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Playing for Keeps

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Retaining customers has never been more important for eCommerce businesses. Join Kristen LaFrance, eCommerce retention specialist and head of community at Churn Buster, as she interviews guests from the top subscription businesses to learn how the best in the DTC space are retaining customers. If you're growing a subscription based business, running a subscribe and save program on your site, or just plain interested in hearing stories from the top DTC businesses, Playing for Keeps is for you.

Retaining customers has never been more important for eCommerce businesses. Join Kristen LaFrance, eCommerce retention specialist and head of community at Churn Buster, as she interviews guests from the top subscription businesses to learn how the best in the DTC space are retaining customers. If you're growing a subscription based business, running a subscribe and save program on your site, or just plain interested in hearing stories from the top DTC businesses, Playing for Keeps is for you.
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United States

Description:

Retaining customers has never been more important for eCommerce businesses. Join Kristen LaFrance, eCommerce retention specialist and head of community at Churn Buster, as she interviews guests from the top subscription businesses to learn how the best in the DTC space are retaining customers. If you're growing a subscription based business, running a subscribe and save program on your site, or just plain interested in hearing stories from the top DTC businesses, Playing for Keeps is for you.

Language:

English


Episodes

Customer Acquisition Vs. Retention: A Battle For DTC Brand Focus

11/5/2019
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Why is retention so hard for DTC brands to focus on, despite knowing how powerful it is? I've been pounding my head against the desk asking this question again and again. Data proves it's one of the biggest growth levers, CAC is too high to keep chasing, and yet, ecommerce brands still aren't shifting enough focus and effort to this side of the equation. I couldn't figure it out, so I tapped the experts for this one. Hear from Web Smith, Reza Khadjavi, Jarid Lukin (KIND Snacks), Kaitlin...

Duration:00:17:42

How DRINKS leveraged deep personalization to turn Wine Insiders into a DTC powerhouse with Louis Amoroso

11/4/2019
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The world of wine is a $70 billion industry, with ship-to-home programs taking a bigger piece of the pie every day. While other brands are zeroing in on millennials, DRINKS is marketing to all wine enthusiasts, ages 21 - 91. Kristen sits down with Louis Amoroso, president of DTC for DRINKS to discuss how Wine Insiders uses deep personalization, feedback loops, and customer relations to be the powerhouse it is today. Plus, Kristen questions the impact Louis' childhood had on his business...

Duration:00:43:36

Ancient Nutrition on identifying promotions that extend subscription lifecycles with Jeff Schnepple

10/28/2019
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Retention is the name of the game for subscribe and save programs, but measuring the impacts of your promotions on LTV isn't always an easy task. This week, Kristen chats with Jeff Schnepple, the Director of Marketing Technology at Ancient Nutrition, to learn how they conduct deep data analysis to uncover the offers that lead to the longest (and most profitable) LTVs (like free frothers).

Duration:00:53:42

Twice toothpaste on turning oral care into a meaningful ritual with Julian Levine

10/21/2019
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Without looking, could you remember the brand and flavor of the toothpaste sitting on your counter? When's the last time you actually looked forward to brushing your teeth? These are the questions that brothers Cody and Julian Levine, alongside Lenny Kravitz set out to answer with Twice toothpaste. From beautiful packaging, to a completely new concept, and a deep charitable mission, Twice is making waves in the oral care industry. On this episode, Kristen sits down with Co-Founder and CEO,...

Duration:00:34:24

Wilson Hung on Increasing MRR with Kettle & Fire

10/14/2019
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Increasing MRR should be every eCommerce brand's focus. But, it’s a complicated machine of moving parts. As Wilson puts it, “anything that’s complicated can be simplified and broken down into its individual inputs”. Tune in as Wilson breaks down his model for increasing MRR at Kettle & Fire in a simple, strategic manner.

Duration:01:03:37

Box of Style on quarterly subscriptions and approaching Black Friday Cyber Monday with Yana Moser and Jessica-Rose Garcia

10/8/2019
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This week is a Playing for Keeps first, we have two guests on one episode! Box of Style is a quarterly luxury clothing and lifestyle subscription curated by Rachel Zoe. Tune in as Kristen sits down with Yana Moser, Director of Digital Strategy AND Jessica-Rose Garcia, Head of Member Experience, to learn how the team approaches retention with this lengthy break between shipments. Plus, learn how Box of Style is approaching the holiday season with a strategic, and customer-centric approach.

Duration:00:30:45

Allen Burt on increasing conversions into eCommerce subscriptions

9/30/2019
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Many eCommerce brands are offering both subscriptions and ala carte items to their customers. While both streams of revenue are great, for many brands, getting customers into a subscription is a top priority. On this episode, tune in for a deep dive into this topic with Allen Burt of Blue Stout agency. Allen's clients include Inc. Magazine Top 500 brands, Shark Tank Success stories, Forbes 30 Under 30 founders, and more. From basic conversion tips to a thorough look at segmentation, Allen...

Duration:00:55:46

MeUndies on shifting to a membership with TJ Stein

9/16/2019
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There are over 11 million butts in the world covered by MeUndies, and their success is just beginning. In the past year, MeUndies shifted their subscription program to include a membership layer on top. Hear first hand from TJ Stein, VP of Customer Experience at MeUndies, why and how they implemented this membership (and how it's impacted retention).

Duration:00:35:16

Understanding buying triggers with Katelyn Bourgoin

9/16/2019
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Analyzing all the touch points a customer has with your brand is a start, but it still leaves out 95% of the buying story. Buyer journeys begin way before your customer actually comes in contact with your brand. Understanding these passive buying triggers has allowed companies like Casper to get ahead of the competition. In this episode, Kristen sits down with Katelyn Bourgoin, 4x founder and customer research expert, for a deep dive into customer research, buying triggers, and building...

Duration:00:43:41

Ritual on building customer habits with Laura Brodie

9/16/2019
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For replenishment subscriptions in particular, building customer habits is key to retaining customers and preventing the "too much volume" churn. From personalization to app development, Ritual has a strong focus on this particular area of retention. Tune into this episode with Laura Brodie, Director of Retention at Ritual, learn how Ritual helps their customers build healthy habits.

Duration:00:25:33

Kopari Beauty on increasing average order values with Lanie DePasquale

9/16/2019
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Imagine seeing your hero product on Amazon's best seller list for an entire year. That's exactly how Kopari Beauty made a splash in the natural beauty industry. Since selling out 5x on Amazon, Kopari has built a massive subscription program centered around their deoderant. Now, the team is working hard to increase average order value of those loyal subscribers. In this episode, Lanie Depasquale, Head of Retention at Kopari Beauty, digs into the nitty gritty on how they've leveraged...

Duration:00:34:06

Four Sigmatic on community-driven content with Kaitlin Holliday

9/16/2019
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It's so much easier to retain customers when you have a raving community built around your products. But how do you create content that drives that community excitement? In this episode of Playing for Keeps, Kristen sits down with Kaitlin Holliday, head of eCommerce + Data at Four Sigmatic to discuss their membership tactics, content development, and community-focused mindset.

Duration:00:35:52