When it comes to organic growth and customer retention, Kristen LaFrance, Head of Resilient Retail for Shopify, really knows her stuff. Today, we talk about:
1:07 - One channel vs. many in organic growth.
4:38 - How Kristen went from total introvert to all-in podcast host.
7:56 - The story behind the Resilient Retail podcast.
13:17 - The meaning of resilience — told through 2 local businesses’ Covid struggles
20:44 - How communities rallied around to save small businesses.
23:25 - What is micro retail and what insights can it provide to ecommerce-only brands?
30:01 - Retention marketing strategies.
32:47 - Subscription businesses. How can you make it more valuable to the customer than just the product they’re subscribing for?
36:39 - Now more than ever, consumers are looking for a true experience.
40:05 - Content is the vehicle for customer engagement, and engagement drives retention.
42:20 - The advantage in-store retailers have over ecommerce stores.
45:31 - The advantage ecommerce stores have over in-store retailers who are moving online.
48:06 - It’s not fluff: why you need a brand declaration
Resilient Retail (4:08)
Churn Buster (4:46)
Playing for Keeps Podcast (4:48)
TC Running Company (16:26)
Great Lakes Brewery (18:08)
BarkBox Instagram (42:17)
Universal Standard (43:34)