Good morning,
Here’s what you’ll find in today’s DTC:
You’re reading this newsletter along with new subscribers from: MysteryVibe, Nissley Wine, and Afrigarnics Skincare. 👋
📬 +87% Revenue. +432% List Growth. +105% Retention.
An apparel brand with a thriving identity and passionate community knew its email channel was active, but not fully optimized. The results were good, but they had the potential to be great…
Pilothouse jumped in to optimize their setup, making every change with clear intent:
→ Flows designed around real buying behavior
→ Segments built for smarter timing and relevance
→ Re-engagement that brought customers back to buy again
The shift moved every key metric in the right direction.
Revenue up. ✅ List up. ✅ Retention up. ✅
Most brands have a list that’s doing something. Few have one doing enough.
If you think your email channel could be working harder, it probably should be.
🎃 Lush Gets Spooky (and Strategic) for Halloween
Lush’s site is getting into the Halloween spirit with new products and seasonal storytelling that bring the spooky season to life.
What’s Working Frightfully Well:
1. Promotes Newness: Lush’s Halloween tab on its main navigation captures seasonal interest.
Scrolling down the homepage reveals dedicated Halloween visuals and links to themed collections making discovery effortless.
2. Encourages Exploration:
Each Halloween collection page includes its own navigation, allowing shoppers to browse related collections like Halloween Makeup or Limited Edition Collabs without backtracking to the homepage.
This smooth, interconnected design keeps customers engaged longer and increases the likelihood of conversion.
3. Raises AOV:
Lush cleverly boosts order value with themed merchandising.
The Build Your Own Boo Basket encourages shoppers to curate gifts for themselves or friends, while the Halloween Treats Under $15 tab helps customers hit the free shipping threshold.
4. Seamless Add to Cart:
Purchasing feels just as seamless as browsing. Shoppers can add products directly to their bag from collection pages without clicking into individual product pages, a simple UX choice that makes impulse buying almost too easy.
The takeaway?
Lush’s Halloween strategy blends seasonal storytelling with smart UX design, turning limited-time products into lasting engagement drivers.
👻 IKEA’s Relatable Horror Movie Night Ad
IKEA’s Halloween Essentials campaign turns a universal moment (hiding behind a cushion during a scary movie) into smart, relatable storytelling.
Created by INGO, the campaign spotlights everyday IKEA products (like the KLOTSTARR cushion) as “essentials” for surviving horror-movie nights.
Why It Works:
The takeaway?
IKEA proves that contextually relevant, truth-driven storytelling can drive seasonal wins.
❗ Trump Lowers Tariffs on China’s Exports
President Trump and Chinese President Xi Jinping met Thursday in Busan, South Korea, to discuss U.S. and China trade relations.
The meeting ended on a positive note, with Trump announcing a tariff reduction on Chinese goods to 47%, down from 57%.
📥 Got a B2B Biz?
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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.
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