Playing for Keeps
49 episodes - English - Latest episode: over 3 years ago - ★★★★★ - 46 ratingsRetaining 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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Episodes
Moving Brands into the 21st Century with Jordan Gal from Carthook
July 27, 2020 12:00 - 41 minutes - 57.3 MBCheckout is one of the key points that make or break your conversion rate, but most brands have very little control in that arena How to create a more cohesive experience between your traffic sources and your sales pages "Optimizing" the happiness of your customers How personalized upsells can reward customers for making the purchase decision (within the purchase window) Discounting on an upsell can work really well because it’s not public- it’s a great way to reward a purchase, rather ...
Running a Digitally Native Eyeglass Brand (with Ryan Fisher from Felix Gray)
July 20, 2020 12:00 - 49 minutes - 68.3 MBHow Felix Gray helps customers find the perfect fit by combining digital and in-store experiences 3 factors to work through: style, price, and brand equity Cross-selling for a product that generally lasts for years How different SKUs face different kinds of competition Building a website flow to help customers self-segment Maintaining brand standard across a ton of different channels Targeting paid ads when your product connects with a broad cross-section of consumers How Felix Gray ...
Redefining Customer Loyalty with Fiona Stevens from LoyaltyLion
July 13, 2020 12:00 - 26 minutes - 36.5 MBOvercoming customer mistrust of loyalty programs Loyalty emails perform ~14x better than standard marketing emails Here’s the LoyaltyLion blog Building up a base of loyal customers is a great way to avoid a race to the bottom on price Different methods for rewarding loyalty and how to tie those into your brand values Rewarding existing behaviors that signal engagement Building a better value exchange for loyalty programs- not just data for perks You don’t need to have everything toge...
A Masterclass in eComm Logistics with Casey Armstrong, CMO at ShipBob
July 06, 2020 12:00 - 36 minutes - 49.8 MBHow major players “pull the market up with them” Creating an Amazon-level experience through the entire customer journey Balancing fast shipping with environmental concerns and the core elements of your brand Distributing fulfillment centers geographically is a great way to get quicker shipping and a lower overall carbon footprint How to use storytelling in shipping Approaching fulfillment less as a cost center and more as a revenue driver that can build a better overall business How ...
Exploring Steady Growth in DTC with Fred Perotta (Tortuga Backpacks)
June 29, 2020 12:00 - 53 minutes - 72.9 MBIterating a product through some rough initial steps- the product itself might not necessarily be “there” but the right value prop and idea is an important start Retention for a product designed to last years “Acquiring an audience via content and then retaining them as customers” Content can be a powerful tool for keeping potential customers engaged over a much longer buyer’s journey Tortuga’s content needs to be tailored to a really specific, niche set of needs, which makes it great f...
Creating Retention-Oriented Paid Advertising with Savannah Sanchez of The Social Savannah
June 22, 2020 12:00 - 38 minutes - 53.4 MBDiversifying ads to look native on newer social media platforms How Facebook advertising has shifted over the past few years (and what that means for brands) The experience of an ad vs conversion rate alone Why dropshipping is more of a struggle in 2020 Using different campaigns for different parts of the funnel is a powerful tool for both acquisition and retention How to use retargeting for upsells and cross-sells (and deciding which products to push in these ads) Signals that let yo...
The True Power of Subscription with Chathri Ali from Recharge
June 15, 2020 12:00 - 41 minutes - 56.8 MBWhy the customer portal is so important for subscription businesses Creating an education focus on the backend of a site The importance of keeping things exciting for a subscriber “Subscribers are really dictating how the merchant is creating the subscription experience” The three layers of retention and why CX platforms tend to get overlooked What actions can customers take beyond pause, skip, and cancel? (Hint: try a swap button) Tracking AOV over time More on tracking data in rete...
Bringing a Brick’n’Mortar Business Online with Sanjay Jenkins of Buff City Soap
June 08, 2020 12:00 - 56 minutes - 77.6 MBBalancing physical franchises and online sales Using 10-digit phone numbers vs short codes for SMS Replicating the in-store experience online SMS becomes more scalable as your team figures out elements to automate but you need to really interact with your customers first to understand their needs “Growth is only as good as your retention.” How a short supply chain gives brands a much faster turnaround on their creative Combating subscription fatigue by staying relevant How Sanjay ba...
How to Shape Your Business Ops for the 21st Century with Eric Best from SoundCommerce
June 01, 2020 12:00 - 56 minutes - 78.1 MBAmazon has incredibly low marketing costs for a business of its size because they’ve nailed down a competitive advantage in operations “You can only spend your way to growth for so long before you have to dig in and have a better understanding of retention, repeat engagement, customer lifetime value, like, LTV:CAC equation, and understand at what point and to what degree you’re going to actually turn a profit and be a sustainable brand.” Customer experience is the primary differentiator f...
Mastering Email, Popups, and SMS with Ben Jabbawy from Privy
May 25, 2020 12:00 - 1 hour - 91.8 MBThe biggest trends in email marketing right now Using email as a narrative channel- it’s a great place to build out your brand story for customers How to use popups without being intrusive or damaging your brand Most cart abandonment happens before the checkout flow, so you need to combine exit intent popups with intelligent targeting How to differentiate while customers are waiting to receive the product Three things that impact email signup popup conversion the most: content in a for...
Rethinking Acquisitions with Adrianne Verheyen and Grant Zanini from ADMission
May 18, 2020 12:00 - 51 minutes - 71 MBAgency fees v.s. Guru guarantees: where operators turn with questions about PPC The central formula for ADMission’s approach to growth: Profit = (Visitors x Conversion Rate x 60-day LTV) - Costs Focusing on bottom line profit rather than top line revenue for better cash flow “Valuable content centers on the story your audience already inhabits, entering it not as the hero but as a human helper. Pick that story wisely and tell it honestly, no matter the medium on which it appears.” -Aaron...
eCommerce (R)evolution with Marco Marandiz from Elliot
May 11, 2020 12:00 - 1 hour - 138 MBCreating a cohesive set of experiences through the whole customer journey means nailing down your tech and focusing on intangibles Creating a “value add” at every touchpoint instead of independent experiences How Elliot is built to even the digital playing field Marketing to individuals vs marketing to organizations The connections between DTC and SaaS/consumer tech “You can’t optimize brand marketing. You have to feel it- and oh my god, I hate saying that.” Looking at selling as a pr...
How Battlbox is Changing the Experience Around Survival Products
May 04, 2020 12:00 - 1 hour - 112 MBCustomer-led buying, selling, and trading can help subscribers stay invested when they already have a ton of product How engaged customers become part of the Battlbox team Dealing with both active and passive churn The huge difference that a .5% improvement in retention can make Replenishment subscription vs curated box subscription Looking at brand experience from a customer perspective Using YouTube for both acquisition and retention Focusing your branding around a range of custome...
Digesting a Two-Part Conversation with Helena Hambrecht of Haus
May 02, 2020 12:00 - 33 minutes - 31.1 MBBuilding a passion project into something much bigger It’s not about creating a new habit- it’s reshaping existing rituals “Everything, to have a successful communication, is about context” Books referenced: Start With Why by Simon Sinek and Obviously Awesome by April Dunford “Consider your product as a feature of the experience” DTC pizza- could it be a thing? Benefit vs value for your customer How UGC creates context and tells the story of your product Selling isn’t just about pri...
Reshaping Consumer Habits with Helena Hambrecht of Haus (Part 2)
April 30, 2020 12:00 - 38 minutes - 52.5 MBThe different kinds of alcohol shopping- impulse buyer vs loyal buyer What DTC brands can learn from the wine industry- here’s the thread Kris mentions How Haus uses events to build up community and loyalty The best subscriptions reward customers for behavior they already engage in Why Haus focused initially on large cities and gradually moved into smaller developing markets (Seattle, Portland, Denver) “Community is an amazing thing for us because, just from a brand perspective, we’re...
Reshaping Consumer Habits with Helena Hambrecht of Haus (Part 1)
April 27, 2020 12:00 - 1 hour - 85.8 MBCompeting in a space that favors massive corporations How the American alcohol industry mirrors fast food Building a product experience specifically around community and sharing is a powerful tool for organic growth Combining generations of winemaking experience with a decade of Silicon Valley expertise Here’s the podcast Kristen mentions, with a lot more information on Helena’s background How Haus imported a European approach to drinking to the US with millennials in mind Consumer pr...
A Playbook for DTC Survival with Allen Burt from Blue Stout
April 20, 2020 12:00 - 50 minutes - 69.9 MBWhen things are tough, the weak points of your business tend to come to the surface Positioning during the COVID-19 crisis doesn’t have to be entirely about the disease- there are a range of ways to look at your product in context of consumer mindsets Revenue = (traffic) x (your conversion rate) x (your average order value) Understanding the context of the buyer is vital to understanding your own conversion rate In times of trouble, consumers tend to retreat back to products they’re alr...
Building Genuine Trust in the DTC Market with Scratch Pet Food
April 13, 2020 12:00 - 1 hour - 108 MB“Just because you have good branding doesn’t mean you’re entitled to trust.” The challenges (and opportunities) for subscription brands in different countries Building up authority via social proof The difference between replenishables and other kinds of subscription Mapping the customer journey to the pet-parent relationship Disruptive, industry-changing brands face different questions from consumers Creating a super personalized checkout and a customized shipping cadence How callin...
Creating Long-Term Sustainable Growth in DTC with Brian Peters from Shopify
April 06, 2020 12:00 - 1 hour - 88.4 MB“All great strategies focus on the why.” Huge amounts of VC money were poured into DTC in 2018 and 2019, but the brands that will thrive have more than just a growth strategy in mind How influencers (and rappers) use a retention- and community-first approach A lot of DTC brands think the product will speak for itself, but it’s the little things that make a business stand out in competitive markets VC funding v.s. Bootstrapping: “Are you pushing all your dollars to the max?” Customer ex...
Building Long-Term Sustainable Growth in DTC with Brian Peters from Shopify
April 06, 2020 12:00 - 1 hour - 88.4 MBAs Strategic Partnership Manager at Shopify, Brian Peters is all about using 21st century technology to help merchants get to the next level. That said, at heart, his focus is still 100% on the people. Brian talks to Kristen about VC funding and bootstrapping, building out a retention plan as acquisition costs grow, and navigating the rise of SMS in the DTC space. This week’s episode is all about long-term, sustainable growth and making plays that can pay off in the long run.
How Blume Created a Raving Community with Gen Z Customers
March 30, 2020 12:00 - 1 hour - 85.1 MBBuilding a brand focused on the Gen Z market Here’s Blumetopia Using a Close Friends list on Instagram and Facebook to build community The signs of success for a loyalty program Helping customers transition from traditional brands to organic products Check out this amazing email Younger customers are really quick to offer feedback, and it’s important shape your channels around that How Blume educates their customers with The States of Sex Ed
Shaping a Business around Community (+ Launching an SMS Program) with Eric Bandholz of Beardbrand
March 23, 2020 12:00 - 1 hour - 90.5 MB“The only way you can serve your community is to be involved in your community” Launching SMS grooming advice for customers Using organic content as a key growth driver How word of mouth can drive 18% of sales "Our products are a way for us to fund our mission" Tying core values and mission into every part of the brand: freedom, hunger, trust Educated customers know that your brand is worth choosing- but it takes more than just a note in the box Being (one of) the face(s) of a brand ...
Building a Business around Community (+ Launching an SMS Program) with Eric Bandholz of Beardbrand
March 23, 2020 12:00 - 1 hour - 90.5 MBEric Bandholz bootstrapped Beardbrand from the very beginning all the way to their current place at the top of the male styling market. How? Well, for one thing, by creating a brand that focuses on storytelling and individual connections. Kristen and Eric dig deep into BB’s new SMS channel, how they've built word of mouth to nearly one fifth of acquisitions, and some amazing customer stories.
Weathering Today's Crisis and Planning for Recovery (with Val Geisler)
March 19, 2020 18:00 - 44 minutes - 40.7 MBA few of the best emails we’ve seen: Scratch Pet Food Summersalt Unbound Babes Blume Other Mentions in this ep: Here’s the link to Unbound Babe’s Google Sheet Here’s a direct link to the convo we mentioned on Twitter- join us! Here's the email Kristen wrote and talked about. Connect with Kristen and Val: Connect with Val on Twitter: https://twitter.com/lovevalgeisler Connect with Kristen on Twitter: https://twitter.com/kdlafrance Email Kristen ([email protected]) ...
How Glossier has Transformed the Customer Experience with Erin Miller
March 16, 2020 12:00 - 55 minutes - 76.9 MBHow Glossier builds their customer support team gradually The customer for a traditional beauty brand is a department store or Sephora- not the end user “You can’t make a business out of selling a lipstick once” The relationship with the customer is more valuable than the transaction Don’t try to shape customer behavior to your channels- shape your channels to customer behavior Rethinking engagement across an entire business Every interaction doesn’t need to lead to a transaction A c...
What to do with that LTV:CAC data: Bambu Earth on Creating Phenomenal Customer Experiences
March 13, 2020 12:00 - 1 hour - 106 MBThis episode is best enjoyed after Kristen’s interview with Taylor Holiday Working with a (really, really) long post-purchase email flow Bundled products can be great play for a higher LTV Here are a few fantastic emails to explore from Bambu Earth: Pre delivery email Great cross-sell email Why we exist email (my favorite) And because the team at Common Thread and ADmission is so amazing, click here to access the copy of Bambu Earth's Welcome, Browse Abandonment, and Post-Purchase ...
The Most Important Equation in Retention (with Taylor Holiday)
March 09, 2020 12:00 - 1 hour - 135 MBUsing CAC:LTV to build a better understanding of acquisition and retention You can use cohorts to track more than time- and the results are amazing Data shows you what, but not why Retaining employees internally for better customer retention and a better company culture “Are you trying to exploit the customers that you have, or are you genuinely interested in the experience that they’re having?” Using 60-day customer value to realize profitability Using a founder-centric approach for ...
Turning Discomfort into Subscription Gold with MANSCAPED
March 02, 2020 13:00 - 53 minutes - 73.3 MBGifting as a retention tool Influencer photo shoot: https://www.youtube.com/watch?v=THbjh-sMvIY Bold marketing and establishing trust Making a subscription-first model work Building giveaways around your hero product introduces customers to your broader product line Lots of balls jokes Combining product line with customer experience Creating community around daily habits
The new wave of sustainability in eCommerce with Corinne Watson
February 24, 2020 13:00 - 51 minutes - 71.3 MBWant more from Corinne? Connect with her on Twitter (@corinnejuliette) and check out her work here: bigcommerce.com/blog How sustainability can become a retention tool By the end of 2020, brands that don’t have sustainability programs in place are going to be differentiated- but not in a good way DTC brands are much nimbler than large retailers and can pivot in new directions with a lot less work Introducing eco-friendly initiatives gradually Figuring out better approaches to shipping ...
Building Relationships in a Crowded Market with Damian Soong of Form Nutrition
February 17, 2020 13:00 - 1 hour - 102 MBYou can create authenticity or you can have it built in from day 1 Using lead magnets in the DTC space can be a great way to lower your CAC- you just need to tap into the genuine needs of your customers Adding value rather than taking away for initial acquisition "If you need to discount your products then you have the wrong products or the wrong customer." Customers with a bad initial impression of the product can become ambassadors for the brand, but you'll need to craft a rock solid ...
Customer-Driven Growth with Karen Young from Oui the People
February 10, 2020 13:00 - 1 hour - 104 MBHere’s the email Kris references Organically establishing authority by connecting to influencers How to use email as a two-way channel “The future of beauty is customer-led.” How to turn Instagram into a CS platform Taking up space in your branding Nobody puts baby in the corner Customer responses that make you curl up in a ball and ugly cry “I don't need to reach millions of people right now. I need to reach like a hundred people.” Tiny teams do big things by using automation and ...
Season 2 Preview: How Did We Get Here and Where are We Headed?
February 04, 2020 13:00 - 44 minutes - 61.4 MBFollow Val Geisler on Twitter Follow Kristen on Twitter Stay up to date with Kristen's weekly thoughts on retention by signing up for her Retention Bites here.
The Best of Season 1: The top 5 lessons, trends, and takeaways
January 13, 2020 13:00 - 35 minutes - 49.2 MBThis episode covers: Why retention is so important The importance of knowing your customers How to understand customer journeys to improve retention Why DTC brands are shifting to subscriptions The future of the DTC industry (And more) Before you go, we want to say a HUGE thank you to all the guests and listeners that make this show possible. Our conversations have been incredible, and we've been floored by your passion and genuine openness. It's an amazing gift to be a part ...
Ugly Drinks on maintaining brand standards across a global team with Hugh Thomas
December 30, 2019 13:00 - 32 minutes - 45 MBUpdate: The Piña Colada flavor is amazing. Right now, I'm digging on the Cherry, though :)
Bringing DTC brands into the subscription space with Kaleigh Moore
December 16, 2019 13:00 - 35 minutes - 48.6 MBEarly-and-insider access provides your best feedback How hyper-personalization will change DTC Killing plants Diversifying a product line What's a London Fog? Kaleigh on hyper-personalization: https://www.forbes.com/sites/kaleighmoore/2019/11/20/why-online-brands-like-prose-are-leaning-into-hyper-personalization/#297602e737df Kaleigh on retention: https://blog.churnbuster.io/ecommerce-retention/ Kaleigh on sustainable fashion: https://www.forbes.com/sites/kaleighmoore/2019/09/23/how-...
Bite Toothpaste Bits on customer motivation and building from passion
December 09, 2019 13:00 - 1 hour - 106 MBEvery part of a business can have a customer focus- even shipping cadence How to get your products to Burning Man Doing things early on that won’t scale builds loyalty in the long-run Here's the viral video I reference: https://www.youtube.com/watch?v=RLBDwNQzBDs&t=2s Here’s that amazing email: https://blog.churnbuster.io/wp-content/uploads/2019/12/Bite-toothpaste-bits-email.png Authentically passionate brands build real engagement- not just likes The quote I forgot: “Build your busin...
Deconstructing brand loyalty with Aaron Orendorff
November 25, 2019 11:00 - 1 hour - 97.3 MBAaron's questions to unlock your customer's hell Ecommerce Loyalty Programs: 25 Strategies Backed by 36 Examples and Over 100 Results & Stats (written by Aaron) Freshly Picked's membership program: The Fringe Common Thread Collective's LTV:CAC Cohort Analysis Yopto's 2019 State of D2C Marketing Who Is the Most Handsome Man in Portland, Oregon? Research Reveals Follow Fezziwig and Tyrion on Instagram 🐰
Customer Acquisition Vs. Retention: A Battle For DTC Brand Focus
November 05, 2019 16:00 - 17 minutes - 16.2 MBNote: This episode includes 0 editing. Please forgive the marbles in my mouth :) Note: Kristen said "Ancient Nutrition aggravated their data".... they did not. The AGGREGATED it. Lol. Read the full post: Customer Acquisition Vs. Retention: A Battle For DTC Brand Focus Taylor Holiday's CAC:LTV tool Further reading: 7 Tips To Help Subscription Retailers Dominate Black Friday And Cyber Monday Further reading: 5 Actionable Strategies for eCommerce retention from Kaleigh Moore Listen: Anci...
How DRINKS leveraged deep personalization to turn Wine Insiders into a DTC powerhouse with Louis Amoroso
November 04, 2019 14:00 - 43 minutes - 59.9 MBThe 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 endea...
Ancient Nutrition on identifying promotions that extend subscription lifecycles with Jeff Schnepple
October 28, 2019 14:00 - 53 minutes - 73.8 MBRetention 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).
Twice toothpaste on turning oral care into a meaningful ritual with Julian Levine
October 21, 2019 13:00 - 34 minutes - 47.3 MBLenny Kravitz talks about Twice on Ellen
Wilson Hung on Increasing MRR with Kettle & Fire
October 14, 2019 15:00 - 1 hour - 87.4 MBGet the high-level framework of Wilson Hung's model of increasing MRR. Follow Wilson on Twitter.
Box of Style on quarterly subscriptions and approaching Black Friday Cyber Monday with Yana Moser and Jessica-Rose Garcia
October 08, 2019 12:00 - 30 minutes - 42.3 MBLearn about Churn Buster's delivery alerts Kristen's retention emails course + templates Note: Kristen says "in 2018, 85% of Black Friday Cyber Monday sales came from existing customers of companies" that number is actually 48% according to Klayvio's report"
Allen Burt on increasing conversions into eCommerce subscriptions
September 30, 2019 13:00 - 55 minutes - 76.6 MBBBC animals talking- a must watch.
MeUndies on shifting to a membership with TJ Stein
September 16, 2019 21:00 - 35 minutes - 48.5 MBRead about MeUndies' Together we Rise Program here
Understanding buying triggers with Katelyn Bourgoin
September 16, 2019 14:00 - 43 minutes - 60 MBRead Katelyn's post on Casper here: How crafty marketers use buying triggers to outsmart their competition
Ritual on building customer habits with Laura Brodie
September 16, 2019 13:00 - 25 minutes - 35.1 MBFor 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.
Kopari Beauty on increasing average order values with Lanie DePasquale
September 16, 2019 10:30 - 34 minutes - 46.9 MBImagine 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 personaliz...
Four Sigmatic on community-driven content with Kaitlin Holliday
September 16, 2019 10:00 - 35 minutes - 49.3 MBIt'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.