MemberMarch 17, 2020 at 4:12 am
I’m currently building a new ecommerce brand and have been doing a lot of studying (spying) on what the big brands are doing. Specifically…$1B & $100M ecommerce empires like Warby Parker, Glossier, Mejuri, LUSH, Nike, Daniel Wellington, Casper, and more.
Wanted to share some patterns I’ve seen.
These companies have massive teams and some very smart people. If it is working for them, a good chance it will for you as well. Plus many of these don’t require massive budgets to pull off.
Here’s 4 marketing strategies you can steal from them and grow your business:
1. **Let your customers do the selling with UGC & Reviews** [Daniel Wellington; Casper; Mejuri]: It was found that millennials trust User Generated advertising 50% more than traditional marketing messages. That’s because we trust is more than the standard studio product shots. Same for reviews. We trust product reviews more than what the company says. These major brands strategically place UGC and reviews throughout the customer journey (ie. homepage, product page, emails, FAQ page, etc.). Casper does it super well by categorizing reviews based on the obstacles a customer may have (ie. comfort level) and by buyer personas (ie. couples).
2. **Go for micro influencers** [Mejuri; Glossier; Daniel Wellington]: We’re at the age where people trust strangers more than brands. Other people’s words have more weight than businesses when it comes to trust. People are relying more and more on recommendations and reviews from others. Using micro influencers, instead of macro influencers, is a cost-effective strategy and yields better conversions. Everyone has some influence nowadays in their social circle.
3. **Have live chat on your site** [AllBirds; Casper]: 2 things that describes our society now: anti-social and instant gratification. People hate talking on the phone nowadays. It makes sense since you end up having to be on hold forever. We rather hop on a chat and get the answer to our question. This could very well mean the difference between someone buying or leaving. Emarketer also found that 60% of consumers would return to a website offering live chat.
4. **Social Ecommerce** [Nike; Glossier; LUSH; Mejuri]: You probably seen the product tags on Instagram. You probably seen the shoppable pins on Pinterest. As we begin to be more comfortable to using the phone for every part of our lives, we’ll be more willing to buy things too. And as the mobile experience becomes better and better, we also become more willing to do our research on our phones – which all leads us to buy if it is super simple. A study also found that 23% of shoppers are influenced by social media recommendations.
When I look at other ecommerce sites, I’m surprised that so many people aren’t doing what these big brands are doing. They are reaping the awards while these things are still somewhat novel. But they’ll lose their effectiveness soon.
Question: Do you use any of these strategies and what’s been the results?
holdthebabyyGuestMarch 17, 2020 at 4:12 am
Good on you for doing research into this and sharing it, but I’m going to be a know-it-all and make some corrections.
These aren’t marketing strategies, they are small elements of an overall strategy.
You’re confused that not everyone uses these techniques? It sounds like a poor understanding of what strategy is, a very common problem even amongst high ranking senior executives.
Where would companies like Nike or Apple be if they adopted every marketing trend, everything their competitors did. Strategy should encourage differentiation, it’s what you do and what you don’t do.
These tips are effective elements of the strategy *because they align with the actions of the company.* Micro influencers might work for xyzCompany, but a waste of time or another company in a different sector for *countless* reasons. eCommerce is not a industry*. Nike is in the sports wear market, LUSH is in the skincare and cosmetics market. You are competing within your market, so a small element used by a company in one market isn’t necessarily going to be a good idea in another
*Amazon, eBay, Shopify are the eCommerce industry. A POD store is not a ecommerce company, they are clothing companies. Treat it as such
RafaSaraceniGuestMarch 17, 2020 at 4:12 am
Today Instagram is the main sales channel of my ecommerce. Since day 1 we have been working with micro influencers. The results were great. Also some influencers took amazing pictures of our products we use on Instagram.
ParkerKarelGuestMarch 17, 2020 at 4:12 am
Totally agree. We use loyalty programme and follow the RACE model.
rtwyynGuestMarch 17, 2020 at 4:12 am
Great post! Thx!