DTC Podcast Bonus: How &Collar Uses Intelligems to Drive Growth with Pricing, Persona & Shipping Tests
Nov 5, 2025
Ben Perkins, the founder of &Collar, a men's performance dress shirt brand, shares insights from scaling his business. He discusses using IntelliGems for innovative A/B testing on pricing and shipping thresholds, revealing how a simple price shift can boost profits without loss in conversions. Ben emphasizes the importance of targeting 'recurring and required' customer personas and tailoring creative strategies for better acquisition. With a focus on refining unit economics, he navigates the challenges of maintaining a strong SKU strategy and shares ambitious growth goals.
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Trim SKUs Around Your Core Seller
- Focus SKU assortment on your core seller instead of exploding SKUs.
- Keep active SKUs aligned to revenue drivers to avoid inventory and margin issues.
Micro-Segment Creative For Better ROAS
- Drill down into narrow personas and create tailored creative and funnels for each.
- Personalizing content for micro-segments improves CPMs and acquisition economics.
Replace Intuition With Price Experiments
- Stop pricing by intuition and run controlled tests across price points.
- Pay for testing tools when the unit uplift multiplies across volume.