“Sometimes we’re a little too reliant on our existing customer base because we’ve segmented so effectively and know the various kinds of sequential email campaigns and flows we want to put out,” Cooke said.ĭuring peak periods, the process begins with using content advantageously and teasing what’s to come. Define your audiences through segmentationĪ well-planned sales funnel guides potential customers through a structured customer journey, optimizing their experience from awareness to purchase.Īudience segmentation is a vital part of that equation, and Loverboy does it well. “People are willing to pay a premium for convenience, particularly if it’s a brand they know they want.”ĬEO and founder, Loveboy 4. “As a small company, aiming to be where the customer was meant that we needed to be in their homes,” Cooke explained. “When we and were able to classify them as wines, we were able to sell DTC in 45 states.” DTC also allowed the brand to expand their presence with an online store to drive ecommerce sales. “If your brand is taxed and distributed as beer, you have 4x the number of retailers in the US that can sell your product,” Cooke continued. We needed our products to be classified as wine products to jump over the wholesale and retail requirements.” While there are a variety of different ecommerce business models, one advantage of establishing a DTC product line is that it means your brand is where the people are-online.Ĭooke explained this from an alcohol industry perspective: “The only way to do true DTC in alcohol is to sell wine. “We were oversubscribed, so I actually had to stop at $1.25M when we soft-launched in New York in 2019 before the other markets, just to make sure we had proof of concept,” he explained.īuilding proof of concept is also a way to identify and address potential risks and challenges early on, while saving you time and resources and preventing potential failures in the long run. “Whatever you’re building needs to be more tangible before you do that.”Īfter a year, Cooke set out to raise $1M. “I’d advise anyone, don’t spin your wheels trying to send around a pitch deck initially,” he said. Build proof of conceptīefore you look to raise funding, build a solid foundation and invest in a minimum viable product to get it to a point of relative success.Ĭooke, for example, self-funded when he was ready to launch. “I wanted our sparkling ready-to-serve (RTS) drink to be a lifestyle brand-a zero-sugar, premium beverage formulation in a can that appealed to women,” he explained.ĬEO and founder, Loverboy 2. The liquid was almost the same, going from one brand to another.” Identifying an opportunity to create a brand with a story-one that isn’t pigeonholed into a single category-Cooke sought to create a beverage that was fun to drink but also offered nutrition benefits. “Even hard seltzers, which were a new product, were all in white cans with no story. “When we started, every alcohol brand looked the same,” he recalled. Cooke explained how he carved a niche for Loverboy. The reality show, Summer House, gave Loverboy an air of authenticity and a much-needed edge in the undifferentiated alcohol market. Launching an influencer-backed brand takes more than having a huge follower list. To build a successful brand, you need to have a product that meets an existing market need along with a brand story that’s honest, transparent, and reflective of your brand’s personality. Based on Loverboy’s journey, here are 8 tried and tested strategies for scaling up in the ecommerce space: 1. Scaling your ecommerce business is a critical step toward achieving long-term success and profitability. 8 strategies for scaling your ecommerce business This often requires investments in infrastructure and resources to support increased business activity and market reach. It involves optimizing operations, technology, and content marketing to ensure efficient growth while maintaining customer satisfaction. Scaling in ecommerce refers to expanding an online retail business to manage higher sales and demand.
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