DTC839: Abandon Cart Stats, Back To Nature Rebrand, and 618 Event

Good morning, 

Here’s what you’ll find in today’s DTC:

🛒 Top Reason Why People Abandon Carts
And no, it’s not due to tech glitches.  

🍘 Back to Nature’s Bold Rebrand Strategy
Creative designs to unlock broader customer appeal. 

📦 Daily Tariff Update
The U.S. and U.K. reach a trade deal. 

🛍️ Not To Be Confused With 818Searches climb for this sales event.  

You’re reading this newsletter along with new subscribers from: Uni Uni, Stones Throw, and GoPure Beauty. 👋

📈 Fayt the Label 4.5x’d Their Email Revenue Using This Tool. Here’s How They Did It

Struggling to turn anonymous visitors into revenue? 👀

Fayt the Label, one of Australia's fastest-growing fashion brands, plugged Instant into their email stack. The result? Game-changing retention. 🔁

They saw:

• 💥 4.5x higher email revenue
• 📩 156,452 additional Klaviyo triggers to recapture lost shoppers
• 💰 $1M+ in incremental revenue in 6 months - at a 64.7x ROI

Hello, results.

Join the wave of merchants like ThirdLove, TrulyBeauty and Garrett Popcorn driving millions in incremental revenue with Instant. ✉️

Ready to find out more?

🛒 Overcoming Cart Abandonment 

Abandoned shopping carts are a major challenge in online retail, with nearly 70% of shoppers leaving items behind without completing a purchase.

This behaviour leads to an estimated $18 billion in lost revenue each year. 😲

Common causes include: unexpected costs at checkout, a confusing or lengthy purchasing process, technical glitches, slow website performance, and concerns about payment security.

Although it's unlikely to eliminate cart abandonment entirely, taking steps to understand and address its root causes can boost sales.

Here are some of the top reasons why customers abandon their cart: 

Interestingly, slow delivery times are less of a factor than cost.

Price is the leading factor in high cart abandonment. The top three causes are ‘delivery is too expensive’ or ‘there are cheaper items elsewhere’, and ‘seeing unexpected costs at checkout.’ 

No customer likes to get hit with high and hidden fees.

Pilothouse suggests that you do your brand a favor and include shipping costs within the front-facing price, or offer free shipping and factor that into your COGS. 

Either way, a 40% increase in CVR will easily offset the smaller margins than higher cart abandonment rates. 

Listen to the data and make sure the checkout process is as seamless as possible. 

Regularly review abandonment data to identify trends and areas for improvement and stop leaving money behind.

🤝 Ready To Really Get To Know Your Customers? Use This Checklist To Earn Their Loyalty—And Their Purchases 

You have your customers’ data, but do you really know what drives their purchase decisions? 💸

Dotdigital’s checklist to understanding your customer will help you win their wallets and their hearts, long term. 😍

Get it now, and discover:

• 👀 How customers really perceive your personalization and the reality of relevancy
• 🕵️ The key touchpoints, segmentation strategies, and hidden insights that transform one-time buyers into lifelong fans
• 📷 How to get a unified view of your customers’ data for the full picture

👉 Time to start building deeper, more meaningful customer connections.

📦 Your Daily Tariff Check-In

Whether it’s a minor tweak or a major shift, we’ll keep you posted on the latest tariff changes—so you’re always in the know. 

June 16, 2025 update:

• G7 Summit Kicks Off This Week
  
  
  • The G7 Summit began on Monday, and leaders from France, Germany, the EU, the UK, Japan, Italy, the U.S., and Canada all gathered in Alberta to discuss the upcoming deadline for President Trump's tariff policy.
    
  • Trump's 90 day pause on reciprocal tariffs ends on July 8th but Treasury Department Secretary Scott Bessent admits the early July deadline may have some flexibility for certain countries.
    
  • “It is highly likely that for those countries that are negotiating — or trading blocs, in the case of the EU — who are negotiating in good faith, we will roll the date forward to continue the good-faith negotiation,” Bessent said previously. “If someone is not negotiating, then we will not.”

🎧 How Back to Nature Repositioned Away from “Plant-Based” to Drive Shelf Velocity 

This episode dives deep into how a major global brand, Barilla, reimagined Back to Nature with a bold rebrand strategy anchored in nostalgia, joy, and simple ingredients. 

Hear why shifting from a plant‑based tagline to a "Better‑For‑You Remix of Classics" helped unlock broader consumer appeal.

“We broke every rule you’re told not to during a rebrand—we changed everything except the product itself. The brand needed a total refresh to stick in consumers’ minds.”

In this episode, we dive into:

• Research-Driven Packaging Tweaks: Ditched “plant‑based” messaging to focus on taste and simple ingredients. 
• Bold creative overhaul: Leaned into joyful retro‑60s packaging so it stood out on shelves. 
• Simplify SKU assortment: Focus on core products and popular lines

👉 Listen to the full episode with Andrea here. 

Looking for more from the DTC Podcast Network? Check out these recent episodes: 

• AKNF 516: Steal These AI Workflows and 3x Creative Production
• How Shiti Coolers Turned a Joke into A Party Cooler Brand 
• AKNF 514: How Hestan Built a 40% Repeat Purchase Rate
• Ad-venturous 5: Are Millennials Cooler Than Everyone Else? 
• TWBERP 36: Retention Programs for Different Cohort Profiles
• How CharCharms Scaled Hydration Accessories to Nationwide
• AKNF 512: Q4 Playbook: Meta, Mother’s Day and Creative Strat

Not a Spotify user? Find DTC Podcast, Ad-Venturous, and The World’s Best Email and Retention Podcast on Apple or check out our YouTube here!

🔥 Still waiting to “feel” momentum? Don’t. Get your brand backed by a team that’s ready to move—fast, focused, and with execution that actually scales. Serious about growth? Let’s talk.

Searches for 618 have been rising steadily the past few weeks and have reached an all-time high for the month.

Why is this happening?

618 is a major mid-year shopping event in China, originally created by retailer JD.com.

This occurs every year on June 18th and is celebrated by many major ecommerce platforms.

Online shoppers can find major discounts on trending products, and international customers can expect free global shipping.

While the final sales figures haven’t been shared yet, there are signs that this year’s 618 festival will give a boost to China’s economy which will be much needed after factory output slowed due to Trump’s tariffs.

🧘 June 21: National Selfie Day, International Yoga Day, Smoothie Day

💋June 22: National Kissing Day, National Chocolate Eclair Day, National Onion Ring Day 

🚿 June 23: National Pink Day, Let It Go Day, National Family Owned & Operated Businesses Day, National Hydration Day 

🧚 June 24: Upcycling Day, International Fairy Day, Farmer Day

🎄 June 25: Half Christmas, National Strawberry Parfait Day, Please Take My Children To Work Day, National Catfish Day 

🛶 June 26: National Canoe Day, World Refrigeration Day, National Chocolate Pudding Day 

😎 June 27: Sunglasses Day, National Handshake Day, National Ice Cream Cake Day

📥 Got a B2B Biz? 

Join dozens of B2B companies finding demand-gen success through our niche community of 150k brand leaders and founders this year. Talk to our team to learn more.

DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

Please note that items in this newsletter marked with * contain sponsored content.