The brand also runs reward programs and contests on social and around the web —— and uses gift certificates to give those winners free products. That was something we needed out of the box. With so much brand visibility and profits coming in from third-party channels, the Kurgo website team is tasked with giving customers a reason to buy from the site rather than elsewhere. At the end of the day, a buy on the site earns Kurgo an email address to build their addressable list and build lifetime value over time. More recently, we did a deal that was if you buy a certain leash, you get a collar free.
That one actually did really, really well! It seems like there are just so many options of different things that we can do! With a background in marketing and SEM, Grant Yuan was convinced that discounting online only cut into margins, at nor actual profit for online brands. So, 3 years ago, when he started CuttingBoard.
But ultimately, the internet is a democratic place where price matters and easy to compare. People are coming back and buying more than ever —— and they are using that coupon. To battle that, Grant creates a discount calendar to make sure he is never overlapping or over-promoing. How I find and choose those people varies, but when it came to Expression Fiber Arts , it was an email from a freelancer.
I had to reach out.
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That customer journey description was just too good. It was clear that Chandi, the founder of Expression Fiber Arts, was doing one of the most important things in ecommerce better than so many: providing upfront value. Indeed, Chandi uses promotions and coupons on Facebook, Instagram and her own website.
She launches monthly giveaways and offers downloadables —— for free. She does everything you could possibly think of to help her audience knit better, higher quality goods. I do a lot of Facebook ads to get people to come over and get the free stuff.
Then, if they want to buy stuff later, they can. We show them who we are. Give them some free stuff. Ask them to mingle more and hangout. This has won her a massive online following.
I just want people to be able to get get awesome deals. No matter your ecommerce promotion strategy , it is essential that you have the discount tool you need to offer the deals that work best for your brand at scale. Be sure to think through your discount and coupon marketing strategy for the entire year to help boost sales , drive up your addressable email list and ultimately grow your business. Sign up for our weekly newsletter.
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