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- 🛍 DTC Daily - Thursday, Mar 30
🛍 DTC Daily - Thursday, Mar 30
Today's DTC news, tips, & tools you need to know
🚨 Amazon adds "frequently returned" label
📰 TL;DR - Amazon has started flagging products that are frequently returned. The label appears below the product description and reads, "Frequently returned item. Check the product details and customer reviews to learn more about this item." The goal is to help customers weed out low-quality or misleading products on the site. Ideally, it'll both prevent bad purchases and deter sellers with bad listings.
💡 Insight - This is a pretty soft approach to addressing the heaps of bad products on Amazon, but at least it's something. Also, obviously, you want to never get one of these labels put on your own product listings. It's entirely unclear what volume of returns triggers the label, or if it's a human making that decision. Either way, it's a good reminder to make sure your listing descriptions, including details like sizing, are as accurate as possible.
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🤳🏽 What a UGC creator can do for your brand
📰 TL;DR - We all know what a content creator is, but have you ever worked with a UGC creator? A user-generated content creator specifically makes content like unboxing videos, how-tos, and reviews for brands. You're basically paying for what you'd wish your customers would make organically, except you get it now. This piece is more aimed at people who want to become UGC creators, but you can learn a lot as a brand, too.
💡 Insight - UGC is a wonderful thing to include on your site, on product pages, and on social media. And sure, it would be really cool if customers simply made it for you anyway, but paying for it is a smart move. UGC creators, as opposed to other content creators, are more invested in pleasing the brand paying them. They may also work within certain niches, rather than being a generalist. UGC is a must-have and there's nothing wrong with paying for it.
🗣 How to define your brand's tone
📰 TL;DR - Pretty much every e-commerce marketing guide talks about finding your brand's tone and sticking to it, but what does that even mean? This guide on the Shopify blog digs into what it means to create a brand tone and a brand voice. You need to think about your audience, where you're posting, what kind of content you're sharing, and even what's going on in the world. This also has some helpful examples.
💡 Insight - Looking through the "promotions" tab in my inbox, it's very apparent which brands have really refined their brand tone, and which haven't. There's a sort of cringe, generic voice a lot of brands use (with lots of emojis to boot) that can get really stale. If you want to stand out, dig into your values and figure out how to showcase that in your copy.
💄 The Body Shop expands refill program
📰 TL;DR - The Body Shop has expanded its refill program to include its line of makeup. The retailer has long had a recycling and refill program, which fits into its loud and proud values around sustainability. Specifically, their Peptalk Lipstick will come in a 100% recycled aluminum case and will be refillable.
💡 Insight - I wanted to include this because I think it demonstrates two things. First, this is a great example of a brand that understands its values and how to translate them into the customer experience. This isn't a throwaway line in the "about us" section — it's a sustainable action customers can actually partake in. Second, I suspect recycling and refill programs are only going to become more popular, knowing that Gen Z in particular looks for products that are destined for the landfill. Hydro Flask, for example, recently launched a trade-in program.
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