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We doubt that there’s an ecommerce marketer who’d deny the importance of customer segmentation for email campaigns. When we have so much first-party data on user behavior, of course we’ll use it to give them a better experience and more relevant products!
However, there’s one additional layer of data that most ecommerce brands overlook and it leaves their email marketing somewhat personalized but not enough. A customer gets a message like this one:
Need sparkly heels for that dress you got? We got you covered!”
And wonders: “I got this dress 3 years ago for a wedding and it’s definitely out of style by now…It doesn’t even fit me anymore, why would I need the heels?”
A sale lost right there.
Because the brand didn’t pay attention when the action was taken.
Why some products sell very well and others don’t? What’s the dynamic between your products and your customers? How to push underperforming products to success?
Every ecommerce brand experiences issues with the different products in its range. And while it’s absolutely normal to discontinue some products, it doesn’t have to be the only way.
If a product sells very badly compared to your other items, it doesn’t necessarily mean people don’t want it. Probably they just overlook it and choose something else. A little product analysis can help you solve this problem and up your sales without changing your range.
Generally, underperforming products are:
The problem is in presentation – how you promote them. Here are a few ideas how to sell more of the items that don’t sell well. And none of them includes discounting, devaluing your brand or faking urgency!
The future of consumer goods and ecommerce is not unicorns. It’s niche $10M ponies.
Bonobos, Glossier, Casper – we have heard all about those darlings of the consumer goods space. Investors love them as they love any disruptors – venture funds specializing in direct-to-consumer (DTC) brands are popping up in Europe and the US.
Forerunner Ventures alone raised $360M to invest in those companies. DTC brands (also known as DNVB – Digitally Native Vertical Brands) are the hope and future of a stagnant market. For a bit, it seemed like consumer brands are following in the steps of SaaS, shooting for the stars.
Can DTC be the new SaaS or gig Economy? Can the new AirBnB be a mattress, razors or underwear company?
Yes and no.
A hundred years ago, consumer products were a symbol of democratization – everyday items became available in large quantities at an affordable price as people didn’t need to make their own soap, sew their clothes or knead their bread.
Convenience and the new-found joy in being able to buy things without making them led people to believe slogans like “the best canned tomato soup” and buy it in scores. It worked in those early consumerism days before society started to change faster than products on the market.
Ecommerce businesses spend thousands on setting up websites, but fizzle out when they have to choose a website hosting solution for these websites. Experts say that one major reason why most ecommerce stores fail is weak website hosting infrastructure.
Businesses in the US alone lost over $3 billion last year because of hosting-related issues. Since most small stores only operate online, choosing the right hosting infrastructure has become even more serious.
Beauty is one of the sectors where direct-to-consumer brands are taking a lead. The traditional market for cosmetics seems to be lacking in variety and accessibility while customers want more and better solutions for their beauty needs. Direct-to-consumer democratizes the access to specialized products, high-end makeup and natural products, to name a few consumer trends to watch. This is why we have every reason to believe more and more DTC beauty brands will be successful.
To help smaller brands get there, we gathered data from the beauty brands we work with on a daily basis to make key ecommerce metrics benchmarks available.