Scoprite i segreti del successo delle attività dirette al consumatore

We know you want to offer the best experience to keep customers happy and increase brand loyalty. After all, a recent Last-Mile Delivery report by Anyline found that 76% of respondents stated that problems with the delivery process negatively impact their decision to buy from that company again.  

‍

We'll dive into the world of WooCommerce e-commerce order fulfilment, showing you how to optimise your strategy for peak efficiency. We'll cover everything from in-house options to leveraging a powerful third-party logistics (3PL) provider like Bigblue. Likewise, we have a native integration with WooCommerce so it is super easy for you to start shipping with us! 

‍

1. What are the differences in fulfilment strategies for my WooCommerce website? 

‍

There are three main fulfilment strategies to consider for your WooCommerce store:

‍

• In-house fulfilment: You manage the entire process yourself, from picking and packing orders to shipping them out. This approach is ideal for small businesses with low order volume and limited product variety.
• Dropshipping: You partner with a supplier who stores, packages, and ships orders directly to your customers. This is a good option for businesses that want to offer a wider selection of products without managing inventory themselves or for customers who don’t mind waiting up to a month to receive their parcels. 
• 3PL: You outsource fulfilment to a dedicated company like Bigblue. They handle storage, picking and packing, shipping, and potentially even returns processing. This is a scalable solution that frees up your time but comes with additional costs.

‍

^{The ideal approach depends on your situation and needs. Consider your order volume, product size and weight, budget, and desired level of control.}

‍

2. How a 3PL can optimise your WooCommerce order fulfilment 

‍

WooCommerce offers a fantastic platform for building your online store. However, its built-in features for inventory management and shipping can become a bottleneck as your business grows.

Here's why partnering with a 3PL provider can be the key to optimising your WooCommerce order fulfilment process:

‍

2.1 WooCommerce's fulfilment limitations hold you back:

• Limited inventory management: WooCommerce's basic system struggles with large inventories, multi-location tracking, and low-stock alerts. This can lead to stockouts, inaccurate inventory data, and missed sales opportunities.
• Scalability challenges: Managing complex shipping scenarios with multiple rates, locations, and products in WooCommerce becomes challenging as your e-commerce store expands. Manually configuring shipping rules and zones is time-consuming and prone to errors.
• Limited expertise: WooCommerce doesn't provide the deep expertise in warehouse operations, packing optimisation, and shipping best practices that a 3PL can offer. This translates to inefficiencies and potentially higher fulfilment costs.

‍

2.2 3PL expertise takes your fulfilment to the next level:

‍

• E-commerce growth: A 3PL scales with your business. Their existing infrastructure readily handles fluctuations in order volume, ensuring smooth fulfilment during peak seasons and rapid growth. You don't have to worry about staffing fluctuations or warehouse upgrades.
• Warehouse optimisation: 3PLs excel at creating efficient warehouse layouts and picking processes, minimising errors and maximising order processing speed. Their experience translates to faster fulfilment times and happier customers.
• Advanced technology: Many 3PLs utilise Warehouse Management Systems (WMS) for streamlined order fulfilment. This translates to real-time inventory visibility, optimised shipping routes, and automated processes, saving you time and money.
• Cost-effectiveness: While there are 3PL fees, they offer economies of scale for storage, packaging materials, and shipping rates. You also avoid the upfront costs of setting up your own warehouse and hiring fulfilment staff.

‍

2.3 Beyond operational efficiency, 3PLs elevate your customer experience and support your growth:

‍

Teaming up with a 3PL provider goes beyond efficiency; it's about making your customers happy. 

‍

With warehouses strategically placed closer to your customers, deliveries become quicker and cheaper, beating their expectations. Plus, 3PLs have top-notch order tracking systems that give you and your customers real-time updates on orders, building trust in your brand.

‍

They also offer perks like helping you expand globally and handling of returns and inventory issues, which take a load off your plate.

‍

So, bringing in a 3PL isn't just about the here and now, it's an investment in the future of your business. It frees you up to focus on growing while ensuring your customers get the best experience possible, keeping you ahead of the competition.

‍

3. Partnering with Bigblue for your WooCommerce order fulfilment

‍

Bigblue seamlessly connects your WooCommerce store, automating everything from storage and picking to shipping, returns, and inventory management.

‍

Partnering with us for your WooCommerce order fulfilment is the optimal choice for customer-centric brands. We offer a plug-and-play solution that streamlines logistics operations while ensuring a delightful customer experience. 

‍

Our comprehensive approach is built upon three main pillars:

‍

• Operational excellence coupled with an exceptional customer experience.
• Cutting-edge technology that enhances checkout conversion rates and drives savings in transportation, storage, and returns.
• Expertise in both BtoC and BtoB logistics.

‍

4 easy steps to connect your WooCommerce and automate fulfilment with Bigblue: 

1. Go to "Shop Integrations" in Bigblue.
2. Select "Connect my WooCommerce."
3. Enter your store URL.
4. Authorise the connection, and it is all done! Now, you can test with a WooCommerce order and start shipping with us! 

‍

A smooth order fulfilment process is your secret weapon for happy WooCommerce customers. Whether you choose in-house management or opt for a third-party logistics provider (3PL) like Bigblue, efficiency and customer satisfaction are paramount. 

‍

Ready to elevate your WooCommerce fulfilment? Contact Bigblue today for a quote to streamline your logistics and enhance customer satisfaction.

‍

It's no secret anymore: Amazon is a goldmine for e-commerce. 

‍

In 2023, the world's leading marketplace accounted for a staggering $554.02 billion in sales! 

Dominating the UK market, Amazon took a massive $30 billion in revenue in 2022.

‍

Especially during peak sales like Prime Day or Black Friday Cyber Monday, Amazon is the the go-to destination for UK consumers. December 2023 saw 416.2 million visits to Amazon.co.uk!

‍

Order fulfilment and shipping your products can be a headache. However, Amazon's multichannel fulfilment helps DTC and omnichannel brands grow by simplifying the process.

‍

For today we're diving deep into the world of Amazon fulfilment, specifically the differences between Amazon Fulfilment by Amazon (FBA) and Amazon Fulfilment by Merchant (FBM). We'll unveil the hidden costs lurking within FBA fees and explore alternative strategies like FBM or partnering with a Third-Party Logistics (3PL) company to maximise your profits.

‍

1. First things first: What is Amazon FBA or Amazon FBM? 

‍

When it comes to selling on Amazon, you have two main options for order fulfilment.

‍

FBA stands for Fulfillment by Amazon. This is a service where FBA sellers send their products to Amazon warehouses. Amazon then stores them, picks and packs them when someone orders, and even handles shipping and customer service for those orders. It's like having Amazon act as your fulfilment centre.

‍

FBM is Fulfillment by Merchant. This means you handle everything yourself. You store your own inventory, package and ship orders, and deal with customer service inquiries. It's more hands-on, but it also gives you more control over the process! 

‍

You might also have heard of Amazon for Seller Fulfilled Prime (SFP).

It is a program that allows qualified Amazon sellers to sell products with Prime branding and offer fast, free shipping directly from their fulfilment centre (aka warehouses). As of today, it is only available in the US.

‍

There are about 200 million Amazon Prime members globally. Although nearly all British adults knew about Amazon Prime in the second quarter of 2023, only 69% of respondents actually appreciated its subscription services.

‍

This can help sellers reach more customers and potentially boost sales. However, there are strict requirements to qualify for SFP: 

‍

• Account & address: You need a professional Amazon seller account with a domestic US address set as your default shipping address.
• Past performance (90 days): Your account must meet these benchmarks:some text
  • Fulfil at least 100 packages yourself.
  • Cancellation rate below 2.5%.
  • Valid tracking rate exceeding 95%.
  • Late shipment rate under 4%.

‍

2. Is FBA right for my Amazon store? 

‍

FBA is undeniably convenient. You send your products to Amazon warehouses, and they handle everything – storage, picking, packing, shipping, and even some customer service. It's a dream for busy sellers, but there's a catch: fees. 

‍

FBA fees aren't always straightforward. Storage fees, pick and pack fees, and fulfilment fees can add up quickly, potentially eating into your profit margins.

‍

You also lose some control over packaging and branding. You can't use custom boxes or choose specific shipping carriers. And not all products qualify for FBA storage. Make sure yours comply to avoid any surprises.

‍

Amazon has a fee calculator when you estimate the fulfilment cost based on products that are already on the Amazon catalogue (search by SKU, title, ISBN…) by manually entering your product information (category, size, weight…) and estimating products in bulk. 

‍

‍

Below, you can find an example of an estimation based on a product of 5x5x5 for a weight of 0.2kg! 

‍

‍

2.1 FBA fees breakdown according to the Amazon UK Pricing:

‍

• Monthly inventory storage fees: These fees are based on the cubic foot size of your inventory stored in Amazon warehouses and fluctuate depending on the time of year (hello, peak season surcharges!). 
• Seller plan fees: Individual sellers pay £0.75 (excl. VAT) per item sold (if you sell less than 35 items a month), while Professional sellers have a £25 (excl. VAT) monthly subscription fee on top of additional selling fees.
• Referral fees: Amazon takes a cut of your sales, a percentage of the total price (including item price, shipping, and gift wrap) or a minimum fee, whichever is higher. This referral fee is on top of any monthly selling plan fees you pay. Amazon referral fees range from a minimum of £0.25 per item sold to as high as 45.9% of the total sales price depending on the product category. Most categories fall within a range of 6% to 15%.
• FBA fulfilment fees: This covers picking, packing, and shipping each order. Fees vary based on product size and weight, with additional subcategories adding complexity.
• Other hidden fees: Be prepared for potential aged inventory surcharges, long-term storage fees or overage fees, product return fees, and even unplanned service fees for not following Amazon's strict guidelines.

‍

3. FBA alternatives for your Amazon store: Choosing FBM by partnering with a 3PL

‍

Partner with a 3PL provider who offers similar services to FBA, often with more flexibility, potentially lower fees, and advanced inventory management features.

‍

3PL, like Bigblue, offers a compelling alternative to FBA, providing fulfilment solutions tailored to your specific needs. 

‍

3PLs handle the fulfilment heavy lifting:

• Inventory management: 3PLs boast extensive networks of warehouses, advanced automation, and data analysis to optimise your supply chain and avoid stockout.
• Save on shipping: They leverage partnerships with major carriers to offer you cost-effective shipping options, leading to faster and more affordable deliveries for your customers.
• Benefit from their expertise: 3PLs go beyond basic fulfilment. They advise on packaging solutions, eco-friendly practices, and efficient order management, ultimately boosting your customer satisfaction and sales.

‍

The benefits for Amazon sellers are clear:

• Scale smoothly: Flexible solutions adapt as your business grows.
• Faster deliveries: Nationwide warehouses can speed up shipping.
• Focus on selling: Free up your time to grow your business.

‍

At Bigblue, we understand the critical role of optimal inventory levels in e-commerce success. To help you avoid stockouts and customer disappointment, we offer a comprehensive inventory management solution. Our real-time tracking provides precise data on product availability. Everything is conveniently managed through our user-friendly dashboard! 

‍

We go beyond inventory management to streamline your entire fulfilment process. Our solution includes features like personalised tracking emails with your branding, real-time estimated arrival times displayed on product pages, and a user-friendly returns portal. The portal even offers a printerless option for added convenience! 

‍

Furthermore, we leverage our partnerships with over 20 leading European carriers like Colissimo, Royal Mail, and Correos to negotiate competitive shipping rates. Our intelligent carrier selection system automatically chooses the most cost-effective and high-quality delivery option for each shipment, ensuring efficient and affordable fulfilment for your customers. 

‍

3.1 Partnering with Bigblue: How to connect your Amazon store? 

‍

Starting working with us is the easiest thing! You can connect Amazon to Bigblue easily with these steps for smooth logistics operations! 

‍

1. In the Bigblue Shop Integration tab, click Connect a Shop

2. Select the Amazon platform 

3. Enter your shop's marketplace 

4. Grant Bigblue access to Amazon Seller Central and input your Seller ID and MWS Auth Token 

‍

Your shop is now connected and you're only one step away from shipping with Bigblue!

‍

4. The final verdict: It depends on your e-commerce business and your products listed

‍

The best fulfilment strategy depends on your specific needs and resources. Here's a quick cheat sheet to get you started:

‍

A high-volume seller with tight margins? Consider FBM or a 3PL provider for potentially lower costs.

Selling mostly on Amazon and prioritising convenience? FBA might be your best bet.

Need more control and unique packaging requirements? FBM or a 3PL provider could be a good fit.

‍

‍

Remember, there's no one-size-fits-all solution. Experiment and adjust your fulfilment strategy as your business grows and evolves. You can always use two different types of solutions like FBA and a 3PL for your B2C/B2B orders outside of Amazon! 

‍

Ultimately, the best choice depends on your specific business. Analyse your product mix, fulfilment needs, and desired profit margin. Compare costs across FBA, FBM, and 3PL providers for your products to make an informed decision. As your brand grows, you can adapt your fulfilment strategy to optimise shipping costs and maximise profits.

‍

Considering alternatives to FBA? Explore 3PL fulfilment for potentially lower costs and a wider range of services. Get a free quote from Bigblue today!

‍

‍

Allbirds are the comfy shoes everyone's talking about. But Allbirds' success goes beyond just creating incredibly comfortable shoes. They've become a shining example of how a direct-to-consumer (DTC) brand can win big with a focus on innovation, sustainability, and a customer-centric approach.

‍

So, how did a small startup with a simple idea manage to disrupt the footwear industry and become a billion-dollar brand in just 4 years? Let's break down Allbirds’ DTC marketing strategy, step by step.

‍

What makes Allbirds different? A focus on comfort, simplicity, and sustainability

‍

Before we dive into marketing tactics, let's understand Allbirds' core proposition. 

‍

Allbirds, the footwear brand, was launched in 2016 by Tim Brown, a former New Zealand soccer player, and Joey Zwillinger, an engineer and renewables expert. They saw a gap in the market for comfortable, stylish shoes made with sustainable materials.  

‍

Allbirds shoes are built with natural materials like merino wool and tree fibre, prioritising comfort and ethical production over flashy logos and trends. This focus on comfort and sustainability resonates with a growing number of consumers who are looking for more than just a pretty shoe. 

‍

Allbirds transcended the tech world, becoming a hit in Silicon Valley. Even Google co-founder Larry Page was spotted sporting a pair.

‍

Allbirds' net revenue has soared in the past 4 years, reaching nearly $300 million in 2022. However, the company did hit a few rough spots as they were not profitable.

In an effort to attract younger customers, Allbirds ventured beyond their core wool shoe line with edgier sneakers. However, these attempts were unsuccessful, contributing to financial losses.

This led them to take their eye off the ball and miss sales expectations. Since 2023, they have taken decisive action to restructure and refocus on their core product, with the relaunch of their iconic model The Wool Runner 2, while reducing costs through store opening pauses and production consolidation.

‍

^{Allbirds is a certified B corp company since 2016.}  

‍

In 2024, Allbirds created the world's first net zero carbon pair of sneakers, the M0.0NSHOT, with a 0.0 kg CO₂e footprint (vs. industry standard 14 kg). It uses regenerative wool, sugarcane-based materials, and bioplastic eyelets. They're open-sourcing their methods to inspire the shoe industry.

‍

‍

They also have plans to cut their carbon footprint in half by the end of 2025 and then reduce it to near zero by 2030. 

‍

‍

2. Building a loyal community: The power of Allbirds’ marketing strategy

‍

In today's digital age, word-of-mouth marketing goes beyond just telling your friends about a great product. Allbirds leveraged the power of social media and online communities to create a buzz around their brand.

‍

Here's how they did it:

‍

2.1 Social media engagement  

‍

Allbirds understood the power of platforms like Instagram and Facebook early on. They didn't just use these platforms for advertising; they used them to engage with their audience, share the story behind their products, and build a community around their brand. 

‍

User-generated content (UGC) played a big role here. The #WeAreAllbirds hashtag encouraged customers to share their experiences, fostering a sense of belonging.

‍

‍

2.2 Influencer marketing

‍

Partnering with social media influencers and content creators who align with Allbirds' values helped them reach new audiences and build trust. Authentic recommendations from trusted voices are a powerful marketing tool.

‍

‍

2.3 Affiliate marketing

‍

By rewarding individuals or companies for referring new customers, Allbirds incentivised their existing fanbase to spread the word and extend their reach organically.

‍

‍

2.4 PR 

‍

They also understood the value of traditional public relations. They worked with PR agencies to get their story featured in major publications like The New York Times, Forbes, and Vogue. This not only helped to increase brand awareness but also added a level of credibility to their products.

‍

‍

Perhaps the most notable PR move was when Time magazine named Allbirds' wool runners as the most comfortable shoe in the world. This endorsement gave Allbirds a significant boost in visibility and reputation, further solidifying their position in the market.

‍

2.5 Advertising 

‍

Allbirds grabs attention with visually stunning ads that consistently highlight comfort and sustainability. They use playful language to target specific audiences and use simple messaging focusing on their main selling point: the most comfortable shoes.

‍

They even partnered with celebrities like Lindsay Lohan to promote their newest colour launch! 

‍

‍

^{As of March 2024, they have over 460 active ads (with a mix of whitelisting and branded ads)  and over 1200 results on the Meta Ads Library!} 

‍

3. Standing out from the crowd: Allbirds’ consistent brand experience

‍

Consistency is key to building a strong brand. From product design to marketing efforts, Allbirds maintains a clear message and aesthetic that aligns with its core values. 

‍

This consistency extends to:

‍

• Content creation: Their social media posts, blog articles, and email newsletters all focus on the brand's core selling points: comfort, simplicity, and sustainability. This consistent messaging reinforces their brand identity and makes their value proposition clear.
• Website & product pages: Allbirds' website is user-friendly and showcases its products effectively with high-quality visuals and clear information.  The focus is on the product, not on gimmicks or flashy sales tactics.

‍

‍

3.1 Pricing for sustainability: A premium without compromise

‍

Allbirds' pricing strategy is another key differentiator. They don't offer frequent sales or discounts, positioning themselves as a premium brand that prioritises quality materials and sustainable practices. This reflects their commitment to ethical production. 

‍

‍

They famously increased their prices on Black Friday by $1 and donated the extra proceeds to a climate change initiative.

‍

This approach might seem risky, but it resonates with their target audience who value quality and ethical production over the lowest possible price.

‍

3.2 More than just shoes: Building a brand personality

‍

Allbirds understands that a strong brand personality is essential for connecting with customers. They've managed to create a brand that's not only sustainable and comfortable but also approachable and fun. This is evident in everything they do, from product design to marketing materials.

‍

Their brand personality can be described as friendly, playful, and down-to-earth. They don't take themselves too seriously and often use humour and wit in their marketing. This lighthearted tone creates a more enjoyable shopping experience and makes the brand more relatable.

‍

4. From startup to success: Key takeaways from Allbirds' DTC journey

‍

Allbirds' story offers valuable lessons for any business looking to make its mark, especially in a crowded market. Here are some key takeaways:

‍

• Focus on a clear and differentiated value proposition. What makes your brand unique? Cater to a specific need or value set that resonates with your target audience.
• Embrace innovation and sustainability. Consumers are increasingly looking for brands that align with their values.
• Build a community around your brand. Social media and online communities are powerful tools for engagement and word-of-mouth marketing.
• Maintain a consistent brand experience. Every touchpoint, from product design to marketing materials, should reflect your brand identity.
• Be strategic about pricing. Don't be afraid to premiumize your products if they reflect your quality and values.
• Develop a strong brand personality. Create a brand that connects with your target audience on an emotional level.

‍

Allbirds' success lies in their ability to resonate with a customer base seeking comfort, sustainability, and transparency.

‍

Allbirds, following the footsteps of fellow digitally native brand Warby Parker, thrives with a DTC model. They bypass the traditional retail supply chain, selling directly to customers online and in their retail stores.

‍

 However, their recent missteps highlight the challenge of balancing core product focus with market expansion.

‍

Looking ahead, the question for Allbirds is how they can ensure their renewed focus on core products translates to profitability.

‍

Can they keep their existing customer base engaged while innovating within their core category of comfortable, sustainable shoes?  Will exploring new materials and silhouettes within this category reignite sales growth without diluting their brand identity?

‍

Allbirds' ability to navigate these questions will determine their long-term success.

‍

Efficient order fulfilment is the key to your online store’s growth. Delays and errors can frustrate customers and send them elsewhere.

‍

If you are using BigCommerce to manage your e-commerce, read on!

This guide dives into BigCommerce fulfilment and the benefits of partnering with a Third Party Logistics (3PL) provider like Bigblue. Learn how to create a seamless experience for your customers, ultimately boosting conversions and fostering brand loyalty.

‍

1. 4 BigCommerce fulfilment options 

‍

BigCommerce, a leading e-commerce platform, powers over 44,669 online stores (as of Q1 2024, Storeleads).

‍

It offers comprehensive features like store creation, SEO, hosting, marketing, and payment processing, catering to businesses of all sizes.

‍

BigCommerce offers a variety of fulfilment options to its users, including:

‍

• Self-fulfilment: This is where the merchant handles all aspects of order fulfilment themselves, including picking, packing, and shipping orders.
• Fulfilment by Amazon (FBA): This allows merchants to leverage Amazon's fulfilment network to store, pick, pack, and ship their products.
• Dropshipping: This is where the merchant partners with a dropshipping supplier who stores, packs, and ships orders directly to the customer.
• 3PL providers: They offer a variety of fulfilment services, such as warehousing, picking, packing, shipping, and returns processing.

‍

2. Why choose a 3PL for your BigCommerce store?

‍

Elevate your business efficiency by outsourcing your fulfilment to a 3PL. 

‍

Effortlessly handling order fulfilment, inventory management, and return logistics, they also secure optimal shipping costs.

‍

<sub>Bigblue Tips

Get the best delivery deals and options for your customers! At Bigblue, we partner with over 20 leading European carriers like Colissimo, Royal Mail, and Correos.
Plus, our smart carrier selection selects the most cost-effective and high-quality delivery option based on your customer's location.</sub>

‍

This translates to significant time savings, reduced errors, and faster processing, ultimately leading to happier customers and a seamless path to scaling your business. 

‍

Real-time inventory visibility ensures you never miss a sale and eliminates stockouts, keeping your operations running smoothly and efficiently.

‍

Here's why a 3PL goes beyond just logistics:

‍

• Enhanced efficiency: 3PLs handle warehousing, picking, packing, and shipping, freeing you to focus on core business activities. Their infrastructure scales with your business, ensuring smooth operations during peak seasons.‍
• Reduced costs: Leverage economies of scale and bulk shipping rates negotiated by 3PLs, potentially reducing your costs. Avoid overhead associated with maintaining your own warehouse and staff.‍
• Improved customer satisfaction: Enjoy faster delivery times with strategically located fulfilment centres. Minimise errors and provide real-time order tracking information with most 3PLs, leading to a superior customer experience.

‍

3. Bigblue: Your trusted BigCommerce fulfilment company

‍

‍

Bigblue integrates seamlessly with BigCommerce, handling your order management and shipping from start to finish.

‍

Here's what Bigblue offers:

‍

• Fulfilment expertise: Stay ahead of the curve with our up-to-date knowledge and efficient fulfilment solutions.
• Advanced technology: We built our Warehouse Management Systems (WMS) and Transportation Management Systems (TMS) for streamlined operations and accuracy.
• CX Tools: Empower your customers with real-time order tracking and a printerless return portal. Foster loyalty through personalised post-purchase communication (emails and landing pages) and actively collect feedback to continuously improve the customer experience.

‍

3.1 How to connect your BigCommerce website to the Bigblue application in 3 steps:

‍

1. Open the Shop Integrations tab and select BigCommerce.
2. Log in to your BigCommerce account and install the Bigblue app.
3. Test the integration by placing a test order.

‍

And that’s it! You are now ready to enjoy simple and fast fulfilment with Bigblue!

‍

Don't let fulfilment delays hurt your online store's success. BigCommerce offers a variety of fulfilment options, but partnering with a 3PL provider like Bigblue can be the key to efficient order processing, reduced errors, and happier customers. 

‍

By outsourcing your fulfilment operations, you can focus on running your business while Bigblue handles the logistics, ultimately boosting conversions and fostering brand loyalty.

‍

Ready to take your BigCommerce store to the next level? 

‍

Looking for DTC success? Learn how Jones Road Beauty, the brainchild of makeup artist legend Bobbi Brown, rose to the top in the beauty market!

‍

Launched in 2020, this beauty company has carved a niche for itself with its focus on clean, multipurpose makeup and a data-driven approach to growth. The brand achieved $100M in revenue in 2023.

‍

Jones Road Beauty's success comes from a well-defined marketing strategy built on core values of authenticity, education, and inclusivity. Let’s discover how the brand won the Allure Readers Choice Awards in 2022! 

‍

1. Jones Road Beauty overview: Bobbi Brown’s legacy

‍

1.1 A family affair: Bobbi Brown and Cody Plofker launch Jones Road Beauty

‍

Bobbi Brown launched Jones Road Beauty in 2020, after a 25-year non-compete with Estée Lauder, the company that acquired her eponymous brand.

‍

Alongside her son, Cody Plofker, they invested $2M of their own money to start the company.

‍

In the beginning, they had a small team of 12 staff only and no formal marketing team or launch strategies.

‍

1.2 Key differentiation: Clean beauty for everyone  

‍

Jones Road stands out for its clear brand identity. The brand was founded by Bobbi Brown, a name synonymous with quality makeup, and instantly gained trust and recognition. 

‍

Their philosophy? The world doesn't need more makeup, it needs better, healthier options that work for everyone. They achieve this by using clean, high-grade formulations and focusing on multipurpose makeup products, catering to a wide range of ages, skin types, and tones.

‍

“It’s for women who do their make-up in the car, or in the bathroom, but quickly because they understand the joy of putting it on in five minutes,” Brown says.

‍

‍

Jones Road Beauty products go above and beyond EU standards by removing over 2,700 potentially harmful ingredients from their products. Plus, they're cruelty-free and everything is made in the US or Germany. 

‍

1.3 DTC first brand going omnichannel 

‍

Jones Road primarily sells directly to consumers through their website, allowing them greater control over their brand image and messaging. This direct-to-consumer (DTC) model fosters a direct connection with their customer base and enables them to gather valuable data to refine their product offerings and marketing strategies.

‍

‍

They also went omnichannel and have opened 4 flagship stores and collaborate only with like-minded brands: like Liberty London, a department store known for its curated selection of independent brands, aligning with their commitment to authenticity.

‍

While many brands utilise celebrity partnerships, Jones Road prioritises maintaining its voice and avoids associations that might not resonate with its core values.

‍

2. Jones Road Beauty’s customer-centric approach

‍

2.1 Website built for conversions

‍

Jones Road's website reflects its brand values and prioritises a smooth user experience. 

‍

The navigation is intuitive, and all product information, including clean ingredients and multi-use functionalities, is readily available. 

You can also see shade swatches, customer reviews, and recommendations for complementary products, all designed to encourage purchase. 

‍

‍

They have a limited product range. This may seem counterintuitive, but it simplifies the shopping experience for customers, making it easier to find the right product.

‍

“Get The Look” encourages customers to explore product groupings based on the model’s look, like "Adelina’s Soft Focus Sparkle" or "Shana’s Bad Ass Beauty". 

‍

‍

2.2 Personalised shopping experience with quizzes and expert advice 

‍

Taking personalisation a step further, Jones Road utilises quizzes and expert advice to help customers find the perfect products for their individual needs.

These quizzes are short, and intuitive, and recommend specific products along with helpful tutorials, fostering trust and confidence in the brand.

‍

‍

Jones Road listens to customers' feedback and targets the right audience with quizzes and ads to understand what products to make and who to sell them to. Jones Road targets its ideal customers through daily TikTok ads ($8,000 per day!), directing all that traffic to the quiz.

‍

This clever strategy not only attracts potential buyers (top-of-funnel) but also gathers valuable customer insights for future product development, creating a win-win situation.

‍

3. Jones Road Beauty marketing strategy: Leveraging social media power 

‍

3.1 Leveraging Bobbi Brown's influence 

‍

In 2022, Bobbi Brown, at 65, surprised everyone by becoming a successful TikTok influencer. 

‍

Her genuine approach, makeup tips, and relatable personality resonated with a new generation, driving massive traffic to Jones Road (196% increase in website traffic in 2022!).

‍

Brown made some tutorials and tips videos for women over 50, and it went viral! It does showcase that TikTok is not only Gen Z! 

‍

This unexpected move not only generated buzz but also showcased the brand's ability to cater to a wider audience.

‍

The hashtag #jonesroadbeauty has over 144.7M views on TikTok! 

‍

3.2 "Friends of Bobbi": Jones Road's recipe for authentic marketing

‍

Jones Road takes a unique approach to marketing, skipping traditional influencers. 

‍

"When I saw the content of girls with nails out to here digging their hand in Miracle Balm or doing makeup that was so over the top, I just was like, 'No, no, no, no, no, we can't do this. There's got to be people out there who are on brand.' And we found them," Brown said.

‍

Brown believes their brand doesn't need typical influencer content, and instead, they rely on "Friends of Bobbi." 

‍

These are everyday people who naturally align with the brand's vision, as a local restaurant hostess that Brown met, for example. These "Friends" model products and collaborate with the brand, but they're not paid influencers in the traditional sense.

‍

3.3 Catering to a diverse audience with authentic beauty

‍

Jones Road takes a refreshing approach to beauty by moving away from the traditional focus on a young demographic and heavily edited visuals. They target a wider audience, including individuals who often feel overlooked in the marketing of other beauty brands.

‍

By promoting self-love and confidence at any age, Jones Road champions the idea of embracing your natural beauty and individuality:
‍

• Featuring models of all ages and ethnicities: Their website and social media channels showcase diverse models using their products, demonstrating that they cater to all skin tones and ages.
• Promoting "embracing your lines" aka wrinkles: Bobbi Brown herself advocates for self-acceptance and celebrates natural beauty, even encouraging customers to embrace their unique features.

‍

3.4 Building a strong following through education and transparency

‍

Jones Road prioritises educating its customers about its products and their philosophy.

‍

They leverage social media platforms like TikTok and Instagram to feature Bobbi Brown herself, demonstrating product application techniques and sharing her expertise on various beauty topics.

‍

• "Bobbi Explains" videos: On their social media platforms, Bobbi Brown personally demonstrates product applications and shares valuable makeup tips and techniques.
• Detailed product descriptions: Their website provides comprehensive information about each product's ingredients, benefits, and usage instructions.‍
• Responding to negative reviews: Instead of shying away from criticism, Jones Road uses negative reviews to engage with customers and offer educational responses, addressing concerns and clarifying product use.

‍

‍

Bobbi’s answer got appraised and reposted by many makeup/beauty influencers like Manny Mua or James Charles. 

‍

Jones Road Beauty's success story in the beauty market showcases the importance of authenticity, innovation, and inclusivity.

‍

Led by Bobbi Brown's vision, the brand's focus on clean makeup and customer-centric strategies has resonated strongly, inspiring both consumers and industry peers alike.

‍

Jones Road Beauty's marketing strategy is a must-follow for all DTC brands! 

‍

Frustrated with fulfilment? Delays and errors can cost you loyal customers. Nearly all online shoppers (85%) say a bad delivery experience would stop them from buying again.

Efficient order fulfilment in e-commerce is key. 

‍

Are you using Magento for your e-commerce store? This guide dives into Magento order fulfilment and the benefits of partnering with a third-party logistics (3PL) solution like Bigblue. Learn how to create the best customer experiences, ultimately boosting your conversion rates and fostering brand loyalty.

‍

1. What is Magento e-commerce?

‍

Magento, a top CMS e-commerce platform owned by Adobe, powered over 267,000 online stores globally in 2022, making up roughly 0.9% of all online retailers. However, it's crucial to differentiate between two versions:

‍

‍

But what about logistics and fulfilment?

While Magento itself doesn't directly fulfil orders, it integrates with various fulfilment providers to streamline the process.

Here's a breakdown of the pros and cons of using Magento for order fulfilment:

‍

Pros:

‍

• Effortless automation: Magento automates tasks like sending order details to your fulfilment provider, saving you time and minimising errors. This translates to faster order processing and happier customers.

• Seamless scaling: Grow your business and easily expand fulfilment capabilities.
• Real-time inventory: Magento seamlessly integrates with your fulfilment provider's system, offering real-time stock visibility.

‍

Cons:

‍

• Setup complexity: This may require technical expertise, especially for smaller businesses.
• Magento's learning curve: Takes time and effort to master the platform's features, compared to simpler e-commerce platforms.

‍

2. Partner with a 3PL for your Magento website

‍

While Magento is a powerful e-commerce platform, managing order fulfilment in-house can become a burden as your business grows. Partnering with a 3PL provider can offer several key benefits for your Magento store, allowing you to focus on core business activities like marketing and product development. 

‍

Here's why partnering with a 3PL can be advantageous:

‍

2.1 Enhanced efficiency and scalability:

‍

• Streamlined operations: 3PLs handle various aspects of fulfilment, including warehousing, picking, packing, and shipping. 
• Scalability: 3PLs have the infrastructure and resources to handle fluctuating order volumes, ensuring smooth operations during peak seasons like Black Friday or periods of rapid growth (after appearing on a TV show like Dragons’ Den for example).

‍

<sub>Bigblue Tips
Never run out of stock again! Stay on top of your inventory with Bigblue.
‍
Running out of stock can hurt your business and disappoint customers. Bigblue helps you avoid this by:

- Real-time inventory tracking: Know exactly how much you have of each product at all times.
- Optimised forecasting: Plan your supplies based on your actual sales data, not guesswork.
- Easy management: Everything you need is accessible on your Bigblue dashboard.</sub>

‍

2.2 Cost savings:

‍

• Economies of scale: 3PLs leverage their existing infrastructure and negotiate bulk shipping rates, potentially offering you lower costs than you could achieve on your own.
• Reduced overhead: You avoid the costs associated with maintaining your own warehouse, hiring and managing warehouse staff, and investing in equipment and technology.

‍

2.3 Improved customer satisfaction:

‍

• Faster delivery: 3PLs often have strategically located fulfilment centres and warehouses, allowing them to offer faster delivery times and meet customer expectations.
• Enhanced tracking and visibility: Most 3PLs provide real-time order tracking, allowing you and your customers to monitor order progress and delivery status.
• Reduced errors: 3PLs have experience and expertise in handling orders accurately and efficiently, minimising the risk of errors and ensuring customer satisfaction.

‍

<sub>Bigblue Tips
At Bigblue, we want you to focus on what you do best, not the hassle of shipping and returns.

We've built a cutting-edge solution packed with features to take care of the logistics for you:

- Personalised tracking: Keep your customers happy with branded tracking emails and pages.
- Real-time ETAs: Show your customers exactly when to expect their orders, right on your product page.
- Effortless returns: Manage both B2C and B2B returns with our portal, even offering a printerless option for added convenience.</sub>

‍

2.4 Expertise and technology:

‍

• Fulfilment expertise: 3PLs stay up-to-date on the latest fulfilment trends and technologies, allowing them to offer efficient and cost-effective solutions.
• Advanced technology: Many 3PLs utilise automation, Warehouse Management Systems (WMS), Transportation Management Systems (TMS), and other advanced technologies to streamline operations and improve accuracy.

‍

3. Partnering with Bigblue for your Magento store

‍

Bigblue can be easily integrated with Magento to handle your order management and shipping from start to finish. You will be able to focus on more important tasks like growing your business and providing the best shopping experience to your clients!

‍

We currently offer seamless integration with Magento, enabling quick connection to any Magento store through our API. This integration facilitates the exchange of product, order, and inventory information, among other data.

‍

Our process is designed to be transparent and effortless. We automate everything from stock allocation to delivery notifications, ensuring peace of mind for you and your customers.

‍

3.1 3 easy steps to get integrated with us: 

‍

3.1.1 Integration

‍

You connect your Magento store to Bigblue through our extension or API. This allows real-time data exchange between the two platforms.

‍

3.1.2 Order processing

‍

When a customer places an order on your Magento store, the order details are automatically sent to our system.

‍

Bigblue keeps you updated on your inventory levels in real-time. This helps prevent stockouts and ensures accurate order fulfilment.

‍

3.1.3 Order fulfilment

‍

We receive the order details, locate the items in our warehouse, pick and pack them, and then ship them to the customer.

‍

3.1.4 Tracking and updates

‍

Both you and your customer receive tracking information and updates on the order's status throughout the fulfilment process. You can easily find all the information on our dashboard!

‍

Now you're equipped with the knowledge to unlock the full potential of Magento's powerful platform. Remember, efficient order fulfilment is crucial for a thriving e-commerce business. By understanding the advantages and considerations of using Magento for fulfilment, and exploring the benefits of partnering with a 3PL like Bigblue, you can ensure a smooth and successful journey for both you and your customers.

‍

Ready to prioritise growth and delight your customers? Bigblue offers a seamless integration with your Magento store, streamlining every step from order placement to delivery. We handle the logistics, so you can focus on what you do best – running a thriving business.

‍

Contact us today and let Bigblue be your trusted partner in e-commerce success!

‍

‍

What began with a single question - "What's actually in this protein powder?" - has snowballed into a multi-million dollar empire. 

‍

Myprotein's story is one of curiosity, strategic expansion, and community building, transforming it into a global leader in sports nutrition.

‍

Join us as we uncover the secrets behind Myprotein's meteoric rise and its mission to empower individuals worldwide to live healthier, more active lives.

‍

1. Myprotein overview  

‍

1.1 Oliver Cookson: The marketing mind behind Myprotein's founding

‍

In 2003, Olivier Cookson's interest in weightlifting led him to question the origins of whey protein, sparking his entrepreneurial journey. 

‍

“I was a keen gym goer and I used to buy protein powder from what was the leading sports nutrition company in the UK at the time. And about six months in I looked at the back and thought, ‘What actually is this?’”

‍

After a quick Google search, Cookson realised the high costs and wasteful disposal of whey protein. It sparked the idea of selling affordable and accessible protein. 

‍

Cookson founded the sports nutrition brand Myprotein in 2004 with just a £500 overdraft. 

‍

Despite initial setbacks with securing funding, Cookson persevered, leveraging an extended overdraft to purchase bulk quantities of whey protein.

‍

Oliver Cookson's promotional efforts began with a keen understanding of his target audience and where they gathered online. Myprotein's marketing journey began with a keen insight into the power of forums as a promotional channel. Cookson initiated a $10 'sticky post' advertisement experiment, which proved to yield positive returns.

‍

This initial success paved the way for further promotional activities, including the development of Adwords campaigns and the exploration of other marketing channels.

‍

1.2 Acquisition by The Hut Group

‍

In 2011, Myprotein was acquired by The Hut Group (owner of Lookfantastic) for £60M. 

‍

The brand continued its expansion and became one of the most famous brands globally for sports nutrition.

‍

1.2 Acquisition by The Hut Group

‍

In 2011, Myprotein was acquired by The Hut Group (owner of Lookfantastic). 

‍

The brand continued its expansion and became one of the most famous brands globally for sports nutrition. In 2023, the worldwide sports nutrition market was worth $45.24 billion.

‍

The online revenue of Myprotein.com amounted to US$351.5m in 2022 according to eCommerceDB.

‍

1.3 Sustainable initiatives 

‍

Myprotein implements several initiatives aimed at sustainability. Here's an overview:

• Myprotein aims to minimise waste by sending all its waste to either recycling facilities or for conversion into energy (RDF - Refuse Derived Fuel).
• They strive to use recycled materials in their packaging and ensure the remaining packaging is recyclable.
• Myprotein launched a clothing line called A/WEAR, made entirely from organic cotton, which uses less water and avoids harmful chemicals during production.
• Most recently, they launched a program where over 150 tonnes of unused protein were reprocessed into fish food.

‍

2. Myprotein rise to popularity: Leading brand in sports nutrition

‍

2.1 Growth strategy and market expansion 

‍

Myprotein's growth strategy centres on three pillars: expanding product offerings, enhancing e-commerce platforms, and extending international reach. 

‍

Myprotein continuously diversifies its products, investing in research and athlete collaborations to develop scientifically proven supplements tailored to evolving customer needs.

‍

Myprotein focuses on optimising its e-commerce platform to ensure user-friendly ordering, fast deliveries, and responsive customer support.

• Free delivery over £45 and within 2-3 working days for the UK
• Different payment methods including Klarna Buy Now Pay Later
• Returns up to 30 days 
• Attractive bundles 
• Recommended products
• Free gifts
• Live chat

‍

‍

Lastly, international expansion is pivotal, with Myprotein localising websites, partnering with distributors, and adapting products and marketing to resonate with diverse regional audiences.

‍

It expanded to 56 international markets, achieving exceptional growth, notably in Japan with over 400% increase from 2017 to 2020. Key to its success in Japan was THG's data-driven approach, tailoring products to local preferences, including unique flavours.

‍

‍

2.2 Strategic partnerships and sponsorships

‍

Myprotein has grown through strategic acquisitions and partnerships, expanding its product range, strengthening its e-commerce platform, and boosting its global presence. Here are some notable collaborations:

• MP Clothing: Acquired in 2013, Myprotein expanded into fitness apparel, broadening its offerings.
• MP MAX: Acquired in 2014, enhancing its sports nutrition products in the UK.
• The Catalans Dragons, a French rugby team: Official sports nutrition partner since 2018.
• Williams Racing, British Formula One: Official nutrition partner since 2023.
• HYROX: Myprotein is the official nutrition partner for HYROX, ‘the global sport of fitness racing’, for 2023-24 seasons.

‍

‍

2.3 Myprotein marketing strategy unveiled 

‍

2.3.1 Leveraging social media through challenges and educational videos

‍

Myprotein has become a leading brand in sports nutrition by effectively engaging with the sports community and influencers. 

‍

Myprotein uses various social media channels to engage with its audience effectively. On YouTube, the brand offers educational videos aimed at enriching consumer knowledge, covering topics relevant to sports nutrition and fitness.

‍

‍

Additionally, Myprotein fosters community involvement through initiatives like the Move30 Challenge and MoveClub, encouraging individuals to adopt active lifestyles. 

‍

‍

Furthermore, the brand utilises TikTok and Instagram as a platform for creating engaging content that resonates with the fitness community. 

‍

‍

‍

2.3.2 Building brand loyalty through community with influencers, referrals, and ambassadors

‍

Myprotein partners actively with athletes and fitness influencers who become brand ambassadors, such as Joe Wicks in the UK. He even created his own range with the brand! 

‍

‍

For example, in their most recent campaign for Black Friday and Cyber Monday. They created a movie-style trailer for a cyber hunt during Black Friday. 

‍

‍

Influencers like Ashley Cain and Matt Morsia star as giants searching for discount codes in global cities like Paris or London. 

‍

Myprotein also boosts brand loyalty through "MP Rewards" and referral programmes. Referrals earn £10 credit when friends spend £45, with £10 off and free delivery for them. Student discounts only also add to the appeal.

‍

‍

From a modest beginning, Myprotein has emerged as a major player in the global $45.24 billion (2023) sports nutrition industry.

‍

Since being acquired by The Hut Group in 2011, the brand has expanded its reach worldwide, with notable growth seen in Japan. 

‍

Their success is built on a foundation of offering a wide range of products, providing an excellent online shopping experience, and employing smart marketing strategies. By prioritising these aspects, Myprotein continues to inspire people to lead healthier lives on a global scale. 

‍

What do you think could be the next big step for Myprotein as it continues its journey in the nutrition industry?

‍

As customers increasingly expect fast deliveries, a slow order fulfilment process can result in abandoned carts and lost sales. For Shopify store owners aiming to challenge it, optimising your fulfilment is crucial. Despite being often overlooked, efficient fulfilment can be the key to business growth.

‍

Planning logistics and fulfilment operations may seem daunting, from stock management to last-mile delivery, the process is complex. Thankfully, numerous fulfilment service providers help Shopify shop owners scale effectively. 

‍

In this guide, we'll explore the basics of Shopify fulfilment services and the essentials of partnering with a third-party fulfilment provider.

‍

1. Fulfilment is pivotal for your Shopify store's success

‍

Here's how:

‍

When fulfilment is smooth sailing, customers receive their orders quickly and as expected. They're thrilled and spread the word, boosting your reputation and drawing in more business.

‍

But, if fulfilment falls short, delays, and mistakes can leave customers frustrated and disappointed. This damages your reputation and drives customers away.

^{63% of consumers are unlikely to return after a negative fulfilment experience!}

‍

2. What is Shopify Fulfilment Network? 

‍

The Shopify Fulfilment Network (SFN) serves as Shopify's dedicated fulfilment service, enabling brands to efficiently manage inventory storage and fulfil customer orders. Introduced in 2019, SFN was designed to provide fulfilment capabilities tailored to e-commerce brands leveraging the Shopify platform.

‍

Shopify Fulfilment Network has its limitations:

• Limited coverage: SFN is currently available only in the United States.
• Inventory restrictions: SFN has limitations on the types of products it can store and fulfil, such as perishable goods like food supplements or items with specific storage requirements like delicate garments.
• Integration challenges: SFN may pose challenges for merchants using third-party systems or custom solutions.
• Loss of control: Merchants can lose some control over branding, packaging, and customer communication when using SFN.

‍

3. How to partner with a 3PL for your Shopify stores

‍

3.1 Send your stocks to your 3PL 

‍

The collaboration with an outsourced fulfilment service provider starts with merchants sending their products to their fulfilment centres. 

‍

3PLs with a well-connected network of fulfilment centres worldwide, advanced technology to automate inventory processes, and data analytics for smarter supply chain decisions.

‍

3.2 Save on shipping costs with your 3PL 

‍

3PLs team up with carriers to give you lots of affordable shipping choices. They pick the best carriers for your shipments, like Bigblue partnering with over 20 major European carriers such as Royal Mail, Mondial Relay, and Colissimo. 

‍

This helps make online shopping better with quicker and cheaper deliveries! 

‍

Moreover, you can rely on your 3PL to share their expertise in suggesting packaging solutions and eco-friendly practices. Trust them to provide valuable guidance for optimal packaging choices, contributing to environmentally conscious shipping practices.

‍

3.3 Enjoy the expertise of your 3PL 

‍

By prioritising customer satisfaction, you not only secure great reviews but also ensure a promising future for your shop. This comprehensive approach covers inventory management, order management, and efficient packing and shipping.
‍

It will make your collaboration with a Shopify fulfilment service a strategic advantage in the competitive e-commerce landscape. Offer the best customer experience and increase your sales! 

‍

4. How to set up Bigblue with your Shopify store

‍

Fast-growing Shopify merchants have partnered with Bigblue to help meet customer expectations, reduce cart abandonment and boost their conversion rate.

‍

Bigblue simplifies e-commerce fulfilment by handling warehousing and shipping. 

A tech-enabled 3PL provides inventory levels tracking tools to check stock levels in real-time, set reorder points, avoid stockouts, and analyse sales performance.

‍

With Bigblue, e-commerce businesses can save time on daily logistics operations management. Its network of distribution centres and advanced Warehouse Management System (WMS) ensure efficient storage and streamlined processes. 

‍

Additionally, Bigblue allows you to use custom packaging options to enhance the unboxing experience and negotiates carrier discounts to pass savings on to customers.

‍

To get started, here are simple steps on how to connect Shopify to Bigblue.

‍

‍

Step 1:

‍

Login to your Bigblue account and open the Shop Integrations to connect your Shopify shop by clicking on "Connect a Shop." Choose Shopify, click Next, and then add the app from the Shopify App Store. In the welcome pop-up, indicate that you already have a Bigblue account. 

‍

Step 2: 

‍

Configure the auto-fulfilment option on Shopify. Navigate to your Shopify admin page and access Settings > Checkout and Accounts. Locate the Order processing section and choose "Do not automatically fulfil any of the order's line items." 

‍

‍

It's important to note that Bigblue processes Shopify orders only after payment has been received, thanks to the implemented filter by payment status. This ensures a seamless integration between your shop and Bigblue for efficient order fulfilment.

‍

Step 3: 

‍

To start linking your Shopify products to Bigblue, you can use the auto-link feature in the Bigblue app. Ensure your Bigblue products have matching barcodes or SKUs with Shopify. Access the Shop Integrations tab, configure preferences, and click "Start" to auto-link. 

And that’s all, you are all set up! 

‍

As global e-commerce sales are set to reach $6.3 trillion in 2024, the importance of efficient fulfilment for Shopify store owners cannot be overstated.

‍

By partnering with a 3PL, businesses can benefit from cost-effective shipping, expert advice, and improved customer satisfaction.

‍

Shopify fulfilment services providers excel in picking, packing, and shipping orders, setting the stage for success for your Shopify store.

‍