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Welcome to the eCommerce Podcast
with me, your host, Matt Edmundson,

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a show that is all about helping
you to deliver eCommerce wow.

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Now I'm super excited with today's
guest, who is Adam Pearce from Blend

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Commerce about the customer experience
before, during and after the sale.

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But before we get into that
conversation with Adam, who is

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uh, legend.

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Uh, let me give a quick shout
out to past guests and episodes

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here on the eCommerce Podcast.

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And given that we are in fact talking
about customer experience, I thought it

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would be great to mention a podcast which
was called personalizing the customer

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journey to increase lifetime value.

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Check that out with Matt Barnett, such
a great conversation, Matt - such a cool

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-
I still remember that
brilliant conversation.

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And also check out Kath Pays
conversation where we talked about

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how to optimize engagement through a
cycle customer life cycle marketing.

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Let me get that right.

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So do check out Kath's episode,
which was also fantastic.

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This episode is brought to you by
the eCommerce Cohort, which helps you

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deliver eCommerce Wow to your customers.

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It is basically.

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A lightweight membership group with
guided monthly sprints, that cycle

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through all the key areas of e-commerce.

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What does that mean?

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It means every month, uh, you
come and work on your e-commerce

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business with like-minded people.

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So you can get a list of
actionable jobs to be done.

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You're going to know what to work
on, when to work on it and get the

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support you need to get it done.

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So whether you are just starting out
in e-commerce or if you're, I think I

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said on one episode, if you're a bit of
a dinosaur, if you're, if you've been

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around a little while, like my good
self, you're still going to be really,

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really grateful for it, let me tell you.

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So I definitely encourage you to go check
out ecommercecohorts.com as it is gearing

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up for its founder member launch, which is
going to start in just a couple of weeks.

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It is almost there.

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Yes, it is.

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So if you're listening to this and you
still have the time available, check out

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ecommercecohort.com and take advantage of
the founding member launch offer, which

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is not easy to say, but do check it out.

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And of course, if you've got any
questions, just email me directly at

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Matt@ecommercepodcast.net with any
questions, because it's something

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that we're super, super proud of,

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let me tell you.

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Now, are, you ready?

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Grab your coffee, grab your
notebook, grab your pen.

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Here's my conversation with Adam.

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Well, welcome uh, I am here with
my fantabulous guest, Adam, who

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is the co-founder and CEO of blend
Commerce, which is an e-commerce

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customer experience agency.

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Now Adam and his team
have worked with over

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200 Shopify retailers, uh, to help them
provide memorable customer experiences

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that drive growth in revenue and profit.

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200.

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Adam, that's a lot of Shopify
sites to, uh, to work on.

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So it's good to have you here.

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It's good to be talking about all
the stuff that you've learned.

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Thanks

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for joining me.

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No, thanks for having me, Matt.

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I appreciate it.

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And I liked being called fantabulous.

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I'm going to use that again, I think.

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Yeah.

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Yeah.

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I think it's a great word.

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I think we should use it more.

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Now I can tell by your accent.

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Good, sir.

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That you are, it seems like you hail
from the Midlands in the UK slightly.

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Uh, it's always nice to have
a fellow Brit on the podcast,

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not gonna lie.

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Uh, so where whereabouts in the world?

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Yeah, so we are about 10 minutes from
Stratford-upon-Avon, so right in the,

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in the thick of Shakespeare country
and a couple of hours from London.

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So, uh, yeah, it's a nice part of
the world to be in, but, um, yeah,

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you can probably tell by my, uh, my
slightly, a Peaky Blinders accent

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that I'm from close to Birmingham.

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Peaky blinders it's been Do, you know,
I discovered the other day, and this

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is not related to e-commerce at all.

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Although I did discover it
online, I'm not going lie.

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uh, and I, I bought it for a
friend was Peaky blinders gin.

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And apparently it's got
some really great reviews.

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I've not, I've not tried it
myself, but I bought it as a gift.

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Cause there were a bit of a Peaky
blinders fan, but who knew you could get

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peaky blinders gin.

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And I think that they've done pretty
well off that franchise, haven't they?

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So yeah.

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Missed the boat on that one.

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Yeah, we'll do what we can do now.

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A peakyy blinders Shopify site, maybe.

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I dunno.

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Uh, so how did you get into Shopify?

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Um, completely 100% fell into it.

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Um, if I'm honest with you, and I think
that's why, why I kind of love e-commerce

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but the situation was is that I, I left
university with kind of dollar signs at

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the back of my eyelids thinking, right,

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I'm going to go to London,
I'm going to make my fortune.

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Um, I went to work for a, quite a
big, management consultancy firm

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and kind of realized after about a
year that I don't want to do this.

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It wasn't what I imagined and
really kind of, from that point,

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I then retrained to be a teacher.

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Was a teacher for three
years, taught economics.

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And then after that, I then
decided again, I just wanted

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say that's awesome.

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Being a teacher

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teacher.

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It was, it wasn't some respects, but,
um, Yeah, a tough job and definitely

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the hardest job I've ever done.

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Um, by, by far compared to like running
a company, you know, it, it makes

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running a company look like child's play.

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I think he really does.

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But, um, basically my, my business
partner who is also my brother-in-law,

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uh, he came to me probably about
seven years ago and said, look, um,

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He was actually a quantity surveyor.

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And he said, look, I'm
teaching myself to code.

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I've come across this new
Canadian platform called Shopify.

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I think this will be the next big thing.

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And I'm like, yeah.

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Okay.

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Whatever.

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Um, yeah, they already
very think it will be.

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And I basically left teaching and
I was working for an education app

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company and I'd come up in learning
marketing, getting more into it.

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I always kind of had a bit of an eye
for business, but then was kind of

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then a director, uh, an e-commerce
sorry, um, a education ap company.

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And they said, look, let's
kind of do something together.

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So as many good businesses do, we
had far too many beers one night.

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Made a verbal agreement
that we were going to start.

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And the next day, yeah,
we started the business.

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So that was yes, you know, five years ago.

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Um, now sort of team of 19, um,
working with Shopify and Shopify plus

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merchants on customer experience.

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So yeah, it's pretty exciting, but I think
that, like I said before, Matt, you know,

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that's why I love e-commerce because you
don't have that kind of old boys club that

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you get with a lot of other industries.

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It's still such a young industry.

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I think I just want to keep, it keeps
it fresh and as a nice place to work in.

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Yeah, no, I

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totally agree.

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I'll tell you, it's interesting that
you, you kind of like a lot of people,

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you kind of fit felt your way into it.

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There was a, there was a very,
you know, sort of, uh, topsy-turvy

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route, which you took to get there.

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Uh, and that's one of the
things that fascinates me.

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Actually, that's quite a common
thing amongst, uh, guests

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that we have on the show.

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No, no one ever, no one ever
started or left university.

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Uh, leave uni and think I'm
going to set up a business

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and become the king of beauty.

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And I just stumbled into this beauty
website absoluteness years ago.

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And it was, it was what
kick-started everything anyway.

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Fascinating.

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So yeah, you are right.

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Five years later, uh, or about 20 staff in
the agency in 19-20, staff in the agency.

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You focus specifically on Shopify and
before we get into this whole customer

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experience before and after, um, as per
the podcast title, um, why Shopify, why

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did you pick that platform specifically?

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And why have you stayed loyal to it?

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I guess over the last five years?

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No, I mean, at the time, you know,
when Peter, starting developed Shopify.

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It was still obviously there's infancy.

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And I think that the solutions, right at
the time of look, you would either go to

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Magento, which is obviously for those big
sort of enterprise level companies and

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maybe sort of mid-market to an extent.

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And then you also have kind of, you
know, these scrappier DTC brands

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coming up who become a using woo
commerce, where they would come

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of a WordPress site with a plugin.

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And ultimately I think the problem
was both of those solutions.

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It didn't fit the model that these
kind of new upcoming DTC brands wanted

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to fit into Magento was too clunky.

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It was too big.

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There was too much there, you know, the
word, the woo commerce side of things.

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It didn't really do the e-commerce thing
as well as, as kind of people wanted to do

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so, Shopify, I think kind of came into a
space that was, was really kind of bad for

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the taking and, you know, over the course
of the past year, sort of five years,

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you know, other platforms, you know, have
sort of come in to the market, but yeah,

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I mean, ultimately look, Shopify has grown
so, so much there really isn't a necessity

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for us to kind of look anywhere else.

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And I think that the beauty of it is, is
that, you know, some of the brands that

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we work with sort of five years ago with
this kind of, you know, sort of very much

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sort of, you know, an acorn of an idea
of growing into these massive companies

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now, and it's not only can we help
service them, but we've also got these

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other companies that have been coming
up through the ranks and then you've got

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people move from Magento to Shopify plus.

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So the market for Shopify is so big and
equally, you know, from our point of

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view, as an agency, if we can specialize
in that, that one thing, it just gives

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more, I think, trust and more confidence
in the clients that we work with because

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they know you when we can turn around
and say, look, we've worked with, you

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know, 199 other people just like you.

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It naturally is going.

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I'm going to give people that confidence
that we've kind of seen some things

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that they would have experienced before,
so fresh, you know, it's, it's still

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massively important to, to what we do.

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That's really interesting.

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So, um, I, and you're right.

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I mean, my, you know, from someone on
the outside, looking in, I suppose,

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with Shopify watching it change over
the last five years, um, and just see

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the, the just enormous amount of funding
they've managed to secure, um, It's now

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a force to be reckoned with isn't it?

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I don't actually know how many
transactions online go through Shopify,

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but it seems like Amazon and Shopify, the
two e-commerce giants, uh, you know, you,

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they are, they are prolific platform, but
they've still managed to maintain I think

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really well, ease of use if you're a, if
you're just starting out in e-commerce

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and you're thinking, well, I don't want
to go and spend 30 grand on a website.

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I just, I just want to
do what I want to do.

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Well Shopify, for me I, I know
Squarespace and a few other people have

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started to dabble a bit in e-commerce,
but Shopify, just if you're doing

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straight e-commerce I don't know.

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I don't know about the platform,

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um, if I'm honest with you.

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No, I couldn't agree with, and I
think that's, that's what that is.

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The great thing about it is that
it doesn't really matter what

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level you're at is that you can
jump into Shopify at any point.

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You know, if you're a multi-national
retailer that wants to use the more

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advanced end of it you've got Shopify,
plus, you know, your mid-market great.

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You know, if you have an idea that you
want to bring to fruition within a week,

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Shopify is also there for you, you know,
I think it'll be interesting to see

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what happens over the course of the next
couple of years, because obviously, you

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know, the market that Shopify is serving
is so much more diverse than Eastern.

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And obviously, you know, when, when
Shopify, they went to IPO, they don't have

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shareholders and there's all these kind of
other kind of levels of things going on.

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Whereas when they were kind of themselves,
a scrappy startup, it was much easier

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to focus on a smaller pot of people.

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So I don't, I don't know which way
it will go, you know, whether they'll

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00:11:33,600 --> 00:11:37,110
still be able to service that very
broad range of different clients.

226
00:11:37,620 --> 00:11:40,829
Um, or do they kind of get lean
more down the enterprise route?

227
00:11:40,860 --> 00:11:42,510
The more on the kind of starting right.

228
00:11:43,075 --> 00:11:46,045
It's yeah, that, that is going
to be an interesting one with

229
00:11:46,045 --> 00:11:47,635
Shopify in the next few years.

230
00:11:48,385 --> 00:11:48,685
Yeah,

231
00:11:48,685 --> 00:11:49,345
absolutely.

232
00:11:49,645 --> 00:11:53,335
And it's interesting, you mentioned
that people from say Magento platforms

233
00:11:53,335 --> 00:11:56,335
are moving to Shopify plus because for
years it was always the other way around.

234
00:11:56,415 --> 00:11:59,605
You'd move from Shopify to magento,
because really that was the only

235
00:11:59,605 --> 00:12:02,095
thing you could do unless you went
and got your own bespoke site written.

236
00:12:02,665 --> 00:12:05,575
Um, and so I know a lot of
people that move from Shopify

237
00:12:05,575 --> 00:12:07,015
to Magento kind of regretted it.

238
00:12:07,015 --> 00:12:08,995
If I'm honest with you, I don't
hear that many good things about

239
00:12:08,995 --> 00:12:10,075
Magento, but then that's just me.

240
00:12:12,055 --> 00:12:12,805
But it's interesting.

241
00:12:12,805 --> 00:12:16,135
You say that people are now moving
back because of Shopify plus for those

242
00:12:16,135 --> 00:12:17,724
that don't know what is Shopify plus

243
00:12:17,724 --> 00:12:18,084
quickly?

244
00:12:18,625 --> 00:12:18,805
Yeah.

245
00:12:18,805 --> 00:12:22,645
So Shopify plus basically gives
you additional functionality,

246
00:12:22,974 --> 00:12:24,474
um, to use on Shopify.

247
00:12:24,864 --> 00:12:29,245
Um, but one of the major benefits is
that as you, when you go to Shopify

248
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plus your transaction fees, then reduce.

249
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So as you get to that kind of
certain threshold of sales, it

250
00:12:36,204 --> 00:12:37,675
also then makes more sense for you.

251
00:12:37,675 --> 00:12:37,944
Yes.

252
00:12:37,944 --> 00:12:39,474
Your fee that you're paying Shopify.

253
00:12:39,994 --> 00:12:45,185
But you're hosting your support increases,
but overall the cost to company goes down

254
00:12:45,185 --> 00:12:48,244
because the fact is that the transaction
fees per transaction is going down.

255
00:12:48,785 --> 00:12:52,864
Um, and what sort of happened with plus,
you know, over the past sort of 12 or

256
00:12:52,864 --> 00:12:56,464
18 months, is that quite a few of those
features that are there have either

257
00:12:56,464 --> 00:13:02,074
been, um, dripped down to other packages
in Shopify, but equally there has been

258
00:13:02,074 --> 00:13:05,765
some additional things have come in for
Shopify plus merchants that makes it

259
00:13:05,765 --> 00:13:06,994
more worthwhile for them to hang on.

260
00:13:06,994 --> 00:13:10,785
So I think the overall picture here
is that Shopify were very aware that

261
00:13:10,785 --> 00:13:13,635
more of these kind of enterprise
other clients are wanting to use it.

262
00:13:13,814 --> 00:13:17,205
So, you know, the likes of Gym shark,
you know, all these kind of big brands,

263
00:13:17,205 --> 00:13:21,885
Kylie Cosmetics, you know, and they kind
of set it up the needs to be something

264
00:13:21,885 --> 00:13:26,355
additional there to pull over those people
who are on Magento governate or just

265
00:13:26,355 --> 00:13:28,635
keep an enterprise level client happy.

266
00:13:28,845 --> 00:13:32,385
So it's just kind of made that more
of a, a better distinction between,

267
00:13:32,385 --> 00:13:35,805
you know, sort of, you know, smaller
to mid-market and then mid markets.

268
00:13:37,245 --> 00:13:37,574
Yeah.

269
00:13:37,604 --> 00:13:38,204
Fantastic.

270
00:13:38,265 --> 00:13:39,135
Well, thank you for that.

271
00:13:39,454 --> 00:13:43,214
I just always good to sort of pick
people's brains about different platforms.

272
00:13:43,425 --> 00:13:47,344
Um, but I appreciate that's not the
title of the podcast, but I think

273
00:13:47,354 --> 00:13:49,875
it's, it's just good to talk about
these kinds of things, because

274
00:13:49,875 --> 00:13:51,255
things are changing so quick.

275
00:13:51,675 --> 00:13:53,295
Uh I'm I'm I'm always curious.

276
00:13:55,035 --> 00:14:01,005
You, um, wedge yourself as,
uh, an e-commerce customer

277
00:14:01,005 --> 00:14:03,405
experience agency, right.

278
00:14:03,405 --> 00:14:06,765
Which I think is, is a
really fantabulous title.

279
00:14:07,125 --> 00:14:10,245
Uh, I think it's, I think it's it's
to something which actually captures

280
00:14:10,245 --> 00:14:14,385
imagination a little bit, but, um, what
do you mean by customer experience?

281
00:14:14,965 --> 00:14:15,355
Yeah.

282
00:14:15,355 --> 00:14:16,285
So I think this is the thing.

283
00:14:16,295 --> 00:14:19,795
Look, you can get lost with CX
and customer experience is one

284
00:14:19,795 --> 00:14:21,235
of those like nice buzzwords.

285
00:14:21,655 --> 00:14:24,324
Um, and I think the important thing
for me to say here is from our point

286
00:14:24,324 --> 00:14:27,685
of view, what we do is that when we
have a client that comes to work with

287
00:14:27,685 --> 00:14:33,204
us, we are saying you as a brand, you
as a merchant, what is it like being

288
00:14:33,204 --> 00:14:37,885
your customer before you even click on
the website to the point at which you

289
00:14:37,885 --> 00:14:39,715
actually make your very final sale?

290
00:14:40,545 --> 00:14:44,385
Is there a good experience happening
in terms of what you see on site, what

291
00:14:44,385 --> 00:14:48,675
information you're getting, how quick
things happen, all of those different

292
00:14:48,675 --> 00:14:52,665
touch points effectively that you would
have with a customer, all those things

293
00:14:52,665 --> 00:14:54,045
as good as they could possibly be.

294
00:14:54,255 --> 00:14:56,954
Because you know the danger is,
you know, with agencies, is that

295
00:14:56,954 --> 00:15:00,555
look, a brand can look an agency
and say, well, those are the guys.

296
00:15:00,555 --> 00:15:01,814
Those are the website guys.

297
00:15:02,415 --> 00:15:04,604
And the thing is like, to an extent, yes.

298
00:15:04,604 --> 00:15:04,844
Okay.

299
00:15:04,844 --> 00:15:10,220
We deal with the website, but, we have got
to make sure that that one single asset

300
00:15:10,230 --> 00:15:14,400
for that company is actually working with
all the other elements of their company.

301
00:15:14,400 --> 00:15:18,630
So is that website working for the
customer services team to allow customer

302
00:15:18,630 --> 00:15:22,680
service, to provide good customer service
is in working with the warehousing team.

303
00:15:22,920 --> 00:15:26,160
That means that the warehousing team get
those orders out as quickly as possible.

304
00:15:26,459 --> 00:15:32,040
So it's all of the things that surround
a business as you well know Matt that are

305
00:15:32,069 --> 00:15:35,990
yes, connected to the website, but the
customer experience side of thing, is that

306
00:15:35,990 --> 00:15:37,939
how well do all those pieces fit together?

307
00:15:38,150 --> 00:15:42,640
So at the end of the day, customer
X says, yeah, you know, Gym sharp,

308
00:15:42,720 --> 00:15:45,920
wall paint candy kittens, whichever
company it might be is on Shopify,

309
00:15:46,160 --> 00:15:47,569
they're a great company to deal with.

310
00:15:47,630 --> 00:15:49,430
I'm going to continue being
a loyal customer with them.

311
00:15:49,910 --> 00:15:50,150
Mm,

312
00:15:50,600 --> 00:15:51,170
no, that's great.

313
00:15:51,560 --> 00:15:55,550
So customer experience then what is it
like being your customer and specifically,

314
00:15:55,550 --> 00:15:58,520
what's it like being your customer at
the various touch points along the path?

315
00:16:00,360 --> 00:16:03,630
What are some of the things
that you are looking for?

316
00:16:03,630 --> 00:16:05,430
And you're asking that
question of clients.

317
00:16:05,430 --> 00:16:09,209
What are some of the, I guess, what are
some of the red flags that continually

318
00:16:09,209 --> 00:16:09,689
come up?

319
00:16:10,770 --> 00:16:13,740
I mean, when it, when we
kind of talked to clients.

320
00:16:13,740 --> 00:16:13,860
Yeah.

321
00:16:13,870 --> 00:16:16,520
I think that the number one thing is
that, you know, we've been living in

322
00:16:16,520 --> 00:16:20,845
age where we are all obsessed with
conversion rate on e-commerce websites.

323
00:16:21,265 --> 00:16:25,615
So if your conversion rate is 3%, every
hundred people that visit your store,

324
00:16:25,795 --> 00:16:27,175
three people are going to buy, great.

325
00:16:27,265 --> 00:16:32,095
But the issue with that metric
is that it is very short term

326
00:16:32,095 --> 00:16:33,805
and it is very easy to fudge.

327
00:16:34,285 --> 00:16:37,435
And what I mean by that is, you know,
that when you look at conversion rate

328
00:16:37,435 --> 00:16:42,235
in particular, you can say, well,
my conversion rate was 3% in the

329
00:16:42,235 --> 00:16:43,795
past three months, but ultimately.

330
00:16:44,715 --> 00:16:47,625
How much have you spent on
getting that customer to the site?

331
00:16:48,255 --> 00:16:52,045
And what is the chance that that
customer you bought in is actually

332
00:16:52,045 --> 00:16:55,275
going to continue to buy from you
the second, third or fourth time.

333
00:16:55,665 --> 00:16:59,324
So it gives a very narrow
view of what is that.

334
00:16:59,355 --> 00:17:03,114
So when we kind of talk to clients,
what we're talking to them about is that

335
00:17:03,415 --> 00:17:06,415
in that particular situation, we're
trying to find out from the right.

336
00:17:06,444 --> 00:17:07,254
What is that cost?

337
00:17:07,254 --> 00:17:08,514
What is your acquisition cost?

338
00:17:08,875 --> 00:17:12,055
And then typically how many times
do people keep coming back to me?

339
00:17:12,295 --> 00:17:13,285
What is your lifetime?

340
00:17:13,375 --> 00:17:14,935
Or your Customer lifetime value.

341
00:17:15,145 --> 00:17:18,295
What is the value that each customer
could potentially bring to your

342
00:17:18,295 --> 00:17:20,845
business over a longer term period.

343
00:17:21,204 --> 00:17:24,655
But, but when it kind of comes to those
red flags, I think, you know, the thing is

344
00:17:24,655 --> 00:17:29,215
in terms of looking actually their sites,
it tends to be things like, for example,

345
00:17:30,345 --> 00:17:32,835
Get 10% off now for your first purchase.

346
00:17:33,284 --> 00:17:34,995
Now, a lot of people are going to
saying, well, hang on a minute.

347
00:17:35,024 --> 00:17:37,845
That's just a common technique
that's used in e-commerce.

348
00:17:38,175 --> 00:17:39,284
It is a common technique.

349
00:17:39,554 --> 00:17:45,195
But the question is, is that, you know, in
that particular scenario, are you actually

350
00:17:45,195 --> 00:17:46,815
attracting that right type of customer?

351
00:17:46,965 --> 00:17:47,745
So we've all done.

352
00:17:47,745 --> 00:17:49,175
It, we've all been level gamified it.

353
00:17:49,175 --> 00:17:54,195
So, you sign up to a brand, you get the
10% off, you get that first purchase.

354
00:17:54,254 --> 00:17:55,245
You never shop with them again.

355
00:17:55,695 --> 00:18:00,455
So alternative methods, here, in terms
of that customer experience is, when

356
00:18:00,455 --> 00:18:03,705
they don't see that and what they
might see alternatively, is that say,

357
00:18:03,705 --> 00:18:09,165
for example, a quiz, which will say,
look, get your free personal care skin

358
00:18:09,235 --> 00:18:11,865
uh personal skincare regime from us.

359
00:18:12,225 --> 00:18:14,895
You then enter some different
information about your lifestyle,

360
00:18:14,895 --> 00:18:17,685
about your skin, about what you're
looking to achieve with that, that

361
00:18:17,685 --> 00:18:19,365
is setting them a much better path.

362
00:18:19,725 --> 00:18:22,725
And then realizing that that
company is going to give you a lot

363
00:18:22,725 --> 00:18:24,375
more than just that 10% discount.

364
00:18:24,735 --> 00:18:28,445
So it's that, you know, in terms of
that kind of before the sale, those

365
00:18:28,445 --> 00:18:30,695
are the kinds of things that we
look at from a customer experience

366
00:18:30,695 --> 00:18:35,855
point of view that make the customer
evaluate you as a brand, rather than

367
00:18:35,855 --> 00:18:37,295
kind of going down that standard

368
00:18:37,355 --> 00:18:39,305
okay, well, let's just go at a 10% off.

369
00:18:39,665 --> 00:18:39,965
Hmm.

370
00:18:40,505 --> 00:18:42,155
That's a really good point.

371
00:18:42,155 --> 00:18:46,085
And I like how you talk about that, how
the quiz actually, in the mind of the

372
00:18:46,085 --> 00:18:51,155
customer increases the value that you're
giving them and it increases the value

373
00:18:51,515 --> 00:18:53,495
because you're being a lot more helpful.

374
00:18:54,335 --> 00:18:58,514
Um, Which I think is we're going to
come back to that circle, that, um,

375
00:18:58,605 --> 00:19:01,155
idea about being a bit more helpful.

376
00:19:01,514 --> 00:19:07,695
So I guess my, my primary concern here,
uh, Adam, if I'm honest with you, is

377
00:19:07,695 --> 00:19:12,615
when I hear that I go, I resonate,
but do you know how easy it is to

378
00:19:12,615 --> 00:19:19,035
put on the website 10% off your first
order versus creating a quiz and all

379
00:19:19,035 --> 00:19:21,014
the content that goes alongside that?

380
00:19:21,105 --> 00:19:21,435
Right.

381
00:19:21,435 --> 00:19:25,560
So, um, how do we, how
do you wrestle with that?

382
00:19:26,730 --> 00:19:26,909
Now?

383
00:19:26,939 --> 00:19:28,169
It's a really good point.

384
00:19:28,260 --> 00:19:31,830
Um, I think, you know, look, there's two
things I would say to that is that one,

385
00:19:32,340 --> 00:19:36,600
the ability to, to have those onsite
quizzes now has been made a lot easier.

386
00:19:36,600 --> 00:19:40,470
And there's some great tools that
like octane III, for example, they

387
00:19:40,470 --> 00:19:43,649
have a brilliant tool that allows
you to do this with relative ease.

388
00:19:43,679 --> 00:19:48,210
But the other thing is it's actually the
value from those two different activities.

389
00:19:48,210 --> 00:19:49,500
So let me give you an example.

390
00:19:50,189 --> 00:19:53,010
If we say, for example have
that site with a 10% pop-up.

391
00:19:53,730 --> 00:19:57,210
Ordinarily, what will happen is you will
put in your name, you'll put in your

392
00:19:57,240 --> 00:20:01,360
email address and that's the data that
essentially that that brand is collecting.

393
00:20:01,920 --> 00:20:05,670
Now in an era, you know, when
look, you know, we've got third

394
00:20:05,670 --> 00:20:09,090
party cookies going away, zero
party data become more important.

395
00:20:09,825 --> 00:20:11,565
Acquisition cost is super high.

396
00:20:12,135 --> 00:20:16,365
If you've managed to get some
information from a customer, does that

397
00:20:16,365 --> 00:20:19,725
warrant the cost that you've, you've
paid to get that person to site.

398
00:20:20,115 --> 00:20:24,195
On the other hand, if you have a quiz
that allows you to find out, okay,

399
00:20:24,195 --> 00:20:27,795
well, if, again, if it's a beauty
brand, if it's a skincare brand,

400
00:20:28,335 --> 00:20:30,195
what type of skin this person has.

401
00:20:30,870 --> 00:20:34,020
What they do for a living,
what the lifestyle choices are.

402
00:20:34,110 --> 00:20:35,160
Do they have children?

403
00:20:35,430 --> 00:20:39,090
There's all of these different data points
that you can collect from that quiz and

404
00:20:39,090 --> 00:20:42,780
then tie in with your email marketing
platform, like Klayvio for example.

405
00:20:43,140 --> 00:20:46,380
Now what that means is that those two
activities that you've done, you're

406
00:20:46,380 --> 00:20:50,730
going to get an email address and a
name versus all of these different data

407
00:20:50,730 --> 00:20:55,200
points that you can use as what I would
say, chances to market to that person.

408
00:20:55,470 --> 00:20:59,670
So if you come to my site and you've
done that quiz, I can personalize

409
00:20:59,670 --> 00:21:02,820
our welcome flow to you  with and
if you tell me that you've got oily

410
00:21:02,820 --> 00:21:06,750
skin, my message to you will feel
like it's directed at you because I'm

411
00:21:06,750 --> 00:21:08,310
talking about products for oily skin.

412
00:21:08,910 --> 00:21:11,880
The next opportunity, if you don't,
but I might be that I'm talking about,

413
00:21:11,880 --> 00:21:17,250
you know, um, busy entrepreneurs, um,
who have kids, for example, that's

414
00:21:17,250 --> 00:21:18,540
going to be the next piece of content.

415
00:21:18,540 --> 00:21:19,950
So again, it gets to resonate with you.

416
00:21:19,950 --> 00:21:22,530
So yes, there is a bit
more work involved with.

417
00:21:23,310 --> 00:21:27,540
But the uplift in the value that you
can get from the data that's, there is

418
00:21:27,640 --> 00:21:32,130
so much bigger than just having that
individual address, because you're

419
00:21:32,190 --> 00:21:33,810
not able to glean anything with it.

420
00:21:33,870 --> 00:21:36,750
You know, you, you can't, you know,
a lot of the time when it comes

421
00:21:36,750 --> 00:21:39,900
to that collection email address,
you spend quite a few weeks and

422
00:21:39,900 --> 00:21:43,240
even months trying to eek that
information out of people that purchase

423
00:21:43,260 --> 00:21:45,000
behavior with their onsite behavior.

424
00:21:45,300 --> 00:21:48,520
You're, leap-frogging all of that
by getting more information at

425
00:21:48,520 --> 00:21:51,210
the start to then personalize that
marketing message out to them.

426
00:21:52,455 --> 00:21:53,294
Yeah, I like it.

427
00:21:53,504 --> 00:21:53,895
I like it.

428
00:21:53,895 --> 00:21:55,095
It's in, isn't this interesting.

429
00:21:55,095 --> 00:21:55,455
Isn't it?

430
00:21:55,455 --> 00:22:00,824
That, um, it used to be, I mean, I,
you know, you may have seen this,

431
00:22:00,824 --> 00:22:03,135
I've definitely seen this, you
know, been around a little while.

432
00:22:03,554 --> 00:22:05,715
It used to be that you could just
put a website and people would buy

433
00:22:05,715 --> 00:22:06,975
from it and then that was fine.

434
00:22:06,975 --> 00:22:07,995
And then that stopped working.

435
00:22:07,995 --> 00:22:11,205
And so then we started using Google ad
words and then that started to work.

436
00:22:11,205 --> 00:22:15,165
And then, uh, we started to
do things like, uh, well maybe

437
00:22:15,165 --> 00:22:17,145
I need to do something else
now to get people to buy it.

438
00:22:17,145 --> 00:22:20,910
And it's always these little tricks
that we've been trying on the way, the

439
00:22:20,910 --> 00:22:23,160
one that, which wound me up the most,
I don't know if you've come across.

440
00:22:23,160 --> 00:22:24,240
It was the spin the wheel.

441
00:22:24,340 --> 00:22:30,180
Hey, that's on your website and listening
to the podcast, please take it off.

442
00:22:30,900 --> 00:22:36,300
Um, and, uh, so all these
gimmicks, all these things, and

443
00:22:36,300 --> 00:22:38,910
I see the 10% thing being used.

444
00:22:38,910 --> 00:22:41,430
We've used it ourselves
um, over the years.

445
00:22:42,335 --> 00:22:46,355
And I'd say its efficacy has falling
and so everyone's now looking for the

446
00:22:46,355 --> 00:22:50,314
next big thing, but all the, what you're
doing, I suppose, in effect, if I listen

447
00:22:50,314 --> 00:22:52,655
to what you're saying is you're, you're,
you're trying the next thing, the next

448
00:22:52,655 --> 00:22:56,655
thing, the next thing, but actually just
something simple as a survey gives you

449
00:22:56,655 --> 00:23:01,205
so much data and enables you to actually
talk to your customer in a language which

450
00:23:01,205 --> 00:23:06,365
will resonate with them that maybe we
should just, it's almost like old school.

451
00:23:06,365 --> 00:23:06,635
Isn't it?

452
00:23:06,635 --> 00:23:07,985
Old school marketing techniques.

453
00:23:09,720 --> 00:23:11,880
What do they, like, let's talk about that.

454
00:23:11,970 --> 00:23:13,530
You know what I mean, with
your, with your customer?

455
00:23:14,070 --> 00:23:19,650
So, um, as a, as an aside, by the way,
why do you hate the spinny wheel thing?

456
00:23:20,580 --> 00:23:21,930
Well, I think two things.

457
00:23:21,960 --> 00:23:25,770
One is the ability to
actually extract data is low.

458
00:23:26,070 --> 00:23:27,270
So that's the first thing.

459
00:23:27,720 --> 00:23:31,770
And I think the second thing is it
also, it often devalues a brand.

460
00:23:31,770 --> 00:23:35,460
Now what I would say is look for
some brands that I would say are.

461
00:23:36,210 --> 00:23:41,730
You know, low cost items, singular
purchase, it's all about basically

462
00:23:41,730 --> 00:23:43,590
trying to get that impulse buy.

463
00:23:43,740 --> 00:23:47,010
So if you kind of had a single
product, you know, under sort of

464
00:23:47,010 --> 00:23:49,980
20 pound, under $20, Great, fine.

465
00:23:50,400 --> 00:23:55,050
But ultimately then you're, again, you're
setting that expectation, not only about

466
00:23:55,050 --> 00:23:59,640
the standards that your company has
as a brand, but secondly, what it also

467
00:23:59,640 --> 00:24:05,399
does is that it, then it's only going
to lead to the next time around that

468
00:24:05,399 --> 00:24:09,120
customer expecting to get a discount or a
freebie that they go to the first place.

469
00:24:09,570 --> 00:24:13,170
So I think it just, it just sets that
relationship up wrong from the outset

470
00:24:13,905 --> 00:24:17,145
because there is just the expectation
you're going to get this kind of gimmicky

471
00:24:17,375 --> 00:24:23,475
10% off,five pounds, $5 off free tote bag,
whatever it might be, every time you shop.

472
00:24:23,715 --> 00:24:27,284
And that, that doesn't then again, kind
of lead to that longer term relationship.

473
00:24:27,675 --> 00:24:32,034
So I think if it is all about that, seeing
of the purchase, you know, stack up your,

474
00:24:32,034 --> 00:24:36,745
your ad budget on Facebook, acquire them
get them to buy, get them to go, fine.

475
00:24:37,135 --> 00:24:40,165
But if you've got a suite of products
or a family of products that you want

476
00:24:40,165 --> 00:24:44,905
them to then go through to get a high
lifetime value, then no, steer away.

477
00:24:44,935 --> 00:24:45,025
Yeah.

478
00:24:45,055 --> 00:24:45,205
Yeah.

479
00:24:45,475 --> 00:24:46,045
I'm with you.

480
00:24:46,075 --> 00:24:50,995
Avoid the gimmicks is, is usually
the best long-term strategy or even

481
00:24:51,595 --> 00:24:53,275
medium term strategy to be fair.

482
00:24:53,275 --> 00:24:54,985
It's just avoid the gimmicks.

483
00:24:55,045 --> 00:24:56,545
Uh, they, they usually don't work.

484
00:24:57,025 --> 00:25:01,375
So, so we're thinking about the customer
who's coming to the website and we're

485
00:25:01,375 --> 00:25:06,810
going well, let's increase the value adds,
like let's create more touch points and

486
00:25:06,810 --> 00:25:10,590
effect or more data points, um, where
we can understand the customer better

487
00:25:10,590 --> 00:25:13,770
and then we can help them understand
our products better and we can find out

488
00:25:13,770 --> 00:25:15,419
where there's a bigger, bigger crossover.

489
00:25:16,080 --> 00:25:19,230
Um, so one point of that is
there's the 10% is a survey.

490
00:25:19,230 --> 00:25:22,080
What other ideas do you, do
you have that it may be, can

491
00:25:22,080 --> 00:25:24,780
help me, uh, add add a better

492
00:25:24,780 --> 00:25:25,350
experience?

493
00:25:25,830 --> 00:25:26,070
Yeah.

494
00:25:26,070 --> 00:25:27,510
So I think when, when you land on this,

495
00:25:28,105 --> 00:25:30,054
um, you, you've got a couple
of different things there.

496
00:25:30,054 --> 00:25:34,585
Now the one, obviously of getting people
into your email funnel, you know, with

497
00:25:34,585 --> 00:25:36,085
Connie isn't, that quiz idea is one.

498
00:25:36,475 --> 00:25:40,074
But I think the other thing is,
is that when, because there are so

499
00:25:40,074 --> 00:25:44,215
many personalization tools available
now, essentially using all those

500
00:25:44,215 --> 00:25:49,345
personalization tools to amend the
homepage, to make it feel more targeted

501
00:25:49,345 --> 00:25:51,864
for that user is also really helpful.

502
00:25:52,254 --> 00:25:53,475
So there's a couple of
things you can do here.

503
00:25:53,504 --> 00:25:55,665
One is obviously for existing customers.

504
00:25:55,905 --> 00:26:00,465
So if you're using one of these kind
of AI personalization tools, if let's

505
00:26:00,465 --> 00:26:04,545
say for example, you know, I have
recent that on the H&M website, um,

506
00:26:04,575 --> 00:26:08,775
I've purchased, you know, three pairs
of chinos all in different colors.

507
00:26:09,900 --> 00:26:13,350
Yeah, it's very simple now to
basically amend that H&M homepage

508
00:26:13,380 --> 00:26:18,120
when I go next to show three tops or
three shirts that go with those pair

509
00:26:18,120 --> 00:26:19,370
of trousers that I've just purchased.

510
00:26:19,620 --> 00:26:20,550
Super simple to do that.

511
00:26:21,150 --> 00:26:25,050
But equally, you know, when it comes
to actually, you know, that initial

512
00:26:25,050 --> 00:26:29,580
customer who's maybe not been on
your site before is making sure

513
00:26:29,580 --> 00:26:34,260
that your navigation is based, not
on things, just like, for example,

514
00:26:34,260 --> 00:26:37,080
color, but also things like occasion.

515
00:26:37,710 --> 00:26:42,210
Now, what we've seen a lot, you know
particularly with kind of apparel, um,

516
00:26:42,810 --> 00:26:45,990
clothe, apparel, and kind of clothing
companies  possibly is, is that, you

517
00:26:45,990 --> 00:26:49,010
know, when people are coming to the site,
what a lot of the time they're doing.

518
00:26:49,020 --> 00:26:51,840
So they've either got something
in their mind they want to go to,

519
00:26:51,840 --> 00:26:53,070
and they want the full outfit.

520
00:26:53,690 --> 00:26:56,600
Or the other thing is, you know, what's
been happening a lot is that people

521
00:26:56,600 --> 00:26:59,899
are now, for example, using things
like Instagram and using Pinterest

522
00:27:00,200 --> 00:27:02,930
to say, for example, go and find
an outfit that they're looking for.

523
00:27:02,960 --> 00:27:03,170
Yeah.

524
00:27:03,440 --> 00:27:06,409
So one of the things that you can do
is there's a couple of tools on there.

525
00:27:06,409 --> 00:27:10,460
One of them is site, uh, which allows
you to actually upload an image

526
00:27:10,490 --> 00:27:14,600
to the search on the site, which
will then go and search visually

527
00:27:14,850 --> 00:27:17,565
that image you've put up and then
find products that match them.

528
00:27:17,865 --> 00:27:20,805
So that, again, in that situation,
you're giving that customer you're

529
00:27:20,805 --> 00:27:24,555
bypassing that need to go and use
all the different search filters.

530
00:27:24,945 --> 00:27:29,085
Another one I would say, Matt is that
massively overlooked is having a damn

531
00:27:29,085 --> 00:27:30,475
good search feature on your site.

532
00:27:30,905 --> 00:27:34,875
Yeah, there are, you know, the amount
of times, you know, you, you have seen

533
00:27:34,875 --> 00:27:39,045
this over the years, again, you go to
an e-commerce site and for example,

534
00:27:39,045 --> 00:27:44,395
you type in, you know, blue shirt, you
don't start getting, you know, blue bed

535
00:27:44,415 --> 00:27:46,275
linen because the word blue is in there.

536
00:27:46,545 --> 00:27:51,825
You know, it's those kinds of things that
if you've got a dynamic search option,

537
00:27:52,125 --> 00:27:55,185
which, you know, will number one pick
out and make sure that you've obviously

538
00:27:55,185 --> 00:27:58,665
got that, having the ability then saying,
look, it looks like you're looking

539
00:27:58,665 --> 00:27:59,955
for blue shirts, what size are you.

540
00:28:00,855 --> 00:28:04,545
And then be able to select medium, and
then it's going to return just the items

541
00:28:04,545 --> 00:28:08,175
back to you that our blue shirts in
medium, that you can then go and buy.

542
00:28:08,835 --> 00:28:12,105
Super simple to do, but
just not being done.

543
00:28:12,165 --> 00:28:16,004
And, you know, you've got all these big,
heavy navigations that people are building

544
00:28:16,335 --> 00:28:18,034
with all these different options on.

545
00:28:18,485 --> 00:28:22,905
If you can get that customer to that
product quicker by giving them, you know,

546
00:28:23,534 --> 00:28:26,385
by giving them navigation terms that they
understand in some of the things they want

547
00:28:26,385 --> 00:28:30,044
to achieve with the product, you've got
much more chance of then converting them.

548
00:28:30,314 --> 00:28:33,175
And I think, no, for me, that as an
experience sort of thing, you know,

549
00:28:33,175 --> 00:28:34,425
that I think that's super important.

550
00:28:34,425 --> 00:28:38,895
I mean, I hate to kind of call people
out, but, you know, look way flier for me.

551
00:28:39,465 --> 00:28:40,215
Sorry, Wayfair.

552
00:28:40,245 --> 00:28:41,504
Even my apologies.

553
00:28:41,564 --> 00:28:44,205
So big, big product selection.

554
00:28:45,145 --> 00:28:48,135
Their navigation for me is just unusable.

555
00:28:48,375 --> 00:28:54,075
There are so many different types of
categories to go down sub categories

556
00:28:54,075 --> 00:28:58,695
to get to what you want on that
site is basically telling you your

557
00:28:58,695 --> 00:29:02,024
ability to say the problem or the
thing that you are shopping for,

558
00:29:02,024 --> 00:29:04,304
or I'm shopping for my living room.

559
00:29:04,395 --> 00:29:09,254
And my favorite colors are black,
white, and I like wood affect yeah.

560
00:29:09,254 --> 00:29:09,645
Great.

561
00:29:10,410 --> 00:29:14,580
It wouldn't be hard to do that, but
it's just breaking that process down

562
00:29:14,910 --> 00:29:18,270
to make it easy for the customer is
something that I think in e-commerce

563
00:29:18,630 --> 00:29:20,580
we can find very difficult to do.

564
00:29:21,690 --> 00:29:22,590
I totally agree.

565
00:29:22,620 --> 00:29:25,800
And I think one of the, one of the
interesting things that is happening

566
00:29:25,800 --> 00:29:29,580
is there are experts now who are
thinking about this versus just a web

567
00:29:29,580 --> 00:29:32,130
developer throwing up a navigation,
which is easy for them to build,

568
00:29:32,130 --> 00:29:32,400
right?

569
00:29:34,260 --> 00:29:37,379
Or, or in a way that, whether I think
because the web developer thinks

570
00:29:37,379 --> 00:29:40,379
about the site in terms of how they're
building it, uh, that was just not how

571
00:29:40,379 --> 00:29:41,580
customers think about your website.

572
00:29:41,580 --> 00:29:43,590
They just don't think
linearly do they at all.

573
00:29:44,430 --> 00:29:46,649
Um, and so I liked that.

574
00:29:46,690 --> 00:29:48,360
I, let me circle back a little bit.

575
00:29:48,360 --> 00:29:49,980
So you've talked about three things there.

576
00:29:51,090 --> 00:29:54,720
Uh, well, I've, I've jotted down
three key headings, shall we say?

577
00:29:54,900 --> 00:29:58,350
Uh, which we'll get into one is
personalizing your homepage two, um,

578
00:29:58,380 --> 00:30:02,610
you mentioned, uh, the navigation and
three, you mentioned the search feature.

579
00:30:03,090 --> 00:30:05,700
So, uh, let's deal with
those in reverse order.

580
00:30:05,820 --> 00:30:09,570
So the search feature, um, you
mentioned Wayfair, you see, I contrast

581
00:30:09,570 --> 00:30:11,600
what you said there with Amazon.

582
00:30:12,750 --> 00:30:17,685
Amazon, I never ever use
their categories ever.

583
00:30:17,745 --> 00:30:19,305
I always use the search.

584
00:30:19,845 --> 00:30:25,215
And, um, we found on our websites that
if a customer types something into

585
00:30:25,215 --> 00:30:29,385
the search versus using the navigation
or the filters or whatever, if they

586
00:30:29,385 --> 00:30:33,314
could type it in and find the product,
the conversion rate was much higher.

587
00:30:34,095 --> 00:30:36,639
Um, for, because for whatever
reason, they just couldn't

588
00:30:36,639 --> 00:30:37,439
be bothered to take the time.

589
00:30:37,439 --> 00:30:40,520
So the search feature was a really
fascinating thing for me and I

590
00:30:40,560 --> 00:30:41,729
get what you're saying there.

591
00:30:42,300 --> 00:30:47,699
Um, that actually having a really
powerful search feature is super helpful,

592
00:30:48,090 --> 00:30:49,530
but in my here's the thing, right.

593
00:30:49,530 --> 00:30:50,179
Searches.

594
00:30:50,250 --> 00:30:53,669
When I go to Amazon, I know what I'm
looking for, or I have kind of theories

595
00:30:53,729 --> 00:30:54,969
of category or do you know what I mean?

596
00:30:54,990 --> 00:30:58,020
And I might like the other day
I was looking for something

597
00:30:58,020 --> 00:30:59,820
to monitor power usage.

598
00:31:00,090 --> 00:31:00,149
Yeah.

599
00:31:01,005 --> 00:31:01,455
Do you know what I mean?

600
00:31:01,455 --> 00:31:03,915
So I was like power usage meters.

601
00:31:04,935 --> 00:31:08,415
And I know that when you sell something
on Amazon, you can put in these keywords.

602
00:31:08,415 --> 00:31:11,895
So when people type in not your
name, not your brand, not the exact

603
00:31:11,895 --> 00:31:13,315
name of what you're selling, you can

604
00:31:13,695 --> 00:31:15,675
come up on the search results.

605
00:31:15,675 --> 00:31:17,235
And I think there's a lot
we can learn from that.

606
00:31:17,475 --> 00:31:21,165
Uh, any commerce that people don't
do, search exact phrases, they search

607
00:31:21,165 --> 00:31:22,725
these sort of roundabout phrases

608
00:31:22,725 --> 00:31:23,545
don't they.

609
00:31:24,045 --> 00:31:27,685
It's, it's kind of problem, you
know, it it's that problem solving.

610
00:31:27,685 --> 00:31:31,155
And I think with Amazon that, you
know, we don't probably do enough.

611
00:31:32,205 --> 00:31:35,115
On more, you know, sort of
stunned at e-commerce sites.

612
00:31:35,774 --> 00:31:39,315
And I think this is kind of a thing
you know about, you know, I think look

613
00:31:39,345 --> 00:31:44,085
beat in skincare are prime for this,
you know, what, what is the problem

614
00:31:44,085 --> 00:31:45,315
that we're trying to resolve there?

615
00:31:45,315 --> 00:31:47,055
What is the difference
we're trying to make?

616
00:31:47,565 --> 00:31:51,325
Um, so that's gotta search feature
thing really kind of comes into play.

617
00:31:51,435 --> 00:31:55,545
It's the same with clothing, you know, to
an extent, because again, you're usually

618
00:31:55,545 --> 00:32:00,314
looking for that clothing for an occasion,
for an event for a particular you know,

619
00:32:00,685 --> 00:32:03,260
work type that you're, that you work in.

620
00:32:03,500 --> 00:32:07,520
So there's all these sort of things that
we don't really kind of do enough of

621
00:32:07,700 --> 00:32:11,900
we're too concerned about making look
pretty opposed to getting that customer

622
00:32:11,900 --> 00:32:15,410
to that right product, which obviously
is exactly what Amazon is the king at.

623
00:32:16,100 --> 00:32:16,460
Yeah.

624
00:32:16,640 --> 00:32:17,900
Yeah, no, I totally agree.

625
00:32:18,170 --> 00:32:25,520
And I, I liked that because, um, we, I
remember with Jersey, one of the things

626
00:32:25,520 --> 00:32:29,745
that we noticed was that was their
various types of people that come to

627
00:32:29,745 --> 00:32:33,975
your website and I'm going to talk in
very, very headline, uh, stereotypes now.

628
00:32:33,975 --> 00:32:34,695
So do forgive me.

629
00:32:35,054 --> 00:32:39,465
Uh, but we had one group of customers
who would come to the site who

630
00:32:39,465 --> 00:32:40,844
knew exactly what they wanted.

631
00:32:41,175 --> 00:32:46,304
They bought the product before they
knew they, that was that moisturizer.

632
00:32:46,304 --> 00:32:47,264
That was their cleanser.

633
00:32:47,264 --> 00:32:48,314
That was whatever it was.

634
00:32:48,344 --> 00:32:49,185
I'm buying that.

635
00:32:49,185 --> 00:32:52,935
And I want to get to that as
quickly as possible, um, which you

636
00:32:52,935 --> 00:32:55,604
mentioned, and then there was the
other type of customer who came along

637
00:32:55,604 --> 00:32:56,864
to the website visitor to the way.

638
00:32:57,285 --> 00:32:59,355
I didn't really know what
they wanted to be fair.

639
00:32:59,775 --> 00:33:04,785
Um, they, and sometimes they
could define their problem.

640
00:33:04,785 --> 00:33:08,085
So we started seeing uptake in sales
when we started to do what you mentioned.

641
00:33:08,385 --> 00:33:16,155
So not just brand moisturizer, it was,
um, shop by skin concern, the oily skin.

642
00:33:16,155 --> 00:33:17,505
So they could go, I've got oily skin.

643
00:33:17,505 --> 00:33:18,945
I click that and see
what products come up.

644
00:33:18,945 --> 00:33:20,775
And then I can look at the reviews
and see what's going on there.

645
00:33:21,675 --> 00:33:25,515
And then we, um, we realized that
actually there's people that come to the

646
00:33:25,515 --> 00:33:28,709
site who go, my skin's just not right.

647
00:33:30,149 --> 00:33:32,490
How do I, how do I help those right.

648
00:33:32,490 --> 00:33:37,050
That are, that are very, uh, top level
kind of, you know, I've, I've got a

649
00:33:37,050 --> 00:33:39,000
problem, but I can't even define it,

650
00:33:39,209 --> 00:33:39,540
right.

651
00:33:39,990 --> 00:33:42,320
Uh, have you got any thoughts
on, on how we can help?

652
00:33:43,415 --> 00:33:43,655
Yeah.

653
00:33:43,685 --> 00:33:46,325
I mean, there's, there's a couple
of things I would say that I've seen

654
00:33:46,325 --> 00:33:50,045
being done with that situation is,
um, particularly I suppose, in the

655
00:33:50,045 --> 00:33:55,685
beauty space having, um, the, the kind
of test the kits is really useful.

656
00:33:55,685 --> 00:33:58,835
So if you've, you know, for example, like
face creams, I think the, the one brand

657
00:33:58,835 --> 00:34:03,605
i saw do it, you could order, um, a, a
kind of testing kit, which I think had

658
00:34:03,785 --> 00:34:06,455
5mls of each of the different blends in.

659
00:34:07,025 --> 00:34:10,745
But what it basically did, what was quite
smart with is that it, when you then got

660
00:34:10,745 --> 00:34:15,190
that product, there was then an email
flow that went with it, that gave them a

661
00:34:15,190 --> 00:34:17,590
regime for a period of over three weeks.

662
00:34:17,950 --> 00:34:21,490
So what you're basically doing is
you, you asking them to try this,

663
00:34:21,490 --> 00:34:24,910
the different products at different
points, you were then kind of

664
00:34:24,910 --> 00:34:26,140
holding their hand through each one.

665
00:34:26,925 --> 00:34:29,865
And almost get into the record,
the results of what was happening

666
00:34:30,075 --> 00:34:32,445
based on the fact that you would
message them at certain points.

667
00:34:32,955 --> 00:34:36,135
Now off the back of that, then depending
on what the interaction came back at,

668
00:34:36,135 --> 00:34:39,315
when they were using each of those
products, the followup messaging would

669
00:34:39,315 --> 00:34:42,915
then be for a discount off the product,
which seemed then to be the best fit.

670
00:34:43,395 --> 00:34:48,165
So yes, you know, there is a cost
associated with that, but ultimately

671
00:34:48,165 --> 00:34:52,005
if you can make that, you know, a low
value purchase of say under $10 under

672
00:34:52,005 --> 00:34:55,945
10 pounds, You've got that situation
where people go, okay, well, yeah,

673
00:34:55,945 --> 00:34:57,045
well, I'm going to give this a try.

674
00:34:57,255 --> 00:34:59,775
You know, if you call products, you
know, if you talk about moisturizer,

675
00:35:00,045 --> 00:35:04,305
you know, say 30 to 50 pounds or
30, $50 per pop, and then you can

676
00:35:04,305 --> 00:35:07,665
offer something that is, you know,
maybe at the $10 or 10 pounds, mark.

677
00:35:08,564 --> 00:35:11,595
You've then got, you know, that
willingness of ok where it's 25%

678
00:35:11,595 --> 00:35:12,674
of the cost of the full product.

679
00:35:12,915 --> 00:35:15,794
I'd rather be that than
actually then go full pouts.

680
00:35:15,814 --> 00:35:17,265
I think that's the one side of things.

681
00:35:17,865 --> 00:35:21,075
The other side of things is that,
you know, I think that the queer side

682
00:35:21,075 --> 00:35:25,830
of things does help a lot with this
because you, you, you don't, in that

683
00:35:25,830 --> 00:35:29,970
particular situation, you don't even
a need to really even go down that

684
00:35:29,970 --> 00:35:32,910
route of look, what is their skin type.

685
00:35:33,240 --> 00:35:36,480
If you can ask them things about their
diet and things about how they're

686
00:35:36,480 --> 00:35:40,589
feeling generally about their skin,
all, you know, are you feeling positive?

687
00:35:40,589 --> 00:35:41,490
Are you feeling confident?

688
00:35:41,490 --> 00:35:46,169
Are you not feeling confident you can
kind of deduce from that which product

689
00:35:46,169 --> 00:35:50,459
might be best and then to kind of get
a shot so you can do it in that sense.

690
00:35:50,759 --> 00:35:55,620
Um, but I think the other thing too,
is that when you, you know, when

691
00:35:55,620 --> 00:35:58,759
you've kind of got those, I guess, sort
of inquisitive people coming inside

692
00:35:58,770 --> 00:36:03,240
her and not really sure what they're
doing, having even things like, for

693
00:36:03,240 --> 00:36:07,589
example, that automated chat bot in the
corner can be also be quite helpful.

694
00:36:07,830 --> 00:36:11,580
Now chat bots, I think are a little bit
divisive, but there are some fantastic

695
00:36:11,580 --> 00:36:13,789
tools now that are very much AI driven.

696
00:36:14,189 --> 00:36:17,505
So that when, you know, you have
kind of people talking in colloquial

697
00:36:17,505 --> 00:36:21,825
terms or saying, I'm not really
sure what I need here, almost kind

698
00:36:21,825 --> 00:36:24,675
of having those questions in built
into that chat box to then give them

699
00:36:24,675 --> 00:36:26,205
recommendations can be very helpful.

700
00:36:26,535 --> 00:36:30,255
I mean, I know of one brand who are
a supplements company, and what they

701
00:36:30,255 --> 00:36:35,385
actually do is that when you have a
customer coming on to that chat bot, they

702
00:36:35,385 --> 00:36:40,845
will actually send you a link to book in
a consultation with one of their advisors.

703
00:36:40,919 --> 00:36:45,569
So these guys are basically people that
have had relatively decent training,

704
00:36:45,629 --> 00:36:49,290
you know, in terms of the use of
vitamins, use of supplements, getting

705
00:36:49,290 --> 00:36:52,830
them onto what usually apparently is
kind of a seven to eight minute call.

706
00:36:53,129 --> 00:36:56,850
And in that time, that conversion
rate they were saying is over 30%.

707
00:36:57,330 --> 00:36:58,680
So it's yes,

708
00:36:58,680 --> 00:37:00,390
okay, there's that cost
associated with it.

709
00:37:00,390 --> 00:37:04,980
But again, if you've got a product
that you know, is let's say, you

710
00:37:04,980 --> 00:37:08,115
know, a hundred dollars a month, and
you're typically going to keep that

711
00:37:08,115 --> 00:37:10,305
customer for say three to five years.

712
00:37:10,305 --> 00:37:14,895
Well, hey, it's worth it, but that's
one same important to know what your LTV

713
00:37:14,895 --> 00:37:18,555
is or know what your customer lifetime
value is to be able to make those calls

714
00:37:18,915 --> 00:37:22,935
on those will appear more costly, you
know, kind of customer experience and

715
00:37:22,935 --> 00:37:26,175
customer success type of activities.

716
00:37:27,165 --> 00:37:27,375
Yeah.

717
00:37:27,375 --> 00:37:28,185
So we're at a good point.

718
00:37:28,335 --> 00:37:30,825
I sort of interested in how,
um, you mentioned that with

719
00:37:30,825 --> 00:37:33,045
the supplement company, they.

720
00:37:34,650 --> 00:37:38,970
The, all the things that you've talked
about in effect, you are basically saying.

721
00:37:40,230 --> 00:37:44,010
And if I can summarize Adam, uh
you're you're basically saying,

722
00:37:44,010 --> 00:37:45,870
listen, there are different types
of people come to your website.

723
00:37:45,870 --> 00:37:46,950
Sometimes they know what they want.

724
00:37:46,950 --> 00:37:47,880
Sometimes they don't.

725
00:37:48,300 --> 00:37:52,380
Your job is to help them get
to understand what they want

726
00:37:52,440 --> 00:37:53,970
as quickly as humanly possible.

727
00:37:54,000 --> 00:37:54,270
Right.

728
00:37:54,270 --> 00:37:55,170
So if they know what they want.

729
00:37:55,845 --> 00:37:59,835
Be smart with the navigation, personalize
your homepage, be smart with your emails

730
00:37:59,895 --> 00:38:03,915
and get them to that product as soon as
possible and recommend products which go

731
00:38:03,915 --> 00:38:07,575
along with that in terms of cross sells
and upsells it's, it's a no brainer.

732
00:38:08,205 --> 00:38:12,165
Um, if you, if they don't know what they
want, you can use tools like quizzes.

733
00:38:12,165 --> 00:38:16,245
You can use tools like sample kits and all
that sort of stuff to help them figure out

734
00:38:16,245 --> 00:38:18,045
what your products are gonna make sense.

735
00:38:18,615 --> 00:38:22,395
Phone calls, I think is one of
the, I don't I'm gonna touch on

736
00:38:22,395 --> 00:38:24,355
this a little bit, cause this
is a bit of a sore point for me.

737
00:38:25,295 --> 00:38:30,134
Um, in the sense that I have noticed
over the years, if I have asked

738
00:38:30,134 --> 00:38:35,965
anybody who is, um, well, let's just
say a millennial, uh, uh, or younger.

739
00:38:36,525 --> 00:38:39,825
Um, if they come to me and they said,
oh, I've got this, this and this.

740
00:38:39,975 --> 00:38:43,755
Um, I'll say, I'll just give him a ring,
just give him a call and talk to them.

741
00:38:44,055 --> 00:38:46,785
Um, because I'm sure that can be
resolved with inside like 10 seconds.

742
00:38:46,815 --> 00:38:46,995
Right.

743
00:38:46,995 --> 00:38:47,595
Just give them a ring.

744
00:38:48,145 --> 00:38:49,395
Next day, I go to that person.

745
00:38:49,395 --> 00:38:50,115
Did you call them?

746
00:38:50,265 --> 00:38:50,475
No.

747
00:38:51,495 --> 00:38:52,665
No, no, no, that's not
what I asked you to do.

748
00:38:52,665 --> 00:38:53,415
I asked you to call them.

749
00:38:53,445 --> 00:38:53,925
Yeah, I did.

750
00:38:53,925 --> 00:38:56,805
I emailed no, no, no email
and texting is not a phone.

751
00:38:57,105 --> 00:38:59,685
There's something quite
extraordinary about the power of

752
00:38:59,685 --> 00:39:01,154
talking to somebody on the phone.

753
00:39:02,055 --> 00:39:05,445
It's like going into the, I can see with
the supplement guys, it's like going into

754
00:39:05,445 --> 00:39:08,565
the shop and just talking to somebody and
them just asking you a bunch of questions.

755
00:39:09,115 --> 00:39:11,775
And you liking that person and trusting
what they've said, you're going to leave

756
00:39:11,775 --> 00:39:13,214
with a bag full of supplements, right.

757
00:39:13,815 --> 00:39:17,055
Uh, and I think it's one of the
most underutilized tools out there.

758
00:39:17,625 --> 00:39:18,464
Completely agree.

759
00:39:18,555 --> 00:39:19,335
Completely agree.

760
00:39:19,335 --> 00:39:22,694
And I think no it's, it's things
like, you know, we, we do quite

761
00:39:22,694 --> 00:39:25,995
a bit of work with jobs to be
done surveys with our customers.

762
00:39:25,995 --> 00:39:29,145
So effectively what this means is
that, you know, if you have a brand.

763
00:39:29,940 --> 00:39:34,170
We will then go and pick out 20
different customers of your brand.

764
00:39:34,590 --> 00:39:37,890
And what we'll do then is we'll
spend usually kind of 45 minutes

765
00:39:37,890 --> 00:39:39,030
to an hour with each customer.

766
00:39:39,360 --> 00:39:43,185
So there's quite a lot of time involved
there, but as you can imagine, the

767
00:39:43,185 --> 00:39:47,805
amount of information that you can
get from those calls, it takes a

768
00:39:47,805 --> 00:39:49,575
lot of time to process all, yes.

769
00:39:49,965 --> 00:39:52,955
But the value that you can get from
that, because it's, it's that raw,

770
00:39:53,005 --> 00:39:56,175
this isn't it, you know, and it's,
it's that ability of people to assay.

771
00:39:56,175 --> 00:39:58,905
So they think you're never
going to get that same response

772
00:39:58,905 --> 00:40:00,015
on an email or a survey.

773
00:40:00,345 --> 00:40:02,145
It, it just ain't ever gonna to happen.

774
00:40:02,565 --> 00:40:04,125
You're not going to
hear that tone of voice.

775
00:40:04,125 --> 00:40:05,745
You're not going to
hear those long pauses.

776
00:40:06,015 --> 00:40:08,565
You're not going to hear that joy in
their voice when they talk about, you

777
00:40:08,565 --> 00:40:12,725
know, the fact that look you once sent
them a free sample in a second order,

778
00:40:13,055 --> 00:40:15,845
and that's basically, what's kept them
with you, you know, it's, it's all these

779
00:40:15,845 --> 00:40:21,275
little things that appear throwaway
comments to that customer, but having that

780
00:40:21,275 --> 00:40:22,715
chat, it just makes all the difference.

781
00:40:22,725 --> 00:40:27,785
I mean, I think that the qualitative
side of a customer experience is really

782
00:40:27,785 --> 00:40:32,375
under utilized, you know, things like,
for example, net promoter scores,

783
00:40:32,525 --> 00:40:36,035
you know, having that very short
quiz at the end to say, how was your

784
00:40:36,035 --> 00:40:37,055
shopping experience with us today?

785
00:40:37,785 --> 00:40:40,455
You know, people don't believe
it but usually you'll get sort

786
00:40:40,455 --> 00:40:42,855
of 25 to 30% hit rate on those.

787
00:40:43,215 --> 00:40:46,935
And again, with that information,
you can then fundamentally go in and

788
00:40:46,935 --> 00:40:50,745
change your checkout process, change
what's happening on your homepage

789
00:40:50,985 --> 00:40:54,225
based on the fact that what people
have actually said, and it's, we're

790
00:40:54,225 --> 00:40:55,965
so obsessed with data and e-commerce.

791
00:40:57,299 --> 00:40:58,890
But it's all quantitative data.

792
00:40:59,040 --> 00:41:01,290
We're never looking enough at qualitative.

793
00:41:01,319 --> 00:41:04,770
And that's what we've got to get
our heads around, particularly in

794
00:41:04,770 --> 00:41:07,710
this really, really competitive
market we find ourselves.

795
00:41:09,149 --> 00:41:10,470
Yeah, such a good point.

796
00:41:10,589 --> 00:41:16,830
Just call your customers and
have a conversation, uh, is okay.

797
00:41:16,830 --> 00:41:19,799
It's just one of the most powerful
pieces of advice I think we can give

798
00:41:19,799 --> 00:41:22,620
you as e-commerce entrepreneurs,
but it's, it's the opposite.

799
00:41:22,620 --> 00:41:22,920
Isn't it?

800
00:41:22,920 --> 00:41:23,520
It's analog.

801
00:41:23,549 --> 00:41:24,810
You mean I've got to talk to somebody.

802
00:41:24,810 --> 00:41:26,100
I can't just get them to check a check.

803
00:41:26,100 --> 00:41:26,310
No, no.

804
00:41:26,310 --> 00:41:30,330
You've got to talk to somebody or get a
company to talk to them on your behalf,

805
00:41:30,810 --> 00:41:34,140
uh, who know how to ask questions and
illicit information out of people, right?

806
00:41:34,529 --> 00:41:34,859
It's true.

807
00:41:36,029 --> 00:41:38,100
It's just sensible to do that.

808
00:41:38,670 --> 00:41:42,250
And like you say, the data that
comes out of it is unbelievable.

809
00:41:42,270 --> 00:41:43,290
I mean, unbelievable.

810
00:41:43,320 --> 00:41:46,940
And it changes, I think
your business in major ways.

811
00:41:46,980 --> 00:41:47,549
All good.

812
00:41:47,880 --> 00:41:51,960
If I'm honest with you, just circling
back to the, we didn't touch on

813
00:41:52,020 --> 00:41:53,910
the personalized homepage too much.

814
00:41:54,420 --> 00:41:59,310
Um, so some examples of how you think
that could work well would be great.

815
00:42:00,060 --> 00:42:00,600
Yeah, sure.

816
00:42:00,630 --> 00:42:03,520
I mean, I think the benefit,
you know, you were saying there

817
00:42:03,720 --> 00:42:04,620
with some of your customers.

818
00:42:05,490 --> 00:42:09,390
They are only interested in
that particular moisturizer.

819
00:42:09,390 --> 00:42:10,440
They know what they buy.

820
00:42:10,860 --> 00:42:14,670
So what is the point in trying to
then sell them a new moisturizer

821
00:42:14,670 --> 00:42:15,690
when they come to that site?

822
00:42:16,170 --> 00:42:18,930
Ultimately, you know, I guess what
you want to be doing is that if that

823
00:42:18,930 --> 00:42:22,320
moisturizer sits within a family of
products that fit in with the particular

824
00:42:22,320 --> 00:42:26,700
process is making sure that those
products are essentially the hero

825
00:42:26,700 --> 00:42:28,060
products when they come to that site.

826
00:42:28,060 --> 00:42:29,740
So, I think that's important.

827
00:42:30,140 --> 00:42:33,980
The other thing too, is that, you
know, when it comes to, um, yeah,

828
00:42:34,080 --> 00:42:35,690
pets is an interesting one as well.

829
00:42:35,960 --> 00:42:38,180
Uh, and you have an area that we've
been quite a lot of work with over

830
00:42:38,180 --> 00:42:41,510
the past few years, whether that be,
you know, accessories, whether that

831
00:42:41,510 --> 00:42:45,590
be pet food products, but I think, you
know, what we've definitely seen there

832
00:42:45,590 --> 00:42:50,090
is that if you w we have one brand
and what enables you to do enabled

833
00:42:50,090 --> 00:42:55,450
you to select your dogs breed via a
pop-up when you first come on site.

834
00:42:56,509 --> 00:43:02,850
Now we AB tested this, and what was
absolutely insane was when you gave that

835
00:43:02,850 --> 00:43:06,660
selection to versus when you, didn't
not only did you have a damn sight,

836
00:43:06,660 --> 00:43:09,570
more time on site, because what was
happening is that if, for example like

837
00:43:09,570 --> 00:43:13,450
me, you're a French bulldog owner, your
home page has got a French bulldog on it.

838
00:43:13,689 --> 00:43:17,060
You then got references to, you know,
different little Frenchie things

839
00:43:17,060 --> 00:43:21,110
like Frenchies zoomies, where they
kind of jump pulled around those, a

840
00:43:21,110 --> 00:43:22,670
reference of that on the home page.

841
00:43:22,910 --> 00:43:25,430
So, yeah, it's a bit of work that's
involvement, but effectively what

842
00:43:25,430 --> 00:43:30,530
you feel like is I've just found a
website for French bulldog owners that

843
00:43:30,530 --> 00:43:32,710
produces food for French bulldogs.

844
00:43:33,370 --> 00:43:37,529
It wasn't the case because it was for all
dogs, but you kind of get that impression.

845
00:43:37,830 --> 00:43:43,080
And that for me, you know, was, was
such a, you know, relatively simplistic

846
00:43:43,109 --> 00:43:47,339
thing to do, but it again gives you the
opportunity straight away to start off

847
00:43:47,339 --> 00:43:50,940
on that, that great foot of look, we're
able to personalize for this person.

848
00:43:51,240 --> 00:43:53,940
And it's equally things you know like
people often, you know, a lot of the

849
00:43:53,940 --> 00:43:58,700
time you'll go to a site and say, which
at which country are you visiting from?

850
00:43:59,160 --> 00:44:01,665
And ordinarily what that's to
do is to send you to a site

851
00:44:01,665 --> 00:44:03,795
that has different currencies
on blah, blah, blah, blah, blah.

852
00:44:04,245 --> 00:44:08,115
Um, now with that, you know, I
think what the smarter brands

853
00:44:08,115 --> 00:44:09,445
I've seen do with that is that,

854
00:44:10,245 --> 00:44:14,535
number one go and personalize the
language on that site and also the

855
00:44:14,535 --> 00:44:16,485
references and the imagery that happened.

856
00:44:16,725 --> 00:44:21,585
So again, I know an apparel brand
that did this and they had basically

857
00:44:21,615 --> 00:44:27,075
US, Canada, UK, Australia, and I
think Portugal, um, were kind of

858
00:44:27,075 --> 00:44:29,565
the five different areas where the
majority of those companies come from.

859
00:44:29,985 --> 00:44:31,755
All they effectively did with that.

860
00:44:31,995 --> 00:44:33,225
Is that when you selected that?

861
00:44:33,225 --> 00:44:33,435
Yes.

862
00:44:33,435 --> 00:44:33,735
Okay.

863
00:44:33,735 --> 00:44:35,115
Currency change is fine, but.

864
00:44:35,814 --> 00:44:39,714
What was happening is that the imagery
that was being used for just mainly the

865
00:44:39,714 --> 00:44:44,395
hero images on the collections page on the
home page were all basically shoot shoots

866
00:44:44,395 --> 00:44:46,075
that were done in each of those countries.

867
00:44:46,524 --> 00:44:48,895
So straight away, you know, it's easy.

868
00:44:48,895 --> 00:44:51,234
Like, you know, you, you're going
to go down the shoots anyway.

869
00:44:51,805 --> 00:44:55,165
You just put in those little references
that allow people to fill out, okay.

870
00:44:55,314 --> 00:44:59,755
This brand is for me and my country
for me, made the world of difference.

871
00:45:00,605 --> 00:45:01,535
That's really powerful.

872
00:45:01,895 --> 00:45:02,635
That's really powerful.

873
00:45:02,635 --> 00:45:03,245
I liked that.

874
00:45:03,605 --> 00:45:04,775
I liked that a lot actually.

875
00:45:04,775 --> 00:45:08,225
And thinking, like you say about who's
the customer finding information out

876
00:45:08,255 --> 00:45:09,905
and just tailoring the homepage to them.

877
00:45:10,415 --> 00:45:13,565
It makes all the sense in the world.

878
00:45:13,595 --> 00:45:13,835
Right.

879
00:45:13,865 --> 00:45:15,245
Makes all the sense in the world.

880
00:45:15,335 --> 00:45:19,955
And so, um, listen Adam, I feel like
I'm just starting to scratch the

881
00:45:19,955 --> 00:45:22,025
surface of what is a phenomenal topic.

882
00:45:22,055 --> 00:45:25,925
And, uh, I'd love to pick your
brains about it an awful lot

883
00:45:25,925 --> 00:45:27,155
more, but I'm aware of time.

884
00:45:28,529 --> 00:45:30,600
How do people reach out to
people, connect with you?

885
00:45:30,600 --> 00:45:32,129
Cause I'm sure people are gonna
have a lot more questions,

886
00:45:32,160 --> 00:45:33,120
a lot more thoughts on this.

887
00:45:33,120 --> 00:45:36,779
And so, um, if they want to reach
you, uh, how do they do that?

888
00:45:36,960 --> 00:45:37,200
Yeah.

889
00:45:37,230 --> 00:45:37,740
Fantastic.

890
00:45:37,770 --> 00:45:41,270
So if you have a look at
blendcommerce.com, uh, and alternative

891
00:45:41,270 --> 00:45:45,450
as, well, I am quite active on LinkedIn,
so you can find me Adam Pearce - PEARCE.

892
00:45:46,710 --> 00:45:50,220
Uh, I posted a lot of stuff on there
about customer experience, about

893
00:45:50,220 --> 00:45:51,899
email marketing, about Shopify.

894
00:45:52,290 --> 00:45:53,580
So yeah, do get in touch!

895
00:45:54,680 --> 00:45:55,680
Yeah, I do do that.

896
00:45:55,680 --> 00:45:56,970
And what are you working on at the moment?

897
00:45:56,970 --> 00:45:59,220
What's um, what's blend commerce
working on at the moment.

898
00:45:59,220 --> 00:46:01,180
What exciting things are in the pipeline?

899
00:46:01,230 --> 00:46:01,560
Yeah,

900
00:46:01,560 --> 00:46:06,060
so we have, um, we actually have a
very large company that has kind of

901
00:46:06,090 --> 00:46:11,670
cut its teeth in TV shopping, um,
that are now actually, um, migrating

902
00:46:11,670 --> 00:46:13,380
towards more of an e-commerce model.

903
00:46:13,800 --> 00:46:17,460
So we're basically helping them
manage that customer experience

904
00:46:17,460 --> 00:46:21,920
from having people who call up to a
TV shopping channels in the U S to

905
00:46:21,920 --> 00:46:25,310
trying to migrate them, to having an
experience as an e-commerce shopper.

906
00:46:25,640 --> 00:46:26,900
So that's really interesting.

907
00:46:27,230 --> 00:46:31,340
Um, and I think the other thing
as well, um, that is, um, probably

908
00:46:31,340 --> 00:46:34,100
a little bit more unusual, but
one that, um, I'm very proud of

909
00:46:34,100 --> 00:46:37,370
and is very interesting is we
actually working with a company who

910
00:46:37,400 --> 00:46:43,440
sell coffins or caskets online, um,
and they are disrupting the, at the

911
00:46:43,500 --> 00:46:46,040
U S uh, funeral market massively.

912
00:46:46,535 --> 00:46:48,275
It's a very emotive topic.

913
00:46:48,305 --> 00:46:50,855
It's a very unusual
brand to be working with.

914
00:46:51,214 --> 00:46:54,275
Um, but again, you know, for me the
challenge there is that how do we

915
00:46:54,275 --> 00:46:56,165
get that customer experience, right

916
00:46:56,495 --> 00:46:59,705
for a very unusual,
unique type of offering.

917
00:46:59,705 --> 00:47:02,105
So yeah, we work with lots
of different types of brands.

918
00:47:02,105 --> 00:47:03,964
We don't kind of just
go down one vertical.

919
00:47:04,295 --> 00:47:06,424
Um, so yeah, all very exciting stuff.

920
00:47:06,424 --> 00:47:08,515
So yeah, looking forward
to the next few months.

921
00:47:09,045 --> 00:47:09,795
Sounds fascinating.

922
00:47:10,035 --> 00:47:13,605
And one of the things that's intriguing
me about e-commerce at the moment and

923
00:47:13,605 --> 00:47:15,735
you've just triggered it in my head.

924
00:47:15,795 --> 00:47:18,805
I mean, I go on podcasts right now,
listen and people interview me and

925
00:47:18,805 --> 00:47:21,735
they, one of the questions is what do
you think is coming up in e-commerce?

926
00:47:21,735 --> 00:47:25,605
And one of my answers to that question
is this whole life selling thing,

927
00:47:25,815 --> 00:47:31,245
which I, I, so your TV guys, I'm
really keen to see how they incorporate

928
00:47:31,245 --> 00:47:33,885
that in e-commerce because I think
it's going to be such a massive deal.

929
00:47:34,455 --> 00:47:35,755
Um, but.

930
00:47:36,585 --> 00:47:38,775
That is a topic for another show.

931
00:47:38,805 --> 00:47:39,585
I have no doubt.

932
00:47:39,795 --> 00:47:43,984
Now, just in closing Adam, you said
to me, you actually have a podcast

933
00:47:43,984 --> 00:47:45,194
so why don't you just give a quick

934
00:47:45,194 --> 00:47:45,765
plug for that?

935
00:47:45,944 --> 00:47:46,785
Yeah, fantastic.

936
00:47:46,785 --> 00:47:48,795
So it's called Shopify across the pond.

937
00:47:49,154 --> 00:47:52,785
Uh, we have great guests on
there who are merchants, who are

938
00:47:52,785 --> 00:47:55,305
brands who provide tech and apps.

939
00:47:55,725 --> 00:47:59,235
Uh, and we talk all different manner of
sort of the challenges that are going on.

940
00:47:59,535 --> 00:48:02,805
Um, so yeah, do give us a
checkout on a, on apple podcasts.

941
00:48:03,825 --> 00:48:05,055
Uh, Shopify across the pond.

942
00:48:05,085 --> 00:48:05,565
That's right.

943
00:48:05,595 --> 00:48:05,745
Yeah.

944
00:48:07,605 --> 00:48:08,025
awesome.

945
00:48:08,445 --> 00:48:11,265
Listen, Adam, thank you so
much for being on the show and

946
00:48:11,475 --> 00:48:13,425
delivering all those value bombs.

947
00:48:13,425 --> 00:48:14,415
That's such a trendy phrase.

948
00:48:14,415 --> 00:48:14,655
Isn't it?

949
00:48:14,685 --> 00:48:16,155
I just thanks for coming and sharing.

950
00:48:16,905 --> 00:48:17,505
No worries.

951
00:48:17,505 --> 00:48:18,345
And thanks for having me, Matt.

952
00:48:18,345 --> 00:48:19,365
Appreciate it.

953
00:48:19,765 --> 00:48:20,415
Nah appreciate

954
00:48:20,415 --> 00:48:20,505
it.

955
00:48:20,505 --> 00:48:20,985
Thanks bro.

956
00:48:21,555 --> 00:48:22,755
So there you have it there.

957
00:48:22,755 --> 00:48:23,325
You've got it.

958
00:48:23,355 --> 00:48:24,345
It's right there.

959
00:48:24,365 --> 00:48:27,975
Another fantastic conversation
with the e-commerce podcast.

960
00:48:28,245 --> 00:48:30,735
Huge shout out to Adam
for joining me today.

961
00:48:30,945 --> 00:48:33,795
What a legend he is.

962
00:48:34,155 --> 00:48:39,795
Now you can get the notes for today's
podcast along with all of our complete

963
00:48:39,795 --> 00:48:44,265
back catalog over on our newly revamped
website at ecommercepodcast.net, go

964
00:48:44,265 --> 00:48:45,555
check it out, let us know your thoughts.

965
00:48:45,555 --> 00:48:47,055
Let us know what you
think about the website.

966
00:48:47,755 --> 00:48:51,045
Don't forget to subscribe to the show,
wherever you get your podcasts from,

967
00:48:51,045 --> 00:48:54,975
because we've got some great conversations
lined up and we wouldn't want you to

968
00:48:54,975 --> 00:48:56,595
miss any of them, we just wouldn't.

969
00:48:56,805 --> 00:49:02,895
And in case no one has told you
yet today you my friend or awesome.