Notes

From Shop Pay's availability on external checkouts to numerous investments in B2B and POS, Shopify is no longer zeroing in on e-commerce but looking at the entire customer journey and how they can play a role in creating an integrated commerce experience. So, I'm not surprised we're seeing an uptick in interest from our clients in Shopify's B2B and POS offerings. They're eager to simplify and integrate channels, and Shopify is working to make it easy.

In a recent informal interview with a product manager from Nosto, an e-commerce personalization engine, they asked me about trends we're seeing with our clients, and I mentioned POS. Naturally, we went on to talk about the future of personalization, and I started thinking about where POS could play a role.

While the ideas are simple by e-commerce standards, it's exciting to think about how, when applied to POS, they could level up the in-person experience for customers and drive results for brands.

Here are some scenarios for a clothing or accessories brand.

Online to Offline

I find myself increasingly more interested in shopping online because of the ease of discovering new products, filtering through collections, and so on. Sometimes, I'll research before I head into a store or even pull up the website while shopping. I love the idea of more connectivity between my activity online and my experience in-store.

• Imagine when a store attendant asks you if you need assistance, and they pull up your account (if you have one). They can proactively help you with styling advice and sizing information through past online purchases, recently viewed products and any other preferences you've shared.
  
• Upon checkout, the cashier can identify an abandoned e-commerce cart and let you know the items are available in the store to try on. Maybe they offer a discount for completing checkout, depending on what's holding you back.
  
• Or the cashier can see your wish list. When they scan your items, they can suggest complementary products you have saved and offer a discount to add them to your purchase.

Offline to Online

There are also opportunities to use the offline experience to drive online behavior and improve that experience. If you've ever been to NYC, you know how much foot traffic the pop-ups downtown get. I can imagine many of these are new customers. Getting their email at checkout is a start, but there's more potential.

• If you ask a store attendant for help, they pull up your customer account if you have one, and if not, they get your email to create one. They take note of items you're interested in or trying on, much like viewing them online.
  
• At checkout, the cashier can see the items you were interested in but didn't buy. Let's assume you've been there for a while, so they ask if you'd like to review them before you checkout, a potential AOV booster.
  
• One of the strategies I love for driving repeat purchases is offering a discounted post-purchase gift card via Rebuy. After checkout, the cashier could do the same but encourage you to shop online. Perhaps you're prompted to answer a few post-purchase questions to receive the gift card. These responses are attached to your customer profile which sits in Klaviyo and can be used for future personalized experiences.
  
• A day or so later, you receive an email showing you some of the items you didn't purchase in-store but were interested in, along with some similar items.

It's no secret there's a lot of innovation happening in this space. I remember the first time I went to my local Amazon Fresh, pulled up my shopping list on the Alexa app, could see where items were in the store, checked out via my cart, and walked out. Unbelievable, but believable. However, I like the simplicity of these ideas and think about them more as thought starters for what's possible and accessible. For brands leveraging Shopify for e-commerce and POS, they feel like a natural way to level up the omnichannel experience.

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This post originally appeared in #60 of The E-Commerce Corner. Subscribe here.

From KIND Snacks to ParmCrisps to Hu Chocolate, we've collaborated with various consumer-packed-goods (CPG) brands in redefining their online presence over the years. The journey hasn't always started with e-commerce. For many, it's about understanding where their website fits into the grand scheme and how it can become a key player in driving growth.

Despite rapid growth in retail and Amazon, many of these brands grapple with understanding where their website, or e-commerce, can meaningfully contribute to their growth. Some are concerned with how e-commerce may strain long-standing relationships with traditional retailers; others struggle with the cost of fulfillment, and most don't know where to begin when it comes to creating an effective digital ecosystem.

The good news? There are many opportunities for these brands and several ways to think about tackling these challenges.

Defining the Purpose of the Website: Why Visit Your Site?

When I chat with CPG brands, I often ask them why someone would go out of their way to visit their website. I often picture someone standing in an aisle, holding two products, trying to determine which to go with. They go to the website (hopefully through a QR code) on their phone to learn more. Another popular use case is customers looking for where they can buy a product locally.

Regardless of whether or not your website has e-commerce functionality, it's critical to consider this question. For most CPG brands, table stakes for a website redesign include:

• Brand Background: Many CPG brands have a compelling background story that sets them apart from competitors and connects with customers. Take our client Sweet Loren's as an example. They make vegan cookies, but why? Founder Loren Castle survived cancer in her twenties. Her personal battle inspired a profound mission to revolutionize her relationship with food and eliminate processed ingredients from her diet. It's a huge miss if customers miss out on these stories. Platforms like Tolstoy can help brands bring this story to life on their website through interactive videos with just a few clicks. Check out Sweet Loren's website to see it in action.
  
• Ingredient Story/Sourcing: Depending on your value prop, customers may be most interested in understanding the ingredients in every product and where they came from. Don't gloss over this—put it up front and center! We once built an ingredient library and tracking tool for a vitamin brand that took pride in its sourcing.
  
• Recipes: Your website isn't just about conversion; it's a tool to keep customers engaged and coming back. Chances are, they're buying our products every week or month. Recipes are critical for showcasing different ways to put the product to use, whether it's having fun over the holidays or creating a quick, refreshing treat.
  
• Robust Store Locator: With so many opportunities to discover new brands today, users may seek out your website to find out where they can buy your products in a nearby store. Your website should address this need with a robust store locator. For brands with more than a couple of SKUs, get as specific as you can so customers know exactly what stores carry what SKUs. Here's an example we built for Patagonia Provisions using Destini.

What about E-Commerce? How to Start Strong with Shopify

For most of the CPG brands we work with, we'll recommend getting started on Shopify from day one, regardless of whether or not they offer e-commerce. In doing so, we can accomplish all of their content needs and leverage the Shopify app ecosystem for features like reviews, quizzes, and user-generated content, UGC. When they're ready to turn on e-commerce, it's a minimal effort vs. another re-platforming project.

For brands excelling on Amazon, we often recommend enabling Buy with Prime to start. Because Buy With Prime shares all customer data with the brand, this can help the brands establish a relationship with their customers, so when they launch new products or enter e-commerce, they have an audience to engage with.

Customer Data Through Online: Unlocking Insights for Success

One of the top advantages of investing in a website that acts as an online flagship is getting to know your customers. Platforms like Fetch are working to help CPG brands better get to know their retail customers, but this has always been a challenge, leaving some of the most successful CPG brands who don't have accurate insight into who their customers are and why they buy their products.

By establishing a website as a channel for customers, brands can begin the journey of getting to know their customers. For those who don't offer e-commerce, some tactics to do this are creating engaging content via email, building product finder quizzes, and offering exclusive access to discounts and coupons.

Platforms like Brij can help 'bridge' the gap with retail by creating digital experiences via a QR code, prompting customers to share information about themselves to gain access to new aspects of the brand. With e-commerce in place, brands can do all of the above while optimizing the pre and post-purchase journey to engage customers and drive repeat purchases. Over time, these inputs can also help better personalize customer's experience and messaging.

Okay, I'm Ready for E-Commerce: Strategic Approaches for Success

Once a brand decides they are ready to launch e-commerce, it doesn't always make sense to go live with their entire suite of products. Here are some ways to think about creating an e-commerce store that will engage customers without cannibalizing other channels:

• Offer Subscriptions: Introduce a subscription model to encourage recurring purchases and build customer loyalty. Launching build-a-box subscription functionality for our client Once Upon a Farm has been a big win despite success in other channels.
  
• Exclusive Products: Provide exclusive products or limited-edition releases to create a sense of exclusivity among your customer base.
  
• Larger Quantities: Offer larger pack sizes, providing value to customers while helping with shipping costs.
  
• Membership Model: Explore a membership model where customers subscribe and gain access to additional benefits such as voting on new products, community engagement, exclusive recipes, and more.
  
• Personalization: Utilize customer data gathered through e-commerce to personalize the shopping experience. Implement post-purchase surveys to understand customer preferences and tailor future interactions accordingly.
  
• Engagement Strategies: Develop post-purchase engagement strategies, such as branded order tracking via Wonderment, targeted emails, or special offers, to keep customers connected and interested in your brand.

✱ In case you missed it, I joined the 3 Squares live podcast last Friday to talk about much of what I covered today: how CPG brands should think about leveraging their website and e-commerce. You can check out the episode on Apple Podcasts, Spotify, YouTube, or anywhere else you check out podcasts.

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This post originally appeared in #59 of The E-Commerce Corner. Subscribe here.

I spent most of my young adulthood working at Wegmans Food Markets. Front-End Coordinator was the position I held the longest. In short, it meant I was in charge of managing the cashiers on duty, and if any of them had questions or customer issues, they'd call me over by flashing their register lights. I saw customer issues of all shapes and sizes, ranging from folks looking to return cooked meats (yep, sometimes with an empty container) to mislabeling produce in hopes of saving money (e.g non-organic price for organic) to attempting to use expired coupons.

Much of what I learned about customer service is still relevant for me in my role today and applies to businesses of all kinds, especially in e-commerce.

Here are some tactics your CX team can use to keep customers happy and diffuse tense situations.

Empathize through Emotion Mirroring

Connect with the customer by understanding how they feel and mirroring their concern. It's not about faking it but creating a genuine connection by acknowledging their emotions. Asking a few probing questions at the start of the interaction can help gauge where they're at and how to handle the conversation. Then, listen.

Agree, Don't Argue

Instead of sparking a debate, opt for agreement. Acknowledge the customer's perspective without trying to prove them wrong. Doing so paves the way for a collaborative conversation rather than a confrontation. Don't stoke the fire.

Apologize with Heart

Apologies go a long way when they come from the heart. Show genuine remorse for any inconvenience, assuring the customer you understand their issue and why it's a pain. If you don't understand, ask more questions. Humanize the interaction to let them know their concerns are heard and understood.

Pull Back the Curtain

Share insights into what's happening behind the scenes. Transparency builds trust, and keeping customers informed about the problem-solving process can ease their worries. The more they know, the more they'll trust you.

Refund, Replace, or Find A Resolution

Sometimes, it's not enough to say sorry. Suggest practical solutions by offering a refund, replacing the item, or finding out what matters most to the customer. The ladder can sometimes be the place to start. Some customers want a discount. Others want to tell a supervisor about their experience. Creating tangible steps to resolve the customer's problem shows your commitment to their satisfaction.

Bend the Rules

Sometimes, bending the rules or making an exception can go a long way. Breaking from standard policies to accommodate a customer's unique situation can leave a lasting positive impression and foster loyalty.

As a customer, I've had experiences dealing with customer service that I actually enjoyed because the person was so pleasant. Some have made me laugh because they appear to be looking for a new friend, sharing more about themselves than necessary. And others that were so frustrating I vowed I would never shop with the brand again.

I'm sure you can recall some of the best and worst customer service experiences you've had and how they made you feel.

Unhappy customers love to share their horror stories with anyone who'll listen. But the magic happens when you fix their problem while making them feel like royalty. Those are the stories they'll be excited to share, turning them from dissatisfied customers into your biggest fans.

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This post originally appeared in #58 of The E-Commerce Corner. Subscribe here.

Now that the cyber dust has settled and we transition into a new year, you may be feeling the post-sales slump, emotionally and as a business. But the work is far from over!

Whether your BFCM was a success or a learning experience, you likely have an influx of new customers currently getting to know your product and brand.

Use this opportunity to grow your customer base by cultivating lasting relationships and maximizing your potential together. Here are some tips to consider.

Returns are sadly inevitable post-BFCM, but they don't have to be so depressing. Rather than viewing them as setbacks, consider returns a strategic move to get to know customers by finding out why they're unhappy or increase AOV by offering discounts on higher-priced products or additional related products. Even if you can't win them back, an incredible customer service experience can be enough for them to return later or tell a friend. Check out this post on how to set yourself up to avoid returns as much as possible.

For subscription-based businesses, tackle potential one-month churn by offering gifts or exclusive perks, showcasing the ongoing value of their subscription. Additionally, reach out to subscribers now with an email that reinforces the power they have with their subscription to avoid accumulating excess products.

There's no better time than post-BFCM to launch a loyalty program to drive customer engagement and repeat purchases. Whether you go with points or credit is up to you and depends on what you think will resonate with customers. Either way you go, a well-structured loyalty program is a must-have for customer retention.

If you haven't unlocked the potential of personalized email/SMS automation, get started by segmenting your customers based on buying patterns and start gathering data now. Post-purchase surveys, quizzes, and reviews are the perfect inputs for improving segmentation. You can then use this data to create more automation that connects with new customers on a deeper, more meaningful level.

While phone calls might seem outdated, there's nothing like hearing from a customer directly. Reach out to new customers, showing appreciation and a genuine interest in their experiences. Learn about their motivations and purchase journey. By making customers feel valued, you increase the likelihood of their return and transformation into brand advocates.

Once you've created a new group of fans, they'll need an easy way to tell all of their friends. A referral program is pivotal in capitalizing on your most loyalty customers. Provide incentives for customers to share positive experiences with friends, creating a cycle of customer satisfaction and brand growth.

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This post originally appeared in Edition No. 169 of my newsletter. Subscribe here.

Imagine running a retail store and being able to zoom out to understand what drove your customers to come in and shop. Did they see an ad? Notice the storefront while driving by and pull off to visit? In the e-commerce world, we call this website traffic source. Luckily for us, we have that visibility.

The origin of a brand's website traffic isn't just a set of numbers; it can be a roadmap that unveils opportunities for improving your website's performance.

Let's examine the five most common traffic sources and the insights they can provide.

1) Organic Search

When it comes to organic search, high traffic is a sign of strong SEO. The specific keywords bringing users to your site act as signposts pointing toward relevant content, but that doesn't mean they'll stick around.

To optimize, make sure the top landing pages are delivering both what the user is looking for and what you want them to know. For instance, feature products or brand content on blog posts. If the content lends itself to visual storytelling, lean into it and create a memorable experience.

Use a tool like Semrush to do some research on what other keywords might resonate with your target customers. Consider expanding your keyword portfolio with more content for increased visibility via search.

2) Direct Traffic

Consistent direct traffic is a testament to brand recognition and user loyalty, while fluctuations may reflect the impact of offline campaigns or notable brand events.

Whether you're launching an out-of-home campaign or aiming to drive traffic via packaging in retail, consider creating custom URLs to both gauge the efficacy of your efforts but also make the experience more personalized to the customer.

3) Referral Traffic

Referral traffic can be a signal of effective partnerships and collaborations. Analyzing referral domains can help identify external sources that drive significant traffic to your site.

If you notice an unfamiliar domain that is a strong source of referral traffic, this is an opportunity to build a relationship and understand why it's been successful. Beyond that, you can double down on referral traffic but identify like-minded publications and websites that may be interested in featuring your brand.

Another way to do this is through affiliate marketing. If you haven't yet explored the world of affiliates, check out tools like Refersion to get started.

4) Social Media

Social media traffic reflects the outcome of your social media marketing efforts. Engagement metrics, such as likes, shares, and comments, provide insights into the performance of your content. Identify the most effective social media platforms for your brand and concentrate your efforts there. Tailor your content for each platform and strategically leverage paid advertising for targeted reach.

Influencer partnerships can be another great way to build up your social presence while driving traffic to your site from their channels. If you do this, be sure to create a special destination and unique promo code for influencers's followers. Like direct traffic, this can help better understand the performance of these investments.

5) Email Marketing

Email traffic offers a window into the effectiveness of your email program. Monitoring click-through rates and conversion rates can provide valuable insights, but it's important to continually test and optimize your email content, timing, and frequency to enhance results.

Segment your email lists for more targeted campaigns. If you haven't implemented a post-purchase survey, do this to better understand customer segments and send more personalized messaging. At a baseline, make sure all e-commerce transactional emails are set up, look on-brand, and are in line with your overall brand strategy.

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This post originally appeared in Edition No. 168 of my newsletter. Subscribe here.

Any time I make a return on Amazon, I end up sharing some level of detail about why I didn't hang on to the item. I always hope the feedback makes its way back to the seller and if it's an issue, they can find ways to improve.

I don't think we spend enough time talking about returns when brands are looking to optimize their e-commerce websites. As important as it is to talk to your customers to understand their wants, needs, and desires, returns can shed light on actionable opportunities to improve.

Here are a couple of scenarios:

• Most protein powders arrive with a big open space at the top of the container. Customers return the product saying it's defective and they didn't get enough. The truth is, the powder settles and that's how every container arrives. So, make sure every customer knows what to expect before they buy!
  
• A brand sees their boots being returned at an uncomfortably high rate, but about half of the customers buy a bigger size. When they add a question to the return process, they learn that most customers wear the boots in colder months with thick socks. They fit fine, but they need the extra room to be comfortable. So, make sure every customer knows to size up if they're thick-sock lovers!

What was the last return you made? Was it a product issue or something that could have been prevented with an update to the website pre-purchase?

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This post originally appeared in Edition No. 167 of my newsletter. Subscribe here.

There was a time when every new client we worked with was looking for a quiz. It didn't matter what they were selling. They thought a quiz "like BuzzFeed" was just what they needed to lift sales. They know better now.

Quizzes can be great tools for engaging customers and simplifying their decision-making process. However, they're typically best suited for extensive product categories with multiple variations and specific use cases, such as beauty, skincare, or food.

When a quiz feels like overkill, creating a product comparison chart can often have the same impact. Comparison charts are ideal for products like tech gadgets and furniture, allowing customers to easily compare features, measurements, and materials side by side.

While these two tools can coexist, less is often more! Offering too many features may overwhelm customers and divert them from purchasing.

We're currently working with a client whose catalog includes three variations of the same hero product with several accessories. Their website has a quiz AND comparison chart. When you take the quiz, you end up on a comparison chart. The quiz gets more traffic than the comparison chart, but neither feature gets much love or drives conversion.

With so few products, this client will be better off highlighting what makes each variation unique and integrating a comparison chart in as many touch points throughout the website as possible. Customers will quickly understand what makes sense for them without having to answer any questions or be asked for their email addresses.

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This post originally appeared in Edition No. 166 of my newsletter. Subscribe here.

I was chatting with a client last week who sells mostly in retail and Amazon rather than their own e-commerce channel. They mentioned a recent product launch and how they plan to drive customers to Amazon to purchase the product. Their decision had to do with getting better margins via Amazon.

There's been a lot of chatter about Amazon's new integration with Shopify via Buy With Prime and this couldn't be a better use case. Rather than driving traffic to Amazon, our client can offer the benefits of Amazon Prime to customers through their own website. Given their sales channels, understanding their customers has always been a challenge. Buy With Prime would give them access to customer data for every purchase, which is not available through Amazon, making it easy to re-market to them for upcoming launches, discounts, and more.

In case you missed it: Amazon launched its Buy With Prime Shopify app today! Learn more. For more information on Buy With Prime, check out my post here.

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This post originally appeared in Edition No. 165 of my newsletter. Subscribe here.

The team and I were looking at the subscription side of a client's business today and noticed a trend: sharp drop-off from the first to the second month of a subscription. We often see this when customers can get a discount for subscribing. Instead of making a one-time purchase, they subscribe and cancel.

While this is considered "normal," all hope is not lost. While most customers aren't likely to let you in on their little scheme, it's always worthwhile to ask subscribers what led them to cancel. These insights can serve as valuable puzzle pieces to improve the subscription experience and maintain customer engagement.

While there are numerous tactics to address this issue, one approach emerged from our discussion today: use the start of a customer's subscription to re-educate them on why they subscribed and the benefits of doing so.

Here's how to put this into action:

1. Initial Welcome Email: As soon as a customer subscribes, send them a warm welcome email. Remind them of the key reasons they subscribed and the value they'll receive from the service or product. Make it clear that you're here to make their life easier.
2. Regular Communication: Throughout the first month, send a series of well-timed emails that highlight different aspects of your product or service. For instance, showcase real-life use cases with success stories or share tips on how to make the most of their subscription.
3. Flexibility and Customization: Emphasize the flexibility your subscription offers. Mention that they can customize their subscription to fit their needs. This can include adjusting quantities, delivery schedules, or even adding new features or products to their subscription.
4. Feedback Loop: Encourage customers to provide feedback during this time. Actively seek their opinions on how you can improve their experience. When customers feel heard, they're more likely to stay engaged.
5. Vacation and Special Circumstances: Make it clear that you understand life can get in the way, and that's okay. If they're going on vacation, explain how easy it is to delay shipments. If they feel they have too much product, guide them on how to adjust their orders or reduce quantities.
6. Personalization: Whenever possible, personalize your messages. Address customers by their name and tailor your content to their preferences and behaviors, such as their purchase history.

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This post originally appeared in Edition No. 164 of my newsletter. Subscribe here.

Customer retention is the name of the game in today's competitive landscape. With the ever-increasing difficulty of acquiring new customers, brands are shifting their focus towards keeping their existing customers engaged and coming back for more. We continually see an untapped opportunity in this shift, and it's all about collaboration.

In a blog post I recently wrote for Wonderment, I discuss the benefit of merging the efforts of marketing and customer service (CS) teams to prioritize customer retention, and how Wonderment can help. While marketing traditionally concentrates on attracting new customers, CS teams are in direct contact with the existing ones. They hold the key to understanding what drives customer satisfaction and what improvements can be made.

The numbers don't lie: retaining customers is not only cost-effective but also more profitable. It costs significantly less to retain an existing customer, and they are more likely to try new products and spend more. That's where the magic happens when marketing and CS teams join forces.

Click here to read "How to Bridge the Gap between Marketing & CX teams to Increase Customer Retention" on the Wonderment Blog.

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This post originally appeared in Edition No. 163 of my newsletter. Subscribe here.

Our team at Barrel has been working with Recharge for years now, back when it took custom code to do anything unique outside of a traditional subscription program.

Since then, Recharge has taken the time to listen to customers and gather feedback to evolve the platform to address their business needs more effectively.

While their core offering still revolves around subscriptions, Recharge offers more of a complete retention platform aimed at increasing LTV than ever before.

Let's look at an example:

A merchant uses Recharge to design a subscription program where customers can build a bundle to mix and match flavors.

Customers can seamlessly update their subscriptions via the Recharge Affinity portal, swapping out flavors as they want.

The merchant can spin up changes and modify the portal experience in minutes vs. weeks.

While subscriptions are gaining steam, the merchant sees an opportunity to engage their best customers with an exclusive offering. They use Recharge to launch membership, giving customers access to exclusive content, monthly products, and an online community.

As membership takes off, the merchant notices bundle subscribers tend to churn around three months. The merchant needs a way to keep subscribers engaged until month five. They know customers who subscribe for this long tend to stick around.

The merchant taps into Recharge Flows to design a series of automations that recognize the subscriber's place in their journey and keep them engaged, starting with these areas:

They differentiate between subscribers canceling at months two, three, and four with different messaging and incentives to continue subscribing.

They surprise customers with a gift at month three and thank them for subscribing.

They run an A/B test to see if customers prefer the gift or store credit to spend more.

The credit wins out, so they pair it with a targeted upsell, further driving LTV and loyalty.

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This post originally appeared in Edition No. 162 of my newsletter. Subscribe here.

Remember when your cell phone felt sacred? A private little world in the palm of your hand. You only gave your number to your inner circle of friends and family.

Times have changed, though. Yes, you get robocalls, but your inner circle now includes the brands you love. You welcome them into your world until they abuse your invitation. They mean well but often come off more like a friend who wants you to know what they're doing every second of every day.

Maybe unlike your friend, there’s still hope for brands. If used and not abused, SMS can be lucrative for brands and valuable for customers.

Here is some SMS automation inspiration to get things rolling, build trust with your customers, and most importantly, maintain a spot in their contact list.

1. Welcome Series: When someone joins your list, send them something to say thanks. Reinforce your story or mission, value prop, and/or hook them up with an exclusive offer.
   
2. Order Confirmation: Give customers peace of mind with an order confirmation, letting them know they're good to go. Don't try to sell them more stuff.
   
3. Abandoned Cart: Remind customers about what they were interested in but left behind. Send one within an hour of abandonment. Depending on the brand, you might follow up with a discount or alternative product later via email if the abandoned cart message doesn't do the trick.
   
4. Upcoming Subscription Order: Let customers know they'll be charged for another order. Some brands shy away from this, worried it will create churn. It actually does the opposite. Give customers a chance to make changes like delaying or pausing. You'll gain their trust, and they'll stick around longer.
   
5. Order Tracking: Don't make customers search through their email to find their order status. Use a tool like Wonderment to keep them up to speed throughout the entire post-purchase experience.
   
6. Order Delivered: Once the order is delivered, help customers get the most out of their purchase with how-to videos. Or make them feel good with content about how it was made or something similar.
   
7. Cross-Sell: I don't recommend asking customers to buy more immediately after their purchase unless it's discounted and/or complementary. Otherwise, wait a few days before you suggest they buy again.

One more thing. Yes, most people love a good discount, but not every. single. day!!! If you want to let SMS subscribers in on exclusive promos or give them early access to new releases, that’s fine. But please, stay chill. Let them miss you.

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This post originally appeared in Edition No. 160 of my newsletter. Subscribe here.

In 2023, product upsells and cross-sells are considered table stakes for e-commerce websites. While most of our clients recognize this, they're not always aware of the many placements available across the website and how to use them effectively.

Before we dig into some placement opportunities, let's align on what we mean by upselling and cross-selling. Both tactics aim to increase AOV and drive revenue while providing more value to the customer.

Upselling: encouraging customers to purchase a higher-end or upgraded version of the product they are considering or have chosen. Example: A customer is looking for a new coffee maker. Upselling techniques drive them to a more advanced model that can make cold brew and tea.

Cross-selling: suggesting related, alternative, or complementary products to customers based on their interests or the product they're considering or have chosen. Example: A customer is interested in buying a new bike. Cross-selling leads them to include a pair of cycling shoes, a bike pump, and a spare set of tires with their purchase.

Top Upselling/Cross-Selling Placements

1. Product Page, Under 'Add to Cart': This is a prime location to suggest complementary or upgraded products to the one the customer is considering. These are often special offers for bundling other products or similar alternative products.
   
2. Product Page Module: It's typically wise to have a couple of different product modules on the product page. One can show related products (usually at the top), the other can show recently viewed products.
   
3. Mini Cart: The mini-cart should have upselling and cross-selling placements under the product in the cart. Don't overdo it, though! Keep it to 2-3 relevant recommendations. Also be sure to include some popular products when the cart is empty. A bonus is including a slide-in or pop-up with add-ons when a customer adds a product to cart.
   
4. Cart Page: Even if you have a mini-cart, the cart page can be good to include for cart abandonment email/SMS. Don't forget to give this page the same love as the mini-cart.
5. Checkout: On the checkout page, display last-minute offers or discounts to encourage impulse buys before finalizing the purchase.
   
6. Order Confirmation Page: Once a customer makes a purchase, suggest related products or add-ons that complement their order. Even better, offer a discount. It's an excellent opportunity to keep the customer engaged even after the sale and drive AOV. Discounted gift cards are also a great tactic here.
   
7. Order Tracking Page: These pages are among the most trafficked on an e-commerce website. Platforms like Wonderment can help make these pages look great while displaying personalized recommendations based on their purchase history or browsing behavior to spark their interest in additional products.
   
8. Email/SMS Follow-ups: Send targeted follow-up emails post-purchase, recommending products related to the ones bought or highlighting popular products in the same category. After a customer has had time to use the purchased item, send a follow-up email suggesting related products based on their purchase and usage patterns.
   
9. Category Pages: Within each category, use similar modules to the product page to show related or recommended products to guide customers to discover additional items within their area of interest.
   
10. Search Results Page: Display suggested products that closely match the search query, helping customers find what they're looking for and potentially discover more.
    
11. "Hello" Banner: Use the banner at the top of the page to your advantage! Promote special offers, bundled deals, or related products to entice customers to explore further on the pages with the most traffic.

Level Up with Personalization

Years ago, we'd use code and tagging to create product recommendations. These days, platforms like Rebuy and Dynamic Yield can use a user's past purchase history, on-site behavior, and other inputs to generate personalized recommendations that will resonate with the customer that much more.

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This post originally appeared in Edition No. 159 of my newsletter. Subscribe here.

I too often see brands overlook the potential of customer data at every touchpoint. This is where Okendo shines.

It was nice to spend time with the Okendo team recently in NYC. I've been continually impressed with how they've grown the platform with features and products that just make sense, all driving toward helping brands build robust customer profiles. More on that soon.

For those curious, here's a common customer journey where Okendo could play a role at every step.

• Customer sees an ad on Instagram. The brand targeted them using data gathered via Okendo.
• Customer visits the website. They love the products but can't decide what to buy, so they take an Okendo Quiz. Brand begins building their customer profile within Klaviyo, capturing their preferences.
• They narrow it down to two products and decide to purchase. They fill out an Okendo Survey post-purchase about their experience. Their customer profile now includes why they bought.
• Once the product arrives, they receive an email prompting them to leave a review. They usually don't make the time, but with Okendo Loyalty (launched in Summer 2024), they appreciate feeling valued for their purchase and time.
• When they write their Okendo Review, they provide more details about who they are so other customers can relate with them. They even share a photo of them with the product. All of these attributes feed into their customer profile.
• Over the next few weeks, the customer receives Klaviyo automated flows that share content and product recommendations that speak to their interests and preferences.
• The customer becomes hooked. They not only buy more complementary products, they use Okendo Referrals to refer all of their friends to earn cash to buy more.

With every new customer who interacts with the brand, Okendo helps them understand each at a deeper level. All of these inputs helps them fuel more impactful brand, marketing, and product strategy.

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Originally published on LinkedIn. View post here.

Rebuy has been effective for many of our clients, helping them roll out dynamic product suggestions, smart upsells/cross-sells, and post-purchase offers, among other features.

I was chatting with the Rebuy team last week and was excited to learn about their new free plan and use of Shopify checkout extensions.

New free plan: This is a big win for smaller merchants and really any merchant getting started on the platform. Merchants won’t see a bill until Rebuy has generated over $1,000 in revenue. It's nice to see Rebuy standing behind their product with this update.

Unlimited, free use of Checkout Extensions: An effective strategy for upselling and cross-selling is to include relevant products during checkout. Customers are engaged, ready to complete their order, then see a discounted add-on. With one click, their AOV goes up!

Rebuy has made this feature available at no cost via Checkout Extensions to Shopify brands using Plus. Regardless of how much revenue it drives, it's free.

Check out the Rebuy pricing page to calculate estimated ROI and find more details on pricing and other features.

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