Unlocking the secrets of successful Direct-to-Consumer businesses

Introduction

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Black Friday 2023 is on the horizon, thorough preparation can mean the difference between a sales triumph and a logistics nightmare.

To optimize your e-commerce strategy for this peak season, we've created a list of ecommerce logistics dos and don'ts to guide you.

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1. Ecommerce logistics dos and don’ts for Black Friday 2023

1.1 ✅ DO - Plan ahead your demand forecasting

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Analyse previous peak activities like BFCM sales data to identify top-performing products and categories. Prioritise stocking and promoting them this year using analytics from your Bigblue dashboard.

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Bundle complementary products to increase transaction value and clear out slow-moving inventory.

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Dermalogica offers gifts when you spend over €200:

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Sharing historical sales data with suppliers ensures they're in the loop. It aids in synchronized production, timely shipments, and overall smoother supply chain operations.

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Past data can also shed light on bottlenecks that occurred in previous years—be it in warehousing, packing, or last-mile delivery. By identifying these pain points, streamline your operations and reduce redundancies.

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1.2 ⛔ DON’T - Underestimate demand to prevent stockouts

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E-commerce companies lose $18 billion annually to abandoned carts, often due to stockouts. When customers encounter out-of-stock items, not only do they frequently abandon their carts, but about half of these instances result in order cancellations.

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Poor preparation can lead to shipment delays, negatively impacting service quality and brand reputation. Online shoppers value transaction convenience over brand loyalty, making accurate inventory management essential.

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When prepping for events like Black Friday, use historical data to ensure adequate stock levels. Stay updated on trends and consumer preferences!

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Clearly indicate out-of-stock items to customers and offer backorder options if possible, to avoid deterring potential sales.

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1.3 ✅ DO - Invest in logistics technology

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Effective use of technology can make your work much more manageable and help you optimise your whole logistics effortlessly. A tool that allows you to track your stock in real-time and gives you access to analysis tools is essential, especially during peak periods.

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Automated solutions or AI-backed logistics software can give you the opportunity to draw the right conclusions and access valuable measures for your business.

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You can improve, renew, and fine-tune your process with the right partners to increase your logistics capabilities.

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At Bigblue, we help our merchant fulfil their orders and enable growth and scalability through our expertise and our strong commitment to technology.

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As Détective Box is looking toward the future, Emilie Bernier O’Donnell, founder, says: “Bigblue helped us ship 10K boxes in 2022, and this year we’re ready to sell over 100K”.

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1.4 ⛔ DON’T - Cut corners on quality

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To meet the demand, you might be thinking of cutting corners on quality for your product, packaging, or delivery.

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While it may seem like a cost-saving measure initially, such shortcuts can have detrimental effects on your brand's reputation in the long run.

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It's a common misconception that when customers seek discounts or try to maximize their value for money, they're willing to overlook quality. In reality, even the most budget-conscious shopper expects a certain standard of service and product integrity.

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Remember, peak shopping periods like Black Friday or Cyber Monday often coincide with occasions when consumers are purchasing gifts for others, especially Christmas. These aren't just ordinary purchases; they're sentiments, expressions of love and care. Hence, quality and timely delivery become paramount.

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Ensure that while scaling operations, quality remains a non-negotiable priority.

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1.5 ✅ DO - Work with a reliable partner to sustain your growth

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As the demand increases, the workload does too.

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During these peak times, many businesses resort to hiring temporary staff to handle the influx of orders, ensuring no customer is left waiting.

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Manpower isn't always enough. You need a reliable partner with the agility to handle order surges and the transparency to communicate any issues, whether it's a delayed shipment, inventory discrepancy, or unexpected challenges.

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Moreover, transparency isn't just a behind-the-scenes requirement; it's a front-facing necessity. Always be proactive in your communication with customers. Should any inconveniences or delays arise, inform them promptly.

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Taking a proactive approach reduces potential frustrations and strengthens the trust between your brand and its customers.

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1.6 ⛔ DON’T - Forget about last-mile delivery

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The pressure on shipping and courier services is mind-blowing. If you consider the added pressure to deliver packages on time, it can easily be chaos.

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Last-mile delivery is the last stretch to the client’s doorstep and becomes even more challenging during BFCM. A final step that is often overlooked, but it is extremely important in customer satisfaction as it’s the final touchpoint.

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The importance of maintaining the same service levels is as high as offering good deals to your customers.

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In a 2019 survey by Bigcommerce involving 3,000 consumers, 50% of respondents revealed they steer clear of retailers that don't provide free shipping. Additionally, 77% stated they've given up on a purchase because of unsatisfactory shipping choices. The data indicates that the primary reason for cart abandonment is subpar shipping options.

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Conversely, offering free shipping can boost sales: 84% of those surveyed said they've bought something specifically due to free shipping, and 30% mentioned they routinely add more to their orders to qualify for it.

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2. Adapting to every scenario with Bigblue

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The delivery experience you offer your customers is the key to their satisfaction and loyalty.

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Since 2018, Bigblue revolutionise the logistics industry by offering a plug-and-play solution for brands, giving them a comprehensive view of their inventory and shipments while guaranteeing their customers an optimal delivery experience.

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Our 500+ merchants are enjoying all these benefits:

• -30% time spent handling your logistics
• 93% delivery satisfaction
• 98% of orders are prepared on the same day

By developing our own Warehouse Management System (WMS), we ensure that all operations are automated and optimised.  The program provides step-by-step guidance for teams on which tasks to execute and in what order, thereby eliminating confusion even during peaks in activity.

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This enhancement in logistics operation guarantees consistent levels of consumer engagement, as our clients can ensure fast delivery through a carrier-agnostic approach, manage order errors with precision, and effectively avoid out-of-stock and backorder situations.

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With a streamlined return process integrated into their fulfilment centre strategies, we offer significant cost savings, making it an indispensable partner for e-commerce merchants aiming for excellence in their logistics.

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Last year, Lashilé Beauty faced the same challenge as many e-commerce brands: managing Black Friday. Their orders were tripled, and they needed a fast and efficient solution.

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Bigblue not only shipped over 15K orders in record time but also optimised the delivery experience, reducing return rates by a third. Through every sales surge, Bigblue ensures Lashilé Beauty's fruity, vegan gummies reach consumers swiftly and smoothly.

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Reach out for a free demo and share your Black Friday concerns with our e-commerce experts. We’re to help you optimise your logistics.

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Are you ready for Black Friday 2023?

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It’s undeniable that the 2023 peak holiday shopping starts with Black Friday and its big impact on your logistics.

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Key takeaways to achieve this include planning ahead using data analytics, refraining from underestimating demand, and investing in technology-centred logistics platforms.

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Cutting corners on quality is a dangerous misstep, even in the face of surging demand, and ensuring you have well-trained temporary staff is vital to managing increased order volumes.

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Importantly, last-mile delivery, a critical touchpoint with consumers, should never be overlooked.

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Prioritising logistics is the cornerstone of a successful Black Friday, and there's no better partner in this endeavour than Bigblue.

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Intro
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e.l.f. Cosmetics has been making headlines for the past couple of years, and I am sure you have heard of them. They emerged as a reference in the beauty industry and stayed relevant for over 19 years.

In 2019, they shut down all their physical stores and became a TikTok phenomenon by enhancing their online customer experience.

In this article, we will discover how e.l.f. Cosmetics' became the number one beauty brand for Gen Z.

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1. e.l.f. Cosmetics overview‍

1.1 Brand history and founding

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e.l.f. (short for eyes, lip, face) Cosmetics was founded in 2004 by Joseph Shamah and Scott Vincent Borba and has been led by CEO Tarang P. Amin since 2014.

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In 2019, they made the strategic move to shut all physical stores, focusing on enhancing the online customer experience as part of their digital transformation plan.

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Operating in 29 countries, including the United States, Canada, Australia, the United Kingdom, Saudi Arabia, France, Colombia, and Spain, the company achieved its highest-ever sales of approximately $579 million by March 31, 2023, as reported by Statista.

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e.l.f. CEO Tarang Amin shared on Forbes recently, "This is our 20th consecutive quarter of growth, making us one of only five public consumer companies out of 274 that have grown 20 consecutive quarters with at least 20% growth".

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1.2 Product range and values

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Since its creation, the company has worked towards being cruelty-free, vegan, and clean.

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Something that also sets apart e.l.f. beauty from its competitors, its combination of quality and affordability. Most items cost £3, £6, £10.

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Since 2004, the brand has only raised its price twice.Every time, they publicly announced it through their social media with transparency. For example, in 2022, their community received the announcement well and met a show of support and gratitude in the comments.

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2. e.l.f. Cosmetics' rise to popularity: Gen Z's favourite brand

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2.1 e.l.f. Cosmetics’ TikTok strategy: UGC and challenges

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2.1.1 Unboxing

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In 2023, the e.l.f. account has amassed over 1.1M Followers and 21.2M Likes on the platform.

‍The hashtag #elfcosmetics has 2.1 billion views. The search for package unboxing of elf or unboxing elf products makeup has 86.5 million views and 112.6 million views.

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The brand is famous for its cute packaging; you can see “Get ready to get e.l.f.ing amazing” on its box.

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2.1.2 Eyes faces lips original song

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e.l.f. Cosmetics was the first beauty brand to do a brand advertising campaign and hashtag challenge on TikTok, generating 7 billion views.

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It became one of the most viral campaigns ever on TikTok with nearly 5 million UGC videos including celebrities like Lizzo, Ellen Degeneres, and Reese Witherspoon, who joined organically.

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The original track became super popular and was listed #4 song on Spotify’s Global Viral Chart.

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Discover 5 TikTok UGC trends to test to increase your CRO!

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2.2 Celebrity-driven product launches and campaigns

2.2.1 Jennifer Coolidge

Super Bowl 2023

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The e.l.f. Cosmetics Super Bowl 2023 commercial star actress Jennifer Coolidge, marking a bold debut for the brand in the Big Game with its first television advertisement.

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Jennifer uses the Power Grip Primer for the first time in funny situations, cleverly capitalising on its adhesive and sticky qualities.

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According to Kory Marchisotto, the Chief Marketing Officer: "Our inspiration for this campaign comes directly from our dedicated community, who have embraced the Power Grip Primer with fervour, elevating it to the #1 Primer in the U.S. They've affectionately dubbed it 'Sticky AF' and 'makeup glue."

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She continues, "Once we recognized the viral sensation surrounding the Power Grip Primer, the sheer entertainment value of its stickiness, and the joy our community derives from it, we were certain it was time to embrace this opportunity with unprecedented enthusiasm".

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PillowTalk release

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Building upon the success of the Super Bowl campaign, the brand unveiled a new product on September 27th: the Dirty Pillows Lip Kit.

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This kit was inspired by a moment during the ad shoot. The star was asked what name she would give to her lipstick if she could choose.

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Her funny response, "Dirty Pillows" or "Swollen," was the creative spark for her collaborative nude-themed lip kit with the cosmetics brand.

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2.2.2 Meghan Trainor

Weather Channel

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For their 2022 holiday campaign, e.l.f. Cosmetics collaborated with The Weather Channel, the popular TikTok sensation, and popstar Meghan Trainor.

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Patrick O'Keefe, the Vice President of Integrated Marketing Communications, explained their strategy: “We aimed to emphasize our Halo Glow product, a primer/highlighter hybrid that had been consistently selling out, prompting a restock. We aimed to craft a memorable holiday moment by showcasing some of our glitter and glow products."

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The concept revolved around the statistics, as reported by The Weather Channel, that 8 out of 10 women alter their personal care and beauty routines during the holiday season.

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The campaign focused on a captivating theme known as the "Glow Storm," with Meghan Trainor taking on the role of a meteorologist in this unique beauty-meets-weather collaboration.

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"100% chance of glow, it's an e.l.f.ING glow storm", Trainor says in one of the TikToks.

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Influencer-generated content or user-generated content: which strategy for your e-commerce brands?

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2.2.3 Judge Judy, Suits actors, Heidi N Closet and more

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Super Bowl 2024 

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e.l.f strikes again with the release of a new Super Bowl ad titled "Judge Beauty".

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Judge Judy oversees a case where a company executive, played by Gina Torres, is accused of wasting company funds on expensive makeup. Rick Hoffman, the plaintiff, calls pricey makeup a "scam."

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In the end, Torres is sentenced to use e.l.f.'s £15 Halo Glow Liquid Filter for glowy skin. The ad emphasises e.l.f.'s core values that good makeup doesn't have to be expensive; it can be cheap and cruelty-free.

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The cast also includes Suits member Sarah Rafferty, along with Ronald Gladden from Jury Duty, Heidi N Closet from RuPaul's Drag Race, Benito Skinner as Kooper the Gen Z intern, and others. Meghan Trainor is the courtroom correspondent, and Emmanuel Acho serves as the bailiff.

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2.3 Brand Collaboration

2.3.1 Chipotle

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An unexpected collaboration with Chipotle was created and targeted the Gen Z crowd on TikTok.

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This partnership, which builds upon a previous successful collaboration, combines beauty and fast food, creating limited-edition products that celebrate Chipotle's real ingredients in innovative ways.

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The collaboration capitalises on the shared spirit of both brands and their commitment to offering quality products to consumers at exceptional prices.

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2.3.2 American Eagle

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e.l.f. Cosmetics and American Eagle Outfitters have teamed up for a limited edition collection, marking e.l.f.'s first collaboration with a fashion brand and American Eagle's first venture into the beauty industry.

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This partnership is a natural fit as both brands have a strong presence among millennials and Gen Z, offering affordable and trendy products.

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The collection draws inspiration from e.l.f.'s expertise in enhancing eyes, lips, and face, similar to how American Eagle enhances the "booty" with its jeans.

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The campaign features a model in stylish denim and bold eyeshadow, and it includes a "From Selfie to Belfie" element where makeup artists showcase their makeup and derrieres using a custom TikTok filter and song, led by ambassador Carlacia Grant of Netflix's Outer Banks fame.

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2.3.3 Roblox

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e.l.f. Cosmetics is doing it again!

They've become the first beauty brand to test real-world commerce within Roblox, the popular online gaming platform.

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Roblox users can visit the e.l.f. UP! experience, a virtual space launched in November 2023.

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Here, you can embark on a journey to become a beauty entrepreneur, fostering creativity and fostering a sense of community. But this isn't just about virtual fun anymore.

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The real magic happens at the e.l.f. virtual kiosk.

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US users aged 13 and over can now purchase a limited-edition e.l.f. UP! Pets Hoodie, directly supporting animal welfare through a $50,000 donation by e.l.f. to the Humane Society of the United States.

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This cruelty-free hoodie isn't just stylish, it's a statement piece for both the real world and your Roblox avatar.

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And the fun doesn't stop there!

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Complementing your physical purchase is a bonus "virtual twin" item – a digital accessory for your Roblox avatar that reflects your real-life choice.

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This seamless connection between physical and digital purchases creates a truly cohesive experience.

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‍Final thoughts

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e.l.f. Cosmetics has orchestrated a remarkable beauty revolution fueled by a strategic approach that combines TikTok virality, celebrity endorsements, and brand collaborations.

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The brand, known for its Gen Z appeal, has harnessed the power of social media, particularly TikTok, to create engaging user-generated content (UGC) and viral challenges, exemplified by the "Eyes faces lips" song and hashtag challenge.

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This strategy has catapulted e.l.f. into the spotlight, making it a favourite among Gen Z consumers.

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Do you want to learn more about TikTok and UGC? Check out how Tabs Chocolate skyrocketed to success!

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Intro

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If you think order-tracking emails are just the underdog of the email world, it's time to adjust those spectacles and take another look!

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‍Despite a staggering open rate of 78%, they are an often-overlooked opportunity for brands to generate additional business!

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In this article, we compiled the 10 best examples of e-commerce order-tracking emails to steer you on the right track.

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If you're looking for the perfect post-purchase email workflow, here is another guide!

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1. Why are order-tracking emails so important?

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Leading e-commerce players are tuning into evolving consumer preferences and honing in on the post-purchase experience, with a whopping 93% of customers craving proactive updates from retailers about their parcels.

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Meeting these expectations is crucial; if you fall short, shoppers won’t think twice about taking their business elsewhere.

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The solution? Elevate the customer experience with informative and engaging shipping confirmation emails.

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These aren’t just about tracking numbers and delivery dates. They’re a canvas for showcasing your brand identity and boosting customer happiness, thereby increasing Lifetime Value (LTV). From eye-catching designs to customised messages and exclusive offers, the ways to set your brand apart are endless.

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How do you kickstart these enhancements for your next email campaign? Dive into our top 5 tips for optimal results!

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<sub>Bigblue Tips

Leverage Bigblue to create your own branded tracking emails and pages.

We developed the best features to help merchants reassure customers:
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- All the relevant information in one glance, including the order status, items in the parcel, carrier, delivery address, access to the help center, and support contact.
‍- Real-time parcel tracking with Estimated Time of Arrival (ETA) from the warehouse to the delivery address or pickup point.
‍- Proactive updates when delays, backorder, or uncollected parcels.
- Customisation of your tracking emails and tracking pages, so that it fully reflects your brand and helps navigate the customer journey.</sub>

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FROM FUTURE CMO, Jordan Bouaziz, told us how we helped them reduce customer service support tickets by half by using Bigblue’s tracking experience. The #1 question of clients was, “Where is my order?” you can save up to 9 hours in support for every 1K order. You can check the FROM FUTURE tracking page here!

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2. 10 Great examples to take e-commerce order tracking emails to the next level  

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2.1 Recess - Brand Personality & Fun Copywriting

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🤩 What’s good / What we love:

Recess is true to its strong brand image and its use of pastel colours that instil calmness and relaxation.

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In contrast, the copywriting is fun and quirky.

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In 2022, Recess boasted more than 40,000 subscribers, with email open rates surpassing 25%. This performance exceeded the industry norm for consumer packaged goods, which averaged 20% according to a benchmark by Campaign Monitor.

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This email translates their unique brand personality while giving all the necessary information to the customers.

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💡 What could be improved:

Recess could use this space to push more UGC and product images since it is a bit text-heavy.

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2.2 Unbottled example - Clear Design & Discount

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🤩 What’s good / What we love:

The Unbottled order tracking email is a winner! It is clear, on-brand, and user-friendly.

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To avoid any frustration, all the information about the order is clearly shown: delivery address, carrier, order recap, order number, product name, and quantity.

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It displays real-time precise ETA’s with a link to track the order.

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Unbottled has an average of 79.6% open rate!

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💡 What could be improved:

I have been a customer of Unbottled for a year, and they haven’t changed their email design for some time.

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2.3 Vuori - Visual & Product Image

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🤩 What’s good / What we love:

Vuori shows a big branded image with a simple copy.

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The order recap is clear and big, making it easier for the clients to remember the products they got.

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Different links to the returns, FAQ, and stores page concludes the email. The banner also highlights their free return policy to reduce customer support friction.

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💡 What could be improved:

A shipping address and customer information recap could be a great addition.

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2.4 Athletics Greens - Community Highlight & Customer Loyalty‍

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🤩 What’s good / What we love:

‍Athletics Greens emphasises being part of their healthy journey and being part of the community or the “AG Family”.

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They share a testimonial and access to an exclusive community for Facebook. It keeps the customer involved with the brand.

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They round it all off with an invitation to connect on their social channels.

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💡 What could be improved:

Athletics Greens could add a personalised (customer’s name) message to showcase special promotions/offers to make the customer feel even more unique.

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2.5 Dollar Shave Club - Recommended Products

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🤩 What’s good / What we love:

The Dollar Shave Club is an excellent example of upselling/cross-selling. It shows related product recommendations and has an “add” button so they can be quickly grabbed before the order is shipped.

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It is a super smooth and straightforward process. The ability to edit your shipping and billing address directly can further customer friction.

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💡 What could be improved:

It is difficult to see what the client ordered. A picture or a more extensive text could avoid confusion.

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2.6 Cometeer - Product Instruction & Referral

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🤩 What’s good / What we love:

Cometeer proactively reminds the customer how to store their product so they don’t run into any issues.

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All the information is available and the email is personalised with the customer names. It also invites the receiver to invite friends with an easily shareable link.

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💡 What could be improved:

‍Cometeer could reduce the white spacing to avoid unnecessary scrolling. Further tips and guides related to the product specifically could be added.

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2.7 Ritual - Referral & Instagram focus

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🤩 What’s good / What we love:

Ritual has a clean and trendy design approach. It shares the expected delivery date right on top, making it easier for customers to skim the email.

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They also used their tone and style, keeping it casual (the CTA “So ready”) and helping create a unified customer experience.

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A referral and Instagram link with pictures help to round things off.

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💡 What could be improved:

Details about the order and a recap of the customer's address could be added.

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2.8 Burst - Brand Color & Features in Media

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🤩 What’s good / What we love:‍

The order update from Burst is a great example of the use of brand colour and identity.

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It recaps necessary information like the details of the order. They also put the logo of all the places they were featured to reinforce their brand quality to the customers.

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💡 What could be improved:

Burst could add more text and branded images.

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2.9 Allbirds - Brand Image & GIF‍

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🤩 What’s good / What we love:

Allbirds has an overall simple design that matches its brand personality with the add-on of the GIF. Seeing the sheep packing the shoes in the box and running to deliver the order is a lot of fun.

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The brand focuses on animal welfare, and their product is made from wool.

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💡 What could be improved:

Allbirds could add a product return policy or a care guide link.

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2.10 MeUndies - Copywriting & Help Center

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🤩 What’s good / What we love:

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With a beautiful header and branded images, text, and calls to action, MeUndies does everything right. The copywriting stays on brand and shows a lot of personality.

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The addition of the help center makes it easy for the customer to contact with any questions/concerns.

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💡 What could be improved:

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MeUndies could add some personalisation and some UGC that features their customers wearing their products.

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To recap

Ready to reinvent your post-purchase emails?

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Order tracking emails hold great significance in today's competitive business landscape.

These often underestimated emails hold the potential to revolutionise your email marketing strategy and significantly impact your bottom line.

According to Digital Commerce 360, 96% of the top 1,000 online retailers agree that email marketing gives them the best return on investment.

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Well-designed order confirmation email templates have multiple benefits. They help strengthen brand recognition, retain customers, and attract potential customers.

They are not just for providing transaction updates. It's a cost-effective and time-saving way to demonstrate your commitment to customer satisfaction and build trust.

These emails have attractive designs and personalised content, making them an essential part of the customer journey.

They enhance the post-purchase experience, boosting click-through and conversion rates and ultimately growing your business.

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Don't miss this chance to make current customers loyal and attract new ones with your excellent products and services. Tracking emails should play an essential role in your CRM for your brand’s success.

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Start sending emails that truly matter and watch your business thrive.

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Can’t get enough email guidance? Check out our guide to create the perfect post-purchase email workflow!

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As we venture into the intricate world of marketing, a standout example of enduring appeal and marketing prowess is none other than the iconic Barbie. Barbie, a timeless brand, has continually succeeded in captivating the hearts of millions around the globe, reaffirming its position as an archetypal figure in the toy industry. This enduring appeal is not simply a result of chance but a testament to the marketing genius behind the brand. Particularly exemplified in Greta Gerwig's latest movie, Barbie's marketing strategies are a treasure trove of lessons and insights.

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These lessons hold immense potential for e-commerce founders and marketers. By unravelling and incorporating these strategies into their own campaigns, they can elevate their marketing approach, engage their target audience more effectively and ultimately, drive business growth. We invite you to delve with us into this exploration of Barbie's amazing marketing and its potential applications in your e-commerce campaigns.

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1. Leveraging Nostalgia

The resurgence of Barbie's popularity can largely be attributed to Mattel's clever use of nostalgia marketing. By reimagining classic Barbie designs and pivoting towards adults who grew up with the doll, the brand has managed to tap into a rich vein of sentimentality.

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For your e-commerce campaigns, consider incorporating elements that evoke nostalgia among your target audience. The familiar and comforting can often be a powerful motivator for purchases.

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Here are some points to consider regarding your type of brand:

• Fashion brand: you can incorporate vintage designs and packaging reminiscent of past eras, such as retro typography or imagery on your packaging to evoke a sense of nostalgia for the 70s or 80s.
• Cosmetics brand: you can use vintage or retro colours in your branding and packaging. For example, you could use pastel colours and floral patterns to evoke a sense of nostalgia for the 1950s.
• Food brand: you can use nostalgic advertising campaigns that tap into cultural touchstones from the past. For example, you could create an ad campaign featuring a popular cartoon character from the 90s to evoke nostalgia for that era.

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2. Innovative Digital Campaigns

Barbie's renaissance is also thanks to a series of innovative digital campaigns.

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From social media influencer partnerships to engaging video content, Mattel has effectively utilised the digital landscape to reach new audiences and reconnect with former ones.

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Incorporate these strategies into your own e-commerce campaigns by:

• Partnering with influencers who align with your brand values
• Creating engaging video content that tells a story
• Utilising social media platforms to reach a wider audience
  

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3. Harness the Power of Strategic Partnerships

Partnerships have always played a pivotal role in Barbie's marketing strategy. The key to this approach is collaboration with partners who share the same values as your brand, thereby ensuring a synergy that resonates with your audience. For e-commerce brands, this strategy can prove significantly beneficial, creating a wider reach and a stronger brand image.

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In the digital age, these partnerships often take the form of influencer collaborations. Barbie's success story teaches us that partnering with influencers who align with your brand values can create authentic connections with your target audience. Influencer partnerships can not only increase your brand visibility but also build trust with potential customers.

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-> Discover how to gain x100 customers thanks to partnerships

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4. Diversification and Inclusion

Barbie's successful reinvention has also been due to a shift towards diversification and inclusion. By creating dolls representing different backgrounds, body types, professions, and cultures, the brand has made itself more accessible and appealing to a broader audience.

Ensure your e-commerce campaigns reflect diversity and inclusivity. Representation matters, and customers are more likely to connect with brands that reflect their own identities and values.

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5. Creating a Strong Brand Narrative

In Greta Gerwig's latest film, Barbie's story tells a tale of empowerment and identity, which has resonated strongly with audiences. Similarly, creating a compelling and distinctive brand narrative should be at the heart of your e-commerce marketing campaigns.

This narrative should incorporate your brand's mission, vision, and values, positioning these elements consistently across all campaigns and platforms. Here are some key considerations:

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• Define your mission: Your mission statement should succinctly articulate what your brand hopes to achieve, delivering a clear message to your target audience.
• Clarify your vision: Your vision statement should depict a future where your brand's goals have been realised, inspiring both your team and your customers.
• Establish your values: Your values serve as the guiding principles for your brand, helping to shape how you operate, interact with customers, and make decisions.

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By integrating these components, you can create a brand narrative that resonates with your target audience, builds brand loyalty, and drives purchasing behaviour. This is an art that Barbie’s marketing has mastered, and your brand can learn valuable lessons from it.

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6. Leverage the Power of Storytelling

Barbie's marketing has always hinged on the power of storytelling. By creating scenarios and characters that children can relate to, the Barbie brand has built a strong emotional connection with its audience.

Your e-commerce brand can replicate this success through storytelling in your marketing campaigns. This technique can help humanise your brand, making it more relatable and engaging for your audience.

Here are some key tips:

• Show, don't tell: Instead of simply listing product features, use stories to demonstrate how your products can solve problems or improve lives.
• Create relatable characters: Whether it's a satisfied customer or a team member, characters in your story should resonate with your audience and reflect their experiences and aspirations.
• Incorporate conflict and resolution: A good story involves a problem or conflict that is solved in the end. This could be a customer challenge that your product or service helps to overcome.

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Remember, just like Barbie, your brand's stories should be consistent with your overall brand narrative and values. This not only strengthens your brand image but also fosters trust and loyalty among your customers.

Here are some examples of Barbie's marketing campaigns you can take as an example for your e-commerce:

• You Can Be Anything' campaign is a great example of how e-commerce businesses can use storytelling to connect with their audience. The campaign featured a video that showed young girls imagining themselves in various careers, with Barbie dolls representing each profession. E-commerce businesses can create similar campaigns that showcase their products in a relatable and aspirational way.
• Barbie's 'Imagine the Possibilities' campaign is another example of how e-commerce businesses can use video to promote their products. The campaign featured young girls acting out various professions, such as a veterinarian or a college professor, with the tagline 'When a girl plays with Barbie, she imagines everything she can become.' E-commerce businesses can create similar videos that showcase their products in a way that inspires and empowers their audience.
• Barbie's 'Be Super' campaign is a great example of how e-commerce businesses can use social media to engage with their audience. The campaign encouraged fans to share photos and videos of themselves doing acts of kindness with the hashtag #BeSuper, and Barbie would donate a dollar to the charity 'Save the Children' for each post. E-commerce businesses can create similar social media campaigns that encourage user-generated content and support a cause that aligns with their brand values.
• Barbie's 'Fashionista' campaign is a great example of how e-commerce businesses can use personalization to connect with their audience. The campaign featured dolls with different body types, skin tones, and hair textures, reflecting the diversity of their audience. E-commerce businesses can create similar campaigns that offer personalized product recommendations or showcase their products on a diverse range of models.
• Barbie's 'Dream Gap' campaign is a great example of how e-commerce businesses can use their platform to promote social change. The campaign aimed to raise awareness of the barriers that prevent girls from reaching their full potential and encouraged fans to take action to close the 'dream gap.' E-commerce businesses can create similar campaigns that align with their brand values and promote social change.
  

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7. Consistency is Key

The key takeaway from Barbie's marketing strategy is the importance of maintaining consistent branding. This involves having a consistent brand narrative and set of values that permeate all aspects of your marketing campaigns and storytelling.

For instance, Barbie has always been marketed as a figure of empowerment for young girls, offering them the chance to envision a future where they can be anything they want to be. This narrative has been consistent across all marketing campaigns, regardless of the specific theme or storyline of the campaign.

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• Consistent Brand Narrative: Ensure that your brand's story aligns with your overall brand identity and values. Your narrative should reflect what you stand for as a business.
• Consistent Messaging: Your marketing campaigns should convey a clear and consistent message that reinforces your brand narrative. This extends to all aspects of your marketing, including your visual aesthetics, tone of voice, and the content your marketing materials.

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Consistency breeds familiarity, and familiarity builds trust. This is a long-term investment that fosters customer loyalty and positions your brand as a reliable and trustworthy choice in the eyes of your customers.

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8. Embrace Change and Evolution

Another major lesson from Barbie's marketing strategy is the brand's readiness to evolve with time. Barbie has stayed relevant over the decades by continually adapting to societal changes and customer expectations. This has involved diversifying their product range to include more inclusive and diverse representations and updating their marketing campaigns to reflect the changing narratives of empowerment.

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• Embrace Societal Changes: Be ready to adapt your brand and marketing strategies in response to societal changes and shifts in customer expectations. This shows that your brand is in tune with the world around it and is committed to serving its customers.
• Pivot When Necessary: Don't be afraid to change your marketing strategies if they are no longer effective or relevant. Remember, it's about staying true to your brand values while also meeting the evolving needs of your customers.

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By embracing change and evolution, your brand can stay relevant and continue to engage your customers in meaningful ways. This is key to long-term success in today's dynamic and fast-paced e-commerce landscape.

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In conclusion, the marketing strategies utilised by Barbie, as highlighted in Greta Gerwig's last movie, offer profound lessons for e-commerce companies looking to optimise their campaigns. Drawing from Barbie's success, we can summarise the following key takeaways:

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1. Embrace Change and Evolution: Keeping up with market trends and consumer expectations is crucial to maintaining brand relevance. Adapting to changes ensures you continue to meet your customers' needs and desires.
2. Create Meaningful Engagement: Fostering meaningful connections with customers goes beyond selling products. It's about creating experiences that resonate with customers on a personal level.
3. Long-term Success: Sustainable success in e-commerce requires a dynamic approach to marketing. It's not about quick wins but building a robust brand that stands the test of time.

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The lessons from Barbie's marketing strategies provide a blueprint for success in the ever-evolving e-commerce landscape. Adopt these lessons in your campaigns, and you'll be well on your way to creating a robust and resilient e-commerce brand.

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Running a successful wellness e-commerce brand involves more than offering top-quality products like protein powders, food supplements, or healthy snacks. An equally crucial aspect is ensuring these products reach your customers promptly, securely, and in perfect condition. In this endeavour, your logistics partner plays an instrumental role. To help you decide, we explore the key qualities a logistics service should have for wellness brands.

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9 Key Factors in Choosing a Logistics Partner for Your Wellness Brand

1. Industry Expertise

The wellness industry has unique challenges and demands. Therefore, a logistics partner with industry experience and understanding is paramount. They should be familiar with the handling and storage requirements of wellness products, including sensitivity to temperature and light.

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2. Time-Sensitive Delivery

In the wellness industry, customers often adhere to strict dietary or supplement regimes. They rely on the punctual arrival of their wellness products to maintain their routine, whether it's daily protein shakes, monthly supplement refills, or seasonal health snacks.

Therefore, a logistics partner that guarantees timely delivery, especially at specific times of the year or month, is necessary. The reliability of on-time delivery forms the basis for customer trust and can significantly impact their decision to become repeat customers.

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3. Cost-Effectiveness

Balancing superior service with cost-effectiveness is crucial. While you should never compromise on the quality of service, your logistics partner should offer a competitive pricing structure that aligns with the value they provide. The cost will inevitably factor into your overall product pricing, influencing customer purchase decisions.

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4. Perishable Product Handling

Many wellness products have specific storage requirements due to their sensitivity to temperature, light, or moisture. Some products may be perishable or could lose their potency if not stored correctly. Hence, the logistics partner must have the necessary facilities to store and transport your products under appropriate conditions, ensuring they reach your customers in peak condition.

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5. Advanced Technology

In our technology-driven world, leveraging advanced logistics technology is crucial. The ideal logistics partner should utilise modern tech tools, such as real-time tracking, data analytics, and automated inventory management, which can enhance transparency, efficiency, and reliability.

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6. Scalability and Flexibility

As your wellness brand grows, your logistics needs will evolve too. It's vital that your logistics partner can scale with you, catering to increased product volumes or expanding delivery areas without compromising service quality. They should also be flexible enough to adapt to sudden market changes or specific business needs.

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7. Transparent Communication

Transparent, consistent communication is vital in any partnership. Your logistics partner should provide regular updates and have systems in place for tracking deliveries in real-time. This not only keeps you informed but also reassures your customers about the status of their order.

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8. Cost Efficiency

Budget considerations are inevitably a factor. While cost shouldn't be the sole deciding factor, it's important to strike a balance between quality service and affordability. The best logistics partner offers excellent service at a price that provides good value for money.

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9. Flexibility

A logistics partner that offers flexible solutions can be a significant asset. Whether accommodating last-minute orders, adjusting delivery schedules based on demand, or managing seasonal fluctuations, a flexible logistics service ensures your brand can respond effectively to dynamic market conditions.

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10. Building Customer Trust through Exceptional Logistics

Remember, logistics isn't merely a business operation; it's a touchpoint for customer experience. It's a make-or-break moment that can either build trust and loyalty or lead to customer dissatisfaction. Your logistics partner is essentially an extension of your brand, and their performance directly influences your brand's reputation.

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The promise of wellness is rooted in reliability and consistency. When customers order your wellness products, they trust your brand to deliver on time and in perfect condition. A competent logistics partner is pivotal in fulfilling this promise, turning first-time buyers into loyal, repeat customers.

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Conclusion

Selecting the right logistics partner is a significant decision that can greatly influence the success of your wellness brand. The right choice ensures your products reach your customers in optimal condition, on time, and with maximum efficiency.

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By considering industry expertise, comprehensive services, technology, scalability, flexibility, and cost efficiency, you can find a partner that genuinely complements your wellness brand.

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The key is to do your due diligence, ask the right questions, and take your time in evaluating your options. Your future successful partnership with a logistics company will then undoubtedly contribute to your brand’s growth and reputation.

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1. Understanding Post-Purchase Emails

Post-purchase emails encompass any messages that businesses dispatch to their consumers after a purchase has been made. These emails usually contain vital information about the purchase alongside promotional and educational content that drives repeat purchases and increases customer retention.

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Order confirmation and shipping confirmation emails, for instance, are transactional types of post-purchase emails. However, it doesn't end there. You could incorporate thank-you notes and requests for reviews into your post-purchase email sequence. These emails' timing and content should be adjustable according to the duration since the customer's last purchase.

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According to Sharon Goldstein, LimeSpot's CEO, post-purchase emails and SMS are an ideal avenue to re-engage existing customers and prompt their next purchase. Adam Kitchen, Magnet Monster's CEO, also stresses the importance of focusing on enhancing the customer experience rather than just driving additional sales.

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2. The Value of Post-Purchase Emails

2.1. They Satisfy Customer Expectations

Previously, only the most sophisticated ecommerce brands utilized post-purchase flows. However, the scene has changed. Companies like Shopify, Klaviyo, and BigCommerce have now democratized these once complex processes.

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The increased accessibility has stirred significant consumer interest in post-purchase flows. It would be a significant communication lapse if customers have to wait for up to five days before receiving their package, or worse, not receive it at all.

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Post-purchase flows become an optimal avenue to build customer trust as WISMO ("Where is my order?") inquiries make up a large fraction of customer experience tickets.

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2.2. They Build Trust Comparable to Amazon Prime

Most people perceive Amazon as the golden standard for timely deliveries. Small to medium ecommerce businesses may not command this level of trust instantly. Post-purchase flows can fill this gap, proving useful in conveying the status of orders, whether it's smooth sailing or there are disruptions. If a snowstorm affects your main warehouse, for example, you can utilize automated messages integrated with your tech platforms to update affected customers.

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2.3: They Enhance Customer Lifetime Value

While post-purchase emails primarily inform customers about their orders, they serve an additional purpose. They can be used to educate customers about your brand, products, and why choosing you was the right decision, all contributing to increased customer loyalty and lifetime value.

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Failure to send these emails is a missed opportunity. Many brands err by neglecting to follow up with customers post-purchase. Emails can encourage customers to return, reorder, provide feedback, and have a positive experience after a purchase.

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However, it is important to ensure that the emails are effective. In order to succeed, it's important to customize emails and make them pertinent to the customer's buying experience. It's important to send them after the product has been received, and timing is key.

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Additionally, the language used in the emails should be friendly and professional. It is also important to provide clear instructions on how to provide feedback or reorder. By following these guidelines, businesses can use emails to build strong relationships with their customers and increase customer loyalty. But they need to be done right.

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2.4. Post-Purchase Emails are Among the Most Effective

Post-purchase emails, according to Klaviyo data, have an open rate almost 17% higher than the average email automation. If you want to understand these automations' performance metrics better, check out these post-purchase email benchmarks by industry from Q4 2022.

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3. Eight Exceptional Post-Purchase Emails to Consider

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Graza's Brand Elevating Order Confirmation Emails

Order confirmation emails are more than just purchase receipts. They reflect your brand and are usually the initial post-purchase message your customers receive. Sending these emails reassures new customers while also establishing trust and fostering new and hopefully long-lasting relationships.

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Graza is an olive oil brand. They send a nice email after you buy from them. The purpose of the email is to make you feel valued thanks to sentences like “You’re officially one of us,” or “You’ve got access to all the recipes from our kitchen (and our friends’ kitchens too)”.

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Ritual's Order Tracking and Engaging Shipping Confirmation Emails

Shipping confirmation emails are as crucial as order confirmation emails. They inform the customer when their product leaves the warehouse and starts its journey to their location. By infusing creativity into these emails, you can enhance customer satisfaction, improve post-purchase experiences, and establish a unique brand voice.

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Check out this shipping confirmation email from Ritual, which includes social media images and information about their refer-a-friend incentive to encourage customers to socially engage with their community:

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Princess Polly's Trust-Building Delivery Confirmation Emails

Delivery confirmation emails appease customers eager to know when their order will arrive. Especially if your store experiences long shipping times or shipping delays, these emails can offer extra reassurance for awaiting customers.

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This delivery confirmation email from Princess Polly is a great example of how brands can use the last touchpoint in the transaction to build trust and create excitement among customers:

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_{Bigblue Tips 💙
Avoid wasting resources directing customers away from your website. Yes, many automations redirect customers to USPS or FedEx tracking pages. Yet, confirmation emails can also steer them back to shopping.
The fashion brand FARM Rio sends a "track your package" email. But it goes a step further, guiding the user back to their website. There, customers encounter a pop-up form offering a discount in return for their birthday information.}

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Customer Appreciation Through Thank-You Emails

While thanking customers can be part of your transactional emails, sending a standalone thank-you email shows customers that you value their business. This also offers a chance to tell your brand's story, highlight how your product stands out from competitors, and reassure shoppers about their purchase decision.

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All Things Golden provides a good example of this approach in their email.

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Morgan Mulloy, associate director of retention marketing at Avex Design, advises brands to “nurture, nurture, nurture! Show you care that the customer enjoys their purchase and provide resources in case they have any issues.”

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Dossier's Confidence-Building Educational or How-To Emails

If your product requires instructions or specific knowledge to use, consider sending a how-to post-purchase email. This type of email can cover topics like usage tips, assembly or product care instructions, potentially boosting repeat purchases and reducing returns.

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Dossier provides a great example of this type of educational email. They offer tips on how to get the most out of their perfume, ensuring that customers use the product properly.

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The Sill's Rewarding Loyalty Program Emails

The period following a purchase is the perfect time to promote your brand loyalty or rewards program. Demonstrating to customers that they can earn rewards the more they shop with your store incentivizes them to return for future purchases.

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This email from The Sill nails the post-purchase rewards email by showing customers what they can earn if they sign up for the program and continue to shop with the brand:

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ILIA Beauty' Referral Emails

If customers love your product, the best thing they can do for your business is spread the word.

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A post-purchase referral program promotion not only boosts word-of-mouth marketing but also rewards customers by offering them a discount on their next purchase. As you can see in this post-purchase referral email from ILIA Beauty, loyal customers receive a $20 discount code for their next purchase if they refer a friend.

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Cross-Sell Emails or Up-Sell Emails

Once a customer has had time to use their new product and is satisfied with it, they're more likely to shop with you again. And since you already know their product preferences, you can send highly relevant content to inspire them to make another purchase.

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Beauty brand Wildling, for example, sends this email after someone purchases a stone used for facial massage, featuring an accompanying oil and offering a discount for a limited amount of time.

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Partnerships are the secret sauce to a thriving e-commerce brands. Leveraging your network can yield significant results, from slashing acquisition costs to growing your community and increasing brand awareness. Here's how to do it right.

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Unlocking the Power of Networking: The Triple Advantage

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The ever-growing e-commerce marketplace is a competitive battlefield where brands vie for customer attention. Strategic networking has proven to be an essential tool to stand out from the crowd and expedite business growth. It is the catalyst that can propel your e-commerce business to new heights. Let's break down the three fundamental benefits of networking.

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Economical Customer Acquisition

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One of the most significant challenges in the e-commerce industry is customer acquisition, often an expensive and time-consuming endeavour. However, through strategic networking and partnerships, e-commerce brands can reduce these costs substantially. Sharing audiences with your partners allows you to tap into their existing customer base, circumventing the high costs of acquiring new customers from scratch.

A Harvard Business Review study underscores this point, revealing that acquiring a new customer can cost up to 25% more than retaining an existing one. Networking, therefore, provides a cost-effective solution to this challenge by opening doors to a new pool of potential customers who have already shown interest in related products or services.

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Enhanced Visibility and Community Growth

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Visibility is the lifeblood of any e-commerce brand. Networking can boost your brand authority and visibility by exposing your products or services to an audience that might not have discovered you otherwise. Moreover, through partnerships, your brand gets introduced to a new, ultra-relevant audience, helping to foster community growth.

Trust plays a crucial role in this process. As per a Nielsen report, 92% of consumers trust referrals from people they know over any other form of advertising. By leveraging the established trust of your partner's audience, you can more effectively penetrate new markets and grow your customer community.

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Building Social Proof and Authority

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Networking isn't only about expanding your customer base or improving visibility; it's also a vital tool for enhancing your brand's social proof and authority. Collaborations with established brands can elevate your reputation and lend credibility to your offerings.

According to Forbes, the majority of consumers, specifically 92.4%, rely on online reviews and UGC as a primary influence in making their purchasing decisions. Positive endorsements from partner brands can significantly boost your credibility in the eyes of consumers.

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Additionally, associating with authoritative brands in your industry can enhance your brand's perceived expertise and quality, establishing you as a trusted player in the market.

In conclusion, networking offers a triple advantage for e-commerce brands: cost-effective customer acquisition, enhanced brand visibility, and solidified social proof. By implementing strategic partnerships, you can accelerate your brand's growth and secure a competitive edge in the e-commerce landscape.

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Exploring the Landscape of Effective E-commerce Partnerships

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In the world of e-commerce, partnerships offer a powerful way to expand your reach, boost your brand visibility, and accelerate growth. However, not all partnerships are created equal. The impact of a partnership depends largely on its type and how well it aligns with your business objectives. Here, we explore four effective types of partnerships that can drive tangible results for your e-commerce business.

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Co-Branding

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Co-branding is a strategic alliance where two brands come together to create a unique product or service that leverages the strength of both brands. It's a collaborative effort where brands merge their unique identities, expertise, and customer bases to offer something new and exciting to the market.

Examples of successful co-branding partnerships abound, ranging from high-profile collaborations like Apple x Hermes to smaller alliances like M.Moustache x Hast. Notable is the example of Faguo, who successfully tapped into Aigle's Asian clientele through their co-branding effort, gaining a foothold in a new market.

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Bundling

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Product bundling is a marketing strategy that involves offering multiple products for sale as one combined product. This strategy is a win-win for both the brands involved and the customers, as it offers value to customers while increasing the sales volume for the brands.

A noteworthy example is the Unbottled x Meuf bundle. By offering their products together, the brands were able to boost engagement, generate more leads, and increase sales, demonstrating the power of strategic bundling in e-commerce.

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Affiliate Marketing

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Affiliate marketing is a performance-based marketing strategy where a brand offers commissions to external websites (affiliates) for traffic or sales generated from its referrals. It's an effective way to increase sales and drive more traffic to your website, while affiliates get a chance to earn a commission for their promotional efforts.

According to a study, the global Affiliate Marketing Industry is projected to experience significant growth, reaching an estimated value of around $14.3 Billion in 2023 and anticipated to further increase to $15.7 Billion by 2024.

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Cross-Selling

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Cross-selling involves offering additional, complementary products to customers at the point of purchase. This strategy not only increases sales but also enhances the customer experience by providing valuable product suggestions that add value to their purchase.

One successful example of cross-selling in action is Campingaz's partnership with Decathlon. By featuring Campingaz's products on Decathlon's product pages, both brands were able to increase their sales significantly.

In the e-commerce world, partnerships are more than just casual alliances; they are strategic collaborations that can propel your business to new heights. However, the path to a successful partnership isn't simply a matter of shaking hands and swapping logos; it's a methodical process that requires planning, synchronization, and constant nurturing. Here are three critical steps to streamline and automate your partnership process.

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Step 1: Clarify Your Objective

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Every successful venture begins with a clear objective, and partnerships are no exception. Before you dive into the process, you need to define what impact you want to achieve through this collaboration. Is it brand visibility? Authority building? Lead generation?

Prioritizing one objective can help streamline your strategy and set clear expectations for both parties. Remember, the more specific your goal, the more tangible your results will be. Therefore, taking the time to clarify your objectives is a crucial first step in your partnership journey.

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Step 2: Select the Right Partner

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Selecting the right partner is perhaps the most crucial part of the process. An ill-suited partnership can lead to missed opportunities and even damage to your brand reputation. A staggering 70% of partnerships fail due to a poor choice of partner.

The key to finding the perfect partner lies in the concept of 'culture fit.' Look for partners with a common goal, similar values, equivalent audiences, and complementary resources. Moreover, ensure your potential partner is as enthusiastic about the partnership as you are.

Advanced tools like Reachmaker can simplify this process by analysing thousands of potential partners and suggesting the ones that are most aligned with your needs.

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Step 3: Streamline the Process

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Finally, to ensure smooth sailing, it's important to streamline and automate the partnership process. One effective way to do this is by creating an onboarding kit.

Much like welcoming a new employee to your team, an onboarding kit for your partner can be incredibly useful. It can include information about your brand, marketing resources, tips, tricks, and other valuable content.

Not only does this make the process more efficient, but it also sets the stage for a successful collaboration by making your partner feel involved and valued. By sharing knowledge and resources generously, you can nurture a partnership that thrives and delivers maximum value.

In summary, organizing and automating your partnerships require clear objectives, the right partner, and a streamlined process. By adhering to these steps, you can establish successful e-commerce partnerships that drive growth and deliver a significant return on investment. With the right networking and partnership strategies, e-commerce brands can reduce acquisition costs, gain visibility, and establish authority in the market. As the famous saying goes, “Your network is your net worth,” so start building those connections today!

Introduction

air up, the German-based e-commerce brand that has revolutionised the flavored water industry, has achieved remarkable success and 8-figure revenues.

Founded in 2018 by Lena Jüngst and Tim Jäger, air up offers a unique line of flavored water bottles that allow consumers to enjoy the taste of flavored water without any sugar or artificial sweeteners.

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Their refillable drinking system uses scent alone to enhance the flavor of water, providing a healthier alternative to sugary drinks. With an extensive range of flavors and a commitment to sustainability, air up has captivated the market.

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air up has achieved remarkable growth in a brief span of time, with revenue figures surging from 30 million euros in 2020 to a staggering 100 million euros in 2021. The company is expected to surpass 150 million euros in revenue in 2022, solidifying its status as a thriving European D2C brand.

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1. Innovating the Flavored Water Market with a Distinctive Approach

1.1. The Science Behind air up: How Scent Pods Transform Your Water Experience

air up, founded in 2018 by Lena Jüngst and Tim Jäger, is a German brand that offers a range of flavored water bottles. What makes them different? They allow you to enjoy the taste of flavored water without any sugar or artificial sweeteners. Instead, they use scent pods to enhance the water's flavor.

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When you take a sip, the flavored air bubbles travel through your mouth, creating a delightful flavor experience. air up offers a range of flavors such as apple, peach, lemon, and grapefruit, providing a healthier option to sugary beverages.

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1.2. AirUp's Impressive Growth: From a German Launch to an International Sensation

In 2016, Lena Jüngst and Tim Jäger embarked on a mission to address unhealthy nutrition. Teaming up with Michelin Star chef Fabian Schlang and serial entrepreneur Jannis Koppitz, they aimed to develop an innovative beverage system.

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In 2019, air up® GmbH was established, and their flavored water bottles quickly gained traction in the German market. Within just six weeks, they sold 80,000 starter kits.

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Since then, air up has experienced impressive growth, with revenues of 30 million euros in 2020, 100 million euros in 2021, and an estimated 150 million euros in 2022. They now operate in 11 countries and have received significant funding.

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air up innovative approach to flavored water has positioned them as industry leaders. In the following sections, we will explore their perfect product-market fit, captivating design and technology, and their successful use of influencer-generated content and engaged communities. Get ready to uncover the secrets behind AirUp's phenomenal success in the flavored water market.

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2. air up's Recipe for Tapping into Consumer Desires

2.1. Aligning with Consumer Values: air up's Sustainable Solution to Hydration

air up's rapid growth can be attributed to their perfect product-market fit. Through an in-depth study conducted in 2020, air up gained valuable insights into the habits and preferences of Generation Z consumers across Europe.

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The study revealed the increasing importance of sustainability and health in their purchasing decisions. Recognizing this, air up positioned themselves as a brand that addresses these concerns head-on.

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Their focus on sustainability and environmentally friendly practices, such as using recyclable materials in their products and partnering with environmental causes, has resonated strongly with consumers who are becoming increasingly conscious of their environmental impact.

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2.2. The Art of Packaging: How air up's Visual Appeal Sets Them Apart

air up's visually appealing product design and innovative technology have played a significant role in their rapid scaling. Their bottles and sustainable packaging boast a modern, sleek, and vibrant design that captures the attention of consumers. This attractive aesthetic, combined with their unique and Insta-friendly products, generates curiosity and entertainment among their target audience.

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The visually captivating nature of air up's products also increases their potential for virality (and cool unboxings videos), as consumers are more inclined to share and showcase their experiences with the brand.

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The combination of a perfect product-market fit and captivating design has enabled air up to scale rapidly in the flavored water market. In the next sections, we will explore their strategic use of influencer-generated content, their engagement with user-generated content and community, and their focus on direct-to-consumer sales. Stay tuned as we uncover the remaining secrets behind air up's impressive success and revenue growth.

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3. Empowering the Community: air up's Engaged Users and the Power of UGC

3.1 Influencer-Generated Content (IGC)

air up has strategically leveraged Influencer-Generated Content (IGC) to establish a strong brand presence across various social media platforms. They have formed collaborations with mega influencers, ensuring widespread visibility and increased brand awareness. air up uses YouTube and TikTok to partner with influencers and sell products to many people.

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air up's collaborations with mega influencers have had a tremendous impact on their brand visibility and sales. By partnering with popular influencers, air up has been able to showcase their products to a vast audience. These influencers, such as Jojo Siwa and Inoxtag, have featured air up in their content, creating buzz and driving consumer interest.

3.2. User-Generated Content & Engaged Community

air up has also fostered an engaged community of consumers who actively participate in User-Generated Content (UGC). air up has received significant attention from Gen Z, who actively share their feedback and endorsements on various social media channels. Influencer marketing helps air up users know the brand and feel like part of a group.

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air up has also launched viral hashtags and campaigns that have further amplified their UGC strategy. Hashtags like #thinknewdrinknew have gained traction, creating a tribe-like following on platforms like TikTok and Instagram.

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People love sharing photos, thoughts, and experiences with air up products. They really like the brand and tell others about it. This has helped air up grow quickly and do well.

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4. air up in the Spotlight: How PR Propelled Their Success

4.1. Harnessing the Power of PR

air up has strategically employed a comprehensive Public Relations strategy (PR) to expand its reach and solidify its presence in the market. Through press releases and media partnerships, air up has effectively communicated its brand message and garnered media coverage to reach a wider audience.

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air up has collaborated with a dedicated PR agency, Team LEWIS, to execute their PR projects. The agency has facilitated product tests with major consumer lifestyle media outlets and secured coverage in key news media. Through these initiatives, air up has been able to generate valuable media attention and establish strong relationships with influential journalists.

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4.2. Making Headlines: air up's PR Triumphs in Renowned Publications and TV Channels

air up's PR efforts were successful. They were featured in major media outlets such as Le Parisien, Le Progrès, and Culture Nutrition. They were also featured on channels like M6 and Bein Sport. This media exposure has allowed AirUp to expand its reach and engage with a broader audience.

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4.3. Beyond Generation Z: air up's PR Initiatives for Tapping into the Older Demographic

air ups PR strategy has also played a crucial role in targeting an older demographic, specifically individuals over the age of 30. While social media platforms like TikTok and Instagram have been instrumental in reaching Generation Z, PR initiatives have allowed AirUp to tap into a more mature audience segment. By leveraging media partnerships and securing coverage in established outlets, air up has successfully captured the attention and trust of this older demographic, further expanding their customer base.

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Through strategic PR efforts, air up has been able to generate extensive media coverage, reach a wider audience, and engage with different demographics. In the following sections, we will explore air up's focus on direct-to-consumer sales, their sustainable business practices, and their commitment to providing a refreshing and healthy alternative in the flavored water market.

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5. Retention and Loyalty: air up's Winning Strategy for Direct Customer Engagement

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air up has embraced a direct-to-consumer (DTC) approach, which has played a pivotal role in their success. By selling their products directly to consumers, air up has gained several benefits that have contributed to their rapid growth and customer loyalty.

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5.1. Revolutionising Retail: air up's Direct-to-Consumer Triumph

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With their DTC model, air up has established a direct line of communication with their customers. This direct connection allows them to gather valuable data and insights about consumer preferences, behaviors, and purchasing patterns. Armed with this information, air up can personalize their offerings, tailoring them to the specific needs and customers expe. The DTC approach also enables air up to have full control over the customer experience, from product presentation to post-purchase interactions.

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5.2. From Insights to Recommendations: How AirUp Leverages Data for Tailored Offerings

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Through their DTC model, air up has cultivated a deeper understanding of their customer base. They leverage the data collected to create personalised recommendations, offer targeted promotions, and provide a seamless shopping experience. By tailoring their offerings to individual preferences, air up enhances customer satisfaction and fosters long-term loyalty.

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5.3. Loyalty Above All: air up's Strategy for Building a Devoted Customer Base

air up's DTC model allows them to prioritize customer retention. With direct access to their customers, air up can implement strategies to encourage repeat purchases, such as personalized recommendations, loyalty programs, and exclusive discounts. This focus on customer retention not only drives revenue growth but also strengthens the brand's relationship with its customers, fostering a loyal and engaged community.

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Through their DTC approach, air up has harnessed the power of data, personalization, and customer retention to fuel their growth and success. In the next sections, we will delve deeper into air up's sustainability practices, their commitment to environmental causes, and their dedication to providing a refreshing and healthy alternative in the flavored water market.

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Conclusion

air up's remarkable success in the flavored water market can be attributed to its unique approach, strategic initiatives, and unwavering dedication to customer satisfaction. With a perfect product-market fit and a focus on sustainability and health, air up has captured the attention of health-conscious consumers seeking a flavorful and guilt-free hydration alternative. Their captivating design, innovative technology, and strategic influencer collaborations have created a buzz around the brand, reaching a wide audience through social media platforms like YouTube and TikTok.

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By embracing a direct-to-consumer (DTC) model, air up has established a direct line of communication with customers, allowing for personalized offerings, data-driven strategies, and a strong focus on customer retention. Leveraging the power of data, air up tailors experiences to individual preferences, fostering long-term loyalty and satisfaction. Their emphasis on user-generated content and an engaged community further amplifies their brand presence and generates positive word-of-mouth.