DTC589: Fragrance Brand Phlur’s Tech Stack

Good morning,

Annnnnd just when you think Shopify’s done with updates, they drop one more bombshell! 😲

After debuting over 150 product updates this week as part of their Summer ‘24 Edition, the ecommerce platform announced they are partnering with Target.

U.S. Shopify merchants can now sell products on the retailer’s third-party marketplace, Target Plus.

Shopify President Harley Finkelstein said this exciting partnership will help high-growth brands reach millions of new customers. 💰

Scroll down to our Quick Hits section for details on how to apply.

‍

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

🌸 Learn how fragrance brand Phlur uses these Shopify apps to drive higher AOV.
🧩 Here’s a creative and ‘puzzling’ ad idea that’s designed to stop the scroll and increase engagement.
🧦 And…one forward-thinking brand hit the UGC jackpot thanks to the run club craze.

You’re reading this newsletter along with new subscribers from: Cheeky Panda, Stellar Cellars, and Tristar Foods. 👋

📱How ButcherBox Saw 5.5x Revenue In A Single Quarter With SMS

‍

ButcherBox struggled to ensure their customers knew when their order was delivered. 😕

With a perishable product, that was a BIG problem… If you’re guessing they solved it with SMS, you’re right!

‍

Since launching Klaviyo SMS, ButcherBox solved that issue AND unlocked a powerful new way to encourage reorders. 🤯

‍

How powerful? 5.5x revenue in a single quarter powerful…  

‍

📈 With the help of Klaviyo SMS, ButcherBox has also seen:

• 63K SMS sign-ups in the past year
• 5.5x YoY growth in SMS revenue in Q1 2024
• 33% YoY growth in order rate from SMS campaigns in Q1 2024

Wanna learn more about how ButcherBox is crushing SMS?

‍*Sponsored

‍

🌸 How Phlur Drives Higher AOV With These Shopify Apps

‍

Phlur is a popular modern fine fragrance brand that pulls in over 1 million dollars and half a million monthly visits to its site. 🌸

Their minimal site gets a lot of repeat traffic thanks to their buzzy new product launches that often sell out after going viral on social media.

And thanks to their toolkit, they can keep customers engaged throughout the entire online shopping experience, so you’ll want to peek at these plugins below!

‍

Here are a few of the Shopify apps Phlur is using to drive revenue growth:

‍

1️⃣ EG Auto Add To Cart Free Gift: This app makes it easy to add a free gift based on custom rules. It also makes it much easier to upsell based on a customer’s total cart value or by specific products.

‍

2️⃣ Rebuy Personalization Engine: This AI-powered search engine ensures customers always find the perfect product and recommends personalized product recommendations on the checkout page.

‍

With this app, you can also include seasonal promotions, subscription upsells, and more to raise AOV and sales.

‍

‍

Phlur uses the Rebuy app to power its ‘Layer it with’ section to get customers interested in buying more than one product to create a unique and complex scent.

‍

3️⃣ PushOwl & Brevo: This web and email push notification app motivates anonymous browsers to become loyal customers with personalized notifications.

‍

This tool does a great job of getting indecisive visitors to submit their orders, leading to decreased cart abandonment. It creates tailored messages for segmented audiences which can lead to higher conversions.

‍

Which brand should we spy on next? 👀

Reply back to the newsletter and tell us which brand or industry you want us to investigate!

👀 What Customers Actually Think When Their Phone DINGS With Your Notification…

‍

When consumers get texts from brands like yours, they like it! Yes, that’s right, they like it.

But that can always be maximized. To maximize, you need to learn what to text, when to text, and how often. The goal? To deliver better customer experiences and drive revenue.

‍

Klaviyo surveyed EIGHT THOUSAND consumers around the world to hear their thoughts on SMS from brands just like yours. 👀

‍

Here’s some highlights from the 2024 Global Texting Takeaways:

• 86% of consumers made 2+ purchases via SMS in the last year.
• SMS accelerates buying. 65% of consumers report that their latest SMS-driven purchase was actually planned for weeks later.
• Frequency is key. 72% of consumers expect at least one SMS message per week.

‍

If you want more information on what consumers actually think about SMS… 👇

*Sponsored

🧩 What’s Trending: Puzzle Ads

‍

Here’s an idea you can try for your next batch of creative ads. 👀

The Pilothouse team spotted these fun ad creatives popping up on social media.

Rather than using a regular product shot, these creatives divide the image into sections to create a puzzle-inspired image.

Bebabel attracts viewers' attention by getting them to unscramble the images to guess the dish they are promoting.

The puzzle ad keeps audiences guessing and engaged as they attempt to ‘solve’ the puzzle.

This is worth testing to see if it gets people to stop scrolling and engage in the comment section!

‍

‍🌐 IN THE SOCIAL SPHERE

Outway founder Rob Fraser shares this cool snap at a recent run club event on X.

Cool Down Run Club participants were given Outway socks before the run began, making for some excellent UGC!

‍

💡 Tapping into active communities (unintentional pun) like this could be a major play for performance-wear brands.

‍

‍

⚡ QUICK HITS

👂 Here’s what 8k consumers think about SMS from brands like yours. Klaviyo’s guide tells you what to text, when to text, and how often in order to deliver better customer experiences and drive revenue. Get it here. *

✅ Looking to sell on Target and increase your sales? U.S. Shopify merchants can now apply to sell on Target Plus through the Marketplace Connect app. More details here.

📥 Got a B2B Biz?

Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. Talk to our team to learn more.

‍

‍Have you heard our latest podcasts?

• 🦁 Sarah Carusona Tames the Omnichannel Beast for Alpha Lion
• 💡 AKNF 415: The Gucci and Ralph Lauren of Effective Email Design  
• 🎤 Ex-Googler Ben Kruger on New Side Hustle Selling Microphones
• ⚡ AKNF 413: How Over-Automation Limits Your Scale on Amazon
• 🍬 Michael Fisher on Rotten’s Go To Market Strategy
• 🚀 AKNF 411: Crushing the Drop Model on Meta Ads + Q4 Planning
• 🍳 Cam Bush on Hexclad’s Omnichannel Strategy For 9 Figure Scale

‍

Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)

‍

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

Was this email forwarded to you? Sign up here.

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