailers with proof Alex nerds out about collecting things and why Aura Bora's characters help with that Brand is important, Cameron explains why he is so thankful to the brand team Cameron uses the following tools in his post-purchase emails: Wonderment Repeat

Looking to break into the retention space? Already in and looking for something new? Today we're walking through Mandi's retention job search and highlighting things to look for and look out for.  Mandi gives us a breakdown of her career path  The brand you are looking at is important, to get deep on retention you have to believe in it  Be aware that the type of product the brand you go to sells will impact how large the team is and what you work on  CPG and everyday items will likely give you a larger breadth of tactics and strategies to employ  Make sure you have a POV on how you want to operate because if you don't it will be dictated to you  Understand what the channels the brand wants to focus on (most of the time its email and sms) We talk through Bobbie's strategy around retention

Yes this is still a show about retention, but the right type of acquisition gives you customers who stick with you longer and are more profitable. Here's a brief summary of today's show: Acquisition influences retention  Pre-suasion impacts the likelihood of a long term customer relationship The wrong way to start relationships Use whether you would say something or do something in a real store as a gauge of if it will resonate  Too much selling and not enough marketing in DTC  iOS 14 changed the landscape and Cody explains his journey through it Demographics are fixed you can go find more but you cant create more of them Are customers who buy on first interaction worth less? Cody shares what ad angles lead to the best long term relationships The product that a customer starts with is important Cody is focusing on using zero party data in retargeting

Troy and the Every Man Jack team recently re-platformed to Shopify and that gave him a blank slate to think about retention. In this episode we go through how to think about the strategy and the retention tools you choose. Troy and the team recently re-platformed to Shopify which gave him a blank slate to think about retention Troy explains the difference between retention online vs retail We talk about how to use a quiz to understand more about the customers desires to tailor education The site needs to be an education tool because they wont get that education in Target or Rite-aid We talk about how to make scents clear as options online Troy shares how site content is changing based on previous purchase behaviours  We discuss how the Every Man Jack has adjusted their subscription strategy Troy shares how he learns about new tools and validates whether he wants to use them We go over how we organize the inspiration points we find out in the wild The tech stack that Troy mentions on this show Klaviyo Repeat Attentive OctaneAI Recharge Nosto

Lillie explains the marketing tactics that Three Ships deploys to create a routine and a habit in their customers. Here's a brief summary for what we cover in this episode. We talk about how loyal Canadians are to Canadian brands Lillie explains how she got into CPG working with Three Ships Routine is about associating your product with a piece of their day or lifestyle Surveys and reviews are a great place to learn where to start routine creation  We talk about getting a customer to buy the same thing before they run out vs trialing additional products Lillie explains how to make education a core piece of your marketing We talk about product variety and purchase cycle variety makes subscription difficult The benefit of clear vs clever in communicating value Understanding your repurchase intervals of all products in your bundle lets you maximize LTV rather than AOV of the bundle Be sure to understand the first steps and where someone should start The high of getting the purchase is actually a great time to encourage a second purchase 

Jonny has a background in banking and his analytical skills are one of the reasons I love talking to him about retention. Here's a brief summary for what we cover in this episode. Jonny gives us a run down of where he was before Huron and how it has helped We go over how to chop up LTV to make it more manageable Are you looking at lifetime revenue or lifetime profitability? Jonny teaches us how we can segment LTV by discount codes We talk about what products are best for starting a relationship with  Jonny explains the two types of journey flows they create (reorder flows + new item pitches) We talk about a set of customers that bulk order  We discuss the importance of knowing reorder intervals by each product type and size  The power of going beyond order data with surveys Jonny tells us why he sends emails as himself Some retention efforts don't scale and you cant track and thats ok Are samples a retention play?

We've made it to the FINAL EPISODE of Better-for-YOU, and it's a special one. Today, Kristen sits down with Repeat's Co-Founder and CEO, Kim Stiefel for a wildly authentic conversation. The two talk about why this show means so much to Repeat, what self-care even means in today's world, how to be truly kind to your co-workers and employees, and why hustling is so much easier than taking care of ourselves.

This week, we're taking a pause.

Today, Kristen sits down with founder and CEO of Youthforia, Fiona Chan. Fiona and Kristen talk about the trials of starting a business during a global pandemic, building resilience through lots of setbacks, how she gives her team freedom to fail, and facing a fear of failure vs a fear of success.Shop YouthforiaEFT Tapping Resources: https://emofree.com/ https://daveasprey.com/dawson-church/ https://www.youtube.com/c/EftuniverseEFT

Welcome back to another week of Better-for-YOU! In this episode, we have VP of People at Repeat, Carrie Boxer. Carrie talks about the importance of investing in the people behind your brand and what "culture" means. Then, Carrie shares her recent breast cancer diagnoses, how she's managing the foundation-shaking news, and how she's developed the life motto "If you can't get out of it, get into it."Work at Repeat (we're hiring!)

In this episode, Denise Cartwright, founder of CRUDE Beauty sits down with Kristen to talk about the power of unlearning, why the soap industry has us caught in a cycle, and how Denise is navigating her own journey through mental health.Shop CRUDE Beauty

Trigger warning: This episode includes discussion around suicide. On this deeply personal episode, Kristen sits down with Laurel and Diane Orley, Co-Founders of Daily Crunch Snacks. Diane shares the story of losing her son to suicide and how the pair found purpose through tragedy. Laurel shares her personal journey through facing anxiety, finding a therapist, and growing through family loss. This episode contains deep and vulnerable talks on depression and anxiety, understanding why and how nutrition connects to mental health, what "sprouted" means, and why we should check on our strongest friends, too.Honorable Mentions: Get Diane's recipes on Instagram Shop Daily Crunch The Support Network Glennon Doyle's Podcast: We can do hard things If you or someone you love is struggling with depression and suicidal thoughts, you can text or call the National Suicide Prevention Lifeline at 1-800-273-8255. If you need a friend to talk to, host Kristen LaFrance is always here for you. DM her on Twitter here.

Andi Mignolo is the founder of Method and Matter— executive coaching for unconventional leaders. Andi and her team work with folks to develop capacity, cultivate power, and lead with clarity. Kristen and Andi do a deep dive on the chaos of entrepreneurship, how to listen to (and honor) your body, how to find your values, and how to re-center yourself in your body and purpose when everything is spinning out of control. Andi walks us through some tactical breath work and team exercises that help mitigate emotional chaos within teams and organizations. Work with Andi James Clear's Core Values List

We're excited to welcome Mark Samuel, Founder of IWON Organics to the table. In this episode, Mark explains the power of proper nutrition, how it ties to mental health, and how he continually puts his health first. Kristen and Mark share their personal experiences on learning to be selfish while unlearning the toxic cultural pressures around them. This is a fantastic, fun, and engaging conversation between two extremely open professionals.  Shop IWON Organics Follow Mark on LinkedIn

Polly Rodriguez is the CEO & Co-Founder of Unbound, a rebellious sexual wellness company with the goal to make sexual health accessible to all through elevated design, body safe products, affordable prices, and educational content. Polly and Kristen talk about burnout, losing faith in yourself, the "Girl Boss" era, and how sexual pleasure is directly tied to mental health. Shop Unbound Follow Polly Jess Lee blog post on the (un)happiness curve of entrepreneurship  3d sonogram from Mal Harrison of The Center for Erotic Intelligence

Monica Grohne is the Founder and Chief Menstruator at Marea Wellness and a Klaviyo expert. In this episode, Monica and Kristen dive into Imposter syndrome. What is it? How does it express itself for different people? And what do you do when your goals *actually* scare the f*ck out of you? Tune in for a candid conversation on leadership, self-confidence, integration vs. vision, and taking one step at a time.  Shop Marea Wellness Monica's Book Recommendation: The Go Giver 

Welcome to Better-for-YOU. On this episode, Kristen sits down with former CEO of Ugly Drinks, Hugh Thomas, for an exclusive look into Hugh's decision to step away from Ugly. In this candid conversation, we talk about recognizing burnout, managing out of fear vs. love, and reclaiming your passion *after* burnout.Hugh's book recommendation: Reboot by Jerry Colonna

Jake Karls is the last person to put on the customer hat, but we have all sorts of new shows coming soon!Here's what we talked about today: It's hard to get excited at the grocery store as a customer because the big ones lack innovation Discovering new and exciting brands is difficult because incumbents take up too much shelf space Why grocery can learn a ton about creating experiences from cosmetic retailers like Sephora Jake explains that he wants to go where the knowledgable people are to shop We talk about why we are drawn to brands that show passion Jake wants to feel like a friend, a family member, a neighbour with the brands he buys from Sitting on the fence sucks have an opinion to get a laugh and make customers feel We explain why we don't want to shop from "faceless" brands anymore  Brands mentioned in this episode: Sephora Lululemon Chipotle DUDE Wipes Funko Hush Blankets Crossnet Manitoba Harvest

As one show wraps up, another emerges. On Better-for-YOU, Kristen LaFrance will be examining the ways founders and teams are taking care of themselves along the arduous CPG journey. From the physical to the mental, emotional, spiritual, uncomfortable and everything in between, this is Better-for-YOU.

Two hats in one episode. We have Bunny and Taran thinking like a customer today.Here's what we talked about: Bunny shares a story of when she felt duped by a local brand  Taran explains why founder stories are important to her and that she wants the unfiltered on IG or Twitter We talk about the importance of email reminders even when we don't want to subscribe Taran shares a few of her subscriptions and why she WILL NEVER unsubscribe from Bark Box Bunny shares the flip side of subscription when she ended up with 400 cups of coffee  We talk through why both prefer to shop online over retail  We find that we are actually brand loyal or product loyal and not always both Why Truff is a stand out brand for Taran Brands mentioned in this episode: Aritzia Samara Merit Seed Probiotics  Bark Box Fenti Aesop Blume  Briogeo Vegamour Truff Lululemon Homecoming Candles

The DUDE joins and puts his customer hat on and tells us why he is drawn to innovation and authenticity.Here's what we talked about today: The way that DUDE was built was based on no brands speaking to Sean authentically as a customer Sean tells us why he is looking for brands to get a reaction from him We talk about innovation drawing Sean in (unique, new, strange) Product quality is what creates brand loyalty for Sean We talk about private label and imitation brands and why Sean WILL NOT support them Sean explains the right type of innovation that speaks to him as a customer  We talk about a failed deodorant launch at DUDE Sean uses a different industry to share what he doesn't like as a customer Availability is everything in CPG as a customer we are not going to wait  We love variety and when we switch we never come back Brands mentioned in this episode: Chubbies Birddogs Native Slim Jim Liquid Death Apple  Topo Chico Spindrift La Croix Ugly 1st Phorm Truly  Vizzy

Rebecca gives us a deep dive into why she buys and subscribes. We also get her take on thoughtful consumption.Here's what we talked about today: Rebecca shares the first brand she ever subscribed to and why We discuss how Rebecca was a great customer even before subscribing because she was always reordering By not subscribing she found a bunch of products she liked rather than just the one she started with Why Rebecca cancelled Amazon Prime We discuss both of our loves for Etsy and why its the true small business owners of the internet  Rebecca gives us a deep dive on what thoughtful consumption is to her Rebecca explains that she doesn't want anything extra shipped it will just get thrown out (Alex wants the stickers though)  We talk about originality in marketing and why its so rare now  We discuss why its important for DTC/CPG people to realize we live in a bubble Brands mentioned in this episode: Act and Acre Etsy Soft Services  Glossier

Leo is taking us on a journey through the grocery store, and telling us why he prefers it over DTC.Here's what we talked about today: Trial sucks online and you miss out on so many of the senses required to buy food/bev confidently Brands need to realize they are competing for space in my house not against each other We talk about why ecommerce is still very flawed from a convenience perspective Leo shares why he believes the buyers in retail are adding a layer of insurance for him Because Leo doesn't buy DTC too often he is not the first to brands and he says thats ok Packaging and placement are what leads to discovery  Leo walks us through how he and his sons shop for groceries  We dissect Leo's obsession with Liquid Death We go over what "brand" really means Brands mentioned in this episode: OLIPOP Oat Haus Liquid Death Mid-Day Squares Disco  Hustle Matcha Dr. Squatch Soft Services

Nikki and Michelle walk us through the definition of value, returning customer experiences, and mobile apps.Here's what we talked about today: When they want messages via text vs email  We attempt to define what value is in a message from a brand Nikki shares how brands are turning perceived negatives into marketable moments and she loves it Michelle shares an example of a brand that really messed things up and didn't deliver on their promise We discuss what creates a great shelf presence in retail  Nikki shares why she subscribed to Spudsy after one purchase  We talk about how variety packs are the ultimate gateway to future purchases  Nikki shares why she has been drawn to app experiences for brands she loves  We talk about how to create similar app experiences in DTC  Finally we talk about the legitimacy of online reviews Nikki and Michelle are also giving all listeners 10% off site wide with code "CUSTOMERHAT"Brands mentioned in this episode: Super Coffee Poo Pourri Buckleys Four Sigmatic Spudsy Olipop Lululemon Daily Harvest

Orchid puts her customer hat on and takes us through her beautiful mind approach to finding the best price.Here's what we talked about today: We go over a few of Orchid's most recent purchases We discuss that the unboxing experience should actually change as you get familiar with a brand As ecom people we knew better but still put off holiday shopping and we both got burned  Orchid shares a story of when she was mislead by reviews  We discuss the importance of returns and communicating sizing when buying apparel online Orchid takes on a full journey of what an hour looking for the best price feels like  The post purchase experience has become a make or break in DTC Orchid goes in depth on different grocery ordering experiences and why she chooses what she does Brands mentioned in this episode: Prose Kosas Italic Madewell Popup Grocer Snaxshot Everlane Andie Rag and Bone

Mark is putting his customer hat on and sharing his passion for healthy eating and healthy lifestylesHere's what we talked about today: We talk about the term "diet" and why it needs to be removed from marketing  The difference between healthy lifestyles and diets  Why Mark is not a fan of the term "better for you" Mark shares a few brands that you will find in his house and as snacks in the car We talk about how shopping behaviors change when kids are introduced  We define the difference between connection and trust  We go in depth on why Tony The Tiger is so effective and what he does for Frosted Flakes  The big money moving into certain types of food brands makes Mark nervous  Why we believe brand is still undervalued by many CPG brands but is critical for the customer Brands mentioned in this episode: Orgain  Blue Diamond Aloha  Chomps  Health Warrior  OWYN IWON Organics  KIND

Mitch is putting his customer hat on and we go deep on what he thinks of email as a customer.Here's what we talked about today: Why Mitch loves personalization on a first order (like a thank you note) Mitch shares his recent experiences with online grocery orders  We talk about why most emails are not providing any value  Mitch explains what "value" in an email looks like to him as a customer Emails we love tend to be building value over time not that each is amazing on its own Mitch describes why heavy discounting is a turn off for him We talk about when discounting is effective (has to do with frequency)  We go over what real scarcity looks and feels like Mitch explains that his loyalty is built through connections to a person at a brand  We talk about the grind that is CPG Brands mentioned in this episode: Blumaan 1st Phorm Herschel  Supreme GT's Kombucha

Lauren puts her customer hat on and we have a blast talking about discounting, Amazon, and shop now pay later.Here's what we talked about today: Most of Lauren's shopping is done online  She admits she shops too much on Amazon  Even though Lauren buys on Amazon she does not want her brand listed there Buying commodities vs not  Lauren explains a brand that she feels a relationship with and why others brands like it feel transactional We talk about the importance of copy when creating a site  Words are the love language of websites  Discounts are not motivating to get Lauren to return  Price is not ALWAYS whats stopping a purchase  Testimonials and stories are very motivating to Lauren Being open about what you care about Why pay later apps are so effective on Lauren Why Lauren believes these apps allow impulse buys to be bigger We talk about cell phone organization Brands mentioned in this episode: Ujjo Amazon Daily Harvest  Fresh N Lean Casper Sweet Green Mid-Day Squares Fly by Jing Thursday

Ramon is putting on his customer hat on and he is very thoughtful about what he buys.Here's what we talked about today: Ramon explains why a deeper dive is important to him when it comes to brands We talk about finding brands to support not just buy from  Ramon talks about how he uses points of alignment to decide what he buys  We go into detail on why Ramon is such a bug fan of Sackcloth and Ash No social cause or strong mission will save a bad product Ramon shares all of his points of alignment that guide how he shops  Ecommerce is dry and you need to try really hard to break away from that Shipping is the afterthought of DTC but one of the most important pieces for the customer Ramon looks for the nuances of the product the pieces that are amazing but maybe left out of marketing Why circular fashion is fascinating to Ramon Ramon's podcast = The Story of a BrandBrands mentioned in this episode: Nixon  Diff Eyewear  Sackcloth and Ashes Three Wishes Smart Sweets  For Days

Erica is putting her customer hat on and getting very honest with what she loves and hates.Here's what we talked about today: Erica explains that she really only interacts with organic social not paid social ads  We talk about when we distrust influencers  Erica talks about her favorite platform to interact with brands on  We both share our frustrations with shipping American products into Canada  We go over Mid-Day Squares as an excellent example of building people into the story  We talk at length about what types of text messages we are ok getting from brands  Erica explains how discounting frequently devalues a brand in her mind  We talk about unboxing experiences and customer service as two ways to truly wow her as a shopper  Erica explains why transparency is so important to her as a brand  With her customer hat on Erica talks about why customer frustration with shipping is valid Brands mentioned in the episode: Bro Dough Mid-Day Squares  Smart Sweets  Dr. Squatch  Lululemon  Hippie Snacks

Amrit is putting her customer hat on and sharing a wealth of food and beverage brands with us.Here's what we talked about today: Amrit takes us through whats in her fridge and pantry  We talk about why versatility is so important to get space in her pantry  With two chef parents Amrit is very particular  Food and beverage takes up prime real estate so space is a consideration when shopping  With her eating habits Amrit always checks the labels and will even research ingredients on blogs  New and exciting makes her less price sensitive  Amrit is a big CPG connoisseur but very rarely buys online, it needs to be in retail for her Buying DTC is usually stocking up on something that was trialed in store  Promos in retail influence her purchase decisions but very rarely do online The average order value of premium DTC brand is what the average American spends on a week of groceries  She hates when something has a different price online and in store $ off is more eye catching than % off for Amrit  Packaging needs to think about what else is on the shelf not about how it looks on the site  Brands mentioned in this episode: Indie CPG Hella Cocktail Co  A Dozen Cousins Banza Pasta Wholly Veggie Mid-Day Squares Honey Mama's Deux  Sap Sucker Acid League Zesty Z  Fly by Jing

Today we're asking Eric to take his brand hat off and put his customer hat on. Here's what we talked about today: Why Eric hates Amazon  Why testing everything can rob customers of the experiences they are looking for Why Eric values bundles and professional recommendations Choice is not always a customer's friend  Why Eric values control too much to put things on subscription  Coffee is his ritual and is the one product he prefers on subscription  Eric believes that reordering should be so easy that subscription becomes irrelevant   Connection is important in establishing his brand loyalty Brands mentioned in this episode: Amazon  BSW USA  Fringe Sport  Onyx Coffee Labs  Rowing Blazers  Tracksmith  Nudie Jeans  Apple  Pit Vipers  Ronin Factory 

Today we're asking Val to take her marketing hat off and put her customer hat on. Here's what we talked about today: Not everything needs to be tracked as a customer we just want to be appreciated and seen/heard Val's daughter treats mail like most of us treat email... we assume its junk  The value of brands teaming up with other brands (friends)  Why Val is much bigger fan of gifts than offers  Why Val doesn't subscribe to a brand right away and what needs to be true for her to subscribe  We talk about how to literally evaluate your own brand through a new customer's eyes Exit your bubble to be your customer Brands mentioned in this episode: Rvitta  Book of the Month  Herschel  Lovevery  Three Ships  Mid-day Squares  Olipop Chewy  Run Gum