Are You Leveraging Your Customer’s Shopping Habits to Build Your Business?

In this episode…

Do you know where your customers shop? Are you up to date with their shopping habits or patterns?

Kelley Thornton, the Co-Founder and CEO of Tiege Hanley, joins Dr. Jeremy Weisz, the Co-Founder of Rise25 Media, in this episode of the Relationship Commerce Podcast to talk about leveraging your customer’s shopping habits to build an e-commerce business. Kelley talks about the benefits of co-packing your own e-commerce products, using the right product positioning strategies, and how to create routines with your e-commerce products.

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Kelley ThorntonKelley Thornton is the Co-Founder of Tiege Hanley, an uncomplicated skincare company for men. Tiege Hanley was founded by four “regular guys” who wanted to create a product system and brand that makes skin care meaningful, accessible, affordable, and clinically relevant for regular guys like you. 

Outside of skincare, Kelley was the Founder, CEO and Board Member of Purchase Point LLC, Regional Sales Manager at International Paper, and POP Display Vendor at Unilever. He has a degree in Economics from the University of Connecticut.

Why You Need to be Leveraging Your Customer’s Shopping Habits

When Kelley Thornton and his co-founders at Tiege Hanley decided to start a business, their focus was providing affordable and quality skincare products to their target customers: men. So, they took the time to learn more and understand their customer’s shopping habits. 

From research, they found out that men don't like to shop—especially for skincare products, even though they are an essential part of healthy grooming. From what they learned, they decided to start an e-commerce business where they could not only provide a good shopping experience for men, but also make it easier to complete a purchase and deliver the items to them. 

As an e-commerce business owner, you can use the same strategy to learn more about your customer’s shopping habits and provide the products they need. Build an e-commerce brand that provides a better customer experience for your audience and makes it easier for them to access your products.

How to Translate Customer Engagement in the Retail Environment to the e-Commerce Space

In the retail space, marketers often promote products to their target audience when they physically visit stores. They get the chance to approach, introduce, and market any new products they have, face-to-face.

In the e-commerce space, you have to be more creative if you want to reach and market to your target audience. You have to find out where they are, what they are doing, and what they are looking at online. Once you know more about them, you can then serve them relevant ads about your e-commerce product.

This is what the team at Tiege Hanley did to disrupt how men shop in the retail environment. They found ways of translating the retail experience to the e-commerce space, placing themselves in front of their audience and growing their business.

How to Create a Routine with Your e-Commerce Product

One of the best marketing strategies used by top brands in the world for winning and maintaining their customers is habit-based: positioning their products as part of a regular routine. This means that your customers associate your e-commerce product with a certain routine or ritual they do on a regular basis.

If you sell your e-commerce product in a category that is dominated by many other players in the market, you have to find ways of positioning your position as something that your customers need regularly. Your product should stay at the top of your customer’s minds so that their daily routine is incomplete without it. 

Kelley Thornton and his colleagues at Tiege Hanley wanted to create and deliver a healthy routine to their customers with their skincare products. Considering the similar products in the market, they had to stand out from the crowd. So, what’d they do? You guessed it: they positioned their brand as the skincare products customers needed to wash and moisturize their face twice per day: in the morning and the evening.

Accepting and Learning from Your Mistakes Helps Grow an e-Commerce Business

Growing a successful e-commerce business takes time—and you will face a lot of challenges. There are some decisions you will make that will be bad for the business and may even lead to losses. But what makes a good business person isn’t the lack of mistakes: it’s learning from your failures and making the necessary changes to improve your business. 

However, some things just don’t pan out. If there are practices, strategies, or processes that aren’t working for your e-commerce business, you have to accept it and move on. Where possible, you should pivot and shift to something that will be beneficial to you.

This is something that Kelley Thornton has learned from running Tiege Hanley. He learned that their customers use their products differently and what may work for one person may not necessarily work for someone else. Also, some products may be ideal for customers in certain regions, but not for others. To address this, the team at Tiege Hanley created a flexible system beneficial to all their customers.

Resources Mentioned in this episode

Sponsor for this episode...

This episode is sponsored by Worth eCommerce.

Worth eCommerce is a small mighty team of eCommerce email marketers who help businesses of all sizes dramatically grow revenue with lifecycle email marketing. It is made up of copywriters, designers, strategizers, and marketing extraordinaires who specialize in nurturing relationships and guiding sales through the sheer power of email.

Worth eCommerce's sole focus is creating a lasting relationship between eCommerce sellers and their customers through the most personable form of digital connection: email. Businesses that send personable, interesting, and helpful emails earn the trust and continued business from that same customer. 

Worth eCommerce’s mission is to help small medium-sized e-commerce businesses generate more than a million dollars a year each in revenue using their own marketing channels.

To learn more about Worth eCommerce, visit

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