The DTC Insider
Posts
The DTC Insider - Weekly Newsletter - 04/10 - Issue #26

The DTC Insider - Weekly Newsletter - 04/10 - Issue #26

Nobody tells you this about Black Friday

October 04, 2023

Welcome to this issue of The DTC Insider newsletter. 👋

We'll send you weekly emails, every Wednesday, trying our best to deliver great value to your inbox.

In this newsletter, you'll find:

💠 What nobody tells you about Black Friday

💠 Stop sending traffic to the home page

💠 Shopify Audiences: now they integrate with Snap, Criteo, and TikTok

💠 How you can build loyal customers that stay for life

What nobody tells you about Black Friday

For most DTC businesses, Black Friday is a very big deal.

However, there's something nobody talks about.

Oftentimes, right after Black Friday, many brands not only see a huge increase in sales…

…but also a very high number of returns & exchanges.

Why do people decide to either return or exchange products?

The main reasons are:

👉 Quality issues

👉 Product doesn't match picture or description

👉 Wrong size or fit

👉 Gift exchanges

👉 Defective or damaged product

👉 Wrong product shipped

👉 Late delivery

👉 Uncomfortable or unusable

As every brand should know many of these are likely to happen, it's better to be prepared beforehand and try to do something about it.

Reducing returns & exchanges:

👉 Detailed product descriptions: provide comprehensive and accurate product descriptions, including size charts, dimensions, and specifications, to set clear expectations for customers.

👉 High-quality product images: use high-resolution images that showcase the product from multiple angles and in different contexts to give customers a realistic view.

👉 Customer reviews and ratings: encourage customers to leave reviews and ratings to provide social proof and help potential buyers make informed decisions. Ideally, the reviews include pictures of the product.

👉 Size guides: offer size guides with detailed measurements and fitting advice for clothing and apparel items.

👉 Clear return and exchange policies: have a transparent and easy-to-understand return policy displayed prominently on your website.

👉 Live chat and customer support: provide responsive customer support channels, such as live chat, to address customer questions and concerns in real-time.

👉 Product videos: create product demonstration videos to showcase the product's features, benefits, and usage.

👉 Quality control: implement quality control measures to minimize the likelihood of sending out defective or damaged products.

👉 Personalized recommendations: use customer data to make personalized product recommendations, increasing the likelihood of customers finding items they genuinely like.

👉 Offer virtual fitting rooms or augmented reality: if applicable, implement virtual fitting rooms or augmented reality features that allow customers to visualize how products will look on them.

By implementing these strategies, you can reduce the number of returns and exchanges, improve customer satisfaction, and streamline your e-commerce operations.

Stop sending traffic to the home page

If you're currently sending traffic to the home page, you're likely losing many conversions.

Why?

A few reasons:

👉 The path to conversion is long (home page > collection page > product page > cart > checkout > order confirmation 🤯

👉 The message is generic, as it speaks to every potential customer, not to a specific avatar.

👉 Most e-commerce stores typically write copy focused on what they offer, and many times don't address their customers' issues/pain points/desires.

What can I do about it?

You can start using landing pages, as they typically convert 3-4x better than websites.

If you don't know where to start, don't worry!

Here's a checklist you can use to avoid forgetting about any details:

https://mkt.bsrdigital.com/bfcm23-checklist/

Shopify Audiences: now they integrate with Snap, Criteo, and TikTok

Until now, Shopify Audiences integrated with Meta, Google, and Pinterest.

Now, it added Snap, Criteo, and TikTok to the existing roster of Shopify’s channel ad partners.

Why does this matter?

Shopify Audiences features the highest-performing algorithms yet, reducing customer acquisition costs by up to 50%, according to the company.

Will you give them a shot?

How You Can Build Loyal Customers That Stay For Life

How doesn't want loyal customers that stay for life?

However, many brands don't seem to care about this, or it's not one of their top priorities.

In this episode, Matthew Barnett, the CEO and head of product for Bonjoro -a loyalty platform for building loyal customers that stay for life with over 50k happy customers - will tell you how you can start taking action on this today.