Paige Hope, Founder of Elan Pure, a non-toxic self tanner, shares her journey in launching her e-commerce brand with a background in the influencer technology space. Paige emphasized the importance of community and transparency, noting her brand's growth from 75 to 1,600 affiliates in a year. She discussed the challenges of finding the right manufacturer and the significance of owning the formula. Paige also detailed her retention strategies, including early access to new products, educational content, and intentional post-purchase communication to reduce customer doubt. She stressed the value of small initial orders and the importance of founder involvement in community building.

Episode Timestamps:

• Transition to Personal Brand and Health Challenges 1:52

• Paige discusses the acquisition of her company by Pattern, a global e-commerce accelerator.

• She shares her personal motivation for starting her own brand, inspired by her sister's autoimmune disease and her own hormonal challenges.

• Paige introduces her non-toxic self-tanner, highlighting the challenges of finding the right manufacturer.

• She emphasizes the importance of transparency and community in her brand's mission.

• Challenges in Manufacturing and Product Development 2:09

• Mariah Parsons shares her background in neuroscience, focusing on toxins in beauty products.

• Paige explains the difficulties of finding the right manufacturer for her non-toxic self-tanner.

• She advises founders to own their formula and work directly with chemists to ensure quality and transparency.

• Paige stresses the importance of understanding the fine print in manufacturing agreements and starting with small orders to avoid waste.

• Building a Community and Early Adopters 2:26

• Paige discusses the importance of community in her brand's success, starting with 75 affiliates and growing to 1600.

• She emphasizes the value of early adopters and the importance of building a genuine community.

• Paige shares her approach to retention, including engaging with customers and providing opportunities for feedback.

• She highlights the launch of the Living Alana podcast to educate and engage the community.

• Affiliate Program and Customer Retention Strategies 2:38

• Paige outlines her framework for building an affiliate program, starting with three audience types and identifying relevant creators.

• She explains the importance of being present on all social platforms and engaging with the community regularly.

• Paige discusses the use of technology stacks like Pattern Creator to add value and maintain engagement.

• She shares her approach to customer retention, including automations, educational emails, and offering discounts to encourage repeat purchases.

• Customer Experience and Post-Purchase Communication 32:59

• Paige emphasizes the importance of a positive post-purchase experience to reduce the "zone of doubt" for customers.

• She describes her brand's approach to customer communication, providing educational content and timely updates.

• Paige discusses the potential launch of a subscription model to further enhance customer retention.

• She advises founders to bake in discounts and commissions to accommodate promotions and maintain customer satisfaction.

• Influencer and Affiliate Engagement 33:11

• Paige shares her philosophy on working with influencers and affiliates, emphasizing the importance of mutual benefit.

• She discusses the potential of micro-influencers and the role of customer-generated content in building brand awareness.

• Mariah Parsons highlights the importance of founder-facing content and being comfortable on camera.

• Paige and Mariah agree on the value of transparency and authenticity in building a strong brand community.

Mariah Parsons hosts a podcast on customer retention strategies for e-commerce marketers. Mark, co-founder of Monocle, a personalization platform, explains how AI helps brands optimize incentives and retention strategies. He emphasizes the need for nuanced discounting to maintain brand equity and highlights the potential of cross-selling and in-real-life (IRL) brand experiences. Mark also discusses the importance of personalized post-purchase engagement and the role of sensory branding in enhancing customer loyalty.

Episode Timestamps:

• 2:53 Introduction of Mark and Monocle

• Mariah welcomes Mark, founder of Monocle, to the podcast and invites him to introduce himself.

• Mark shares his background, mentioning that he and his partner Noam started Monocle as an AI-powered personalization platform.

• Mark explains that Monocle helps brands with incentives, timing, and engagement to improve retention and customer lifetime value.

• He discusses the importance of personalization and how Monocle assists brands in making informed decisions about when and how to engage with their customers.

• 4:11 Retention Strategies and Early Adoption

• Mariah and Mark discuss the importance of retention strategies, especially for brands with robust lists.

• Mark explains that retention becomes more crucial as brands grow, with subscription brands needing to focus on retention from the start.

• They talk about the challenges of early-stage brands with small lists and the importance of understanding customer behavior and preferences.

• Mark emphasizes the need for brands to segment their audiences and tailor their retention strategies based on customer data.

• 9:05 Incentives and Personalization

• Mark explains how Monocle uses AI to predict the incremental revenue generated by discounts and incentives for specific users.

• He discusses the importance of balancing discounts with brand equity and long-term pricing strategies.

• Mark highlights the need for brands to use data-driven approaches to determine the right incentives for different customer segments.

• They talk about the potential negative impact of over-discounting and the importance of maintaining brand positioning.

• 34:36 Retention Strategies Beyond Incentives

• Mark shares insights on different retention strategies, including time-based calendars, product-specific follow-ups, and seasonal offers.

• He explains how brands can use customer data to create personalized retention campaigns that engage customers at various stages post-purchase.

• Mark discusses the importance of cross-selling and upselling to extend customer lifetime value.

• They talk about the role of AI in predicting customer behavior and optimizing retention strategies.

• 34:53 IRL Brand Experiences and Sensory Branding

• Mark highlights the growing trend of in-real-life (IRL) brand experiences and direct mail as effective retention strategies.

• He discusses the importance of creating memorable unboxing experiences and how they can enhance customer engagement.

• Mark explains how sensory branding can help brands differentiate themselves and create a lasting impression on customers.

• They talk about the potential of limited-edition products and exclusive events to drive customer loyalty and retention.

• 40:09 Future Trends and Predictions

• Mark shares his predictions for 2025, including the focus on cross-selling and extending customer lifetime value.

• He discusses the potential of IRL brand experiences and sensory branding to create unique and engaging customer interactions.

• Mark emphasizes the importance of experimentation and testing to optimize retention strategies.

• They talk about the potential of AI and machine learning to drive personalization and improve customer engagement.

On Retention Chronicles this week, Mariah Parsons spoke with Jesse Kaufman, CEO of Shipping Tree (now Kase), a third-party logistics (3PL) company for ecommerce brands. Kaufman discussed his experience growing Shipping Tree from its founding to managing thousands of orders daily. He highlighted the importance of diversifying shipping carriers due to recent changes at USPS that impacted DHL eCom, and the effects of Section 321 rule changes on import duties. Kaufman also addressed the psychological challenges brands may face when transitioning to a 3PL provider, emphasizing the need for trust and proper onboarding.

Episode Timestamps:

• 5:25 Challenges and Evolution of Shipping Tree

• Jesse discusses the growth of Shipping Tree, from a small operation to fulfilling thousands of orders daily.

• He highlights the challenges faced in the early days, such as managing inventory and fulfillment without dedicated technology.

• Jesse emphasizes the importance of having a technological bridge between merchants and 3PLs, which was lacking in the early days.

• He shares insights into the evolution of 3PLs and the varying quality of apps used by different 3PLs.

• 6:04 Transitioning to a 3PL and Overcoming Psychological Barriers

• Mariah and Jesse discuss the psychological challenges brands face when transitioning to a 3PL, such as trusting a third party with their inventory.

• Jesse explains how Shipping Tree helps brands overcome these challenges by providing peace of mind and ensuring proper QA processes.

• They discuss the importance of founders evaluating 3PLs based on their systems and the level of care they show for brands and products.

• Jesse mentions the role of references and third-party validation in helping founders make informed decisions about choosing a 3PL.

• 6:19 Minimum Order Volumes and Finding the Right 3PL

• Mariah and Jesse discuss the minimum order volumes required by Shipping Tree, typically starting at 2000 orders per month.

• Jesse advises founders to look for 3PLs that fit their needs, whether they are small, mom-and-pop operations or larger, more established 3PLs.

• He highlights the importance of finding a 3PL that can grow with the brand and provides the necessary support and technology.

• Jesse mentions resources like Twitter and Third Person, a company that helps match brands with 3PLs, to assist founders in finding the right partner.

• 23:33 Carrier Diversification and USPS Changes

• Mariah and Jesse discuss the importance of carrier diversification in light of changes in the USPS's contract with DHL eCom.

• Jesse explains how the USPS is canceling contracts with aggregators like DHL, which will affect the cost and delivery of packages.

• He notes that while the impact on rates will not be significant, it is still important for brands to diversify their carriers.

• Jesse shares how Shipping Tree's rate shopping tools help merchants find the cheapest options for their desired day in transit.

• 32:32 Impact of Section 321 Changes

• Mariah and Jesse discuss the impact of the upcoming changes to Section 321, a NAFTA law that allowed brands to import products duty-free from Mexico or Canada.

• Jesse explains how the Biden administration announced plans to close this loophole, which has led to a scramble among brands to find new solutions.

• He notes that the President of Mexico recently stepped in to accelerate the timeline for these changes, adding urgency to the situation.

• Jesse expresses his support for the changes, believing they will create more jobs in the US and benefit the country overall.

In this episode of Retention Chronicles, Mariah Parsons sits down with Haley Swank, Executive VP at Ecom AI and former co-founder of Flikr Fire, to discuss how she helped build and scale a unique DTC and wholesale brand. Haley shares how Flikr Fire’s innovative isopropyl alcohol-powered fireplace went from a garage startup to a booming business, primarily through trade shows rather than traditional DTC marketing. She dives into the challenges of launching a single-product brand, the power of wholesale partnerships, and how creative retention strategies—like SMS-driven cocktail recipes—helped drive repeat sales. Plus, Haley gives an inside look at the process of exiting the company and what she learned along the way. Tune in for valuable insights on scaling, customer engagement, and the wholesale eCommerce model!

Episode Timestamps:

00:00 - 02:00 – Introduction to the episode and guest, Haley Swank, Executive VP at Ecom AI and former co-founder of Flikr Fire.

02:00 - 06:45 – Haley’s entrepreneurial background: childhood businesses, passion for product development, and early business mindset.

06:45 - 10:50 – Studying Outdoor Leadership & Management, working at REI, and the chance encounter that led to co-founding Flikr Fire.

10:50 - 16:00 – The inspiration behind Flikr Fire and the process of developing a proprietary cement for a safe, alcohol-fueled fireplace.

16:00 - 21:30 – Launching the business through trade shows instead of traditional DTC marketing, securing $9K in orders from the first event.

21:30 - 27:00 – Scaling through wholesale: building relationships with major retailers, learning B2B strategies, and overcoming early challenges.

27:00 - 33:00 – Retention strategies for wholesale partners: exclusivity, customization, and creative collaboration with retailers.

33:00 - 38:45 – Entering the DTC market: overcoming skepticism about email and SMS marketing, and the success of SMS-driven cocktail recipes.

38:45 - 42:00 – The unexpected impact of retention strategies and the shift in mindset toward customer engagement.

42:00 - 45:15 – The process of exiting Flikr Fire: valuation, finding the right buyer, and lessons learned about selling a business.

45:15 - 47:26 – Final takeaways and reflections on growing, scaling, and selling a brand, plus closing thoughts from Mariah and Haley.

Doug Pick, Founder and CEO of DAP Ventures and former CEO of Heroes Earplugs, discussed his journey from starting a $15,000 earplug brand to selling it to a private equity group. He emphasized the importance of branding, product quality, and financial planning in retail. Doug highlighted the challenges of working with big box retailers, including setup costs, promotional expenses, and the impact of store brands. He shared insights on the financial game of retail, the significance of execution, and the concept of "charge backs." Doug also discussed the transition from retail to e-commerce and the role of branding in both channels. He covers all of these topics & more in his book, Stop or Go.

Episode Timestamps: 

• 3:11 Doug's Book "Stop or Go"

• Mariah Parsons mentions Doug's book, "Stop or Go," and asks him to define it.

• Doug explains he wrote the book for his children, Brandon and Ellie, and for himself in 1992, pre-internet, with no CPG experience.

• The book is a 60-minute read, designed to guide founders through the steps needed to launch a brand.

• Doug emphasizes the importance of doing homework and making prudent decisions to avoid financial pitfalls.

• 8:24 The Game of Retail

• Doug explains the concept of "The Game of Retail," where founders need to understand the financial aspects of working with big box retailers.

• He shares specific examples, such as the $50,000 setup cost for Target and the $25,000 promotional event cost for Walgreens.

• Doug highlights the importance of having a financial plan and understanding the costs associated with retail.

• He discusses the need for founders to create a promotional calendar and fund promotional events themselves.

• 17:38 Transition from Retail to E-commerce

• Mariah Parsons asks about the pros and cons of retail versus e-commerce.

• Doug explains his journey from big box retail to embracing the internet and e-commerce, starting with Amazon in 2007.

• He discusses the impact of the 2008-2010 economic correction, where retailers shifted focus to store brands.

• Doug shares how his Amazon business grew significantly during this time, generating $2 million in sales and $1 million in profit.

• 21:29 Store Brand Strategy

• Doug explains the rise of store brands and their impact on national brands.

• He shares an example of transitioning Rite Aid from a hybrid strategy to a complete store brand strategy.

• Doug highlights the financial advantages for retailers in maintaining store brands.

• He discusses the importance of understanding the retailer's strategy and being prepared for the financial implications.

• 29:30 Challenges in Retail Relationships

• Doug shares a story about a grocery chain where he was kicked out after a shipment arrived a day late.

• He emphasizes the importance of execution and understanding retailer expectations.

• Doug discusses the concept of "charge backs," where retailers can throw financial challenges at vendors.

• He shares a personal experience with a retailer's accounting issue that cost his company over $100,000.

• 38:27 Branding and Packaging for Retail and E-commerce

• Mariah Parsons asks about the role of branding in retail versus e-commerce.

• Doug explains his approach to packaging and branding, inspired by studying big brands in retail stores.

• He emphasizes the importance of standing out on shelves and creating a compelling first impression.

• Doug discusses the need for thoughtful packaging and branding in both retail and e-commerce, even if packaging is less critical in e-commerce.

• 45:05 Final Thoughts and Advice for Founders

• Doug advises founders to focus on product market fit before scaling to big box retail.

• He emphasizes the importance of having a financial plan and understanding the costs associated with retail.

• Doug shares his philosophy of prudence in making business decisions.

• Mariah Parsons thanks Doug for sharing his insights and experiences, and they conclude the episode.

Mariah Parsons hosts Taylor Hall, the Marketing Manager at Bagphic, a company specializing in pre-loved authentic designer handbags. Taylor discusses her background in B2B marketing and her role at Bagphic, which involves bridging the gap between Japan and the US. She highlights the meticulous process of authenticating luxury items, emphasizing the importance of customer experience and loyalty. Taylor explains their marketing strategy, focusing on lifestyle and live selling, particularly on platforms like Whatnot and Poshmark. She also touches on the importance of customer retention through personalized service and maintaining a seamless shopping experience.

Episode Timestamps:

• 5:01 Taylor's Journey to Bagphic

• Taylor explains how she found the job at Bagphic, highlighting her background in B2B marketing and her dual heritage.

• She describes the company's structure, noting that it is a brand of a much larger company based in Japan.

• Taylor shares her excitement about transitioning into a role that leverages her cultural and global perspective.

• She discusses the intimidating nature of joining a large company and her initial fears about working with luxury handbags.

• 6:40 Bagphic's Product Offerings and Sourcing

• Taylor elaborates on the unique nature of luxury handbags from brands like Dior, Fendi, Chanel, and Hermes.

• She explains the meticulous process involved in creating these items and the importance of authenticity in sourcing.

• Taylor describes the rigorous inspection process for authenticating pre-loved items and the expertise required to identify genuine materials.

• She highlights the sustainability aspect of selling pre-loved luxury items and the rarity of finding certain pieces.

• 18:35 Marketing Strategy for Bagphic

• Mariah and Taylor discuss the nuances of marketing luxury handbags, focusing on the lifestyle and experience rather than specific products.

• Taylor explains how Bagphic leverages the notoriety of luxury brands and emphasizes the unique selection and customer experience.

• They talk about the importance of inventory management and the challenges of maintaining up-to-date stock information.

• Taylor emphasizes the role of social media and live selling in keeping customers informed and engaged.

• 19:50 Customer Acquisition and Social Media

• Taylor shares insights on how Bagphic uses social media to promote a lifestyle and build customer confidence.

• She discusses the effectiveness of live selling in providing a more authentic shopping experience, especially for luxury items.

• Taylor explains the different platforms Bagphic uses for live selling, including Whatnot and Poshmark, and the benefits of each.

• They talk about the importance of community building and the role of software like OBS for multicasting live sessions.

• 37:14 Customer Retention and Experience

• Taylor outlines the key factors for customer retention at Bagphic, focusing on experience, impression, and relationship.

• She emphasizes the importance of providing a seamless experience and building trust with customers.

• Taylor shares her belief in mutual support and loyalty, both from the brand's perspective and from customers.

• They discuss the emotional connection between brands and customers and how it contributes to loyalty.

• 45:01 Solving Problems and Future Plans

• Taylor talks about her approach to solving new problems, emphasizing the importance of understanding the customer's perspective.

• She mentions the value of research, feedback, and leveraging her network to find solutions.

• Taylor hints at some exciting collaborations and events in the future, including a Whatnot seller event.

• Mariah expresses excitement for the upcoming developments and thanks Taylor for sharing her insights.

Mariah Parsons hosts Laurier Mandin, President of Graphos and author of "I Need That," on her podcast Retention Chronicles. Laurier discusses his 30-year experience in helping innovators launch physical products, emphasizing the importance of understanding customer needs and emotional connections. He explains the brain model, highlighting the limbic system's role in emotional decisions and the neocortex's analytical bias. Laurier shares strategies for reducing buyer's remorse, such as immediate validation, delightful onboarding, early wins, and building community. He also stresses the importance of targeting the right audience to ensure product-market fit and long-term loyalty.

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Podcast Website

Sponsor Website

Episode Timestamps:

• 13:46 Emotional Connection and Customer Retention

• Mariah and Laurier discuss the importance of emotional connection in customer retention.

• Laurier explains the triune brain model: the lizard brain (survival), the limbic system (emotional), and the neocortex (logical).

• He emphasizes the need to appeal to the limbic system to create lasting loyalty.

• Laurier provides examples of brands like Peloton and Lush that successfully tap into emotional desires to build customer loyalty.

• 18:20 Practical Strategies for Reducing Buyer's Remorse

• Laurier outlines four strategies to reduce buyer's remorse: immediate validation, delightful onboarding, early wins, and building community.

• He explains how to reinforce the emotional response in the order confirmation email.

• Laurier discusses the importance of making the unboxing experience pleasant and providing simple, successful user experiences.

• He highlights the role of community in validating the purchase decision and building long-term loyalty.

• 18:36 Targeting the Right Audience and Building Loyalty

• Laurier emphasizes the importance of targeting the right audience to ensure product-market fit.

• He explains how good positioning helps attract the right buyers and validates their decision to purchase.

• Laurier discusses the impact of selling to the wrong audience and the importance of nailing down the target market.

• He provides practical advice on building community and leveraging social proof to enhance customer loyalty.

• 18:55 Examples of Successful Brand Strategies

• Laurier shares examples of successful brands like Yeti, Lululemon, and Traeger that create emotional connections with their customers.

• He explains how these brands tap into the aspirational desires of their ideal buyers.

• Laurier discusses the role of brand ambassadors and community in building a loyal customer base.

• He highlights the importance of creating a premium brand experience that aligns with the customer's desired future state.

• 45:01 The Role of Emotional Connection in Marketing

• Mariah and Laurier discuss the role of emotional connection in marketing and customer retention.

• Laurier explains how emotional appeals can hook potential buyers and lead them to invest more time and energy in the purchase process.

• He emphasizes the importance of understanding the customer's emotional needs and aspirations.

• Laurier provides additional examples of brands that successfully leverage emotional connection in their marketing strategies.

• 45:14 Practical Tips for Enhancing Customer Experience

• Laurier offers practical tips for enhancing the customer experience and reducing buyer's remorse.

• He discusses the importance of providing clear, concise instructions and support to new customers.

• Laurier emphasizes the need for a seamless onboarding process that reinforces the emotional benefits of the product.

• He highlights the role of community and social proof in validating the purchase decision and building long-term loyalty.

Mariah Parsons hosts Raelina Krikston, co-founder of Fun Fact Co, a company specializing in educational trivia games and posters. Raelina shares her background in design and the company's inception, focusing on early childhood education. They discuss their initial product, the Party Mix Trivia deck, which covers diverse topics like space, math, and death, and their expansion into home decor posters. Raelina emphasizes the importance of slow, steady growth and community building. They plan a pop-up shop for the holiday season and aim to target adult customers more effectively. Raelina highlights the value of following personal interests and the importance of balancing work with personal life.

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Episode Timestamps:

• 0:00 Meeting at Shop Talk and Introduction to Fun Fact Co

• Mariah and Raylena reminisce about their first meeting at Shop Talk Fall, a networking event for women.

• 3:13 Concept and Creation of Fun Fact Co

• Raylena describes the initial idea behind Fun Fact Co, which aimed to create fun and educational content for kids.

• The company started with trivia decks, focusing on bite-sized pieces of information to cater to children's shorter attention spans.

• The first deck, Party Mix Trivia, included five different topics: death, space, math, animals, and humans.

• Raylena emphasizes the multiple-choice format of the trivia, making it accessible and enjoyable for both kids and adults.

• 5:45 Expansion into Home Decor and Emotional Wellness

• 8:19 Challenges and Strategies in Customer Acquisition

• Raylena discusses the slow but steady growth of Fun Fact Co and the importance of acknowledging the reality of building a business.

• The company has found success with boutiques and bookstores, particularly as a sideline item in bookstores.

• Fun Fact Co has diversified its online presence through platforms like Etsy and Amazon, though their own website still needs improvement.

• Raylena emphasizes the importance of strategic blog posts and attending events like Shop Talk to connect with potential retailers.

• 24:43 Balancing Growth and Personal Life

• Raylena and her co-founder, Chrisman, have consciously decided to keep the company small, avoiding the stress of managing employees.

• This approach allows them to be flexible in scaling production to meet demand from larger retailers like Target.

• Raylena reflects on the importance of balance and not letting the business consume their personal lives.

• Mariah and Raylena discuss the challenges of self-compassion and the importance of celebrating small wins.

• 24:59 Applications and Future Plans for Fun Fact Co

• Raylena sees potential applications for Fun Fact Co products in various settings, including classrooms, doctors' offices, and teachers' rooms.

• The company is focused on social-emotional wellness and creating content that is both attractive and useful for children.

• Raylena mentions plans to launch a new line of posters focused on social-emotional wellness, informed by feedback from educators.

• The company aims to build a community around their interests and passions, rather than relying solely on customer feedback.

• 27:53 Retention Strategies and Community Building

• Raylena discusses the importance of posters in retention, as they are personal purchases and have a faster turnaround than decks.

• The company plans to focus on adult models for marketing campaigns to target a broader audience.

• Raylena emphasizes the importance of following their passions and interests in creating new products.

Mariah Parsons hosts a Retention Chronicles episode with Mara Smith, the founder and CEO of Inspiro Tequila. Mara shares her journey from a corporate lawyer to founding Inspiro Tequila in February 2020, highlighting the challenges of balancing work and life, especially during the pandemic. She discusses the inspiration behind the brand, focusing on female consumers and creating a clean, additive-free tequila. Mara emphasizes the importance of representation and intentionality in funding women-owned businesses. She also explains distribution strategies, customer retention challenges, and the significance of events and community engagement in building brand awareness. Looking ahead, Mara is excited about launching in California and personal milestones in 2025.

Episode Timestamps:

• 2:31 Challenges and Surprises in Founding Inspiro Tequila

• Mara talks about the unexpected workload and lack of work-life balance in founding a company.

• Mariah recalls meeting Mara at a female founders collective event and highlights the benefits of smaller, intimate events.

• Mara emphasizes the importance of engaging, smaller events for networking and building relationships.

• Mariah and Mara discuss the significance of female purchasing power and the challenges women face in getting funding for their businesses.

• 4:56 Consumer-Centric Approach and Market Opportunities

• Mara explains her motivation for starting Inspiro Tequila, focusing on the female consumer and the lack of representation in the tequila market.

• Mara highlights the importance of creating a clean, additive-free tequila that resonates with discerning female consumers.

• Mariah and Mara discuss the potential of using Inspiro Tequila's branding for home decor and the importance of packaging in consumer perception.

• Mara shares insights on the buying power of households and the need for representation on store shelves for diverse consumers.

• 9:06 Navigating the World of Venture Capital and Investing

• Mara discusses the challenges women face in getting funding and the importance of having women in investment decision-making roles.

• Mara emphasizes the need for intentionality in supporting women-owned businesses and the role of women investors in growing the ecosystem.

• Mariah and Mara talk about the barriers women face in investing and the importance of education and opportunities for women to learn about investing.

• Mara highlights the need for more women to invest at all levels, including in bonds and securities, to grow their wealth.

• 20:42 Manufacturing and Production Challenges

• Mara shares her research process for finding the right distillery and master distiller for Inspiro Tequila.

• Mara discusses the importance of understanding the regulations and production methods in the spirits industry.

• Mara talks about the challenges of starting a new venture and the need for extensive research and legwork.

• Mara emphasizes the importance of building a community and network of support, especially for female founders.

• 27:00 Distribution and Retail Strategy

• Mara explains the three-tier distribution system in the alcohol industry and the importance of having distributor partners.

• Mara discusses the different marketing strategies for off-premise and on-premise accounts and the need for point-of-sale materials.

• Mara highlights the importance of building brand awareness with consumers and the role of events and demos in reaching potential customers.

• Mara shares her approach to using other people's audiences and collaborating with other women-owned brands to increase visibility.

• 30:51 Customer Retention and Data Challenges

• Mariah and Mara discuss the challenges of customer retention in a retail-focused business and the lack of direct customer data.

• Mara emphasizes the importance of customer loyalty and the need for feedback from consumer-facing events.

• Mara talks about the limitations of data available to small brands and the reliance on social media and in-person interactions for insights.

Mariah Parsons hosts Daphne Benzaquen, Founder of the E-commerce lifestyle brand daph, inspired by her Peruvian heritage. Daphne started daph eight years ago, learning design and manufacturing herself. The brand has been featured in Forbes and Buzzfeed, and Daphne later founded an agency to help other small brands. Daphne emphasizes the importance of customer experience, using sensory branding like scents, recipes, and playlists to immerse customers in Peruvian culture. She values authenticity, community, and intentionality in her marketing strategies, including personalized emails and storytelling. Daphne also relies on her community and podcasts for support and learning.

Mariah Parsons hosts Daphne Benzaquen, Founder of the E-commerce lifestyle brand daph, inspired by her Peruvian heritage. Daphne started daph eight years ago, learning design and manufacturing herself. The brand has been featured in Forbes and Buzzfeed, and Daphne later founded an agency to help other small brands. Daphne emphasizes the importance of customer experience, using sensory branding like scents, recipes, and playlists to immerse customers in Peruvian culture. She values authenticity, community, and intentionality in her marketing strategies, including personalized emails and storytelling. Daphne also relies on her community and podcasts for support and learning.

Podcast website: retentionchroniclespodcast.com

Sponsor website: gomalomo.com

Episode Timestamps:

00:00 - 01:07 | Introduction

Host Mariah Parsons introduces the podcast and guest, Daphne Benzaquen.

Brief background on how they met at ShopTalk.

01:07 - 06:07 | Daphne’s Background & Founding daph

Daphne’s journey from pre-med to business school and eventually launching daph, a lifestyle brand inspired by her Peruvian heritage.

Teaching herself design and working with Peruvian artisans to create her first product collection.

06:07 - 10:56 | Learning Design & Manufacturing Process

How she approached design from a business mindset.

The process of finding manufacturing partners in Peru and learning through hands-on experience.

10:56 - 15:50 | Expanding from Accessories to Apparel

Starting with leather accessories and evolving into alpaca fleece apparel.

The importance of customer feedback and adapting to demand.

How unisex and one-size-fits-most apparel helped reduce inventory risks.

15:50 - 19:34 | Pivoting to Home Fragrance During COVID

Supply chain disruptions led to the launch of a home fragrance line.

Creating scents inspired by different regions of Peru.

How customer demand shaped product expansion.

19:34 - 26:33 | Enhancing the Customer Experience

Developing a multisensory brand experience with scent, music, and Peruvian recipes.

Running a “Scent Soirée” event to collect customer feedback on fragrance selections.

Personalizing the unboxing experience with a postcard, playlist, and cultural touchpoints.

26:33 - 32:05 | Customer Retention Strategies

Personalized post-purchase emails thanking repeat customers.

Offering exclusive early access and special perks.

The power of storytelling in emails and social media to build an emotional connection with customers.

32:05 - 37:51 | Community, Learning, & Growth as a Founder

The importance of authenticity and transparency in e-commerce.

Balancing entrepreneurship with self-care.

Leveraging founder networks, industry podcasts, and journaling for growth.

37:51 - 40:51 | Closing Thoughts & Final Takeaways

Daphne’s advice: “Jealousy is the thief of joy”—focus on collaboration over competition.

Shout-out to Malomo, a Shopify order-tracking platform, as the episode’s sponsor.

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