eCommerce MasterPlan

Once upon a time, Lucy Bloomfield ran her own eCommerce skincare business and achieved crazy levels of growth. And since 2018 she’s been helping other business owners to achieve huge leaps in sales without allowing the rest of the business to fall apart. 

Lucy joins us to share her system for doubling sales without slashing prices or ramping up ad spend.

If you’re looking to increase profit, avoid overstock issues, and build long-term, loyal customer relationships, this episode is a must-listen! 

Hit PLAY to hear: 

• Lucy’s 10-step go-to method for doubling sales—without heavy discounts
• The timeline Lucy recommends for planning campaigns
• The secret to building urgency and scarcity into your offers
• Why storytelling is your best sales tool (and how to use it!)
• Timing tricks that boost sales—no ad spend required
• Ways to escape the “discount death spiral” for good

Key timestamps to dive straight in: 

[03:07] Brands should enhance efficiency, strategy, relationships, sales. 

[07:23] Luxury brands balance demand without discounting strategies. 

[12:59] 10-step process doubling sales campaign success. 

[13:46] Strategic decisions needed for business complexity management. 

[19:22] Creative business customization and strategic product launches. 

[22:27] Store all marketing materials systematically. 

[25:36] Cycle syncing aids businesses in monthly cycles. 

[29:49] Listen to Lucy’s Top Tips! 

[32:49] Find out how to get Lucy’s Double Orders course for a fraction of its regular price   

 

Get Lucy’s Course at DoubleOrders.com use code MASTERPLAN by 30 November 2024 to save 50%. (From 1 December 2024 the code will save you 25%)

Full episode notes here: https://ecmp.info/518

Download our ebook >> https://ecmp.info/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

Download our new ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits

Get all the links and resources we mention & join our email list at https://ecmp.info

Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://ecmp.info/sponsor

This podcast uses the following third-party services for analysis:

Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/

Malina Zarb is the Marketing and eCommerce Director at Zone3, the world’s highest rated triathlon brand. Founded in 2006, Zone3 now sell via their Shopify store and wholesale channels, in total doing £9million a year about 45% of which is DTC. 

 

Hit PLAY to hear: 

• What Zone3 is all about 
• How to balance niche markets 
• The importance of community in building and scaling a brand 
• Sustainability and how it works in performance products 
• Nailing the basics and keeping things simple 

 

Key timestamps to dive straight in: 

[03:11] Closed business for family, pursued consulting and eCommerce. 

[05:55] Focus on two core markets with different products, price points, and communities. 

[08:10] Community passion and quality define marketing approach. 

[10:06] Invested in grassroots events, clubs, ambassador networks. 

[14:28] Balancing opportunities with strategic resource management. 

[17:06] Nail basics before adopting new technologies. 

[20:14] Launched biodegradable wetsuit; pursuing sustainable innovations. 

{21:50] Listen to Malina’s Top Tips! 

 

Full episode notes here: https://ecmp.info/517

Download our ebook >> https://ecmp.info/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

Download our new ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits

Get all the links and resources we mention & join our email list at https://ecmp.info

Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://ecmp.info/sponsor

This podcast uses the following third-party services for analysis:

Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/

Mike Stevens is one of the DTC pioneers, with 8 years at Innocent Drinks back in the 2000s, and then founding good-for-you confectionery brand Peppersmith, which over 10 years he scaled all the way to exit in 2018. He’s also the author of the excellent and bestselling and award-winning book “The Direct to Consumer Playbook: The Stories and Strategies of the Brands that Wrote the DTC Rules”. 

 

Hit PLAY to hear: 

• The highs and lows of being an entrepreneur 
• Knowing when to transition your business, or to close it 
• Considering product-market fit 
• Opportunity cost and why it matters 
• Embracing failure as a learning opportunity 

 

Key timestamps to dive straight in: 

[05:58] Mike’s take on sustainability, functionality, his Amazon journey, multichannel business. 

[12:27] High acquisition costs due to low demand. 

[15:03] Real product, timing challenges, consumer purchasing shifts. 

[17:46] Running the business was full-time, unfeasible to leave on the side. 

[21:17] Considering opportunity cost over easy choices. 

[25:10] Passionate about purpose-driven products and consultancy. 

[27:05] Listen to Mike’s Top Tips! 

Full episode notes here: https://ecmp.info/516

Mike’s previous episode where he talks about his book: https://ecmp.info/390  

Download our ebook >> https://ecmp.info/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

Download our new ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits

Get all the links and resources we mention & join our email list at https://ecmp.info

Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://ecmp.info/sponsor

This podcast uses the following third-party services for analysis:

Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/

Shri Kanase is the founder of Yoru Marketing, where he and his team run Google Ads and YouTube Ads for some of the biggest eCommerce brands in the world, and have helped 100s of brands scale.

In fact… Yoru Marketing is one of the fastest growing and top rated Google Ads PPC Marketing Agencies in the USA because they’re all about your results.

Hit PLAY to hear:

• Why account structure matters
• All about the TPS approach
• Product feed optimisation
• The importance of conversion tracking
• How to deal with seasonal changes

Key timestamps to dive straight in:

[05:31] Success in Google Ads relies on strategic structure.

[07:38] Optimized product feed crucial for ad success.

[12:23] Focus on high-buying intent for successful campaigns.

[15:09] Test, separate, scale: optimize profitable product campaigns.

[17:22] Focus on training algorithm for right audience.

[19:50] Classify products by different life cycle stages.

[23:02] Customize strategies based on performance and needs.

[27:03] Listen to Shri’s Top Tips!

Full episode notes here: https://ecmp.info/515

Episode sponsored by Yoru Marketing. Apply for your Free Google Ads Audit >> https://yorumarketing.com

Download our ebook >> https://ecmp.info/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

Download our new ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits

Get all the links and resources we mention & join our email list at https://ecmp.info

Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://ecmp.info/sponsor

This podcast uses the following third-party services for analysis:

Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/

Guy Blaskey is the founder at Detrash watches, where he’s on a mission to both create the most efficient eCommerce company possible AND be a force for good by creating sustainable products and supporting 1% for the planet and Surfers Against Sewage.

Guy founded Detrash in January this year and started selling in June exclusively via it’s Shopify store. 

Guy was previously on the show talking about his multi-million turnover pet food brand Pooch and Mutt.

 

Hit PLAY to hear: 

• Starting a new business with purpose and passion 
• Practicing proactive sustainability 
• The growing trend of ethical consumerism 
• Disrupting industries with sustainable options 
• Why a small team matters for startups 

 

Key timestamps to dive straight in: 

[04:43] Enjoys advisory roles, charity work, and entrepreneurship. 

[09:11] Watch provokes sustainable conversations and reminders. 

[11:22] Greenwashing in FMCG packaging is really annoying. 

[13:26] The more people want recycled products, the more businesses are going to get into recycled materials. 

[16:54] Tried limited drops, now using dispatch windows. 

[21:00] Helped start business with minimal funds, advised caution. 

[22:35] Listen to Guy’s Top Tips! 

Full episode notes here: https://ecmp.info/514

Discover Yoast for Shopify >>> https://ecmp.info/yoast-shopify

Download our new ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits

Get all the links and resources we mention & join our email list at https://ecmp.info

Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://ecmp.info/sponsor

This podcast uses the following third-party services for analysis:

Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/

Scaling Smarter: How GiftsOnline4U is Transforming the Gift Business with Asgar Dungarwalla 

 

Asgar Dungarwalla is the Founder of GiftsOnline4U, the award winning personalised gift retailer. They sell over 2,500 products via their WooCommerce website, marketplaces, and wholesale to both the B2C and B2B markets. Founded in 2012 they now do £750,000 per year. 

 

Hit PLAY to hear: 

• Why personalization is key for GiftsOnline4U 
• How Asgar downsized his team to make them more efficient and effective 
• The importance of building strong ties with outsourced teams 
• Streamlining for profitability 
• How to use AI in an eCommerce business 

 

Key timestamps to dive straight in: 

[04:55] Personalisation challenges: wrong info from customers, technology issues. 

[08:08] Overseas teams are cost-effective and skilled overall. 

[12:02] Focus on productivity over growth for better results. 

[14:29] Using AI early can increase business productivity. 

[17:58] Perplexity AI is a great search engine. 

[22:18] Customized gifts using input-based real-time images. 

[25:18] Listen to Asgar’s Top Tips! 

Full episode notes here: https://ecmp.info/513

Discover Yoast for Shopify >>> https://ecmp.info/yoast-shopify

Download our new ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits

Get all the links and resources we mention & join our email list at https://ecmp.info

Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://ecmp.info/sponsor

This podcast uses the following third-party services for analysis:

Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/

Judith Harvey is the eCommerce lead at Naturisimo, the home of ethical beauty. Founded in 2008 they now sell via their Shopify store with 7-figure sales. 

 

Hit PLAY to hear: 

• Naturisimo’s personalization journey 
• The challenge of maintaining Naturisimo’s identity while promoting the brands they carry 
• How to effectively use brand stories 
• Retaining customers through education and brand association 
• What segmentation can do for your business 

 

Key timestamps to dive straight in: 

[05:36] Delivering safe, effective, clean beauty products. 

[09:22] Challenges: recruiting, retaining customers; expanding product purchases. 

[10:50] Finding product associations to educate and upsell. 

[13:15] Balancing brand innovation and customer loyalty. 

[19:16] Success based on segmentation. 

[20:33] Personalized, journey-based customer engagement and product discovery. 

[22:17] Listen to Judith’s Top Tips! 

Full episode notes here: https://ecmp.info/512

Discover Yoast for Shopify >>> https://ecmp.info/yoast-shopify

Download our new ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits

Get all the links and resources we mention & join our email list at https://ecmp.info

Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://ecmp.info/sponsor

This podcast uses the following third-party services for analysis:

Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/

John Sills is the Author of the ‘leadership book of the year 2023, “The Human Experience: How to make life better for your customers and create a more successful organization”, AND managing partner at The Foundation Growth Consultancy where they help organisations achieve customer led success. 

 

Hit PLAY to hear: 

• The importance of human experience in eCommerce and what led John to write his book 
• The myths of customer feedback, customer loyalty, and return on investment 
• The cost of poor customer experience 
• How better customer experience can lower your business costs 
• Behaviors and enablers and why you should care about them 

 

Key timestamps to dive straight in: 

[05:28] eCommerce, retail, hospitality satisfy more than banking. 

[07:39] COVID inspired a book about being human. 

[11:11] Feedback surveys focus on superficial customer opinions. 

[15:03] Customer loyalty to organizations is often fickle. 

[19:04] NHS ensures transparency and engagement with donors. 

[22:35] Digital experiences harder to resolve customer issues. 

[25:44] Listen to John’s Top Tips! 

Full episode notes here: https://ecmp.info/511

Discover Yoast for Shopify >>> https://ecmp.info/yoast-shopify

Download our new ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits

Get all the links and resources we mention & join our email list at https://ecmp.info

Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://ecmp.info/sponsor

This podcast uses the following third-party services for analysis:

Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/

Lauren Duncan is the Head of eCommerce at Philip Kingsley, creators and sellers of Trichological Hair and Scalp products. Founded in the 1950s, Philip Kingsley now sell via their Magento eCommerce store, wholesale via salons and other retailers, and run 2 clinics in London and New York.

Their number one Hair Mask sells one unit every 30 seconds worldwide! 

 

Hit PLAY to hear: 

• The clinical side of Philip Kingsley 
• Digital transformation and its benefits 
• Their promotional strategies that focused on quality over quantity 
• The brand’s gift with purchase optimisation 
• Philip Kingsley’s future plans 

 

Key timestamps to dive straight in: 

[06:30] Hair treatment business pivots to digital expansion. 

[07:35] New storefront for clinic, subscription assessment, web app. 

[14:15] Improving execution and data for better promotions. 

[15:58] Elevating promotions through bespoke photo and video. 

[18:54] Testing, personalization, and AOV focus increase. 

[23:50] Exciting updates on clinical and retail transformation. 

[25:04] Listen to Lauren’s Top Tips! 

Full episode notes here: https://ecmp.info/510

Doofinder - Start Your Free Trial >>> https://ecmp.info/doofinder

Download our ebook >> https://ecmp.info/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

Download our new ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits

Get all the links and resources we mention & join our email list at https://ecmp.info

Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://ecmp.info/sponsor

This podcast uses the following third-party services for analysis:

Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/

Jenna Tanenbaum was Head of Growth at DTC toilet paper success story Who Gives a Crap for nearly 4 years. And she now runs performance creative and UGC marketing agency Ostrich. 

 

Hit PLAY to hear: 

• How Jenna got her start in eCommerce 
• What she learned as Head of Growth at WGAC 
• Lots of advice about how to build your business for growth
• Tips for handling content creation challenges today  

 

Key timestamps to dive straight in: 

[04:24] Career journey from banking to digital marketing. 

[08:30] Who Gives a Crap: Sustainable toilet paper, global impact. 

[11:44] Profits can be used in various ways. 

[14:50] Strong brand, culture, risk, hiring, empowerment, evolving. 

[17:56] Digital marketing dynamics have rapidly evolved. 

[21:25] Listen to Jenna’s Top Tips! 

Full episode notes here: https://ecmp.info/509

Doofinder - Start Your Free Trial >>> https://ecmp.info/doofinder

Download our ebook >> https://ecmp.info/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

Download our new ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits

Get all the links and resources we mention & join our email list at https://ecmp.info

Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://ecmp.info/sponsor

This podcast uses the following third-party services for analysis:

Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/