Unlocking the secrets of successful Direct-to-Consumer businesses
- 3 brand examples to boost your online sales
- 2 actionable tips for quicker results
- 1 special surprise
New market
Steal these expert tips for a killer pop-up store strategy
An interview with Nicole Compen, founder of raye the store
Pop-up retail contributes over £2.3 billion to the UK economy, and its impact on brands is only growing.
Studies show pop-up stores boost website traffic by 37%, web share by 27%, and significantly enhance brand image, especially for digital-native companies.
From Duolingo to Marks & Spencer, more and more brands are turning to pop-ups to generate buzz and reshape retail.
They’re a smart way to test the waters before launching brick-and-mortar stores and expanding through omnichannel strategies.
Plus, observing how customers interact with products in physical spaces can provide crucial insights for boosting sales.
With an initial investment of just £2,500 to £5,000, pop-ups are a cost-effective alternative to traditional advertising.
For comparison, Loop Earplugs spends £1.25 million per month on ads alone!
Leading this pop-up revolution is raye the store., launched in 2021, which curates innovative, better-for-you brands in experiential spaces.
We spoke with Nicole Compen, raye’s founder, to uncover the secrets behind successful pop-up stores and how brands can leverage this powerful retail strategy.
To start with a bang, in your opinion, what makes a pop-up store truly successful?
A survey from Storefront found that 80% of brands that host pop-ups find them successful, and 58% plan to do it again.
Nicole: It depends on your goals.
Success can mean different things—whether it’s boosting brand awareness, increasing sales, or creating memorable experiences for loyal customers.
For example, we’ve worked with brands like Huel, which used a pop-up space to connect with their existing subscribers and gather feedback on new products.
Another brand, Simply Roasted, focused on brand awareness and data collection through interactive experiences.
Timing and location in high traffic areas are also critical. Some periods, like early January and August, are slower due to holidays and school breaks.
On the other hand, mid-September and the holiday season have been successful for us, especially when we focus on gifting products like food, drink, and wellness items.
How do you attract customers to your pop-ups, and what strategies do you use to engage them during the event?
Nicole: We start with PR, working with a consultant to create a press release and secure online coverage.
We also leverage the social media channels of the participating brands by organising a coordinated announcement push.
During the pop-up, we host press events and sampling sessions to keep the momentum going.
We’ve found that offering interactive experiences, like tastings or mini treatments, really helps engage customers and encourages them to return.
Your brand selection process is very intriguing. How do you decide which products and brands to feature in your pop-up stores?
Nicole: It’s a mix of factors.
We look for innovation, which often means the brands we feature are less than a year old.
We also focus on products that fall into the "better for you" category, though we’re careful with making strong claims.
For example, we recently feature a kombucha drink brand. Kombucha requires sugar for fermentation, so we can’t strictly say it’s low in sugar, but it’s still a natural product.
We also avoid products with artificial ingredients or palm oil.
Another key factor is design.
Packaging design is crucial because, as they say, people shop with their eyes.
We want the products to be visually appealing so that they stand out on the shelf.
Why do you focus on sustainable and healthy products? Is it because it aligns with your brand, or is it due to the preferences of your target audience?
Nicole: We lean more towards the discovery element of new and innovative products rather than strictly focusing on sustainability.
Many young brands aim to be fully sustainable as they grow, but it’s challenging to achieve right from the start, especially in terms of packaging materials.
We prioritise innovation and the opportunity for customers to discover something new.
You mentioned that a significant portion of the brands you feature are new, often less than a year old. How do these brands typically approach you, and do you ever turn brands away?
Nicole: We position ourselves as a marketing and brand awareness platform.
Brands often approach us to expand their sales channels or test their products and gather feedback.
We’re flexible with the age of the brand, but we have declined brands in the past based on packaging design.
However, we always provide feedback and try to help them improve.
For example, we once turned down a brand but connected them with a graphic designer.
They later returned with redesigned packaging and were featured in our store.
As someone who’s closely involved in the retail space, what trends do you foresee shaping omnichannel retail in the coming years?
Nicole: I think the focus will continue to be on creating personalised experiences.
Whether it’s allowing customers to customise products or offering limited-edition collaborations between brands, personalisation will be key.
We’re also seeing more cross-marketing between brands, which helps create a sense of newness and excitement.
Partnerships, especially those that span different industries, are becoming more common and can be incredibly powerful.
You opened raye right after the pandemic, correct? What was that experience like?
Nicole: Yes, the first pop-up event was in June 2021, just after most restrictions were lifted.
Our first store was only open for 10 days, and people were still wearing face masks, so we couldn't host any sampling sessions or events.
By September 2021, when we opened our second store, everything had been lifted, and it was post-lockdown.
That allowed us to really expand on what we could offer in terms of experiences.
As retail continues to evolve, pop-ups are proving their value by fostering real connections with consumers.
Whether you’re a brand testing new products or building deeper connections with your audience, pop-ups offer a dynamic platform for growth.
As Nicole shared, it’s not just about selling—it’s about creating memorable experiences that resonate long after customers leave.
With brands increasingly using pop-ups as part of their broader retail strategies, it’s clear that the future of retail is about building connections—and pop-up stores are at the heart of that transformation.
Corporate News
Working in Logistics is Boring… Or So You Thought?
We're transforming an industry that’s often seen as old-fashioned into something modern and tech-driven.
From 3 co-founders to a team of 120, we've grown rapidly, shipping up to 1 million parcels a month across the globe.
We help brands scale with an all-in-one fulfilment platform that ensures fast, sustainable delivery and a personalised customer experience.
Our founders have been the driving force behind Bigblue’s success, and their vision has kept the company grounded in its values.
They’re especially proud of the company’s journey from a small team at Station F to a leader in omnichannel logistics across Europe.
One of these core values is maintaining High Standards, pushing the bar higher every year.
Mathias, CTO, added, “Our mission is to help everyone in the team make a bigger impact, grow autonomously, and still maintain our focus on learning and human connection. We want our people to feel empowered and impactful.”
Transparency is also a key part of Bigblue’s DNA.
As Will, COO, emphasised, “We’re open about everything—from our successes to our failures. We share financial results with the whole team, and every member knows they’re part of something bigger.”
Another key value that defines Bigblue is the mindset of “We Haven’t Won Yet.”
Tim, CEO, explained, “Even though we’ve grown and achieved so much, we still feel like it’s day one. We constantly push ourselves to invent, improve, and innovate.”
This spirit of relentless improvement is what drives Bigblue to continue revolutionising logistics.
Bigblue is also proud of its Merchant-Obsessed approach, putting our clients at the centre of everything we do.
Mathias highlighted this by saying, “Everything we build is designed to empower our merchants and help them grow faster. We think like entrepreneurs and work closely with our clients to solve their challenges.”
Our growth wouldn’t be possible without the amazing people who make up the Bigblue team.
Each of our team members brings unique talents and perspectives, which is why diversity is so important to us.
We now have 15 nationalities represented across our offices in Paris, Madrid, and London, and we believe this diversity makes us stronger.
Will noted, “It’s incredibly rewarding to see how our values have become self-sustaining. Our team members live and breathe these values, and every day we push each other to achieve more.”
We’ll continue building on this momentum and showcasing just how fun and innovative logistics can be!
Join us in transforming logistics—check out our current openings!
Conversion rate
AI in E-commerce: 5 tips to boost your conversion rate
Charles Darwin once said, "It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change."
In digital marketing, adaptability is key. Conversion Rate Optimization (CRO) is essential for turning website traffic into meaningful actions, not just attracting visitors but getting them to act.
AI is playing an increasingly important role in CRO.
By 2025, Gartner predicts that 30% of companies will use AI to improve testing processes, up from 5% in 2021.
AI helps analyse data, predict trends, and personalizs content, boosting conversion rates.
Integrating AI into your CRO strategy can enhance its effectiveness and allow marketers to focus on other important tasks.
This article is written by Sarah Aboud, Digital Marketing Specialist at Webyn. Webyn is an all-in-one platform that leverages AI to personalise and optimise website interactions. It combines data analysis, experimentation, and content creation to boost e-commerce performance and drive higher engagement and conversions.
1. Personalise user experience to skyrocket engagement & conversions
To make your website more engaging and increase conversions, try leveraging AI to personalize your content and offerings.
By analysing user behavior and preferences, AI allows you to create tailored experiences for each visitor.
Implementing dynamic content changes in real-time based on user interests can significantly enhance personalisation.
For example, Amazon uses AI to recommend products based on users’ previous purchases and browsing history, contributing to an estimated 35% of their total revenue.
Sephora is another brand that excels in personalisation.
They use AI to provide personalized beauty recommendations through their app, which accounts for 80% of their total transactions.
You can use similar AI tools to offer personalized product suggestions and content, making the shopping experience more relevant and engaging for each visitor.
For example, if someone is looking for sunglasses, AI can notice that many people who buy sunglasses also buy sunscreen.
The AI will then suggest sunscreen to future customers who look at sunglasses.
This way, the shopping experience becomes more personalized and useful, which can lead to more sales and happier customers.
2. Leverage predictive analytics for smarter inventory management
Predictive analysis can be a game-changer for your e-commerce strategy by providing actionable insights into future user behavior and sales trends.
Traditional inventory management can be overwhelming due to the manual tracking and forecasting, which often leads to inaccuracies and inefficiencies.
It relies heavily on either historical sales data or manual stock checks, making it hard to keep up with real-time demands.
By using business intelligence and machine learning algorithms, AI can forecast customer needs and market changes, enabling you to make informed decisions.
For example, analysing sales data trends can help you prepare for demand spikes or slow periods, ensuring your business is always ready.
Bigblue Tips
With Bigblue, staying on top of your business performance has never been easier.
Our intuitive reporting tools allow you to effortlessly generate and follow up with smart reports, providing real-time insights into your operations.
You can:
- Track sales trends and return rates
- Check the days of inventory remaining for each product
- Optimise storage by clearing slow-moving items
Bigblue puts all the data you need right at your fingertips.
👉 Discover more about our reports.
3. Streamline automated testing for a 176% increase in click-through rates
Automated testing is a powerful way to optimize your website’s performance, and AI can significantly enhance this process.
Rather than manually testing different variations of your website elements, use AI to automate A/B and multivariate testing. Webyn, for example, offers an AI-driven approach that automates the entire testing process.
The platform's algorithms suggest the most relevant tests based on user behavior and performance data.
These tests are then implemented on the ideal volume of audience to ensure statistically significant results.
Webyn’s AI continuously monitors the performance of these tests, providing real-time insights and recommendations.An illustrative case is InterInvest, which faced challenges with the visibility of their "100% online subscription" CTA.
Initially poorly accessible in the pre-header, the pop-in that appeared right after gained few views.
By optimising the CTA's position to make it sticky in the header and enhancing the UI for better visibility, Webyn increased the click-through rate (CTR) by 176%.
Further, by testing the pop-in's trigger to activate upon scrolling, Webyn increased traffic by 30%. These optimizations significantly improved user experience and conversion rates.
Webyn’s automation extends to dynamically adjusting and refining tests as new data comes in, ensuring that your website is always optimized for the highest conversion rates.
This comprehensive approach allows you to quickly identify the most effective changes, implement successful strategies faster, and continuously improve your website’s performance and conversion rates with minimal effort.
4. Enhance customer support with AI chatbots to automate over 70% of queries
Boosting conversion rates isn't just about attracting visitors; it’s also about keeping them engaged.
Integrate AI chatbots like Gorgias and Zendesk into your customer support strategy to maximize engagement.
These chatbots handle multiple queries simultaneously, provide instant responses, and free up human resources for complex issues.For example, chatbots can answer common questions about shipping, returns, and product details instantly.
If a customer is about to abandon their cart, the chatbot can offer a discount code or assistance in real-time.
AI chatbots can automate over 70% of customer queries, reducing costs by up to 30% and increasing average order value (AOV) by as much as 47%. (Zowie)
By integrating AI chatbots, you provide immediate assistance, improve customer satisfaction, and boost conversion rates, enhancing the overall customer experience.
5. Optimise pricing strategies with AI for real-time competitive edge
Dynamic pricing powered by AI can significantly impact your conversion rates.
By analysing market trends, competitor pricing, customer behavior, inventory costs, procurement expenses, and demand cannibalization, AI can adjust your prices in real-time to ensure they are always competitive.
This strategy helps attract more customers by offering the best possible prices at any given moment.
For example, airlines and hotel chains frequently use AI-driven dynamic pricing to optimize their revenue by adjusting prices based on demand and availability.
Implementing a similar strategy in your e-commerce store can help maximise sales and profitability.
To start a dynamic pricing strategy, gather relevant data such as historical sales, competitor prices, customer behavior, inventory levels, and procurement costs.
Use AI-driven tools to automate and optimise pricing, and start with a small set of products to test effectiveness.
Continuously review and adjust based on new data and market conditions to maintain optimal inventory levels and enhance overall profitability.
As AI technology continues to evolve, businesses that adapt and incorporate these tools into their CRO strategies will not only improve conversion rates but also gain a competitive edge in the market.
By leveraging AI, companies can optimize their e-commerce performance, drive higher engagement, and ensure long-term success in an increasingly digital world.
Marketing
Secrets Behind the Paris 2024 Olympics: How Brands Won Gold
Global audiences were glued to the Paris 2024 Olympics like never before, with a staggering 82% jump in viewership from Tokyo 2020.
But it wasn't just the athletes breaking records—brands like Decathlon, LVMH, and Nike turned the Games into a marketing battlefield, seizing the spotlight with bold, innovative strategies.
From transforming volunteers into social media sensations to luxury trunks for Olympic medals, discover how these brands won gold in marketing at the world's biggest sporting event!
Key data:
- One of the most watched Summer Olympics ever
- 218 million BBC online streams (more than double Tokyo 2020)
- 36.1 million UK viewers on BBC TV (59% of the population) watched at least 15 minutes
- Top events: Keely Hodgkinson’s 800m final (9.1 million viewers), Adam Peaty’s race (8.5 million), and Katarina Johnson-Thompson’s heptathlon (7.3 million)
- US viewership: 30.6 million daily viewers (up 82% from Tokyo 2020)
1. Decathlon’s Gold-Medal Marketing: Turning Volunteers into Social Media Stars
Decathlon's marketing strategy for the Paris 2024 Olympics proved highly successful and innovative.
They even struck gold at the opening ceremony with a volunteer holding an umbrella who became a viral meme sensation worldwide. This image was reshared everywhere—talk about free advertising!
Let's decrypt their key tactics:
- Turning athletes into influencers:
Decathlon utilised its TikTok channel to feature interviews with athletes from various sports, including judo star Teddy Riner and skateboarder Ross Zwetsloot.
They also sponsored 33 Olympic athletes under the #TeamAthlètesDecathlon banner, effectively turning these athletes into brand ambassadors and expanding their reach across digital platforms.
- Activating event spaces:
Decathlon created an impressive 6,000 square meter playground at La Villette in Paris.
This space was designed to offer a variety of activities, including live DJ performances, associations, stand-up shows, a massive fan-zone, and sports demonstrations.
It was a vibrant and engaging environment for attendees and fans to enjoy the Olympics excitement!
- Launching Paris 2024 merchandise:
The brand capitalised on the Olympic spirit by releasing a comprehensive collection of 145 products related to Paris 2024.
With over 2,080 stores worldwide, Decathlon's extensive retail network was well-positioned to promote and sell this exclusive merchandise, further enhancing their Olympic presence.
- Sponsoring the volunteer gear:
The brand made a strategic move by sponsoring 45,000 volunteers, which not only provided visibility during one of the year's most significant sports events but also created a buzz on social media.
Volunteers enthusiastically shared their Decathlon gear online, amplifying the brand’s presence.
And it became a viral sensation especially on TikTok!
So much so that the volunteer bucket hat (or bob as the French call it) is reselling on Vinted (a second-hand online marketplace) for more than €200!!
2. LVMH: When Luxury Meets Sport in Paris 2024
LVMH has made a significant impact on the Paris 2024 Olympics with a strategic $163 million partnership that highlights their dedication to blending luxury with global sporting events:
- Custom sponsorships:
LVMH went beyond traditional sponsorships by creating custom-designed trunks for the Olympic torch and medals. Even the medal bearers are fully dressed in Louis Vuitton!
This move showcased their commitment to incorporating luxury elements into the prestigious event.
- Brand involvement:
Other LVMH-owned brands, such as Sephora, Dior, Chaumet, and Berluti, played a role in sponsoring athletes, designing medals, and providing uniforms for the French Olympic team.
This marks a pioneering moment as luxury brands have never before engaged so deeply in the Olympics, aiming to attract aspirational luxury consumers.
- Exclusive opening ceremony feature:
LVMH's presence during the Opening Ceremony, which drew high viewership with 28.6 million viewers in the US and 23.2 million in France, provided optimal visibility and cemented their role as a key player.
- Athlete partnerships:
Léon Marchand, a rising star in swimming, was chosen as LVMH’s first Olympic ambassador.
This smart move leveraged Marchand's popularity and media appeal, enhancing LVMH’s brand perception.
3. Nike: Did they win their Olympic bet?
In an increasingly crowded marketing landscape, traditional powerhouses like Nike and Adidas are battling for attention.
Nike, in particular, faced significant challenges this year, with its stock dropping 20% before the Olympics—marking the first decline during an Olympic quarter in decades—and a forecasted 10% drop in sales.
To counteract these struggles, Nike made a bold bet: using the 2024 Olympics as a way to boost its brand and sales.
Nike invested more in its Olympic marketing push than ever before, launching its largest global advertising campaign to date.
Key strategies included:
- Engaging top stars:
Nike leveraged the star power of athletes like LeBron James and Simone Biles, aiming to boost product lines through their Olympic presence.
- Supporting Team USA:
Nike set up dedicated facilities for Team USA athletes, ensuring they had the best possible gear and support.
- Cultural engagement:
Nike organised an art exhibit at Paris's Centre Pompidou, showcasing its iconic Air Max sneakers to blend sport with culture and art.
- Team uniforms:
Nike also introduced a diverse range of team uniforms, focusing on athlete comfort and individual expression.
So, did the bet pay off?
According to Reuters, Nike saw a peak in website visits on July 31, reaching 2 million.
During the opening week of the Olympics, Nike and Puma experienced an increase in site traffic, while competitors like Adidas, Hoka, and On saw declines.
Additionally, the Jordan 4 Retro SE Paris Olympics Wet Cement shoes became the highest-selling Olympic product on StockX, trading over 8,373 times.
Nike’s Olympic strategy certainly generated interest and boosted sales, providing a much-needed lift after a challenging year.
However, while the campaign has shown positive results, it remains to be seen whether Nike can sustain this momentum and fully recover from its earlier setbacks.
4. Ralph Lauren: How Team USA’s Uniforms Became a Viral Sensation
Ralph Lauren has once again taken center stage at the 2024 Olympics, marking the ninth occasion the iconic brand has been chosen to design the uniforms for Team USA.
Known for its signature blend of timeless elegance and preppy flair, Ralph Lauren has seamlessly infused modern, sporty elements into this year’s designs.
In a move similar to Nike, Ralph Lauren has extended its Olympic designs beyond the athletes, making them available to consumers.
This strategy not only allows fans to feel a part of the Olympic experience, but also significantly boosts the brand’s visibility during key moments, such as the highly anticipated Opening and Closing Ceremony.
The Olympic collection by Ralph Lauren has proven to be a massive hit, with the entire line selling out quickly.
Adding to the hype, Olympians themselves have taken to social media to share their gear unboxing experiences, particularly on TikTok, where these videos have gone viral.
Fans are captivated by these unboxings, which offer a behind-the-scenes glimpse into the athletes’ personal experiences and the exclusive merchandise they receive.
This trend taps into a broader cultural obsession with unboxing videos, where the anticipation and reveal of coveted items create a shared moment of excitement.
The buzz surrounding the collection was also further amplified by celebrity endorsement:
- Beyoncé showcased the Team USA outfits on her Instagram,
- H.E.R. made headlines wearing a sleek, custom-made Ralph Lauren Collection jumpsuit,
- Billie Eilish wore one of the brand's designs during the Closing Ceremony.
5. Samsung: How the Galaxy Z Flip 6 Stole the Show at Paris 2024
As a long-time Worldwide Olympic Partner, Samsung made a significant impact at the Paris 2024 Games with its “Open Always Wins” campaign.
Beyond traditional ads, Samsung strategically placed banners featuring the Galaxy Z Flip 5 in prominent Paris locations like Haussmann Street and La Défense, ensuring high visibility throughout the Olympics and Paralympics.
The campaign highlights Samsung’s commitment to innovation, mirroring the Olympic spirit of pushing boundaries.
Samsung further solidified its presence by distributing nearly 17,000 limited-edition Galaxy Z Flip 6 phones to athletes and the Olympic family.
It came with free data and personalisable at Samsung’s Olympic Village pop-up, adding a unique touch to their Olympic journey.
These phones, featuring a unique yellow colour, exclusive leather case, and preloaded Olympic apps, have become highly sought-after, with some auction bids exceeding $2,000.
A standout feature of the Games was the introduction of "Victory Selfies," allowing athletes to capture medal ceremony moments with their Galaxy Z Flip6 phones—marking a shift from previous Olympics where personal devices were banned on the podium.
Samsung’s ongoing partnership with the IOC, extended until 2028, underscores its role in fostering innovation and engaging younger audiences.
6. Snoop Dogg: The unofficial mascot of the Paris Olympics 2024
Snoop Dogg made a remarkable impact on the Paris Olympics, contributing significantly to the event’s success. And it is a masterclass in personal branding!
His involvement included engaging commentary, distinctive fashion choices, and vibrant interactions with athletes and fans.
Snoop’s presence boosted NBC’s viewership to an average of 34 million daily, a substantial increase from Tokyo 2020.
Snoop Dogg's unique style and energetic persona resonated with audiences, leading to a 5.7% increase in music streaming in the US and a 9.1% increase globally.
His social media following grew significantly, with an average of 140,000 new Instagram followers per day.
His influence extended beyond entertainment, as his fashion sense and public appearances became memorable highlights of the Olympics.
The Paris 2024 Olympics showed how brands like Decathlon, LVMH, Nike, and Samsung turned the Games into a marketing success with smart and creative strategies.
They grabbed attention with viral moments, luxury partnerships, and a strong brand presence.
As the Paralympics approach, we’re excited to see how these brands will continue to impress and engage audiences with their campaigns.
E-commerce trends
5 Ways Generative AI Is Impacting E-commerce in 2024
In 2024, AI is transforming e-commerce, with over 52% of shoppers considering AI tools for their clothing purchases.
Generative AI is revolutionising the industry by improving customer service, increasing conversion rates, and boosting average order value (AOV).
By 2023, AI technologies are expected to boost business productivity by up to 40% and drive profit gains of 38% by 2035.
Once limited to giants like Amazon, AI tools are now accessible to all businesses thanks to models like OpenAI’s ChatGPT and Gemini.
AI makes it possible to automate once difficult tasks, such as providing 24/7 customer support in multiple languages and offering personalised shopping experiences.
Let's explore five key ways generative AI is changing e-commerce, providing new opportunities for automation and personalisation.
This article was brought up to you by Gautier Tubert, Growth and Marketing Manager at Dialog. Dialog is an AI assistant designed to replicate a store salesperson on your site. It guides customers, answers their questions, and recommends products, thereby increasing conversion rates.
1. Transforming customer service: Faster query resolution
When using generative AI like ChatGPT, the first use case that comes to mind in e-commerce is replacing customer support.
AI can answer frequent questions and solve problems quickly, being available 24/7 and in almost all languages.
Most customer support conversations involve logistical questions with known answers:
- Where is my package (WISMO)?
- How do I make a return?
- How can I exchange my product?
Implementing AI for these tasks is significantly more cost-effective compared to employing dedicated staff to address user questions.
Chatbots can decrease customer service expenses by up to 30% by managing up to 80% of routine inquiries efficiently.
Additionally, AI-powered customer support can be integrated across multiple channels including email, chat, social media, and phone.
This ensures that customers receive consistent and efficient support no matter which platform they use to reach out.
By integrating an AI assistant, companies can reduce costs and provide fast and efficient customer service, thereby improving the overall customer experience.
2. Increasing conversion rates: From static navigation to dynamic interaction
Previously, a website resembled an Excel sheet where one navigated from category to category.
Thanks to AI, the experience becomes much more natural. AI can replicate the best conversion tool in physical stores: the salesperson.
This can be achieved through tools that already exist, such as analysing customers' browsing and purchase history.
Now, AI also allows for direct questioning, identifying needs and preferences to offer relevant product suggestions.
It helps improve conversion rates by providing real-time assistance and personalised recommendations.
According to McKinsey, companies investing in AI see a 3 to 15% increase in revenue and a 10 to 20% improvement in sales ROI.
2.1 Example: Product recommendation quiz
Currently, these are quizzes with decision trees created by humans using tools like Typeform.
Despite the amount of work put in by the teams, they don't take all parameters into account, are the same for every customer, and need to be adapted for each new product.
Now, thanks to AI, we can provide truly personalised diagnostics.
The AI asks tailored questions based on previous responses and adapts to each new product, considering every detail.
Whether it's determining the size you need or selecting the right anti-ageing serum, generative AI can effectively guide customers.
You can also create faster thanks to AI with custom questions generated by AI.
3. Enhancing personalisation: Increase in customer loyalty
According to a study, 66% of consumers say they are willing to abandon a brand if their shopping experience is not personalised.
Before AI, brands were already dynamically changing their pages based on the customer, but they were limited by possibilities.
Today, thanks to AI's flexibility, we can go even further.
AI can map out detailed customer journeys, identifying key touchpoints and potential pain points.
The result is a highly personalised shopping experience that meets each customer's specific needs, ensuring customers have a smooth and satisfying journey from discovery to purchase.
For instance, we see AI trained to enable users to negotiate their price directly on the product page, making the experience both fun and interactive.
This kind of initiative reduces friction in the shopping process and significantly increases conversion rates.
Moreover, it creates loyal customers who return because their experience is 100% tailored to their needs.
AI can also help craft highly targeted marketing campaigns by analysing customer data and predicting preferences.
This can include personalised email marketing, dynamic website content, and targeted social media ads that resonate better, leading to higher engagement and conversion rates.
3.1 Kana Lifestyle
Kana Lifestyle, a Canadian brand specialising in cast iron cookware, has integrated an AI-powered Dialog box on its product pages.
This feature allows users to ask questions not only about the products but also about the recipes that can be made with them.
Thanks to this tool, they create a bridge between their highly visited blog and their product pages, offering a richer and more cohesive user experience.
Result:
- People who interacted with Dialog had a conversion rate 8 times higher (9.45% vs. 1.17%).
- The add-to-cart rate is 20% compared to 4% for those who did not interact with Dialog.
4. Cross-selling and upselling: Boosting Average Order Value (AOV)
According to The Online Retailer, 35% of Amazon's revenue comes from cross-selling and upselling.
Research by Amazon also indicates that implementing them in an online store can increase revenue by 10%.
Previously, the best solutions involved offering similar or complementary products at checkout.
The AI now opens up a world of possibilities, for example:
- Dynamic bundles: After a conversation, the AI can create a completely new bundle that doesn't exist in the CMS. It can also apply a discount to increase the AOV and meet the user's specific needs.
- Upselling or cross-selling complex products: The AI can help the user understand the added value of a higher-end range by answering their questions.
- Alternatives when out of stock: The AI can redirect the customer to similar products to avoid losing a sale, which is a nightmare for e-commerce merchants.
5. Collecting data for re-engagement: The best help in a post-cookie world
With the disappearance of data due to GDPR, the end of third-party cookies, and iOS 14 restrictions, AI's ability to collect and analyse customer data to fuel re-engagement strategies becomes crucial.
The advantage of AI is that it can categorise even imperfect data.
For example, a chatbot can collect responses directly provided by the user, categorise them, and thus create a goldmine of first-party data (0-party data) reusable for re-engagement.
Importantly, these interactions with AI include GDPR consent, ensuring that the data collected is compliant and usable.
By analysing conversations, AI can deduce purchase intentions and learn from user behaviours.
We can even imagine that re-engagement emails could be 100% different from one person to another in the future.
This allows for precise and effective re-engagement strategies. Klaviyo has launched an AI feature that, while far from this projection, shows that we are heading in this direction.
In its tool, AI now allows for segment creation, form optimisation, and predictive insights.
When we know that repeat customers generate 300% more revenue than new buyers, using AI for re-engagement represents a major opportunity for e-commerce companies.
5.1 Example: Cosmetic Brand Launching a New Product
One of Dialog's clients had a unique use case: they wanted to determine the perfect shade for their next cosmetic product before launching it.
Their advanced AI system is specifically designed to facilitate this process.
By engaging in detailed conversations with customers, the AI gathers valuable insights into their preferences and trends.
Additionally, it assists in predicting the stock levels required for future products, ensuring that the client can meet demand efficiently and accurately.
This approach not only enhances the decision-making process but also helps in launching successful and well-received cosmetic products.
Generative AI is revolutionising e-commerce in remarkable ways.
From enhancing customer service and increasing conversion rates to personalising the shopping experience and collecting data for re-engagement, its benefits are clear.
One of the standout features is its ability to boost average order value through effective cross-selling and upselling.
As AI models rapidly evolve, the future of the e-commerce sector looks increasingly promising.
Each new advancement unlocks greater possibilities, enabling companies to stay competitive and meet the rising expectations of consumers.
The potential of generative AI is immense, and those who harness it now will position themselves as leaders in the future e-commerce landscape.
Marketing
The Taylor Swift Effect: Making Brands Go Viral Overnight
A 700% sales increase or 60,000 likes on Instagram in just 24 hours. These numbers sound too good to be true, right?
Yet, thanks to the undeniable power of Taylor Swift’s influence, they've become commonplace.
In December 2023, Forbes named Taylor Swift the world’s fifth most powerful woman, the only celebrity in the Top 10.
Her latest album, “The Tortured Poets Department,” even became the fastest album in history to surpass 1 billion streams globally.
In this article, we will discover how brands went viral overnight due to the Taylor Swift Effect.
1. Popflex: +10k skorts pre-ordered pirouette skorts
Even the CEO of Shopify, Harvey Finkelstein, recognised the power of Taylor Swift, showcasing her effect on Popflex’s sales, a brand founded by Cassey Ho.
“The Taylor Swift Effect isn’t just a pop-culture headline — it’s big business,” says Finkelstein.
During a viral video for her “For a Fortnight” challenge, Taylor wore the Pirouette skort, making the product sell out in just 15 minutes.
For the first time, they had to open pre-sales, resulting in 10,000 skorts pre-ordered.
They saw a 600-700% sales increase from just a 3-second clip, recording their biggest sales day ever!
Cassey Ho’s answer is just as iconic:
”Everyone has been asking me “So how are you going to change the way you do things now that Taylor has worn your skort?”
My answer: I’m not changing the way I do anything!
I’m very proud of the way POPFLEX’s product is developed with so much care and so much intention. I never release anything I wouldn’t wear myself and I never release anything without a Why.
But OK FINE. We ARE adjusting ONE thing though! We will be increasing order qty baseline because if you thought our out-of-stock issue was bad pre-Taylor, right now it’s a 14-week pre-order waiting period in our post-Taylor world! I’m lucky the Swifties are patient! Currently weaving fabric and prepping it for the dye house - going as fast as we can without compromising quality!”
2. Gymshark: +60k likes on Instagram in 24h
Gymshark cleverly leveraged Taylor Swift’s UK leg of the Eras Tour with a strategic campaign.
They recreated some of Taylor’s iconic outfits using Gymshark products and launched a VIP ticket giveaway.
Using a look-alike model, they brought to life her showpieces, such as “The Tortured Girls Department” and the “Bet I Think About Me Gym” t-shirt.
The campaign was a massive success, garnering 60,000 likes in less than 24 hours and boosting brand visibility and engagement.
The teaser and official post combined received over 80,000 likes and 22,000 comments.
To enter, fans had to tag six friends in the comments and reshare the post to their Instagram story, increasing reach and visibility.
“We couldn’t let arguably the biggest cultural musical moment of 2024 pass without getting involved,” said Gymshark head of social, Emily Lorimer. “We know there are legions of Swifties in our community that love both fitness and Taylor, so we thought why not do something that ticks both boxes?”
Fans could also gain additional entries by spending over a certain amount in-store and online and shopping for Taylor Swift-inspired looks on the website.
3. Cetaphil: Super Bowl’s Ad #GameTimeGlow
Cetaphil drew on Taylor Swift’s frequent attendance at Kansas City Chiefs games to support her boyfriend Travis Kelce for a new commercial aired during the Super Bowl.
The advertisement opens with a daughter super focused on her phone while her father watches TV.
He excitedly shows her something on his phone, but she dismisses him and continues what she’s doing.
Later, as she applies Cetaphil moisturiser, she hears the football commentator on her dad’s TV say, “Well, folks, there she is. It’s the most famous fan of the game.”
Her father notices and raises the volume, and she rushes downstairs.
Next, you can see the father giving his daughter a jersey with the number 13 — Swift’s favourite number — to match his red jersey with the number 89, the year Swift was born.
She joins him to watch the next game, both wearing friendship bracelets, a key symbol from Swift’s Eras Tour.
The ad ends with, “This season, dads, and daughters found a new way to connect,” noting, “Real Father and Daughter, Living in New York.”
The ad subtly connects Taylor Swift’s appeal to both generations while not mentioning once Taylor Swift or Kelce’s names or showing an NFL broadcast.
Cetaphil wanted to stand out from the big budget and glamour to show a moment of authenticity.
The ad was a huge success, a lot of Swifties and non-Swifties alike praised it for reflecting their own relationships.
4. Small businesses: The power of Swifties
The Taylor Swift impact doesn’t stop at big brands, a lot of small businesses too could enjoy the benefits, sometimes not even on purpose!
With the Eras Tour, the average concert goers are spending about $1,300, not just on tickets but also on outfits.
Small brands have adapted by creating products that attract Swifties and try to jump on the hype train, hoping to boost their brand awareness and sales.
We're talking about sequin and sparkly outfits, accessories, and merchandise.
One notable example is the brand Hazel and Olive, which sells clothing targeted at music lovers, especially country fans.
The Eras Tour led to a 40% year-over-year increase in their sales, thanks to their smart marketing move.
They renamed all of their clothes’ product names that match Swifties’ vibe with Taylor’s name and also modified the description.
"We would get in hundreds of one style, and it would be gone within minutes," Taylor McMillan, founder, says. "We realized the hype very quickly."
Other brands like Show Me Your Mumu experienced 182% growth in e-commerce searches for sequins and sparkly items.
They boosted sales by 68% with new customers by strategically promoting its "Sparkle Shop", usually hidden during this period of the year.
Taylor Swift also frequently puts the spotlight on smaller indie brands.
Without contacting them beforehand, she wears the product, gets photographed, and the Internet works its magic.
For example, in January 2024, Taylor was seen wearing a dress from Scottish merchant Little Lies who saw a 17,000% increase in sales vs the same day last year.
The dress sold out instantly, breaking their all-time sales record.
The designer Jade Robinson told The Times, “I was just completely gobsmacked at first. We had no idea she even had the dress.”
Taylor was seen wearing a ring from merchant The Westside Storey after a Kansas City Chiefs game on a Sunday in December. Sales soared 700% overnight!
One thing for sure is when Taylor Swift wears your product, you can expect instant:
- Global recognition: Your brand instantly gains worldwide visibility, capturing the attention of millions of Swifties and fashion enthusiasts globally.
- Increased sales: Taylor’s influence drives sales through the roof, as fans and followers rush to emulate her style and get their hands on the latest trends.
- Social media buzz: The internet explodes with mentions, hashtags, and shares, amplifying your brand’s reach and engagement across all platforms.
- Media spotlight: Major fashion magazines, blogs, and influencers take notice, featuring your brand in their latest issues and posts.
- Brand credibility: Being associated with a global superstar like Taylor Swift elevates your brand’s credibility and prestige.
The Taylor Swift effect serves as the perfect example of how fandoms can foster community engagement and drive a significant sales increase.
Now, we just need to wait and see the next brand that will benefit from her influence (and we cannot wait!).
E-commerce trends
Shopify Summer Editions 2024 Top 10 Features Analysed
As the AI boom is revolutionising e-commerce, Shopify aims to solidify its leadership position.
The recently released Shopify Summer Editions 2024 offers over 150 new features and apps, empowering your online store with the latest AI advancements.
This article will decrypt the top 10 announcements and what changes they bring!
1. What are Shopify Editions?
As of now, in 2024, 4.63 million online stores are powered by Shopify.
Shopify Editions are biannual updates released by Shopify, designed to announce the platform’s new features and improvements.
These editions aim to support merchants, partners, and developers by introducing updates and new tools that adapt to the evolving e-commerce landscape.
Each edition typically includes many updates, from AI-powered tools and enhanced analytics to new customisation options and logistics improvements.
This Shopify Summer Edition 2024 theme is "Unified," which integrates various back-office features to simplify merchants' operations.
By following their Editions release, you can stay up-to-date with the latest e-commerce trends, whether you use Shopify or not
You can adopt Shopify's best practices to improve your own site and get ideas for new tools and features.
2. 10 key Shopify new features decrypted
2.1 Unifying markets
Shopify Markets gets a major upgrade.
It is now directly integrated into your back office, allowing easy creation and management of different markets with specific rules, catalogues, and taxes.
Previously, these functionalities were scattered across the platform, making them difficult to manage without a deep understanding of Shopify admin settings.
Markets also enable highly customised buyer experiences for each market from a single store, eliminating the need for separate stores and complex data synchronisation.
For example, if you are expanding to France, you can create a new market for the region, and customise your product catalogue, pricing, and store theme to cater to French buyers.
Shopify POS users can now manage pricing and publishing for retail stores more effectively.
It includes setting specific catalogues for different locations, such as marking down prices or restocking bestsellers.
Shopify Plus merchants can expand their B2B operations more easily, customising store themes for each B2B market to cater to different regions efficiently.
2.2 Split shipping at checkout
The Split Shipping feature allows orders with multiple products to be shipped from different locations, optimising for cost or speed.
If a customer orders items available in different warehouses, Shopify can now split the shipment, ensuring efficient and cost-effective delivery.
This feature particularly benefits online businesses with heavy or bulky items, allowing for more flexible shipping options.
Online stores can now offer split shipping at checkout, letting customers see upfront if their order will arrive in multiple packages and choose different shipping speeds for each item. Just like Amazon!
This gives buyers more control over delivery times and costs, potentially boosting trust and sales.
2.3 Sidekick AI assistant
E-commerce just got a major AI upgrade with Shopify's Sidekick.
It acts like a mini ChatGPT, understanding the context of your shop and helping with various tasks. It is designed to tackle the daily challenges of running an online store.
Sidekick provides instant access to relevant information and best practices, tailored to your store's data.
You can ask Sidekick to automate the creation of customer segments, apply discounts, or generate content, all from within your store's back office.
It can also help you with customer inquiries so you can answer quickly and efficiently, in different languages.
2.4 Retail checkout
The new retail checkout will facilitate faster transactions and simplify omnichannel expansion.
POS features simplify in-store tasks with the new updates, including sending in one-tap digital receipts to customers.
If a customer is a Shop Pay user, they are automatically recognised, and digital receipts can be sent.
This bridges the gap between offline and online stores. Collecting customer information at checkout, like email addresses, and logging staff attribution became easier.
You can streamline return options, as POS automatically identifies which products can be returned, removing uncertainty for staff and creating a unified brand experience.
2.5 Shopify Magic for images
Shopify Magic, which started with text generation, now includes image enhancements.
Merchants can modify product images directly within their back office by describing the desired background or setting.
This tool is perfect for merchants who don't have the budget for professional photoshoots. It allows them to create high-quality images with minimal effort.
2.6 Enhanced analytics for better store optimisation
Shopify has significantly upgraded its Analytics dashboard.
You can now customise your dashboard, creating dynamic data tables similar to Excel pivot tables.
This feature allows for real-time data curation and performance metrics tracking, making it easier to understand and optimise your store's operations.
You can drag and drop pre-made Shopify reports and resize them on your dashboard according to your needs.
Each pre-made report is designed to answer the most common questions you have about your online store, such as return rate, net sales, and sales evolution week over week.
However, you can edit the reports to add any dimensions or additional metrics to further personalise your data analytics.
This feature allows you to cross-analyse various metrics, such as sales, conversion rates, and margins, providing deeper insights into your online store's performance.
2.7 Flexible sections in themes
Shopify continues to enhance theme flexibility with new modular sections.
These "Flex Sections" offer more configurable options, allowing merchants to easily customise their shopfronts.
The updates include responsive design features, so you can tailor your store's appearance for different devices without duplicating fields for desktop and mobile views.
2.8 Hydrogen for headless commerce
Hydrogen, Shopify's framework for headless commerce, now includes a Visual Editor powered by Utopia.
This tool provides a real-time view of changes, enabling easier collaboration and faster implementation of front-end updates.
It simplifies headless commerce for merchants by providing a unified working environment with team collaboration and content management features.
Content updates and design tweaks can now be managed more easily, with no specific technical or coding requirements.
Developers can create templates that team members can modify using the new Visual Editor.
2.9 Product search & discovery
A good shopping experience starts with easy search and discovery.
Shopify’s built-in taxonomy now supports over 10,000 categories and 2,000 attributes to enhance product discovery across your store.
The latest update includes image filters for search, helping customers find the right products more quickly through advanced filtering options like logos, icons, or other images.
Merchants can now set up custom data with meta fields and metaobjects to display these visual filters, such as fabric colour swatches.
Visual filters help customers quickly understand the available options, reducing searching time and improving overall satisfaction.
The app Search & Discovery is free and available on the Shopify App Store!
2.10 Logistics improvements
Shopify has introduced several logistics features to streamline operations.
The "Ship to Store" option allows products to be transferred between stores for customer pick-up, enhancing inventory management.
Similarly, "Ship from Store" enables local stores to fulfil online orders, reducing shipping times and costs.
The Shopify Summer Edition 2024 brings numerous enhancements designed to unify and simplify e-commerce operations.
These updates offer powerful new ways to optimise your online business, from AI assistants and flexible split shipping options to advanced analytics and headless commerce tools.
As the e-commerce landscape continues to evolve, embracing these features can help you stay ahead of the competition and meet your customers' growing expectations.
Which exciting new features will you implement to elevate your online store?
Marketing
How Cassey Ho Turned YouTube Fame into a Fitness Empire
Taylor Swift caused a Popflex Pirouette skort sell-out in 15 minutes via a YouTube Short last May, marking their biggest sales day ever.
This viral success highlights the remarkable journey of Cassey Ho, who evolved from a YouTuber into the CEO of two eight-figure brands, Blogilates and Popflex.
Her journey is a remarkable story of leveraging social media and community engagement to build a fitness empire.
1. Cassey Ho: From YouTuber to CEO of two 8-figure brands
1.1 Starting with Blogilates: From workout videos to a brand name
Cassey Ho's journey showcases the power of passion and strategy.
Originally a biology student with a dream of fashion design, Cassey uploaded her first Pilates workout video on YouTube in 2009.
It was just meant to share her fitness passion with her Pilates students as she was moving away.
However, her infectious energy and effective routines quickly gained a much wider audience.
Her channel, Blogilates, quickly attracted a devoted following, boasting over 9 million subscribers and nearly 4 billion views today.
Recognising the potential to empower others and build a business, Cassey transformed Blogilates from a YouTube channel into a full-fledged brand.
In 2011, she started with merchandise and expanded to include stylish bags, yoga mats, water bottles, resistance bands, and dumbbells, all designed with her signature touch.
Nutritional guides and an app further cemented Blogilates as a comprehensive fitness experience, generating over $20 million in sales by 2022.
1.2 The birth of Popflex: Answering fitness needs with style
In 2016, Cassey introduced Popflex, a line of stylish and functional activewear.
Popflex stands in stark contrast to the mass-produced activewear market, she focuses on small quantities of product and spends a lot of time creating the best products.
Cassey's vision is to create clothes that solve common problems that women encounter when working out.
"I usually start with problems that I have, because I am my customer," she said. "The feedback of the fans, who are very vocal about what they want, also helps guide us in the right direction."
Whether it's designing leggings that avoid camel toe or yoga bags featuring dedicated shoe compartments, Popflex motto is: “work out, but make it cute.”
Cassey wants to empower women to feel confident, sexy, and comfortable when exercising.
By 2023, Popflex had reached $15 million in sales.
In May 2024, Popflex recorded her biggest sales day ever thanks to Taylor Swift.
Taylor Swift wore the brand's lilac Pirouette skort in a YouTube Short in her #ForAFortnightChallenge video to promote her new song.
The skort sold out in 15 minutes after being featured, and it led to more than 10,000 skorts being pre-ordered.
2. Popflex and Blogilates’ omnichannel retail
2.1 Expanding reach with Blogilates at Target
Cassey has a clear distribution strategy for her two brands.
Blogilates who focus on accessible fitness are only available at Target.
Her goal is to make affordable fitness gear available to a wider audience.
In response to feedback about high prices, she created and released an under $20 exclusive Target collection without compromising on quality.
This partnership with Target not only enhances accessibility but also allows customers to experience the products in-store, significantly boosting brand visibility!
2.2 Direct-to-consumer (DTC) success with Popflex
On the other hand, Popflex focuses on high-quality, problem-solving activewear for dedicated fitness enthusiasts.
Popflex is only sold on their website and follows a DTC model.
Cassey offers exclusive products, collects customer data, and builds direct relationships with her audience, resulting in higher profit margins by cutting out middlemen.
As she has a "test first" model for production, meaning they produce smaller quantities initially to avoid making items that don't sell.
When a style sells out and customers show interest through a waitlist, they use that data to confidently produce a larger batch.
Popflex also has a presence on Amazon, though limited to yoga mats and booty bands.
By combining direct-to-consumer sales with strategic retail partnerships, Cassey maintains control over the customer experience while reaching a broader audience.
3. Cassey Ho’s viral product secrets: Community and social media focus
3.1 Listening to her community and building her brand with them
Cassey Ho’s ability to create viral products stems from her unwavering commitment to listening to her community.
She treats her audience of over 14 million followers on YouTube, Instagram, and TikTok as "co-designers" by sourcing ideas and feedback from them.
This collaborative approach ensures that her products meet the specific needs and preferences of her fans, fostering a sense of ownership and loyalty.
For instance, the Popflex "Peony Collection" was developed based on feedback from her followers, resulting in a sold-out launch within 48 hours.
Another example is when she received numerous complaints about the inconvenience of removable bra pads.
Cassey then designed a sports bra without them, directly addressing her community’s concerns. And it is one of their bestsellers now!
As Cassey designs about 95% of Popflex's products, she is able to adapt and be super responsive.
This not only enhances the relevance and appeal of her products but also builds trust and engagement.
A study by Redpoint found that feeling understood and valued is more important to brand loyalty for most consumers (74%) than discounts and perks.
By consistently involving her audience in decisions and innovations, Cassey has cultivated a loyal fanbase that feels directly connected to her brand.
3.2 Leveraging social media trends and short-form videos
Another secret to Cassey Ho’s success is her strategic use of social media to identify and capitalise on trends.
She creates visually engaging content, especially short-form videos that showcases the functionality and aesthetic appeal of her products.
She often uses slow-motion videos, fun skits, and captivating visuals that are effective even without sound.
This approach enhances the shareability of her content, significantly increasing its reach and impact.
Her design videos have gone viral multiple times when she showcases the creative process behind each Popflex product.
This unique approach offers a behind-the-scenes look at the brand and allows viewers to connect with Cassey on a deeper level.
Her most viral video has 240M on YouTube. And it is a video answering her community feedback on how they wanted a thicker yoga mat so she created it!
Platforms like Instagram, TikTok, and YouTube Shorts play a crucial role in her strategy, each utilised uniquely to maximise engagement and conversion.
Instagram, for instance, is her most consistent platform for driving sales, while TikTok and YouTube Shorts offer opportunities for viral reach.
By integrating trendy elements into her designs and marketing strategies, Cassey ensures that her products resonate with a wide audience, driving both visibility and sales.
Popflex's revenue from social media from January to February 2022 was four times higher than the same period last year.
This meticulous attention to social media trends and user behaviour has been pivotal in establishing her as a successful product-first creator.
Cassey Ho's transformation from a YouTube fitness enthusiast to the CEO of two successful brands, Blogilates and Popflex, exemplifies the power of passion, strategy, and innovation.
Leveraging social media and community engagement, she built a thriving fitness empire.
Despite her success, Cassey faced significant challenges, particularly from companies like Shein and Amazon copying her designs.
Viewing dupe culture as counterfeit culture, she exposed these copycats in a YouTube video and filed for patents, securing two active patents, including one for her pirouette skort.
Cassey's resilience and innovative strategies, combined with a strong community focus, have solidified her position in the fitness industry.
Her journey proves that with the right approach, a fitness influencer can evolve into a successful entrepreneur and industry leader, inspiring millions along the way.
