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- Tuesday, June 13
Tuesday, June 13
Today's DTC news, tips, & tools you need to know
🛍️ How shoppers plan to spend on Prime Day
📰 TL;DR - A survey from RetailMeNot reveals exactly how shoppers are planning to spend their cash on Prime Day. First, the average planned spend is $250, down from $388 last year. As well, over half of Prime members said they’re planning to wait for Prime Day to make a purchase, compared to 34% of non-members. We also know that the top categories for spending will be electronics, clothing and accessories, beauty products, and bedding and linens.
💡 Insight - It shouldn’t be surprising that overall spend is trending down, given that we know people are being more careful with their money this year. That’s also an indication that people are going to be pickier in looking for deals. If there’s less to spend overall, each dollar counts, so if you’re joining in on Prime Day make those deals worth it. Given that people are aiming for big purchases, consider focusing your discounts on your top-tier products.
😡 Negative experiences drive customers away
📰 TL;DR - You know well that negative shopping and customer service experiences drive customers away, but did you know how fast it can happen? A new report finds that just two or three negative experiences are enough to lose a customer. And they won’t tell you about it — 60% of Gen Z customers said they don’t bother to complain about negative experiences, they simply go poof. Gen Z also happens to be a little more forgiving than other customers, which is great, but if you lose them you may never know why.
💡 Insight - It goes without saying that improving customer experience should always be a top priority. Given that Gen Z isn’t keen to give feedback, if they’re a core demographic for your business it may be worth it to do more proactive outreach asking for feedback or reviews. The report also found that 46% of customers want more intelligent chatbots, and I’m a big proponent of utilizing chatbots that both offer self-service as well as a quick and visible path to talking with an actual human.
🙋🏼♀️ Answer questions quicker and get conversions
📰 TL;DR - Speaking of customer service, you should be making it as easy as possible for shoppers to answer questions on their own. This quick guide gets into how to do just that. For example, don’t make your shoppers calculate sizes or convert measurements. Include Imperial and metric. Put full dimensions. Put sizes into easy-to-understand terms — like that a 15” laptop can fit in your backpack, or your lotion is in a TSA-approved size. Include FAQs!
💡 Insight - Speaking as a frequent shopper, I love when I’m presented with as much information as possible. For inspiration, I suggest checking out Sephora. They prominently display detailed reviews and ratings, as well as questions and answers that buyers can respond to. Those features have been incredibly helpful in purchasing things as tricky to buy online as skincare products. Overall though, this article is a solid list of info to consider including on product pages.
📲 J. Crew offers true mobile benefits
📰 TL;DR - J. Crew launched a new loyalty program called J. Crew Passport last year, the brand is offering an intriguing benefit for mobile shoppers. With their new app, mobile shoppers get a 48-hour advanced window on freshly launched collections — ahead of even in-store shoppers. With that, J. Crew is currently in a big marketing push to promote the new app, which is also meant to offer faster checkout and an improved browsing experience.
💡 Insight - I’ve been pretty bullish about mobile shopping apps — they offer a better experience, and we know that means conversions and loyalty. The question, though, is if you put the time and money into creating an app, how do you make sure customers actually start using it? Exclusive offers what J. Crew is doing is a great idea. As well, you can beef up your loyalty program in other ways exclusively for your app, if you launch one. Of course, that all hinges on the app actually being good and not just sticking a browser window in an app.
🛠️ Things worth checking out
🌴 SEO - The official SEO Agency partner of DTC Daily is offering free SEO audits! Get yours and schedule a call with them here.
📚 BOOKS - Expand your bookshelf with these new releases all about e-commerce, from influencers to the metaverse to the economy.
📈 TRENDS - Here’s a regular roundup from Ad Age of trends and moves in the DTC space.
🍄 SHROOMS - No, not that kind. Derek Jeter has invested in a faux meat brand making goods from mycelium. Read here.
🚚 MOVES - Here’s a rundown of all the recent DTC acquisitions in 2023 so far.
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Disclosure: Some things in this newsletter may be a sponsored post or Growth Daily LLC may be getting a small commission if you sign up / fill out their form or Growth Daily LLC might own a percent of the business. In particular, but not always, those sponsored or commissioned or owned posts or might have an * in it the subject headline. ThurMo