The Exchange

Connect with Dan

Linkedin

This Show's TL;DR

• Dan explains what Puravida is all about 
• We talk about why the team is called customer success and not support or service 
• We discuss why CS is the glue-team 
• Dan gives the framework for how growing brands should think about customer success
• We talk about the help desk being the backbone of the CS team 
• Dan shares tools they use to collect the right customer feedback
• We go over a tool that Puravida uses to automate those WISMO conversations
• Dan explains the value of seamless returns experiences
• We talk about why Dan doubled the return window length 
• We discuss what channels customers are looking to engage with Puravida on 
• Dan shares how they handle answering customer inquiries on Instagram
• We discuss where the best CS reps for ecommerce come from 
• Dan shares his go-to questions for interviewing
• CS is an investment, not a cost

Connect with Nell:

Twitter
Instagram
Hill House Instagram

Here's This Shows TL;DR:

• Nell gives us all a quick summary of what Hill House Home is all about 
• We go over what the brand started selling and the transition that has happened over time
• Nell explains that from very early on the customer was part of product decisions
• We talk about using retail spaces and Instagram to find your next product idea
• Look for active sharing to see what is resonating (share > likes)
• We discuss how Nell knew she had found a winner with their flagship product "The Nap Dress" 
• Nell explains the "group chat effect" and why it's more powerful than referral programs
• There's insane value in being a customer yourself
• Nell gives a few easy tips for getting customers talking
• We go over the added expenses and logistics of apparel over bedding
• Returns are the fitting room of the internet and are a customer experience play
• Changes are best when they are iterative 
• Nell shares her number one tip for getting customer feedback

Connect with Phil:

Linkedin
ARKA

Brands Phil Mentions:

Birddogs
Chubbies
Verma Farms
EcoCart
Pachama

Resources Mentioned:

EcoCart on being a sustainable brand

Here's This Shows TL;DR:

• Phil explains what ARKA is all about 
• We discuss why so few brands create branded packaging 
• Phil explains why an iterative process to improving your packaging is the way to go 
• We talk about how to justify the cost of branded packaging
• "No one gets the customer excited with a brown cardboard box"
• Find branded assets that also provide a function like tape
• Understand SIOC (Ships In Its Own Container)
• Inerts are a clean experience that removes the need for packing peanuts, paper, and air packs
• Cardboard is underrated 
• The top-flap of your box can be a QR code to direct you to other experiences
• The effort is clear in your unboxing experience 
• Don't focus all your effort pre-purchase then ghost customers post-purchase 
• The number one tip is actually an obvious one make sure it arrives in one piece
• Gen Z will make eco-friendly packaging a requirement 

Connect with Adam:

Linkedin
Subscribe to Adam's newsletter on his site

Brands Adam Mentions:

Deathwish Coffee
Spotlight Oral Care
Sleep Ez
Little Big Playroom
Snug Sofa
Just Strong

Here's This Shows TL;DR:

• Adam explains Magnet Monster and his approach to email 
• We discuss what email metrics will disappear with the iOS15 update 
• Segmentation via email opens will not be possible 
• We discuss how email marketers are going to have to change how they attribute value via email 
• Brands are going to start looking at email value in a different way and that might make some email marketers nervous 
• Adam explains how to prepare for the update and reminds us of some bad habits 
• We discuss how to collect customer information upfront for better segmentation
• Adam thinks we will see marketers looking for shortcuts will add more clickbait links since we still have a click-through rate
• The design will become much more important and should be based on engagement and clicks
• Start the relationship right by asking for data, its when they are most likely to share
• Adam gives a case study on how asking the right questions changed a jewelry brand's email strategy
• While a pop-up discount is boring it is effective if you are also collecting other info not just an email address
• Adam explain tactics he thinks are overrated 
• Email is a content distribution channel not just a sales channel 
• Adam talks about how content emails usually generate the same revenue numbers as a discount email
• We talk about the importance of content creation and some things to try that builds content via email

Connect with Aaron:

Linkedin

Mentioned Resources:

Visual of the seat cover sponsorship
The previous episode where Aaron and Alex predicted 2021 (see if they were right)

Here's This Shows TL;DR:

• Aaron gives a summary of what Hush is all about 
• We briefly explain the type of sponsorship that Hush did with the Montreal Canadians in the NHL 
• Aaron explains how this opportunity came to be 
• We go over how Hush was able to see exactly how much traffic this specific sponsorship drove over two weeks 
• We discuss traffic increases and when the most effective times for eyes were 
• Aaron talks about how the players got involved and extended the reach of Hush 
• We touch on whether this has helped Hush in the American market
• Aaron explains why we are seeing more DTC brands invest in out of home ads 
• We talk about the race to derisk and find creative talent

Connect with Rishi:

Linkedin
Newsletter
Website

Brands Rishi References:

Zingermans

Here's This Shows TL;DR:

• Rishi describes why he only focuses on the product page 
• We talk a bit about why 3% became a standard for e-commerce conversion 
• The PDP is the end of the window shopping experience and Rishi explains why that is so crucial
• Forget everything on the product page and focus solely on the written description for the best results 
• The written word is the most effective tool to change purchase intent
• Rishi explains why its most important to focus on the first time shopper on the 
• Understanding the difference between methodical and impulsive shoppers 
• Rishi takes us through an example of how you can be appealing to both types of shoppers 
• The best place to start testing is with words, Rishi explains why 
• We discuss why active participation is key on the PDP
• Rishi explains that product video is superior to copy but it's expensive and difficult
• We go over the two questions your PDP NEEDS to answer
• Reduce friction not try to "hack" results 

Connect with Jack:

Linkedin

Resources we Discuss in This Episode:

Birddogs' newsletter (The Weekly Bird)

Brands That Inspire Jack:

Pit Viper

Here's This Shows TL;DR:

• Jack gives us a summary of what Birddogs is all about
• We talk about the concept of "minimal but maximized" and why it's important in ecommerce
• Jack shares how to find the core of the story and how to communicate that to customers 
• Hot take... pick up the phone and call customers to understand what they want
• We discuss finding the difference between how loyal customers consume and new customers consume information
• Jack explains how you talk and learn from prospects who have not yet bought from the brand
• We discuss the importance of scaling messaging without losing who you are as a brand
• We talk about the Rose, Bud, Thorn approach to customer research 
• Jack shares a few things they found that fit in each of those categories

Check out the Integration:

Klaviyo + Loop

Here's this shows TL;DR:

• Goals you should focus on with return emails
• Why we believe this is such an underutilized area of email 
• Alex explains why he would consider adding a link to your return policy in every email 
• Joe talks about the impact your return policy can have on cart abandonment emails
• We explain the different types of emails we would create based on return outcome (exchange, credit, refund) 
• Joe talks about the value of branding your transactional returns emails
• We discuss the most important touchpoints during a return 
• Alex explains how he would use return reasons to create segments in Klaviyo 

Other helpful resources on this topic:

8 post-purchase emails that create a stronger returns experience
The different types of returns and how they impact LTV

Connect with Val:

Twitter

Resources we Discuss in This Episode:

Really Good Emails

Brands Val References:

Brooklinen
Lululemon
Everlane
Olipop
Outdoor Voices

Here's This Shows TL;DR:

• Val explains her journey into email specifically retention focused emails 
• We talk a bit about how retention started in SaaS and first made its way into subscription ecommerce 
• Val gives us her take on why retention has become a priority this year 
• We highlight a few north star metrics you can use to evaluate your retention efforts 
• Is the best type of email one that asks customers to disengage
• We talk about emails that are designed just to get a reply 
• Val goes over the value of collecting additional info to use in your email strategy
• A great email strategy is about a relationship with the customer and the inbox 
• Post-purchase flows are the email tactic everyone should use ... with a twist 
• Val gives everyone a tip on how to discover the best retention email strategy for you

Connect with Greg:

Linkedin
Twitter
Instagram

Resources we Discuss in This Episode:

Reflecting on 2020 and Ecom in 2021 with Hush Blankets

Brands Greg Looks to for Inspiration:

Truff Hot Sauce
Hush Blankets
Lasso Socks

Here's This Shows TL;DR:

• Greg give us the background on how CROSSNET was started 
• We discuss when wholesale became a part of the growth strategy 
• Greg and the team jumped in headfirst and started their first partnership with Shields
• The decision to add in wholesale came down to bigger orders and an extension of the brand 
• CROSSNET is now in dozens of retailers and the decision to use wholesale as a channel has really accelerated their growth
• Some of the biggest pitfalls of wholesale are inventory issues, operations become a vital piece of your team
• Controlling the pre-purchase experience is tough but you can still control the post-purchase experience you create
• Greg discusses why they proudly show where to get their product in-store, even on their ecom site.
• We discuss CROSSNET's experiments with billboards
• Greg explains how his personal brand has opened a ton of doors for the business