Unlocking the secrets of successful Direct-to-Consumer businesses
- 3 brand examples to boost your online sales
- 2 actionable tips for quicker results
- 1 special surprise
Marketing
The Taylor Swift Effect: Making Brands Go Viral Overnight
A 700% sales increase or 60,000 likes on Instagram in just 24 hours. These numbers sound too good to be true, right?
Yet, thanks to the undeniable power of Taylor Swift’s influence, they've become commonplace.
In December 2023, Forbes named Taylor Swift the world’s fifth most powerful woman, the only celebrity in the Top 10.
Her latest album, “The Tortured Poets Department,” even became the fastest album in history to surpass 1 billion streams globally.
In this article, we will discover how brands went viral overnight due to the Taylor Swift Effect.
1. Popflex: +10k skorts pre-ordered pirouette skorts
Even the CEO of Shopify, Harvey Finkelstein, recognised the power of Taylor Swift, showcasing her effect on Popflex’s sales, a brand founded by Cassey Ho.
“The Taylor Swift Effect isn’t just a pop-culture headline — it’s big business,” says Finkelstein.
During a viral video for her “For a Fortnight” challenge, Taylor wore the Pirouette skort, making the product sell out in just 15 minutes.
For the first time, they had to open pre-sales, resulting in 10,000 skorts pre-ordered.
They saw a 600-700% sales increase from just a 3-second clip, recording their biggest sales day ever!
Cassey Ho’s answer is just as iconic:
”Everyone has been asking me “So how are you going to change the way you do things now that Taylor has worn your skort?”
My answer: I’m not changing the way I do anything!
I’m very proud of the way POPFLEX’s product is developed with so much care and so much intention. I never release anything I wouldn’t wear myself and I never release anything without a Why.
But OK FINE. We ARE adjusting ONE thing though! We will be increasing order qty baseline because if you thought our out-of-stock issue was bad pre-Taylor, right now it’s a 14-week pre-order waiting period in our post-Taylor world! I’m lucky the Swifties are patient! Currently weaving fabric and prepping it for the dye house - going as fast as we can without compromising quality!”
2. Gymshark: +60k likes on Instagram in 24h
Gymshark cleverly leveraged Taylor Swift’s UK leg of the Eras Tour with a strategic campaign.
They recreated some of Taylor’s iconic outfits using Gymshark products and launched a VIP ticket giveaway.
Using a look-alike model, they brought to life her showpieces, such as “The Tortured Girls Department” and the “Bet I Think About Me Gym” t-shirt.
The campaign was a massive success, garnering 60,000 likes in less than 24 hours and boosting brand visibility and engagement.
The teaser and official post combined received over 80,000 likes and 22,000 comments.
To enter, fans had to tag six friends in the comments and reshare the post to their Instagram story, increasing reach and visibility.
“We couldn’t let arguably the biggest cultural musical moment of 2024 pass without getting involved,” said Gymshark head of social, Emily Lorimer. “We know there are legions of Swifties in our community that love both fitness and Taylor, so we thought why not do something that ticks both boxes?”
Fans could also gain additional entries by spending over a certain amount in-store and online and shopping for Taylor Swift-inspired looks on the website.
3. Cetaphil: Super Bowl’s Ad #GameTimeGlow
Cetaphil drew on Taylor Swift’s frequent attendance at Kansas City Chiefs games to support her boyfriend Travis Kelce for a new commercial aired during the Super Bowl.
The advertisement opens with a daughter super focused on her phone while her father watches TV.
He excitedly shows her something on his phone, but she dismisses him and continues what she’s doing.
Later, as she applies Cetaphil moisturiser, she hears the football commentator on her dad’s TV say, “Well, folks, there she is. It’s the most famous fan of the game.”
Her father notices and raises the volume, and she rushes downstairs.
Next, you can see the father giving his daughter a jersey with the number 13 — Swift’s favourite number — to match his red jersey with the number 89, the year Swift was born.
She joins him to watch the next game, both wearing friendship bracelets, a key symbol from Swift’s Eras Tour.
The ad ends with, “This season, dads, and daughters found a new way to connect,” noting, “Real Father and Daughter, Living in New York.”
The ad subtly connects Taylor Swift’s appeal to both generations while not mentioning once Taylor Swift or Kelce’s names or showing an NFL broadcast.
Cetaphil wanted to stand out from the big budget and glamour to show a moment of authenticity.
The ad was a huge success, a lot of Swifties and non-Swifties alike praised it for reflecting their own relationships.
4. Small businesses: The power of Swifties
The Taylor Swift impact doesn’t stop at big brands, a lot of small businesses too could enjoy the benefits, sometimes not even on purpose!
With the Eras Tour, the average concert goers are spending about $1,300, not just on tickets but also on outfits.
Small brands have adapted by creating products that attract Swifties and try to jump on the hype train, hoping to boost their brand awareness and sales.
We're talking about sequin and sparkly outfits, accessories, and merchandise.
One notable example is the brand Hazel and Olive, which sells clothing targeted at music lovers, especially country fans.
The Eras Tour led to a 40% year-over-year increase in their sales, thanks to their smart marketing move.
They renamed all of their clothes’ product names that match Swifties’ vibe with Taylor’s name and also modified the description.
"We would get in hundreds of one style, and it would be gone within minutes," Taylor McMillan, founder, says. "We realized the hype very quickly."
Other brands like Show Me Your Mumu experienced 182% growth in e-commerce searches for sequins and sparkly items.
They boosted sales by 68% with new customers by strategically promoting its "Sparkle Shop", usually hidden during this period of the year.
Taylor Swift also frequently puts the spotlight on smaller indie brands.
Without contacting them beforehand, she wears the product, gets photographed, and the Internet works its magic.
For example, in January 2024, Taylor was seen wearing a dress from Scottish merchant Little Lies who saw a 17,000% increase in sales vs the same day last year.
The dress sold out instantly, breaking their all-time sales record.
The designer Jade Robinson told The Times, “I was just completely gobsmacked at first. We had no idea she even had the dress.”
Taylor was seen wearing a ring from merchant The Westside Storey after a Kansas City Chiefs game on a Sunday in December. Sales soared 700% overnight!
One thing for sure is when Taylor Swift wears your product, you can expect instant:
- Global recognition: Your brand instantly gains worldwide visibility, capturing the attention of millions of Swifties and fashion enthusiasts globally.
- Increased sales: Taylor’s influence drives sales through the roof, as fans and followers rush to emulate her style and get their hands on the latest trends.
- Social media buzz: The internet explodes with mentions, hashtags, and shares, amplifying your brand’s reach and engagement across all platforms.
- Media spotlight: Major fashion magazines, blogs, and influencers take notice, featuring your brand in their latest issues and posts.
- Brand credibility: Being associated with a global superstar like Taylor Swift elevates your brand’s credibility and prestige.
The Taylor Swift effect serves as the perfect example of how fandoms can foster community engagement and drive a significant sales increase.
Now, we just need to wait and see the next brand that will benefit from her influence (and we cannot wait!).
E-commerce trends
Shopify Summer Editions 2024 Top 10 Features Analysed
As the AI boom is revolutionising e-commerce, Shopify aims to solidify its leadership position.
The recently released Shopify Summer Editions 2024 offers over 150 new features and apps, empowering your online store with the latest AI advancements.
This article will decrypt the top 10 announcements and what changes they bring!
1. What are Shopify Editions?
As of now, in 2024, 4.63 million online stores are powered by Shopify.
Shopify Editions are biannual updates released by Shopify, designed to announce the platform’s new features and improvements.
These editions aim to support merchants, partners, and developers by introducing updates and new tools that adapt to the evolving e-commerce landscape.
Each edition typically includes many updates, from AI-powered tools and enhanced analytics to new customisation options and logistics improvements.
This Shopify Summer Edition 2024 theme is "Unified," which integrates various back-office features to simplify merchants' operations.
By following their Editions release, you can stay up-to-date with the latest e-commerce trends, whether you use Shopify or not
You can adopt Shopify's best practices to improve your own site and get ideas for new tools and features.
2. 10 key Shopify new features decrypted
2.1 Unifying markets
Shopify Markets gets a major upgrade.
It is now directly integrated into your back office, allowing easy creation and management of different markets with specific rules, catalogues, and taxes.
Previously, these functionalities were scattered across the platform, making them difficult to manage without a deep understanding of Shopify admin settings.
Markets also enable highly customised buyer experiences for each market from a single store, eliminating the need for separate stores and complex data synchronisation.
For example, if you are expanding to France, you can create a new market for the region, and customise your product catalogue, pricing, and store theme to cater to French buyers.
Shopify POS users can now manage pricing and publishing for retail stores more effectively.
It includes setting specific catalogues for different locations, such as marking down prices or restocking bestsellers.
Shopify Plus merchants can expand their B2B operations more easily, customising store themes for each B2B market to cater to different regions efficiently.
2.2 Split shipping at checkout
The Split Shipping feature allows orders with multiple products to be shipped from different locations, optimising for cost or speed.
If a customer orders items available in different warehouses, Shopify can now split the shipment, ensuring efficient and cost-effective delivery.
This feature particularly benefits online businesses with heavy or bulky items, allowing for more flexible shipping options.
Online stores can now offer split shipping at checkout, letting customers see upfront if their order will arrive in multiple packages and choose different shipping speeds for each item. Just like Amazon!
This gives buyers more control over delivery times and costs, potentially boosting trust and sales.
2.3 Sidekick AI assistant
E-commerce just got a major AI upgrade with Shopify's Sidekick.
It acts like a mini ChatGPT, understanding the context of your shop and helping with various tasks. It is designed to tackle the daily challenges of running an online store.
Sidekick provides instant access to relevant information and best practices, tailored to your store's data.
You can ask Sidekick to automate the creation of customer segments, apply discounts, or generate content, all from within your store's back office.
It can also help you with customer inquiries so you can answer quickly and efficiently, in different languages.
2.4 Retail checkout
The new retail checkout will facilitate faster transactions and simplify omnichannel expansion.
POS features simplify in-store tasks with the new updates, including sending in one-tap digital receipts to customers.
If a customer is a Shop Pay user, they are automatically recognised, and digital receipts can be sent.
This bridges the gap between offline and online stores. Collecting customer information at checkout, like email addresses, and logging staff attribution became easier.
You can streamline return options, as POS automatically identifies which products can be returned, removing uncertainty for staff and creating a unified brand experience.
2.5 Shopify Magic for images
Shopify Magic, which started with text generation, now includes image enhancements.
Merchants can modify product images directly within their back office by describing the desired background or setting.
This tool is perfect for merchants who don't have the budget for professional photoshoots. It allows them to create high-quality images with minimal effort.
2.6 Enhanced analytics for better store optimisation
Shopify has significantly upgraded its Analytics dashboard.
You can now customise your dashboard, creating dynamic data tables similar to Excel pivot tables.
This feature allows for real-time data curation and performance metrics tracking, making it easier to understand and optimise your store's operations.
You can drag and drop pre-made Shopify reports and resize them on your dashboard according to your needs.
Each pre-made report is designed to answer the most common questions you have about your online store, such as return rate, net sales, and sales evolution week over week.
However, you can edit the reports to add any dimensions or additional metrics to further personalise your data analytics.
This feature allows you to cross-analyse various metrics, such as sales, conversion rates, and margins, providing deeper insights into your online store's performance.
2.7 Flexible sections in themes
Shopify continues to enhance theme flexibility with new modular sections.
These "Flex Sections" offer more configurable options, allowing merchants to easily customise their shopfronts.
The updates include responsive design features, so you can tailor your store's appearance for different devices without duplicating fields for desktop and mobile views.
2.8 Hydrogen for headless commerce
Hydrogen, Shopify's framework for headless commerce, now includes a Visual Editor powered by Utopia.
This tool provides a real-time view of changes, enabling easier collaboration and faster implementation of front-end updates.
It simplifies headless commerce for merchants by providing a unified working environment with team collaboration and content management features.
Content updates and design tweaks can now be managed more easily, with no specific technical or coding requirements.
Developers can create templates that team members can modify using the new Visual Editor.
2.9 Product search & discovery
A good shopping experience starts with easy search and discovery.
Shopify’s built-in taxonomy now supports over 10,000 categories and 2,000 attributes to enhance product discovery across your store.
The latest update includes image filters for search, helping customers find the right products more quickly through advanced filtering options like logos, icons, or other images.
Merchants can now set up custom data with meta fields and metaobjects to display these visual filters, such as fabric colour swatches.
Visual filters help customers quickly understand the available options, reducing searching time and improving overall satisfaction.
The app Search & Discovery is free and available on the Shopify App Store!
2.10 Logistics improvements
Shopify has introduced several logistics features to streamline operations.
The "Ship to Store" option allows products to be transferred between stores for customer pick-up, enhancing inventory management.
Similarly, "Ship from Store" enables local stores to fulfil online orders, reducing shipping times and costs.
The Shopify Summer Edition 2024 brings numerous enhancements designed to unify and simplify e-commerce operations.
These updates offer powerful new ways to optimise your online business, from AI assistants and flexible split shipping options to advanced analytics and headless commerce tools.
As the e-commerce landscape continues to evolve, embracing these features can help you stay ahead of the competition and meet your customers' growing expectations.
Which exciting new features will you implement to elevate your online store?
Marketing
How Cassey Ho Turned YouTube Fame into a Fitness Empire
Taylor Swift caused a Popflex Pirouette skort sell-out in 15 minutes via a YouTube Short last May, marking their biggest sales day ever.
This viral success highlights the remarkable journey of Cassey Ho, who evolved from a YouTuber into the CEO of two eight-figure brands, Blogilates and Popflex.
Her journey is a remarkable story of leveraging social media and community engagement to build a fitness empire.
1. Cassey Ho: From YouTuber to CEO of two 8-figure brands
1.1 Starting with Blogilates: From workout videos to a brand name
Cassey Ho's journey showcases the power of passion and strategy.
Originally a biology student with a dream of fashion design, Cassey uploaded her first Pilates workout video on YouTube in 2009.
It was just meant to share her fitness passion with her Pilates students as she was moving away.
However, her infectious energy and effective routines quickly gained a much wider audience.
Her channel, Blogilates, quickly attracted a devoted following, boasting over 9 million subscribers and nearly 4 billion views today.
Recognising the potential to empower others and build a business, Cassey transformed Blogilates from a YouTube channel into a full-fledged brand.
In 2011, she started with merchandise and expanded to include stylish bags, yoga mats, water bottles, resistance bands, and dumbbells, all designed with her signature touch.
Nutritional guides and an app further cemented Blogilates as a comprehensive fitness experience, generating over $20 million in sales by 2022.
1.2 The birth of Popflex: Answering fitness needs with style
In 2016, Cassey introduced Popflex, a line of stylish and functional activewear.
Popflex stands in stark contrast to the mass-produced activewear market, she focuses on small quantities of product and spends a lot of time creating the best products.
Cassey's vision is to create clothes that solve common problems that women encounter when working out.
"I usually start with problems that I have, because I am my customer," she said. "The feedback of the fans, who are very vocal about what they want, also helps guide us in the right direction."
Whether it's designing leggings that avoid camel toe or yoga bags featuring dedicated shoe compartments, Popflex motto is: “work out, but make it cute.”
Cassey wants to empower women to feel confident, sexy, and comfortable when exercising.
By 2023, Popflex had reached $15 million in sales.
In May 2024, Popflex recorded her biggest sales day ever thanks to Taylor Swift.
Taylor Swift wore the brand's lilac Pirouette skort in a YouTube Short in her #ForAFortnightChallenge video to promote her new song.
The skort sold out in 15 minutes after being featured, and it led to more than 10,000 skorts being pre-ordered.
2. Popflex and Blogilates’ omnichannel retail
2.1 Expanding reach with Blogilates at Target
Cassey has a clear distribution strategy for her two brands.
Blogilates who focus on accessible fitness are only available at Target.
Her goal is to make affordable fitness gear available to a wider audience.
In response to feedback about high prices, she created and released an under $20 exclusive Target collection without compromising on quality.
This partnership with Target not only enhances accessibility but also allows customers to experience the products in-store, significantly boosting brand visibility!
2.2 Direct-to-consumer (DTC) success with Popflex
On the other hand, Popflex focuses on high-quality, problem-solving activewear for dedicated fitness enthusiasts.
Popflex is only sold on their website and follows a DTC model.
Cassey offers exclusive products, collects customer data, and builds direct relationships with her audience, resulting in higher profit margins by cutting out middlemen.
As she has a "test first" model for production, meaning they produce smaller quantities initially to avoid making items that don't sell.
When a style sells out and customers show interest through a waitlist, they use that data to confidently produce a larger batch.
Popflex also has a presence on Amazon, though limited to yoga mats and booty bands.
By combining direct-to-consumer sales with strategic retail partnerships, Cassey maintains control over the customer experience while reaching a broader audience.
3. Cassey Ho’s viral product secrets: Community and social media focus
3.1 Listening to her community and building her brand with them
Cassey Ho’s ability to create viral products stems from her unwavering commitment to listening to her community.
She treats her audience of over 14 million followers on YouTube, Instagram, and TikTok as "co-designers" by sourcing ideas and feedback from them.
This collaborative approach ensures that her products meet the specific needs and preferences of her fans, fostering a sense of ownership and loyalty.
For instance, the Popflex "Peony Collection" was developed based on feedback from her followers, resulting in a sold-out launch within 48 hours.
Another example is when she received numerous complaints about the inconvenience of removable bra pads.
Cassey then designed a sports bra without them, directly addressing her community’s concerns. And it is one of their bestsellers now!
As Cassey designs about 95% of Popflex's products, she is able to adapt and be super responsive.
This not only enhances the relevance and appeal of her products but also builds trust and engagement.
A study by Redpoint found that feeling understood and valued is more important to brand loyalty for most consumers (74%) than discounts and perks.
By consistently involving her audience in decisions and innovations, Cassey has cultivated a loyal fanbase that feels directly connected to her brand.
3.2 Leveraging social media trends and short-form videos
Another secret to Cassey Ho’s success is her strategic use of social media to identify and capitalise on trends.
She creates visually engaging content, especially short-form videos that showcases the functionality and aesthetic appeal of her products.
She often uses slow-motion videos, fun skits, and captivating visuals that are effective even without sound.
This approach enhances the shareability of her content, significantly increasing its reach and impact.
Her design videos have gone viral multiple times when she showcases the creative process behind each Popflex product.
This unique approach offers a behind-the-scenes look at the brand and allows viewers to connect with Cassey on a deeper level.
Her most viral video has 240M on YouTube. And it is a video answering her community feedback on how they wanted a thicker yoga mat so she created it!
Platforms like Instagram, TikTok, and YouTube Shorts play a crucial role in her strategy, each utilised uniquely to maximise engagement and conversion.
Instagram, for instance, is her most consistent platform for driving sales, while TikTok and YouTube Shorts offer opportunities for viral reach.
By integrating trendy elements into her designs and marketing strategies, Cassey ensures that her products resonate with a wide audience, driving both visibility and sales.
Popflex's revenue from social media from January to February 2022 was four times higher than the same period last year.
This meticulous attention to social media trends and user behaviour has been pivotal in establishing her as a successful product-first creator.
Cassey Ho's transformation from a YouTube fitness enthusiast to the CEO of two successful brands, Blogilates and Popflex, exemplifies the power of passion, strategy, and innovation.
Leveraging social media and community engagement, she built a thriving fitness empire.
Despite her success, Cassey faced significant challenges, particularly from companies like Shein and Amazon copying her designs.
Viewing dupe culture as counterfeit culture, she exposed these copycats in a YouTube video and filed for patents, securing two active patents, including one for her pirouette skort.
Cassey's resilience and innovative strategies, combined with a strong community focus, have solidified her position in the fitness industry.
Her journey proves that with the right approach, a fitness influencer can evolve into a successful entrepreneur and industry leader, inspiring millions along the way.
E-commerce trends
The Secret Recipe Behind Typology’s Market Domination
Typology, a french skincare brand, has revolutionised the clean beauty market with its commitment to transparency, simplicity, and innovation.
The brand has sold over 3.2 million products annually and is now expanding into traditional retail, blending its strong online presence with a strategic corner store.
This article explores Typology’s successful transition from a pure Direct-to-Consumer (DTC) model to an omnichannel retail strategy.
1. The rise of Typology: Clean beauty for all
1.1 The visionary founding by serial entrepreneur Ning Li
In 2019, Ning Li launched Typology, following his success with the furniture e-commerce platform Made.com.
Within a year of their launch, they raised $10 million in seed funding and shipped hundreds of thousands of products.
Ning Li was inspired to create Typology out of a desire to find clean, natural products for his newborn daughter, which he couldn't find on the market.
He aimed to disrupt the beauty industry by focusing on transparency, simplicity, and high-quality natural ingredients.
"We launched Typology [...] with one mission in mind: to demystify a complex and opaque skincare industry,” says Ning Li
This vision helped Typology quickly establish itself in a competitive market.
Typology focuses on minimalism, unlike many beauty brands that use lengthy and complex ingredient lists. Each product contains only the essential components necessary for efficacy.
The company is certified as a B Corp and PETA vegan-approved.
The brand offers a wide range of skincare, haircare, and body care products, all made with at least 80% natural ingredients.
This approach appeals to consumers who are increasingly aware and cautious about the ingredients in their skincare products.
1.2 Building strong brand loyalty with DTC success
Typology has achieved phenomenal success, becoming France's top-selling online skincare brand by 2023—only four years after its launch!
A key part of its success lies in selling directly to consumers online.
By skipping traditional stores, Typology kept costs low and focused on making the online shopping experience as smooth as possible. They achieved this by:
- User-friendly website: A simple design that makes shopping easy and that matches really well with their brand identity.
- Skin diagnostic tool: An online quiz that helps customers find the best products for their skin and create the best skincare routine for their needs.
- Transparent ingredients: Clear information about what’s in each product, building trust with shoppers. They also provide educational content about the benefits of ingredients and how they work.
- Sustainable practices: Clean, natural ingredients and recyclable/reusable packaging. Their products are free from harmful chemicals, relying instead on botanical extracts and active ingredients.
2. Typology’s omnichannel retail strategy to conquer new markets
2.1 Testing market fit with pop-ups
After achieving strong online sales, Typology strategically entered physical retail to expand its customer base while staying true to its clean beauty values.
To test this new approach, Typology hosted a three-day pop-up event called "La Serre Typology" in November 2023.
The pop-up offered two unique experiences, where booking was required for:
- During the daytime: Personalised skin advice and custom skincare routines with Typology experts.
- During the evening: Intimate dinners with experts to provide a deeper connection to the brand.
The event was fully booked out in minutes, showing a real demand for Typology's in-person approach.
La Serre Typology's success showed them a few things:
- People love personalised experiences: Customers appreciate connecting with a brand face-to-face and getting help tailored to their needs.
- Pop-ups build loyalty: These events create a sense of exclusivity and excitement, making existing customers love the brand even more.
- Testing the market: Pop-ups are a low-risk way to see if people will be receptive to in-store shopping.
The pop-up store format allowed Typology to engage with customers in a new way, offering a tactile and immersive brand experience.
It also provided a platform for direct customer feedback, which was invaluable for refining product offerings and improving customer satisfaction.
2.2 Taking the next step with a permanent corner store
Based on the pop-up's success, Typology opened its first permanent corner store in April 2024, inside Printemps Haussmann, a famous Parisian department store.
This move into physical retail shows Typology’s commitment to an omnichannel approach, blending online and offline strategies.
The physical presence in such a prestigious location as Printemps Haussmann increases brand visibility and reinforces Typology's image as a premium brand.
This strategic placement helps attract a new segment of customers who value the ability to see and feel products before purchasing.
The design of the corner store reflects Typology's core values of being simple and eco-friendly.
They use aluminium elements that look just like their packaging, creating a stylish and responsible shopping experience.
They seamlessly blend physical retail with their existing brand identity.
Typology’s journey highlights the importance of innovation, customer focus, and sustainability in the beauty industry.
Typology has built a strong foundation for growth by embracing digital channels and an omnichannel strategy.
The key lessons for brands looking to replicate this success are clear: build a robust online presence, test new markets with pop-ups, and maintain consistent branding.
How will Typology’s next steps shape the future of clean beauty?
Conversion rate
8 Must-Have Shopify Apps to Increase Your Conversion Rate
In 2024, delivering exceptional products isn't enough for Shopify's success.
Customers now expect a seamless delivery experience from browsing to doorstep and it directly impacts conversion rates and customer loyalty.
Studies show that 45% of shoppers abandon their carts due to unsatisfactory delivery options.
With over 8,000 apps in the Shopify App Store, choosing the right delivery tools can be overwhelming.
We've streamlined the selection process by curating the 8 best Shopify delivery apps that enhance fulfilment, inventory management, and global shipping.
1. Bigblue
Bigblue is a Shopify app that provides outsourced fulfilment services for e-commerce businesses and omnichannel retailers.
Key features
- Boost your growth with frictionless logistics and exceptional delivery experiences, trusted by +500 brands
- Create a memorable unboxing experience with custom packaging, flyers, and personalised gift notes
- Increase conversion rates by 21% with precise delivery estimates and showcasing fast-delivery badges
- Foster customer loyalty with branded tracking emails, pages, and track buyer satisfaction metrics
- Maximise revenue retention with seamless, hassle-free return options like store credit
- Inventory management and reporting dashboard
Pricing
Bigblue offers pay-as-you-go pricing for fulfilment services (pick, pack, and shipping fees), monthly plans and additional buyer experience packs (per order).
2. Prediko
Prediko is an AI-powered inventory forecasting and planning tool that helps e-commerce businesses avoid stockouts and overstock situations.
Key features
- AI Sales Forecasting
- Inventory planning with alerts
- Purchase order management
- Raw material management
- Bill of materials creation
- Inventory reporting (CSV & PDF)
- Unlimited users, SKUs, and inventory alerts
Pricing
Prediko offers three pricing plans based on features and revenue:
- Starter: $119/month from $0 to $500.000 in annual revenue
- Growth: $199/month
- Enterprise: $349/month
3. Essential Free Shipping Upsell
Essential Free Shipping Upsell is an app that helps you encourage customers to spend more to qualify for free shipping.
Key features
- Free shipping progress bar to motivate customers to spend more to reach a free shipping threshold
- Upsell & cross-sell that suggest additional products to increase average order value
- Customisable
- Integrates with Shopify themes
Pricing
They have tiered pricing plans:
- Free plan: Up to 1,000 monthly booster views
- Starter: $9.99/month (Up to 10,000 monthly views)
- Essential: $14.99/month (Up to 50,000 monthly views)
- Professional: $29.99/month (Unlimited views)
4. Releasit COD Form & Upsells
Releasit COD Form & Upsells is an app that helps you create one-click Cash on Delivery (COD) order forms.
Key features
- One-click COD order forms
- Upsells and quantity offers to increase average order value
- Downsells to recover abandoned carts
- Customisable forms (pop-up or embedded)
- Phone number verification to minimise fraudulent orders
- Integrates with Google Sheets and marketing platforms
Pricing
- Forever Free: Up to 60 orders/month, limited features
- Premium: $9.99/month (or $89.99/year) - 360 orders/month, priority support
- Enterprise: $29.99/month (or $269.99/year) - Unlimited orders, priority support
5. Bigblue Pickup Point Selector
Bigblue Pickup Point Selector is a Shopify application that allows customers to choose a pickup point for their orders during checkout.
Key features
- Integrates a map for selecting pickup points from multiple carriers like Mondial Relay, Colissimo, Shop2Shop, and more
- Works with Shopify, Shopify Plus, and Shop Pay checkouts
- One-click integration and customisable to match your brand
- Optional feature to block checkout if a pickup point is not chosen
Pricing
Bigblue offers different pricing options:
- Standard: $50/month (pickup point selection on Thank You page)
- Shopify Plus: $150/month (pickup point selection during checkout and on Thank You page)
6. Shipping Rates — Shipeasy
Shipping Rates — Shipeasy is a Shopify app that helps you create complex shipping rules based on various criteria.
Key features
- Calculate shipping costs at the cart level
- Set up rules based on zip code, distance, product dimensions, customer groups, and more
- Offer tiered rates, zone-based rates, and product-specific rates
- Integrate with various carriers including USPS, FedEx, Canada Post, UPS, Australia Post, and DHL
Pricing
They provide different tiered plans based on features:
- Free: Configure and test basic features
- Starter: $9.99/month (basic rules like weight, quantity, and zip code)
- Smart: $14.99/month (product-based rates, rate blending, customer-based rates)
- Advanced: $24.99/month (carrier-based rates, dimension-based rates)
7. Preorder Wolf
Preorder Wolf allows you to accept pre-orders for out-of-stock items or upcoming products.
Key features
- Enable pre-orders for specific products, collections, or all products
- Set pre-order start and end dates
- Limit the number of pre-orders accepted
- Display delivery information on product pages, cart, and checkout
- No coding required and easy integration with Shopify themes
Pricing
Preoder Wolf offers pricing based on your pre-order revenue/month:
- Free: Includes basic features for development and testing
- Beginner Plan: $4.99/month up to $500 pre-order revenue/month
- Growth Plan: $19.99/month to $285/month for $16000 pre-order revenue/month
- Unlimited: $299/month for unlimited pre-order revenue/month
8. Zonos Duty and Tax
Zonos Duty and Tax simplifies international sales and shipping by calculating and collecting duties and taxes at checkout.
Key features
- Calculate landed costs including duties and taxes upfront
- Collect duties and taxes at checkout
- Automate the creation of compliant shipping labels with customs paperwork
- Reduce cart abandonment by providing cost transparency to international shoppers
- Integrate with various carriers and shipping platforms
- Zonos pays the duty and tax bill and handles VAT remittance for you
Pricing
They offer two options:
- Standard: $2,500/year + $2 per order + 10% of duties, taxes, and fees (optional: can be paid for by the customer)
- Premium: $4,000/year (includes standard features + 3 custom-engineered rules, cartonization, priority onboarding, and certification to ship outside the app)
With a wide range of delivery solutions available, optimising your Shopify store's fulfilment process is easier than ever.
These apps can help you create a seamless customer experience and free up time to focus on what matters most — growing your brand.
Now, the question is: which app best suits your specific needs?
Consider factors like your budget, order volume, and target markets to make the perfect choice and unlock smooth sailing for your deliveries in 2024.
New market
Top 10 omnichannel brands to follow in 2024
A Harvard Business Review study found that 73% of customers prefer to shop across multiple channels, blurring the lines between online and physical experiences.
A seamless customer experience across all channels is no longer a choice, it's a necessity.
The following 10 brands are shining examples of omnichannel retail, delivering memorable shopping experiences for their clients, no matter how they choose to shop.
We'll dive into what makes them successful and how they reimagine the retail landscape in 2024!
1. Sephora
Sephora seamlessly integrates its physical and digital experiences.
In-store shoppers can scan products for reviews and tutorials using the Sephora app, while online shoppers can book consultations with beauty advisors.
Sephora continues to innovate with its Virtual Artist tool, which allows users to try on makeup virtually using augmented reality.
From AR makeup trials to interactive workshops, they use tech to make your beauty journey fun and engaging.
Why it works
Sephora seamlessly blends online and in-store experiences with tutorials, consultations, and virtual makeup trials, catering to tech-savvy customers.
2. Nike
Nike is a leader in omnichannel retail, offering a personalised shopping experience across all its channels. Their omnichannel strategy seamlessly blends innovation with data.
The Nike app offers more than loyalty points. It also allows customers to reserve in-store items, track orders, and access exclusive member benefits.
It learns your preferences and curates a newsfeed with relevant product launches, training tips, and early access.
NikePlus members are three times more valuable than anonymous buyers.
The app serves as the gateway to a whole ecosystem of Nike apps, keeping you running, training, and collecting with Nike+ Run Club, Nike+ Training Club, and Nike+ SNKRS.
Nike's physical stores are transforming into interactive playgrounds.
Imagine "Trial Zones" with basketball courts that collect data on your game.
These often cater to local communities, with basketball courts in New York City and soccer training areas in Los Angeles.
Paired with your NikePlus profile, this personalised in-store recommendations and future product development.
Nike prioritises its stores for exclusive releases but strategically utilises platforms like Amazon to reach a wider audience.
Why it works
Nike's secret sauce? Personalisation at every step with a data-driven app offering exclusive content and targeted recommendations. It creates a seamless experience across all channels, from their app to physical stores.
3. Warby Parker
Warby Parker is a leading online eyewear retailer that has expanded into physical stores.
Warby Parker burst onto the scene with a bold mission: to shake up the traditional, expensive world of eyeglasses.
They recognised that some customers crave physical touch and the ability to try on frames before they buy.
Enter their innovative "Home Try-On" program—a seamless solution that allows customers to test-drive different styles in the comfort of their own homes.
This dedication to a smooth customer journey didn't stop there.
Warby Parker strategically transitioned to a true omnichannel experience, opening inviting brick-and-mortar stores with friendly and certified opticians.
In-person eye exams at their stores make it even easier to get the perfect prescription and find the ideal frame that complements your style.
Warby Parker's commitment extends beyond its customers.
Their impactful "Buy a Pair, Give a Pair" program ensures that with every purchase, someone in need also receives a pair of glasses.
This social good initiative resonates deeply with customers who value giving back.
Why it works
Warby Parker bridges the online and offline worlds with their "Home Try-On" program and inviting stores with expert opticians. Their impactful social good program resonates with customers who value giving back.
4. Patagonia
Patagonia is a sustainable outdoor apparel company that excels at omnichannel retail.
They offer free product repairs, a robust online marketplace for used gear, and in-store workshops on outdoor skills.
Patagonia seamlessly integrates its physical and digital experiences.
Imagine browsing their website – detailed descriptions, user reviews, and high-quality photos empower informed decisions.
Real-time inventory lets you check store stock, and the website seamlessly integrates a store locator to guide you to the nearest Patagonia with the specific gear you seek.
Step inside a Patagonia store, and you'll be greeted by a vibrant atmosphere. Exposed wood and stone create a welcoming vibe, mirroring the beauty of nature.
A knowledgeable and outdoors enthusiast staff is eager to welcome and recommend products to shoppers.
You can even recycle old clothes in-store, reducing waste for a more sustainable future!
Why it works
Patagonia empowers online shoppers with detailed info and in-store customers with knowledgeable staff. Their commitment to sustainability shines through all channels, building brand loyalty.
5. Apple
Apple is a pioneer in omnichannel retail, offering a seamless experience across its stores, website, and mobile app.
Gone are the days when "Apple Store" meant a place just to buy an iPhone.
The company has even removed "Store" from its names, a subtle shift emphasising its focus on experience.
Staff, expertly trained in the "APPLE" approach (Approach, Probe, Present, Listen, End), ensure every customer feels seen and understood.
Do you need help with your camera? Creative Pros are on hand to unlock the potential of your iPhone.
Are you struggling with a software issue? The Genius Grove (the evolution of the Genius Bar) awaits, staffed with experts ready to troubleshoot.
However, Apple's vision extends beyond individual interactions. These stores are community cornerstones.
Boardrooms host budding entrepreneurs, while "Hour of Code" workshops ignite young minds with the thrill of programming.
"Teacher Tuesdays" empower educators to integrate technology seamlessly into classrooms.
Their online store reflects the same philosophy as their welcoming brick-and-mortar stores.
Apple bridges the gap by offering "Shop with a Specialist over Video." Also, clicking the "Apple Specialist" module instantly connects you with a chat for expert advice.
"Today at Apple at Home" classes bring the energy and expertise of Creative Pros directly to your living room.
Why it works
Building relationships is key for Apple. Expert staff, engaging events, and consultations foster community while seamless online and in-store experiences with real-time inventory remove buying hurdles.
6. Jonak
Jonak is a French shoe retailer that has a solid omnichannel presence.
They offer online tutorials on shoe care, a loyalty program accessible through their app, and the ability to book appointments for personalised styling sessions in-store.
Jonak, a French shoe brand, has grown significantly through its successful omnichannel retail strategy.
Jonak has continuously adapted to changing customer preferences. They started from a single Parisian boutique and are now a global brand with over 90 points of sale.
They've embraced online retail with a user-friendly website and strong social media presence.
They've created a cohesive experience across online and physical touchpoints. In-store stylists use tablets to assist customers, and digital kiosks showcase the latest collections.
Their website offers a blog and lookbook for easy browsing and product discovery.
Jonak has been an early adopter of digital tools. They launched their e-commerce website in 2013; in 2023, nearly 50% of their sales now come from online channels.
Despite the digital focus, Jonak prioritises the in-store experience. Their boutiques resemble Parisian flats, creating a welcoming atmosphere.
They leverage direct communication channels like WhatsApp to connect with customers.
Jonak's omnichannel strategy caters to the modern consumer who seamlessly switches between online and physical touch points throughout their shopping journey.
This successful blend of digital innovation and a focus on the physical in-store experience has positioned Jonak as a leader in the footwear market.
Why it works
Jonak creates a loyal following with engaging lookbooks and bookable personalised styling sessions. Their user-friendly website, digital kiosks and tech-equipped stores make shopping a breeze.
7. Fenty Beauty
Rihanna's Fenty Beauty didn’t just slay the beauty game with its inclusive shades.
She’s also mastered omnichannel retail by partnering with beauty giants like Sephora and Ulta Beauty.
This expands their reach, puts products in familiar, trusted spaces for their target audience, and lets customers experiment with "Fenty Snackz", their kit, or similar trial sizes before committing.
By integrating with these retailers' loyalty programs, Fenty Beauty incentivises repeat purchases!
Their website offers shade-matching tools and engaging content, while stores provide welcoming beauty bars with diverse staff and interactive displays.
Why it works
Fenty Beauty expands its reach and allows product experimentation through partnerships with beauty giants. Their website offers shade-matching tools, while stores provide a welcoming experience with diverse staff.
8. Uniqlo
Uniqlo is a Japanese clothing retailer that offers a variety of basic and functional clothing items.
Their online and physical stores follow the same principle: a clean layout and user-friendly interface feel as organised and calming as their actual stores.
Uniqlo also takes the frustration out of stock, offering real-time inventory online and in-store. No more heartbreak over a missing article; you'll know exactly what's waiting for you.
But Uniqlo understands the desire to see clothes before you buy. That's why they offer "Click-and-Collect," letting you reserve items online and pick them up at a nearby store.
It's the perfect blend of online browsing convenience and the satisfaction of holding your new LifeWear pieces before they become wardrobe staples.
Uniqlo even sweetens the deal with its mobile app, which features barcode scanning for product details on the go, store locators, and exclusive app-only promotions.
By seamlessly connecting their online and in-store experiences, Uniqlo caters to the modern shopper who might browse online for inspiration and then head to a store, or vice versa.
This integrated approach ensures a smooth and convenient shopping journey, no matter where you decide to make that final purchase.
Why it works
Uniqlo offers a stress-free online experience with real-time inventory and a "Click-and-Collect" option. Their mobile app with barcode scanning and store locators caters to the modern shopper.
9. Gymshark
Gymshark is a fitness apparel brand that has a large social media following.
They started as a direct-to-consumer online retailer, experiencing explosive growth for a decade.
They've taken a bold step into the physical world with their impressive London flagship store, which opened in 2022.
This innovative space isn't just about selling clothes, it's about creating a vibrant Gymshark community hub.
The flagship store is a testament to Gymshark's commitment to omnichannel retail.
You can find adjustable screens and mobile point-of-sale systems that create a modern and interactive shopping experience.
The Hub is a dedicated space where members can record podcasts, host events, and collaborate. This fosters a sense of community and generates digital content that extends the store's reach beyond its walls.
The Sweat Room is an on-site fitness studio allowing customers to test and experience Gymshark apparel.
By seamlessly integrating their online and in-store experiences, Gymshark caters to the modern shopper.
Why it works
Gymshark's impressive London store is the best representation of creating a community hub that matches your brand identity and customer needs. It is packed with interactive experiences and an on-site fitness studio seamlessly integrated with its online presence.
10. LazyOaf
Lazy Oaf is a British clothing brand known for its quirky and colourful designs.
Lazy Oaf goes beyond just selling clothes online. They've mastered the art of creating a cohesive and playful shopping experience across all physical and digital touchpoints.
Their London flagship isn't just a store, it features art installations and live music events that embody the brand's spirit.
It becomes an immersive brand experience, fostering community and loyalty.
It stopped selling at retailers and focused on selling only on its website and flagship store.
Features like in-store availability checks via the app and pickup/return options bridge the online and offline experience.
Why it works
Lazy Oaf's London flagship is an immersive brand experience with art installations and live music carefully curated to match the company's brand identity. Features like in-store availability checks bridge the online and offline experience.
As you can see, omnichannel retail is no longer a passing trend, it's the future.
These 10 brands are just a glimpse into the innovative ways companies are creating a more connected and satisfying shopping experience.
The possibilities seem endless, from Sephora's AR makeup trials to Gymshark's interactive flagship store.
So, what's next for omnichannel retail? Will virtual reality play a bigger role? How can artificial intelligence further personalise the shopping journey?
One thing's for sure: the future of shopping is all about creating a seamless and engaging experience for the customer, no matter where they are or how they choose to shop.
Logistics
Warehouse Costs Guide for B2B & B2C Fulfilment
Did you know London has the highest warehousing costs globally, followed by Hong Kong and Tokyo?
Understanding these costs is crucial for optimising your fulfilment strategy and ensuring healthy profit margins.
This guide provides a comprehensive breakdown of the key components of warehouse costs. Including: storage, inbound receiving, picking, packing, shipping, and processing returns.
1. What are warehouse costs?
Warehouse costs group all the fees associated with warehouse operations to store and fulfil orders.
There are two main types of warehousing fees.
✔️ Operational costs cover renting the warehouse space, utilities like electricity and heating, property taxes, security, and insurance.
✔️ Storage costs are the expenses directly related to handling your goods, including:
- Labour: This includes wages for warehouse personnel, forklift operators, and anyone moving and managing your inventory. The average warehouse worker salary in the United Kingdom is £11.74 per hour.
- Inbound receiving: Processing incoming shipments from suppliers, which can be charged per pallet, box, or a flat fee.
- Order fulfilment (pick and pack): Picking items from storage, packing them for shipment, and getting them ready to go out.
- Packaging: The cost of boxes, tape, labels, and other materials needed to pack your products.
- Shipping: The cost of sending your orders to customers depends on weight, dimensions, carriers, and destination.
Overall, warehouse costs can also vary significantly depending on several factors:
- Location: Warehouses or fulfilment centre in prime locations close to main cities will be more expensive than those in remote areas.
- Warehouse features: Warehouses with temperature control or advanced security may incur higher monthly operating costs.
- The type and size of your goods: Bulkier or heavier items will require more storage space and potentially more complex handling, impacting costs.
- Order volume: Warehouses often offer discounts for higher volumes, so if you fulfil many orders, you might get a better rate per item.
- 3PL vs. In-house fulfilment: Outsourcing to a 3PL (Third-Party Logistics) provider can be cost-effective, especially for complex B2B order fulfilment.
Let’s dive deeper into the operational costs so you can get a better understanding of how it impacts your bottom line and your order processing.
2. Storage: Maximising space utilisation
Warehousing costs soared 8.4% globally since 2021, with London being the priciest at an average of $35 per square foot (including rent, service charges, and taxes).
Storage is typically charged per square foot and month and the average basic storage cost in the UK can vary, ranging from around £5 to £9.
Beyond the size of the items, the type of storage required also impacts cost.
For instance, fragile items require specialised shelving, bubble wrap, or compartments, while high-value goods necessitate secure storage areas.
Similarly, temperature-controlled storage for cosmetics and food supplements or products like clothing on hangers requires dedicated space and comes at a premium.
Another key factor is inventory levels.
Seasonal businesses with slow-moving inventory during off-peak periods can see storage costs increase a lot.
B2B operations also face pallet storage costs ($10-$20 per month) and potential contractual storage requirements from partners.
Bigblue Tips
On the Bigblue app, you can easily check your stock levels and long-term inventory so you can adapt your strategy to optimise your costs effectively.
👉 Discover our dashboard
2. Inbound receiving: Managing complex orders
Inbound receiving costs, unlike storage which focuses on space utilisation, are associated with the processing of incoming shipments from your suppliers.
The cost is usually per pallet, per box, or a flat fee.
The key differentiator for costs is based on the shipment complexity or what it is called: homogeneous versus heterogeneous orders.
Inbound receiving becomes more efficient when dealing with homogeneous orders, where the shipment consists of the same items.
This allows for streamlined processing and reduced time spent checking, counting, and sorting individual items.
Conversely, heterogeneous orders, with a variety of items, require more effort and time from staff, leading to higher inbound receiving costs.
Some warehouses and fulfilment centres offer additional services during inbound receiving, such as quality checks, relabelling, or even basic assembly for complex products.
These add-on services provide valuable benefits but come with additional costs on top of the base inbound receiving fee.
Bigblue Tips
With the Bigblue app, you can easily track all of your inbound shipments. It shows if it is unloading, complete, or has any damaged items.
Plus, once your stock arrives at our warehouses, it will be processed and placed into stock within 2 to 5 days.
👉 Discover our app
3. Order fulfilment: The pick and pack processes
In 2024, for reference in the US and Canada: the average price pick & pack price for 1 item for a B2C order is $3.18 and for a B2B order is $4.79.
Source: Warehousing and Fulfillment
Pick and pack, a cornerstone of e-commerce fulfilment, refers to the process of selecting items from storage, packaging them for shipment, and preparing the order for dispatch.
While it might seem straightforward, understanding the nuances of pick and pack can significantly impact your fulfilment costs and efficiency, especially B2B vs. B2C orders.
B2B orders often involve picking a higher quantity of similar items.
This can be faster than picking a variety of items for B2C orders, potentially leading to lower pick-and-pack costs per unit.
However, the complexity of packing B2B orders can be higher.
B2B shipments frequently contain larger, bulkier items that require more robust packaging materials like sturdy boxes, filming for protection, or even pallets.
This can increase packing costs compared to B2C shipments with smaller, more standardised packaging.
Usually, retailers or marketplaces have specific packing requirements outlined in their contracts.
These could involve things like custom packaging or following strict labelling protocols, adding time and potentially cost to the pick-and-pack process.
Warehouses often charge a base fee per pick, with additional picks incurring extra costs.
Including flyers, custom boxes, or silk paper in the packaging can add to your pick-and-pack costs.
You should weigh the marketing benefits against the cost increase when making your packaging decisions.
Bigblue Tips
The Bigblue app tracks your orders in real time. See if they're being picked, packed, shipped, or delivered – all in one place.
Plus, identify any fulfilment or delivery issues quickly for a seamless customer experience.
👉 Discover our app
4. Packaging: Beyond the box, branding & sustainability
You can expect to pay under $1 for a basic folding carton, corrugated boxes with printing might cost $2-3, and rigid boxes can run $4-5 each.
While complex B2B orders with bulky items often require special packaging to ensure safe arrival, packaging has evolved beyond just functionality.
It's a branding opportunity – a chance to create a memorable unboxing experience that goes viral.
Custom boxes, flyers, and tissue paper can elevate the customer experience and solidify your brand image, but these add-ons come at a cost.
The growing focus on eco-friendly practices is influencing packaging choices. Recycled materials, plastic-free, or bloc box generally cost more than virgin materials.
But here's the good news: some customers appreciate these sustainable options and might be willing to pay a slight premium, potentially offsetting the increased cost for you.
Optimising packaging size to minimise wasted space can reduce material usage and associated costs. This approach is particularly relevant for B2C orders with smaller products.
For specific products, especially with recurring orders, exploring reusable packaging options like Hipli can be a long-term cost saver.
While the initial investment might be higher, it can significantly benefit your brand.
Bigblue Tips
We developed and improved our WMS Atlas to select automatically the best-suited box for your product and the number of products in the order.
We streamline packaging so you can cut costs!
👉 Discover Atlas
5. Shipping: Navigating the last-mile delivery
Shipping costs, the final leg of the e-commerce fulfilment journey, are determined by a complex interplay of factors.
Unsurprisingly, heavier and bulkier items cost more to ship. B2B shipments often involve larger quantities and bulkier products, leading to higher per-order shipping costs compared to most B2C shipments.
The choice of carriers significantly impacts shipping costs.
You can have some flexibility in choosing cost-effective options like standard shipping instead of express.
You can rely on pickup point delivery or partner with green delivery companies to target your customers' preferences, but keep in mind the associated costs.
B2B orders, on the other hand, may be restricted by retailers or marketplace receiving policies that dictate specific carriers.
Bigblue Tips
Bigblue smart carrier offer takes the guesswork out of shipping! They combine the best carriers based on speed, price, and customer satisfaction.
This means faster deliveries, happier customers, and competitive costs for you – all with a single click in the Bigblue app.
👉 Discover our smart carrier offer
6. Returns: The hidden cost of customer satisfaction
The average return costs on average $30 for a retailer, that's triple what it was before the online shopping surge during the pandemic.
Returns are a double-edged sword in e-commerce.
While a good return policy can boost customer confidence and satisfaction, it also comes with a hidden cost that can significantly impact your bottom line.
Processing returns involves dedicated staff for tasks like inspecting returned items, logging them into inventory systems, and issuing refunds or replacements.
These labour costs quickly add up, especially for fashion brands with high return volumes.
Also, all returned items need a thorough inspection to determine their condition (damaged, resellable, etc.).
Returned items need to be stored in designated areas for inspection, processing, and potential restocking.
Not all returned items are fit for immediate resale. Some might require repairs, cleaning, or relabelling, adding to your overall inventory management costs.
Severely damaged or unsellable returned items become dead stock, tying up capital and requiring disposal solutions, which incur additional costs.
Depending on your return policy, you might bear the cost of return shipping for customers. This can be a significant expense, especially for bulky or heavy items.
Bigblue Tips
Streamline your return process with Bigblue! We create and update your returns, you can see them in the Bigblue app, filter by type (customer/carrier), and export them as CSV.
👉 Discover Bigblue return experience
By understanding warehouse costs comprehensively, you've empowered yourself to make informed decisions and optimise your fulfilment strategy for both B2B and B2C orders.
Remember, factors such as warehouse location, features, inventory management, order volume, and B2B-specific considerations all play a crucial role in determining overall costs.
By leveraging this understanding, you can negotiate better rates, make strategic choices to streamline fulfilment, and ultimately achieve healthier profit margins.
Marketing
Warby Parker's $669M Impact: How They Inspired Many Copycats
Remember the overpriced glasses market dominated by Luxottica, holding a staggering 80% market share?
Warby Parker shattered that with a revolutionary Direct-to-Consumer (DTC) model and stylish, affordable frames, reaching $669M in revenue in 2023.
But their impact goes deeper. They sparked a wave of inspired copycats, proving the power of their innovative model.
Let’s discover Warby Parker's journey and winning strategies that redefined the eyewear industry!
1. The rise of Warby Parker: The iconic DNVB that disrupted the eyewear market
1.1 From DTC to omnichannel success
Warby Parker was launched in 2010 by four Wharton School graduates: Neil Blumenthal, Andrew Hunt, David Gilboa, and Jeffrey Raider.
They identified a critical issue in the eyewear market: high prices driven by monopolistic practices.
Recognising an opportunity, they set out to disrupt the industry by offering stylish, affordable glasses directly to consumers.
The company's mission is to "offer designer eyewear at a revolutionary price while leading the way for socially conscious businesses."
Warby Parker's DTC model allowed the company to offer prescription glasses starting at $95, a stark contrast to traditional retail prices without compromising on the quality.
It also enabled the company to build a direct relationship with customers through an easy-to-navigate online platform and, later, physical retail locations.
They now have 265 stores in the US and Canada.
Warby Parker's brick-and-mortar stores offer a unique shopping experience that combines the convenience of online shopping with the personal touch of a physical store.
The stores are designed to be welcoming and inviting, with comfortable seating areas and plenty of natural light.
Customers can try on glasses, get help from knowledgeable staff, and even have their prescriptions checked for a really affordable price.
Warby Parker announced a 12% year-over-year increase in net revenue for 2023, reaching $669M! Additionally, they saw a 9.3% increase in average revenue per customer, bringing it to $287.
1.2 Fashion meets eyewear
Warby Parker redefined glasses as a fashion accessory, not just a medical necessity.
The company collaborated with designers to create a wide range of stylish frames, appealing to a broad audience and making eyewear a key part of personal style.
They use high-grade materials like custom cellulose acetate and lightweight titanium. Each pair of glasses undergoes rigorous testing to ensure durability and comfort.
The brand's frames span from classic to contemporary designs, catering to various tastes and preferences.
It helped shift the perception of glasses from purely functional items to fashion statements, encouraging customers to own multiple pairs to match different outfits and occasions!
They were able to be featured in fashion magazines like GQ and Vogue and they worked on many collaborations with brands like Theophilio or Noah.
The brand is also loved by celebrities like Reese Witherspoon, Emma Chamberlain, Charli D'Amelio, and Michelle Pfeiffer and is often featured on their social media posts.
Even Oprah has publicly expressed her love for the brand: “If you haven’t guessed from my Instagram, I’m crazy about Warby Parker.”
This recognition helped Warby Parker to establish itself as one of the industry leaders.
2. Warby’s Parker winning strategies: Customer experience and social mission
2.1 Home Try-On program
Another key aspect of Warby Parker’s business model is its Home Try-On program.
This programme allows customers to try on up to five pairs of glasses at home for free before making a purchase.
This has been a game-changer for the industry, as it removes the hassle of going to a physical store and trying on glasses in person.
The programme has also helped to increase customer satisfaction and reduce returns.
Warby Parker's Home Try-On Kit isn't just about trying glasses at home; it's a social shopping experience that boosts purchases by 50%.
They encourage you to post your pics with the hashtag #WarbyHomeTryOn to get feedback from friends, family, and even Warby Parker stylists to comment directly on social media.
You can even text Warby Parker directly for personalised recommendations from a stylist!
This innovative approach removes the pressure of choosing alone and leverages the power of social influence and expert advice.
2.2 Creating a socially conscious brand
Warby Parker's "Buy a Pair, Give a Pair" program underscored its commitment to social responsibility.
For every pair of glasses sold, the company donates another pair to someone in need, fostering brand loyalty and aligning with consumer values.
They partnered with the non-profit social enterprise VisionSpring, which helps distribute glasses in developing countries.
They already gave out 15 million pairs of eyeglasses!
This initiative not only addressed a critical need for vision correction in underserved communities but also resonated with socially conscious consumers.
The program became a cornerstone of Warby Parker's brand identity, differentiating it from competitors and attracting a loyal customer base that values ethical business practices.
Warby Parker also engaged with communities through partnerships with non-profit organisations, enhancing its social impact.
These efforts included vision care initiatives, free eye exams, and educational programs, further solidifying the brand's reputation as a socially responsible company.
Every year, they also publicly reveal their Impact report that lists all the actions they made.
3. Warby’s Parker impact on retail and e-commerce: Setting new standards
3.1 The ripple effect and the global copycat brands
Warby Parker's DTC revolution and focus on customer experience proved a winning formula. Their success paved the way for a wave of inspired brands.
Warby Parker's model offered several key advantages:
- DTC pricing: Bypassing traditional retail markups, they delivered stylish glasses at competitive prices.
- Seamless online experience: A user-friendly platform with virtual try-on features made online shopping a breeze.
- Delightful in-store service: Welcoming brick-and-mortar stores offered knowledgeable staff and eye exams.
While these brands may have drawn inspiration from Warby Parker's core principles, they often target specific market segments or differentiate themselves through unique brand identities.
For instance:
- Based in France, Jimmy Fairly focuses on the European market, with a distinct design aesthetic.
- The Spanish brand Meller combines affordability with trendy designs, specifically targeting a younger demographic through effective social media marketing campaigns.
- Headquartered in the Netherlands, Ace & Tate focuses on high-quality, customisable frames, providing a personalised shopping experience both online and in numerous physical stores across Europe. It also emphasises sustainability and social responsibility within its brand identity.
- Though it initially faced legal challenges for allegedly copying Warby Parker's model, Classic Specs also offers stylish, affordable eyewear directly to consumers.
Overall, Warby Parker's impact goes beyond their own success.
They democratised access to stylish eyewear and inspired a generation of innovative brands, shaping the future of the industry.
3.2 Warby Parker's ongoing evolution to fight competition
Despite the influx of imitators, Warby Parker continues to innovate and expand its offerings, maintaining its leadership position in the eyewear market.
The company has diversified its product range to include sunglasses, kids' glasses, and contact lenses.
These additions cater to a broader audience and meet various vision needs, reinforcing Warby Parker's role as a comprehensive eyewear provider.
Warby Parker has also invested in technology to enhance the customer experience.
Innovations like virtual try-on features, getting prescriptions on their website, and comprehensive eye exams at retail locations make purchasing eyewear convenient and enjoyable!
“We were finding that 75% of people that buy something in our store have been to our website first. What they really value is convenience so we invested in technology to make the online and offline experience as convenient as possible," said so-founder Dave Gilboa.
Warby Parker's disruptive approach transformed the eyewear industry, proving that affordability, style, and social responsibility can go hand-in-hand.
Their success story serves as an inspiration for businesses to prioritise both customer experience and social impact.
As Warby Parker and other innovative brands continue to evolve, it will be fascinating to see how technology and changing consumer preferences shape the future of eyewear.
Will even more copycats brands emerge, or will established players adapt and innovate to keep pace?
