Retention Chronicles Building successful subscription brands with pre-orders marketing | ORBYT Skin & Azio Beauty | Jonathan Penna
Mariah Parsons and Jonathan Penna, Co-Founder of ORBYT Skin & Azio Beauty, discussed their experiences navigating the challenges of e-commerce during the COVID-19 pandemic. Jonathan shared his journey of transitioning from a bakery to an e-commerce business, highlighting the challenges of scaling an operation during a global health crisis.
Mariah provided context and asked questions to delve deeper into the topic, exploring the impact of COVID-19 on the e-commerce industry and the strategies for adapting to the new normal. Later, Mariah and Jonathan discussed various strategies for building successful subscription-based businesses, including personalization, direct-to-consumer marketing, and optimizing subscription retention and growth.
Jonathan shared their experience with onboarding AI-powered customer support tools like Sienna AI, emphasizing the importance of careful onboarding and optimizing automations.
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:
3:49 Skincare brand development and marketing strategies
9:10 Pre-orders and subscription model for a brand, with focus on education and UGC to drive sales
13:37 Marketing strategies for a skincare product with pre-orders and subscriptions
18:36 Implementing dynamic pricing for subscriptions, with focus on customer frustration and retention
23:02 Increasing subscription conversions through easy customization and control transfer to customers
28:44 Subscription services and customer preferences
34:12 AI-powered customer support tool and retail expansion
38:50 Strategies for expanding a subscription-based e-commerce business