Kelli Fairbrother is a co-founder at xigxag, one of the most innovative tech start-ups in the UK in 2022 according to Tech Nation’s Rising Stars competition. xigxag is an app bookseller, which offers the first ever listen and read experience without a subscription. Founded in 2019, they’ve already got 50,000 app downloads and are fast approaching £100k in annual revenue. In this episode we delve into mastering paid search, how 90% of their content is automatically generated to boost SEO, going app-first in the eCommerce world, their recent B Corp certification and being sustainable with ebooks and audiobooks, and how to enable social experiences within an app. Learn more about Klaviyo >> https://ecmp.info/klaviyo Find out more about Treyd at https://ecmp.info/treyd  Learn more about Digital Gearbox >> https://digitalgearbox.co.uk/masterplan   Mentioned in this episode: null null

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3x Conversion Rate from Paid Search for BCorp Audiobook App Xigxag

Trying to work out how to acquire more customers? 
Need to improve customer retention? 
Or just looking for some reassurance you’re on the right track? 
That’s what the eCommerce MasterPlan is here for. 
Every week we interview an e-Commerce business person (owner, manager or marketer) with a fascinating insight into successful online retailing. 
Their business might be a UK mail order retailer, an online-only store from Australia, or a brick and clicks business from the USA – but every one of them is doing something we can all learn from. 
Many of our guests are using Shopify & Klaviyo, but we also have guests using Wix, Bigcommerce, Woocommerce, Omnisend and Magento. So you're sure to find an episode that directly helps YOU.

Listen for advice on what to do next, the reassurance you’re heading in the right direction and all the inspiration you need to grow your eCommerce business without losing your life in the process!

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Natalia Chappell is a Digital Marketing consultant focused on scaling up eCommerce businesses. She’s recently finished a role as Head of eCommerce at THG. That’s The Hut Group, home of multiple eCommerce brands across beauty, luxury and nutrition including Cult Beauty, Look Fantastic and Coggles–the luxury fashion brand that Natalia has most recently been focused on growing.  Hit PLAY to hear: The importance of data in any business Why there should be a balance between customer acquisition and retention How influencer and loyalty programs work hand-in-hand The challenges that come with working in silos Why there’s a need for continuous testing, learning, and adaptation 
Key timestamps to dive straight in:  [05:40] Coggles: Luxury boutique supporting up-and-coming brands.  [08:54] Understanding and defining your customer is crucial.  [12:22] Focus on quick wins, prioritize projects efficiently.  [16:05] Loyalty programs to retain customers can boost sustained growth.  [17:58] Influencer loyalty drives successful business growth.  [22;29] Test and learn, and stay on top of trends.  [23:50] Natalia’s Top Tips!  Full episode notes here: https://ecmp.info/491 Contact SHOPLINE >>> https://ecmp.info/shopline  Genie offer: 30% off for the first 2 months >> https://ecmp.info/genie  Get all the links and resources we mention & join our email list at https://ecmp.infoLove 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 

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Scaling Fashion eCommerce: Insights from THG's Coggles Strategy with Natalia Chappell

Danielle Malconian is the CEO at Vikki Vi and Plus by Design. She started Plus by Design as an online fashion store selling to the Plus size market in 2001 and took over plus size fashion brand Vikki Vi in 2008 which wholesales to both Plus by Design and other retailers. Across wholesale and their Shopify store the combined revenue is now $1.5million annually.  Hit PLAY to hear: Plus by Design’s focus on plus-size fashion How product quality and fit are key factors in the industry Danielle’s strategy for reaching more customers through wholesale What online retailers can do to enhance customer experience Building and leveraging customer loyalty 
Key timestamps to dive straight in:  [05:28] Vikki Vi brand - classic, loyal, professional, customer.  [08:47] Customers value choice, but struggle with availability.  [11:29] Scaling up clothing sizes requires thoughtful fit.  [16:34] Maximizing customer loyalty through various strategies discussed.  [17:14] Taking loyalty for granted, embracing VIP program.  [19:31] Danielle’s Top Tips!  Full episode notes here: https://ecmp.info/490 Contact SHOPLINE >>> https://ecmp.info/shopline  Genie offer: 30% off for the first 2 months >> https://ecmp.info/genie  Get all the links and resources we mention & join our email list at https://ecmp.infoLove 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 

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Growing a Plus-Size Fashion eCommerce Empire with Plus by Design’s Danielle Malconian

Nicky Lomax is a super star CRM leader–most recently spending 4 and a half months at global fashion retailer Ted Baker as Head of CRM to build and train the new team, fix the CRM tech stack and database, launch SMS, cut costs, and put in place a killer strategy for 2024.  Hit PLAY to hear: The importance of CRM in eCommerce How to start building your CRM strategy Going about doing a CRM audit Why negotiation is an crucial CRM skill The role of the team and leadership in CRM 
Key timestamps to dive straight in:  [03:32] Nicky’s eCommerce journey.  [07:36] Cost per acquisition is going up; focus on retaining existing customers.  [09:05] Get into SMS and get your strategy right.  [14:03] Assess strategy, reporting, team, tech, and delivery.  [16:13] Optimising supplier relationships to maximize budget efficiency.  [19:20] Team collaboration and involvement in decision-making crucial.  [20:52] Nicky’s Top Tips!  Full episode notes here: https://ecmp.info/489 Contact SHOPLINE >>> https://ecmp.info/shopline  Genie offer: 30% off for the first 2 months >> https://ecmp.info/genie  Get all the links and resources we mention & join our email list at https://ecmp.infoLove 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 

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Fashion! CRM Marketing and Customer Retention with Ted Baker’s Nicky Lomax

Costanza Tomba is a co-founder and CPO (Chief Product Officer) at TA-DAAN, a brand founded in 2020 as a destination for craftsmanship, creativity, and sustainability, selling contemporary craftsmanship across homes, gifts, accessories, and jewellery.  Their community is over 200,000 followers, and a network of over 5,000 artisans across Europe creating the products. TA-DAAN fully launched on Shopify in 2023 and in the first year achieved sales of over EURO 500,000 and is currently growing 30% every month.  Hit PLAY to hear: How TA-DAAN leveraged content as a foundation for eCommerce The role of community engagement and feedback What the TA-DAAN team looks like today Why they decided to go the crowdfunding route Key marketing methods utilized by TA-DAAN 
Key timestamps to dive straight in:  [04:12] Evolution from showcasing to facilitating commerce for artisans.  [08:56] Strong alignment and connection in founding team.  [09:55] Business grew from 4 to 17 people.  [14:40] Testing operational activities before crowdfunding decision.  [18:38] Pop-ups engage with people, build brand.  [20:19] Listen to Costanza’s Top Tips!  Full episode notes here: https://ecmp.info/488 Contact SHOPLINE >>> https://ecmp.info/shopline  Apply to join Chloe's Free eCommerce Club! >> https://ecmp.info/club Get all the links and resources we mention & join our email list at https://ecmp.infoLove 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  Checkout the Upflip Podcast https://ecmp.info/upflip

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How TA DAAN Blends Content and Commerce for Artisanal Growth & Success

Emily Hollender is a Fractional Marketing Director for Early-Stage Consumer Start-ups, especially those looking to build brand and community across both online and offline platforms.  Current and past clients include: Rent the Runway, The Wing, Tia, The Sill, and Modern Animal.  Hit PLAY to hear: Emily’s exciting eCommerce journey Why brands should leverage customer feedback in their marketing strategy What the critical role of community is in long-term growth How to gain organic growth through owned channels Ambassador programs and how to implement them Community engagement as an important business component 
 Key timestamps to dive straight in:  [04:25] How Emily ended up doing community marketing.  [08:02] Unlocking sustainable organic growth without paid media.  [10:51] Centering customer in decisions, creating two-way dialogue.  [13:59] Investing in ambassador program takes time, dedication.  [18:26] New technologies and community management softwares offer exciting possibilities for creating branded digital communities. Focus on program integrity before investing in tools.  [20:11] Find out how your customers are being motivated.  [22:46] Incorporate community into business strategy for success.  [23:54] Listen to Emily’s Top Tips!  Contact SHOPLINE >>> https://ecmp.info/shopline  Apply to join Chloe's Free eCommerce Club! >> https://ecmp.info/club Get all the links and resources we mention & join our email list at https://ecmp.infoLove 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/

3x Conversion Rate from Paid Search for BCorp Audiobook App Xigxag

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