Joe Crosby manages the content and media team at REI, the nation's largest outdoor retailer.  Founded in 1938, Lloyd and Mary Anderson started the company in the Seattle area and along with other locals formed a co-op of about 23 people who came together to crowdsource and share the procurement of outdoor equipment,  and they have maintained this co-op to the present day. As a third-party retailer, REI sells a lot of other brands' products, and they are thriving even during a time when we see many third-party retailers struggling.  A big part of this is due to their superior content marketing. In this episode, we talked with Joe to break down the framework he uses when developing content, REI's metrics for success and what he would do if put in charge of a content strategy for a $5-10M brand.   “We're trying to build an audience of advocates for the outdoors first and foremost” - Joe Crosby   Some topics that were discussed include:  The exact framework REI uses to choose the right content to produce Focusing on content that specifically builds "values-based" alignment with customers Tacking the success of campaigns using a hybrid of traditional "Media" metrics like views and impressions AND retail metrics like ad performance and ROAS How to build a content machine for a $5-$10M brand    Subscribe to The Commerce Lab premium newsletter: We recently launched our *NEW* weekly premium newsletter,  The Commerce Lab. The newsletter is an extension of this podcast that deconstructs the operations and strategies that have worked for today's top brands (that have grown to where you want to be), into actionable guides you and your team can implement. Our goal with the newsletter: help brand operators, like you, stay ahead of the curve. (NOTE: We will eventually turn this into a paid newsletter, but early subscribers will get grandfathered in for free. Sign up here: https://bluestout.com/thecommercelab.)

EP20 – How to Create Content like REI.com  | Joe Crosby, REI.com

The Commerce Lab, hosted by Allen Burt , the Founder and CEO of Blue Stout, is the community for growth-minded eCommerce business owners. On this podcast, we'll dive deep into the eCommerce economy, analyze cutting edge strategy, meet with industry leaders, and above all, provide you with actionable advice to engineer consistent growth in your business. To access any of the resources discussed in today's episode, join us in the Commerce Lab Official Community on Facebook or visit www.bluestout.com

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Devin Killpack is a biologist turned entrepreneur and the CEO and co-founder of Gathre. Gathre was born from the desire to create space for families, quality crafted mats and leather goods that prove “that beautiful things can be functional, that less can be more, that the effort to be together is always worth it.”   When Devin Killpack and his wife began Gathre five years ago the operations took place in his parents’ garage. Their ability to create a solid brand that focuses intently on aesthetics and leverage product placement and collaboration has catapulted them to the mid-7-figure range.    Today you’ll learn how Gathre scaled their business to 7 figures without advertising, their use of Clayton Christensen’s “Jobs to be Done” theory to better understand customers and products, and how they have utilized Instagram as their biggest lever.    "Gathre didn't just create this brand, it was co-created with our customers." - Devin Killpack   Some topics that were discussed include:    How Gathre scaled to 7-figures without paid advertising How it took 2 years for Gathre to reach their first 7-figure year, how partnering with a big influencer was their key growth lever, and combining “paid influencer promotion” with co-branded product. Why Gathre views themselves as an "Instagram first" business Gathre’s “product development” process and why they attribute their success to it Clayton Christensen's "Jobs To Be Done" theory and how it helps Gathre understand their customers and products.  Using this framework to determine what content to create that will resonate with their audience. How they leverage User Generated Content to scale their social following and drive sales. Gathre's "framework" for deciding what to post, how many to post, and the goal they want each piece of creative to achieve Gathre’s team building philosophy and how they make hiring decisions.    Contact Devin Killpack:    Contact Devin on LinkedIn    References & links mentioned:    Gathre’s Instagram  Gathre’s Website   Gathre Article Feature    Subscribe & Review The Commerce Lab Podcast:   Thanks for tuning in to this week’s episode of The Commerce Lab Podcast! If the information shared in these weekly conversations and interviews have helped you in your business journey, please head over to iTunes, subscribe to the show, and leave us an honest review. Your reviews and feedback will not only help us continue to deliver great, helpful content, but it will also help us reach even more amazing entrepreneurs just like you!

EP22 - Gathre.com: 7 figures without ads and building a world class content machine | Devin Killpack, Gathre

Kharma Vella is the Brand Product Director at Poler. Kharma was an original co-founder of the brand, and the creative mastermind behind some of Poler’s most notable products. He was ousted from the company by his partner, but rejoined in October of last year - post brand bankruptcy - as Poler prepared to relaunch under new ownership. Originally founded in 2010, Poler is an outdoor brand that aims to fill the void between action sports and outdoor wear; they have been described as a lovechild of Volcom and Patagonia. Poler grew rapidly to high 7-figure revenues in 2016, then took a nosedive before filing for Bankruptcy in 2019. Now they are back. This is their story and the lessons they’ve learned. Kharma is passing them along in hopes that other brands avoid making the same mistakes. Today you’ll learn what Poler did wrong. What happened at the peak of their growth in 2015-2016 (changes in leadership, operation, and marketing) that set them on the downward spiral towards bankruptcy? Most importantly, you’ll learn what they’re doing differently today to scale back up.    “It's a warning story around trying to run a wholesale business along with a direct consumer online business and the importance of operations, logistics, and maintaining wholesale relationships.” - Kharma Vella    Some topics that were discussed include:  What is Poler? How do they position themselves? Why their initial success was lucky - and how they leveraged Instagram to scale. The source of the majority of sales (retailers/wholesale business) How they built brand equity with Instagram, then used that branding to get into retail stores - their main sales channel. The downfall of Poler - why wholesale demand declined (and why retailers stopped buying) How operations/logistics issues killed the wholesale business, and the decline of sales that followed. Moving Forward: How Poler is recovering after bankruptcy with their focus on product, sustainability and rebuilding the wholesale business  ------   Subscribe to The Commerce Lab premium newsletter: We recently launched our *NEW* weekly premium newsletter, The Commerce Lab: https://bluestout.com/thecommercelab The newsletter is an extension of this podcast that deconstructs the operations and strategies that have worked for today's top brands (that have grown to where you want to be), into actionable guides you and your team can implement. Our goal with the newsletter: help brand operators, like you, stay ahead of the curve. (NOTE: We will eventually turn this into a paid newsletter, but early subscribers will get grandfathered in for free. Sign up here: https://bluestout.com/thecommercelab)

EP21 – A warning story for brand founders: The bankruptcy & rebirth of Poler.com

Kyle Widrick is the Founder and CEO of WIN Brands Group (WBG). WBG is a leading operator of a portfolio of direct-to-consumer brands focused on leveraging best in class technology partners to scale the most innovative customer-first brands in the world.   WBG partners with companies that have created amazing products currently in the marketplace, acquires the majority of the business and provides them with an extensive top-level shared service team who run the business from a portfolio approach. Within the next 3-5 years Kyle and WBG plan to have a couple dozen brands operating within their DTC holding company.      Today, you’ll learn about WBG’s strategic advantage in the DTC market, how they structure their partnership with brands, and about the future of DTC commerce.   “I saw all these businesses that really should have taken off like rocket ships, but didn't have a key resource internally and that held them back in a very dramatic way.” - Kyle Widrick    Some topics that were discussed include:    Does the future of DTC (direct to consumer eCommerce) look like holding companies?  What WBG looks for when buying a brand  WBG’s business model- operating with a Matrix Structure The First 12-18 months after acquisition How WBG has a strategic advantage  How WBG structures the deal with DTC brands they buy The valuation of a DTC Brand The future of DTC commerce Why Kyle doesn’t avoid Amazon    Contact Kyle Widrick:    WBG’s Website Connect with Kyle on LinkedIn     References & links mentioned:     WBG in Forbes 

EP19 – Buying brands, how to sell for a high multiple and the anatomy of a DTC holding company | Kyle Widrick, Win Brands Group

Jordan Gal is the Co-founder and CEO of Carthook, a company offering customizable checkout processes for some of the most groundbreaking eCommerce brands. He and his team are partnering with clients to implement one of the most overlooked strategies in eCom, the post purchase upsell. Carthook clients have seen as much as 42% of past 30 day total revenue be driven by post purchase upsells.   In this episode, you’ll learn how to implement product upsells to increase revenue and how you can use product funnels to customize the buying experience for your customers to increase conversion rate.    “This allows you to make an upsell without adding any friction to the buying process that can drive up your average order value.” - Jordan Gal   Some topics that were discussed include:    How to use a "one click upsell" after the checkout to upsell your customer without adding friction to the buying process Leveraging consumer psychology to increase hit rate of an upsell Using "product funnels" to sell more with a better customer journey    Contact Jordan Gal:    Connect with Jordan on  Twitter Learn more about CartHook  Carthook on Facebook     References & links mentioned:    Jordan Co-hosts The Bootstrapped Web, a podcast centered on the highs and lows encountered while bootstrapping an online business.     Subscribe & Review The Commerce Lab Podcast:   Thanks for tuning in to this week’s episode of The Commerce Lab Podcast! If the information shared in these weekly conversations and interviews have helped you in your business journey, please head over to iTunes, subscribe to the show, and leave us an honest review. Your reviews and feedback will not only help us continue to deliver great, helpful content, but it will also help us reach even more amazing entrepreneurs just like you!  

EP20 – How to Create Content like REI.com | Joe Crosby, REI.com

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