Klim Yadrintsev is the founder and CEO at Allure, a luxury multi-brand fashion boutique based in the south of France. They sell via their physical store, and WooCommerce website. Founded in 2020 they now do around $2 million in sales a year, with annual growth at 20-30%.
In this episode, Klim breaks down the 3 strategies behind Allure’s rapid growth—and why retention, not ads, is their real secret weapon.
Key timestamps to dive straight in:
[04:04] Fashion eCommerce Opportunity in France
[07:10] Personalized Wardrobe Consultation Service
[11:39] Retention-Focused Business Strategies
[14:02] Retail Operations and Marketing Strategy
[19:24] Personal Touch in eCommerce Segmentation
[22:03] Optimising Customer Purchase Journey
[23:59] Listen to Klim’s Top Tips!
Full episode notes here: https://ecmp.info/555
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[SPEAKER_00]: My main pillar is actually retention of the customer.
[SPEAKER_00]: So what we’re doing is we’re actually spending around the same amount of money as we got the customer back to keep the customer in.
[SPEAKER_00]: If it’s delivery, fast delivery for free, is that maybe some additional presence we can give to the customer is that the customer’s support, the customer’s service, or maybe something in addition to that that we can offer the customer to actually make income back.
[SPEAKER_00]: And that’s where the secret source basically is.
[SPEAKER_01]: It’s the e-commerce master plan podcast.
[SPEAKER_01]: It has to help you solve your marketing problems and grow your e-commerce business.
[SPEAKER_01]: Cutting through the hinder to bring you inspiration and advice from the e-commerce sector and beyond, here’s your host, Chloe Thomas.
[SPEAKER_02]: Hello and welcome.
[SPEAKER_02]: It’s great to have you here.
[SPEAKER_02]: Thank you for hitting play and choosing to listen to one of our inspiring guests in this episode.
[SPEAKER_02]: We are exploring what I think is a very tricky part of e-commerce.
[SPEAKER_02]: We are exploring bricks and clicks when you are so that’s physical stores and online store.
[SPEAKER_02]: a physical store and online store where you are selling other people’s products.
[SPEAKER_02]: It’s a luxury fashion company which sells other luxury fashion brands and it would be fair to say our guest has it nailed.
[SPEAKER_02]: He’s doing really well the business is doing really well and as you’re about to find out he has such clarity on what his business should and shouldn’t be doing and he has lots of tips to share with you all about it too.
[SPEAKER_02]: So if you’re looking at improving retention
[SPEAKER_02]: If you’re selling in the fashion space, if you’re trying to juggle physical store and online store, or if you just want a few very cool tips to help you build your business, then you’re really going to love this one.
[SPEAKER_02]: And listen out in particular for his three pillars and make sure you listen to the end of the episode because you don’t want to miss out on his top tips where he’s doing some great recommendations in there and you’ll also get my own take on the episode.
[SPEAKER_02]: And now to introduce our special guest.
[SPEAKER_02]: Clim Yadrin serve is the founder and CEO at LER, a luxury multi-browned fashion boutique based in the south of France.
[SPEAKER_02]: They sell via their physical store and WooCommerce website.
[SPEAKER_02]: Founded in twenty-twenty, they now do around two million dollars in sales a year with annual growth at twenty to thirty percent.
[SPEAKER_02]: Hello, Clim.
[SPEAKER_00]: Hi, very nice to be here.
[SPEAKER_00]: I’m very happy to finally share any of you with them with you.
[SPEAKER_02]: It’s brilliant to have you here on the show.
[SPEAKER_02]: And thank you so much for asking to come on.
[SPEAKER_02]: How did you end up in the world of Ecommerce?
[SPEAKER_00]: So it’s a funny story actually because I was studying back in UK and every single plumber basically seemed to have a website and at one point I realized that shopping dreaded usually actually was happening offline and I couldn’t find many solutions in my price range and for the brands which I was interested in online.
[SPEAKER_00]: So it was a key point for me.
[SPEAKER_00]: and basically an idea spark where I decided to start specific e-commerce with fashion for brands that I’m interested in.
[SPEAKER_02]: And so you had the pain point of the customer and then you decided to get into it.
[SPEAKER_02]: Was it your first e-commerce endeavor?
[SPEAKER_00]: No, actually there were a couple and the most successful one was Elits, which was basically an e-commerce fashion marketplace.
[SPEAKER_00]: We ended up being a fashion marketplace for USSR countries and UK as well.
[SPEAKER_00]: Where basically I started off with a single brand which had an exclusive offer for me for this market and later I expanded into different brands.
[SPEAKER_00]: And I have started in two thousand fourteen and grew it for ten years, actually exiting it successfully a couple of years ago.
[SPEAKER_02]: So, given you a running that successful site, what led you to want to also run a targeting similar product range, but a completely different market, both in all of language, region, currency, the works.
[SPEAKER_02]: What led you to do that?
[SPEAKER_00]: So it might seem like it’s very different, but in reality it’s very similar because in the south of France where I am right now, we get a lot of actual customers who are English speaking and who actually travel from USSR and from Dubai, from Eastern countries as well.
[SPEAKER_00]: So in reality, our core market is basically the same as it was before.
[SPEAKER_00]: The only difference is here in South of France, there are particularly no offline stores, which actually sell the items, or if they are, they usually mono brands by big brands and not by small direct and indie brands, which is customer might be interested in.
[SPEAKER_00]: So my idea was actually also spotting gap in the market where I didn’t find anything to buy for myself.
[SPEAKER_00]: So I was like, okay, it’s a great place to start a business, start an fashion, e-commerce, and fashion retail.
[SPEAKER_02]: So from day one was always going to be a bricks and clicks operation, a website and a physical store.
[SPEAKER_00]: Yeah, so from day one it was actually a store only for a couple of months while we were preparing the website.
[SPEAKER_00]: And the reason is is because with Alice I couldn’t actually test this hypothesis and this type of business where you have the offline presence and online presence.
[SPEAKER_00]: And I always wanted to try it and I was extremely surprised how well it worked from the first day basically.
[SPEAKER_02]: Well, maybe we’ll get into more on that later.
[SPEAKER_02]: First of all, let’s explain a bit more about the business to those who are listening.
[SPEAKER_02]: So you’re based in the South of France, you’re selling globally.
[SPEAKER_02]: What’s the product that you sell?
[SPEAKER_02]: We’ve said luxury multi brand fashion.
[SPEAKER_02]: Is it men’s?
[SPEAKER_02]: Is it women’s?
[SPEAKER_02]: What sort of brands are we talking about?
[SPEAKER_02]: Tell us a bit more about your product.
[SPEAKER_00]: Yep, so it’s actually both men and women.
[SPEAKER_00]: And when I talk about brands, it’s actually Italian or French brands.
[SPEAKER_00]: French, such as Bernoucouche, Nellie, Tom Ford, which is French, Slash American.
[SPEAKER_00]: Then there are Magda Butrum, which is a Polish brand, but with really high presence in France.
[SPEAKER_00]: and many, many other self portrait articles, courageous, very high in French brands.
[SPEAKER_00]: So we sell it globally, but around sixty percent of our market is actually French based.
[SPEAKER_00]: Again, it’s not French nationals.
[SPEAKER_00]: It’s the people who come to France or live in France.
[SPEAKER_02]: got you and those businesses luxury fashion can be challenging to deal with when you are one of their resellers or their what-up assignments or whatever whatever the word is we’re using it can be a difficult one to do especially in the online space so how how have you found I guess for anyone else in that similar space we’ve got the tips to share on how to make it easier and how to to build those strong relationships with the brands
[SPEAKER_00]: Yeah, so for ten years I have been battling with myself because this is basically a type of franchising business, right?
[SPEAKER_00]: Because you’re buying someone else’s brand.
[SPEAKER_00]: You’re trying to bring value to the customer in a way that brand can’t, right?
[SPEAKER_00]: Because the brand also has online presence.
[SPEAKER_00]: They also have their own store.
[SPEAKER_00]: They have offline stores as well.
[SPEAKER_00]: So you can actually go as a customer to a brand and buying instead of my place.
[SPEAKER_00]: And I mean, the brand is the same, the items are the same.
[SPEAKER_00]: So what we end up doing is actually bringing so much value to the customer, so many additional things to the customer that the brand just can’t do.
[SPEAKER_00]: For example, we offer a full wardrobe renewal.
[SPEAKER_00]: We offer the specific person who consult them on how to dress for specific occasion.
[SPEAKER_00]: And we do a lot of simple things, but also things that brands will never do for you.
[SPEAKER_00]: And on top of that, again, the proximity and the local market is everything you’ve got.
[SPEAKER_00]: For example, for us, we’re based in a small city, next to Nissan France.
[SPEAKER_00]: And I mean, every single person who lives around there already know that they can, for example, go to, I don’t know, a big brand.
[SPEAKER_00]: or they can go to us and not only by a single brand, but get, for example, ten different brands in two different looks with a specific help from us to how to dress and in addition to that they’re helping local economy and I mean, that’s also something that people really like even in online because people would prefer to buy from a beautiful store in one of the city in South of France instead of from a big conglomerate brand.
[SPEAKER_02]: And the other thing which I find fascinatingly challenging about your business model is the boutique nature.
[SPEAKER_02]: And by bout, let me define boutique for everybody listening and for you, clim before I ask you a question about it.
[SPEAKER_02]: What I mean by boutique is a store that’s selling other people’s brands.
[SPEAKER_02]: You know, the uniqueness isn’t in the product, the uniqueness is in the curation of the product.
[SPEAKER_02]: And that works brilliantly in a physical boutique fashion store and is notoriously hard to do online.
[SPEAKER_02]: Clearly you’ve cracked the code.
[SPEAKER_02]: You don’t have to give us your secret source.
[SPEAKER_02]: But how do you go about
[SPEAKER_02]: You know, not just running an SEO or a Google ads race to the bottom against the brand themselves.
[SPEAKER_02]: How do you manage to build the online sales when it’s other people’s products that you’re selling?
[SPEAKER_00]: So there are so many levels to answer this question, actually.
[SPEAKER_00]: And I mean, I can give you the free top ones, which are actually defining our business.
[SPEAKER_00]: And you said correctly, put six style approach.
[SPEAKER_00]: So our main pillar, that’s a pillar, three pillars.
[SPEAKER_00]: My main pillar is actually retention of the customer.
[SPEAKER_00]: And what I mean by that is that we’re paying for a customer, again, to raise the bottom in Facebook ads, in meta ads, in Google ads, in TikTok ads.
[SPEAKER_00]: But what we are very good at is that once we paid for that customer, or we spent the money, we’re trying to make sure that the retention and altitude of the customer is as high as possible.
[SPEAKER_00]: So what we’re doing is we’re actually spending around the same amount of money as we got the customer back to keep the customer in.
[SPEAKER_00]: If it’s delivery, if it’s delivery for free, is that maybe some additional presence we can give to the customer is that the customer support, the customer service, or maybe something in addition to that, that we can offer the customer to actually make income back.
[SPEAKER_00]: And that’s where the secret source basically is.
[SPEAKER_00]: The second one, what we’re doing is actually the offline presence and only presence or Omni channel approach.
[SPEAKER_00]: So it’s much easier and cheaper as it ended up being to actually get a customer offline.
[SPEAKER_00]: And because you’re paying for rent, you’re paying for the person to see the window.
[SPEAKER_00]: And so it’s much easier and cheaper to get the customer through the door and knowing about your brand instead of getting him from meta ads.
[SPEAKER_00]: And we just convert the same offline shopper, which bought on the location in the south of France, and then came back to US to work basically and back to their home.
[SPEAKER_00]: And we just communicate with him, do email marketing, do SMS, do retargeting on Meta, in order to bring him back.
[SPEAKER_00]: And that has been the main key point for us to working with the customer.
[SPEAKER_00]: And the first one is small, but also super important is personal communication.
[SPEAKER_00]: We have because the average sale price is around one thousand years, which is I think one thousand one hundred dollars per customer per purchase.
[SPEAKER_00]: It’s very high.
[SPEAKER_00]: So what we’re trying to do is actually give the customer personal approach.
[SPEAKER_00]: have specific person who basically takes around how did to five hundred people and he communicates with them by week basis.
[SPEAKER_00]: So he sends them new arrivals in WhatsApp.
[SPEAKER_00]: He sends them new things that they might be interested in, videos and just advise if they actually need it.
[SPEAKER_02]: What are called three pillars?
[SPEAKER_02]: And you said, I mean, guys, before we hit, we hit record, I said to claim it’s only in particular, you want to talk about it.
[SPEAKER_02]: So we’re big in retention.
[SPEAKER_02]: I was like, okay, cool, we’re getting to retention.
[SPEAKER_02]: But, you know, listening to your three pillars and you explain them, I mean, all three of them are deep in the world of retention.
[SPEAKER_02]: You know, in terms of growing the business and that third one, having, you know, what I would describe as a customer service rep, I’m sure you’ve got a better name for it, but that person who has five hundred people on their list, and they are proactively communicating with them.
[SPEAKER_02]: So it’s kind of outbound customer service, but in a far more elegant way than that phrase suggests.
[SPEAKER_02]: is just really, really demonstrate your commitment to retention.
[SPEAKER_02]: So I love that.
[SPEAKER_02]: And I want definitely want to get deeper into the retention piece in the moment.
[SPEAKER_02]: But first off though, obviously, we’ve got these customer service people.
[SPEAKER_02]: We’ve got the team in the store, the physical store.
[SPEAKER_02]: How many of you are there across the whole business?
[SPEAKER_02]: And is there anything you choose to outsource rather than keep in-house?
[SPEAKER_00]: It’s a great question because I’ve been thinking a lot about the structure of the company, the structure of our workforce and how we’re actually efficiently operate the business.
[SPEAKER_00]: Because I think in oak e-commerce it’s very tempting and super easy to get insane amount of people working in the business and then the margins grow slimmer and slimmer and till there is nothing.
[SPEAKER_00]: And I think it’s a huge challenge and a huge
[SPEAKER_00]: possibility to get the business rolling with as little people as possible.
[SPEAKER_00]: We’re actually operating in e-commerce alone only seven people.
[SPEAKER_00]: But across the business overall, we have around fifty people.
[SPEAKER_00]: I mean, of course, there is a stock room.
[SPEAKER_00]: For example, where we have around seven people working with getting the stocks from the companies, delivering it, then operating it, checking, fulfilling the orders and everything like that.
[SPEAKER_00]: And because the items are so expensive, we cannot use outsourced stock room.
[SPEAKER_00]: The other big part for us is the retail space.
[SPEAKER_00]: So right now we are operating around four hundred meters square meters of retail space.
[SPEAKER_00]: And I think that’s around eight hundred feet if I’m not afraid.
[SPEAKER_00]: If I’m in front correct.
[SPEAKER_00]: All right, four hundred meters.
[SPEAKER_02]: Those math.
[SPEAKER_02]: So everyone, everyone listening, I’m making a face.
[SPEAKER_02]: I haven’t got a clue because I whilst here in the UK, we are pretty bilingual in terms of metrics and imperial measurements.
[SPEAKER_02]: Can I convert between the two?
[SPEAKER_02]: No, in this lightest.
[SPEAKER_00]: So we have around twenty people working for four hundred meters.
[SPEAKER_00]: And I mean, if you’re in the world of retail, it’s quite a lot, but at the same time, because we try to provide as personal services again, we try to keep that in twenty to twenty five people.
[SPEAKER_00]: And then we have marketing, which is the pillar of e-commerce, actually, where all the money is being spent, where all the interesting things are happening in marketing, as well as operations.
[SPEAKER_00]: For example, we have the buying office, which is in charge of actually stocking items, which items to buy, which to sell, and we have additional service, which is the folder service.
[SPEAKER_00]: So the folder service is
[SPEAKER_00]: I don’t know how to say it’s basically operation space where we do the photography and video content for social media as well as for the website.
[SPEAKER_00]: And we outsource some of it to contractors but we also have a little space next to our boutique where we can do some social media content or maybe record a video, for example, for the customer.
[SPEAKER_00]: because it just made sense for us to actually get this physical place with physical cameras and everything ready for us at any point because we just calculated that a single video that we make at this location for the customer actually earn us around sixty dollars.
[SPEAKER_00]: So in reality, it just made sense for us to make as many videos as we can to make as much money as possible, basically.
[SPEAKER_02]: I mean, you mentioned earlier about, you know, one of the factors in using the physical store for recruitment is you’ve got, you don’t have a marketing spend as such, but your marketing spend is sunk into your rental cost, which is obviously high because it’s a physical retail store in a, in a prime location.
[SPEAKER_02]: And I wondered did that also factor into right.
[SPEAKER_02]: We’ve got a physical space that’s got our clothes on hangers ready to be tried on.
[SPEAKER_02]: It will be mad not to have some form of studio on site.
[SPEAKER_02]: So we can take advantage of that square footage and the fact the products are ready to be used.
[SPEAKER_02]: Was that a factor in deciding to have the mini studio?
[SPEAKER_00]: Oh yeah, of course.
[SPEAKER_00]: I mean, it’s ready.
[SPEAKER_00]: It’s a really nice and neat.
[SPEAKER_00]: So, I mean, it just made sense for us to have it right next to it.
[SPEAKER_00]: And plus, people don’t know this, but in Europe, the rep is very, not very high.
[SPEAKER_00]: But the thing is, is that you have to pay Kimani.
[SPEAKER_00]: I don’t know if you’re in UK, it’s a thing.
[SPEAKER_00]: But basically, you pay around one million dollars, or around one million euro, just to get the ability
[SPEAKER_00]: to rent the place.
[SPEAKER_00]: And then in the end, you can sell it after you close down the business.
[SPEAKER_00]: You can sell this key money, the ability to rent to someone else.
[SPEAKER_00]: So it’s like a kind of big investment, but a small rental income, which you just have to buy and have to earn.
[SPEAKER_00]: So for us, we were lucky to find a prime location without this key money.
[SPEAKER_00]: Because everyone around us paid one million, two million dollars a year to actually be in this location.
[SPEAKER_02]: I mean, so often if you’re dealing with property and business, half the battle is how you buy the property or rent the property.
[SPEAKER_02]: And it sounds like you did a very good job on the way in.
[SPEAKER_00]: That’s true.
[SPEAKER_02]: So you’ve got this strategy, which makes so much sense about recruiting the customers in the physical space where they get the great experience and then converted them into long-term, retained customers.
[SPEAKER_02]: We’re all familiar with getting to the checkout or being accosted on the way.
[SPEAKER_02]: And we’re going to give us your email address, give us your email address.
[SPEAKER_02]: Now, that obviously massively jars with your customer base, the products you’re selling and the way you go about doing it.
[SPEAKER_02]: So how do you do those most basic mechanics of turning in store of getting the information out of install customer to be able to do the retention piece?
[SPEAKER_00]: I mean, I’m surprised how many stores don’t do this, but having a loyalty program is incredibly easy to sell the ability for the customer to live their inner address and their phone number.
[SPEAKER_00]: I mean, if you give, I don’t like the discounts in loyalty, but I like cashback.
[SPEAKER_00]: So if for example buy a thousand dollar piece of item right and you’re getting five percent of that to your balance and then you can spend it so of course if the customer is interested in this type of fashion he will leave your email or his phone number because he wants to earn this practically money on his balance and also I think just asking goes a long way I was so surprised when
[SPEAKER_00]: One of my friends who also has a retail store, he was like, oh, no one is living their emails.
[SPEAKER_00]: And when we did a simple thing of having a script for the salesperson to ask, oh, do we want to leave your email to get the news about discounts, increase the sign-up rate by ten times?
[SPEAKER_00]: So it just asking goes a long way.
[SPEAKER_02]: So asking, but also training your team how to ask.
[SPEAKER_02]: So they feel comfortable and so they know what sort of words to use and when to say it.
[SPEAKER_02]: I’m guessing you never have anyone in the door trying to get email addresses.
[SPEAKER_00]: Oh yeah, yeah.
[SPEAKER_02]: Yeah, no, just no.
[SPEAKER_02]: And you’ve given us the three pillars of your retention strategy and that it’s obviously highly personalized with those that human outreach.
[SPEAKER_02]: Do you also do personalization, comes within it on a, on a bigger scale, so a more segmentation triggered, et cetera, scale.
[SPEAKER_00]: Yeah, so we have a lot of segmentation on a website.
[SPEAKER_00]: I mean, we all in e-commerce space love the fact of automation and automatic segmentation and personalization.
[SPEAKER_00]: But I think the biggest thing you can do is actually bringing this automatic thing and making it personal.
[SPEAKER_00]: I mean, we do two million dollars in revenue, two million euros in revenue actually by only around four thousand customers per year.
[SPEAKER_00]: So it’s not a lot.
[SPEAKER_00]: And I mean, when I just think about this, four thousand customers a year is around, what, four hundred customers per month, four thousand to four hundred, right?
[SPEAKER_00]: And so it’s very easy to make anything automatic, actually personal and doing it by yourself, because when the customer gets a handwritten note, for example, he will actually appreciate it and get much more value from it than getting some automatic.
[SPEAKER_00]: But of course, what we do automatically is email segmentation by a customer and what brand he bought.
[SPEAKER_00]: We’re also doing SMS notification, which are personal.
[SPEAKER_00]: For example, a customer checks out an item and it’s not available right now because someone also bought it.
[SPEAKER_00]: We sign him up through SMS and deliver to him personal SMS when it’s available.
[SPEAKER_00]: And then, of course, we know, okay, he wants this brand this item, then we change the sequence and what he’s interested in and what we choose to adjust to him.
[SPEAKER_00]: But all of this information is actually goes into our CRM where we see all the customer data and then the salesperson, like I talk to you about the person who communicates with the customer, sees, oh, okay, this customer bought this brand or he likes some addresses, for example, she likes some addresses or he, I mean, and we basically see that the customer wants that and communicate in that way.
[SPEAKER_02]: That makes so much sense as like the best of both worlds, the one, the P to P as well as the best of the automation, but not getting, always taking the what is actually the best thing to do, filter to it rather than just building the next thing.
[SPEAKER_02]: And then we’ve talked about the need for a great customer experience and how you’re doing that through the communication channels, but so often in boutique retail in retail in general, when you get this amazing experience in store,
[SPEAKER_02]: and then you end up on a website.
[SPEAKER_02]: The customer experience of transition drops back.
[SPEAKER_02]: So how do you go about creating, not a similar experience because you’re never going to get the same experience, but a similar feeling for the customer when they’re transacting on the website versus when they’re walking through the doors of your store?
[SPEAKER_00]: I think for us, the game changer was when we discovered that we can do cast devs and personal calls with the customer and just asking them, oh, how do you like this?
[SPEAKER_00]: Or how do you actually go about purchasing something on the website?
[SPEAKER_00]: Or in reality, what we used to do, not anymore, but we used to force the customer to buy something on the website when he’s in store.
[SPEAKER_00]: I mean, if we have a good communication, good rapport with the customer, we can do that.
[SPEAKER_00]: and I just used to watch the costume.
[SPEAKER_00]: What they were doing where they were struggling and that helped a lot because the most important thing on the website is practically make it as simple as possible to reach the conclusion, to reach the end of the funnel to basically purchase and if they confused or they don’t really understand how to buy the item even though of course we all know how e-commerce works but you will be surprised how many customers now on your websites
[SPEAKER_00]: Not optimized for that and if that works, it’s fine.
[SPEAKER_00]: So we just make it as easy as possible for the customer to land on the website and then purchase.
[SPEAKER_00]: We even have a custom plugin where we can send the customer.
[SPEAKER_00]: A specific link with items already added to the card.
[SPEAKER_00]: So what he needs just needs to do is actually go to the card, write down the information for delivery, and then just purchase that’s it.
[SPEAKER_00]: So we’ll make it as easy as possible to the customer to basically reach the end of the funnel.
[SPEAKER_01]: Ecommerce Masterplan is supporting by some of the greatest companies in the Ecommerce sector.
[SPEAKER_01]: Here’s a reminder of who they are.
[SPEAKER_01]: It’s time for the top tips round.
[SPEAKER_02]: Okay, I love this section because he is me and I’ll list us some really quick ideas for taking our businesses to the next level.
[SPEAKER_02]: So, Clim, are you ready for the top tips?
[SPEAKER_02]: Okay, let’s start then the book top tip.
[SPEAKER_02]: If everyone listening to this podcast agreed to take Friday off and read a book to make their business better, which book would you recommend?
[SPEAKER_00]: All right, so I have two books.
[SPEAKER_00]: So first one, of course, I mean, probably most of the entrepreneurs have read it already, but it’s Alex Hermosie, hundred million offers.
[SPEAKER_00]: And why I’m recommending offers and not leads his next book is because I think in e-commerce, we all struggle so much with doing like offers and understanding how offer work for our product, so it’s super important.
[SPEAKER_00]: And the second book, which I think is even more amazing, and can drive much more value to your comics, is entrepreneur revolution by Daniel Priestley.
[SPEAKER_00]: And in that book, he goes about how entrepreneurship has changed, and how there is a thing as key person of influence.
[SPEAKER_00]: I think in e-commerce and specifically in beauty, there is a huge trend and a huge show of specific people actually driving so much marketing, so much eyeballs to specific products and driving to one billion, two billion free billion evaluation and turnover.
[SPEAKER_00]: And I think it’s super underrated in e-commerce how you can basically become or find the key person’s influence for the brand and just skyrocket your everything.
[SPEAKER_02]: I love that.
[SPEAKER_02]: Really, two great recommendations.
[SPEAKER_02]: I’m fully aware of the Daniel Presley one, not come across the one hundred million offers, so I will be going and having a look at that straight after we hang up on this call.
[SPEAKER_02]: Traffic top tip, which marketing method do you either prize above all others or think doesn’t get the press it deserves?
[SPEAKER_00]: I think the biggest thing that we all have looked at for past fifteen years or twenty years is email marketing and I don’t think many brands at many conferences do it well.
[SPEAKER_00]: I think that if your e-commerce is not generating thirty to forty percent of your revenue from email marketing you are doing it wrong or you’re not doing it enough.
[SPEAKER_00]: And I think that email marketing is so undervalued and underutilized by brands, specifically because I actually find that people say, oh, it’s too confusing or I don’t want the customer to be annoyed by me.
[SPEAKER_00]: But in reality, people just don’t talk to the customer and don’t know what they can do and how they can make it as easy as possible.
[SPEAKER_02]: Oh, I could put that on a billboard.
[SPEAKER_02]: Totally, totally agree with you.
[SPEAKER_02]: I saw something on social media this week of someone saying that they’d had an email marketing consultant saying that someone had said to them, we make money through automations.
[SPEAKER_02]: So why do we need a newsletter?
[SPEAKER_02]: It’s like hang head and shame.
[SPEAKER_02]: Oh man, a couple of people said totally agree with you on that one claim.
[SPEAKER_02]: Tool top tip, maybe a collaboration tool, a social media plug in, a phone up or just a way of working, is the recall little tool you use to make you and your team more efficient from day to day.
[SPEAKER_00]: I will cheat and give to again.
[SPEAKER_00]: I think that the basic one, and again, I think it’s super easy to use as notion.
[SPEAKER_00]: And I mean, if you’re not using notion for your nodes for collaborating with people, it’s super easy to do.
[SPEAKER_00]: And it has the best of Excel and also the best of any other note taking app and collaboration app in together.
[SPEAKER_00]: And the second one is actually a mirror.
[SPEAKER_00]: I don’t know if many people actually know about it because it’s not something, it’s not something new and they don’t invest much in marketing.
[SPEAKER_00]: But mirror is basically a whiteboard app which you can also collaborate with, brainstorm, do many, many different things.
[SPEAKER_00]: And it’s super intuitive and it helps my team to brainstorm and actually get things released
[SPEAKER_00]: by brainstorming together and having this nice sessions in mirror.
[SPEAKER_02]: Yeah, that’s M.I.R.O.
[SPEAKER_02]: for Mero, anyone who’s here, and yet it’s weird.
[SPEAKER_02]: Lots of people don’t know about it, but it does get recommended occasionally on the podcast, so well worth checking out.
[SPEAKER_02]: The carbon top tip, what’s your favourite way to reduce the carbon footprint of an e-commerce store?
[SPEAKER_00]: Yeah, I mean, of course, it would be different advice if I was producing my items, right?
[SPEAKER_00]: Because I’m actually buying from the brands.
[SPEAKER_00]: Because I think there’s a lot to do with production.
[SPEAKER_00]: You can reduce the carbon.
[SPEAKER_00]: But on top of that, what we do is we reuse the packaging that we get from the delivery companies and from the brands.
[SPEAKER_00]: So you might not think that it’s much, but we estimate that we save around five thousand boxes per month.
[SPEAKER_00]: by just reusing items for basically from the customer when we receive the return or from the brand-new receive return with use the same boxes.
[SPEAKER_02]: I find that such a, or a, I think that’s a brilliant tip.
[SPEAKER_02]: More, more businesses should be doing it.
[SPEAKER_02]: But I find the reason why lots don’t is because they feel it could be seen as being embarrassing if they’re seem to be recycling packaging.
[SPEAKER_02]: But you’re serving, you know, the top one percent with luxury fashion and you’re doing it.
[SPEAKER_02]: Is there anything you would say to people who are like, oh, our customers wouldn’t be all right with that to help them get past that barrier?
[SPEAKER_00]: But I think it’s a misunderstanding, in most cases, that customer is expecting you to have everything perfect, they have everything you.
[SPEAKER_00]: If you say and your ideology on the website, is that you are recycling and you are doing basically carbon food, you’re reducing the carbon footprint.
[SPEAKER_00]: It’s expected of you to have some issues with the packaging.
[SPEAKER_00]: And on top of that, if you’re saying, oh, I don’t want the customer to see the bad packaging, don’t send the customer that you’re using packaging.
[SPEAKER_00]: Are you using internally?
[SPEAKER_00]: The recycled materials?
[SPEAKER_00]: Are you using internally for example from one store to another or from example from the production line?
[SPEAKER_00]: Are you using the same packaging?
[SPEAKER_00]: Maybe there is a way to save there.
[SPEAKER_02]: I love that two more great tips.
[SPEAKER_02]: Thank you very much, Clim.
[SPEAKER_02]: Now before we say goodbye, could you please let us know where you can find you in your business?
[SPEAKER_00]: Yeah, and you can find us at alursjfc.com.
[SPEAKER_00]: And yeah, I mean, it can also come to us that such a cup there are in France.
[SPEAKER_02]: And I believe you have a little bit of diary space.
[SPEAKER_02]: How I have no idea to help other businesses grow their businesses.
[SPEAKER_02]: So how does someone get in contact with you if they want your help?
[SPEAKER_00]: Yeah, you can always find me and my LinkedIn, which is also clean the address of.
[SPEAKER_00]: I mean, it’s a name and surname, you’ll find it probably in the description, right?
[SPEAKER_02]: Yeah, definitely.
[SPEAKER_02]: There you go, everybody.
[SPEAKER_02]: Clim, thank you so much for coming on the podcast.
[SPEAKER_02]: I’ve chocked some quite tricky questions at you and you’ve met them all brilliantly.
[SPEAKER_02]: It’s been a fascinating task.
[SPEAKER_02]: Thank you so much for being here.
[SPEAKER_00]: Thank you, girl.
[SPEAKER_00]: Thanks for having me.
[SPEAKER_02]: What a fascinating business.
[SPEAKER_02]: And how much does Clim know what he’s doing?
[SPEAKER_02]: I mean, brilliant advice and he’s clearly really learnt his craft over running these two different businesses in that same luxury fashion space.
[SPEAKER_02]: Loved his three pillars for the business.
[SPEAKER_02]: Both because he knows what they are.
[SPEAKER_02]: He knows what his business is three pillars that they focus on are.
[SPEAKER_02]: And then secondly, how his choice of three pillars fits together so well to deliver for his business.
[SPEAKER_02]: The first pillar being the retention of long-term growth, how can they do that through gifts, delivery, bed of service, etc.
[SPEAKER_02]: The second one was his omnichannel approach, so understanding the roles of each of those channels, the website and the physical store in the business, which is basically the physical store is about recruiting customers, the online store is about retaining them to put it overly simplistically.
[SPEAKER_02]: And then thirdly, that smaller piece about the one to one or the P to P communications where he has a number of staff who each do one-on-one comes with their customers to build those strong relationships over time.
[SPEAKER_02]: Really, really fascinating chat with him.
[SPEAKER_02]: Lots for you all to take from that, I’m sure.
[SPEAKER_02]: You can get your hands on our notes about this episode, including those top tips and links to what we mentioned by heading over to ecommercemasterplanned.com.
[SPEAKER_02]: You could also use a direct episode shortlets, just put ECMP dot info forward slash the number of this episode into the URL bar and you’ll be redirected straight to the right page of the site.
[SPEAKER_02]: And when you get there, why not get yourself on our email list?
[SPEAKER_02]: You don’t miss out on all the cool stuff we share.
[SPEAKER_02]: If you like this episode, then you can find more of our episodes about fashion at ECMP.info forward slash fashion and you can find more with stores running on WooCommerce.
[SPEAKER_02]: If we don’t get many stores running on WooCommerce, so if you run on WooCommerce and want to come on and be a guest, just apply on the website, but if you want more WooCommerce content, then go to ECMP.info forward slash WooCommerce.
[SPEAKER_02]: And if you’re running high end luxury bricks and clicks operations then keep listening because in a few episodes time we’re going to be doing a very cool jewelry boutique one two which is really well worth listening to alongside this one.
[SPEAKER_02]: Thank you so much for tuning into this and every episode of the Ecommerce Master Plan podcast.
[SPEAKER_02]: I bring you a new interview every week because I want to inspire and help Ecommerce business owners like you to succeed and thrive with your businesses, including progressing along the all-important path to net zero.
[SPEAKER_02]: So if you know someone this show can help, please tell them to listen to the Ecommerce Master Plan podcast.
[SPEAKER_02]: Hope you have a brilliant week and don’t forget to keep optimizing.
[SPEAKER_01]: Thank you for listening to the e-commerce Master Plan podcast.
[SPEAKER_01]: Find out more at e-commercemasterplanned.com slash podcast.
