Retention Chronicles Adding value to the online buying experience with educational content with Dallas Parsons (Senior Director of Marketing at Mixhers)
Dallas Parsons, Senior Director of Marketing at Mixhers, joins Retention Chronicles to discuss adding value to the ecommerce customer experience.
Dallas started at Mixhers as a customer success manager, so she knows exactly what their customers care about most after her first-hand experience. She’s since transitioned into their marketing department to focus on customer retention, email marketing, designing the customer experience, implementing marketing technology, loyalty programs, & more.
Like many ecommerce brands, Mixhers continues to focus on customer retention as customer acquisition costs (CAC) continue to rise. They chose to funnel their energy towards what was working for them - email marketing.
Dallas and her team decided to define an email marketing strategy that helped educate their customers. They did this by enabling a product quiz around which supplement would be the best for that customer based on their answers.
At face value, some ecommerce brand operators would argue that this isn’t a smart marketing approach as it could add friction to the buying experience. But, the Mixhers team saw that it actually helped their customer’s buying experience and resulted in higher revenue. With more confidence in what product they were buying, Mixhers customers benefited largely from this addition.
Dallas tells Mariah about this decision and much more on this newest episode of Retention Chronicles.
This podcast is sponsored by Malomo, a leading shipment and order tracking platform for Shopify and Shopify Plus ecommerce brands.
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Episode Timestamps:
- 8:47 E-commerce retention strategies, including lifecycle marketing and customer acquisition costs
- 15:03 Adding value to customer journey for subscription-based supplements
- 21:16 Email and SMS marketing strategies for a supplement brand, including customer journey mapping and lifecycle marketing
- 29:45 Developing a mobile app for tracking menstrual cycle and symptoms, with goals to increase brand trust and loyalty
- 34:30 Returns and exchanges in the supplement industry, with a new product launch coming soon