Educating Your Customers and Increasing the Market

In this episode…

Are you looking to introduce a new e-commerce product to the market that few people know about? Or has your e-commerce product been in the market for some time without a boost in sales? If either of these scenarios sounds like you, you may want to start doing something new: educating your target customers about the benefits of your product.

In this episode of the Relationship Commerce Podcast, Dr. Jeremy Weisz talks to Dane Chauvel, the Co-Founder and President of Organic Ocean, about how Dane increased sales for his e-commerce products by educating his customers. He shares his background as a commercial fisherman, how his experience working in technology has helped grow his seafood business, and how he sets his company apart from other players in the market.

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Dane ChauvelDane Chauvel is the President and Co-Founder of Organic Ocean Seafood, a major supplier of sustainable seafood. Organic Ocean provides wild-caught and responsibly cultured seafood to the world’s top chefs, restaurants, and families just like yours. Their products are sustainably harvested by local fishermen, making Organic Ocean Canada's leading supplier of 100% sustainably harvested and produced premium seafood. 

Coupled with Dane’s expertise in venture capital and technology management, Organic Ocean has been able to balance the fisherman’s way of life and the ecological impact their work has on fisheries. A second-generation fisherman raising third-generation fishermen, Dane earned a Master’s in Finance from Ivey Business School at Western University and a Bachelor’s in Economics from The University of British Columbia.

The Power Behind Educating Your Customers 

If you introduce a new e-commerce product into the market but realize that a good amount of your target audience doesn’t know how to use it, what’s the best thing you can do? Simple: teach or educate them on your product and provide instructions on how to use it.

When Organic Ocean introduced new seafood into their product line, they found that some of their customers did not know how to prepare the food, or even where to begin. So they reached out to their chefs and began to craft easy preparation instructions that their customers could use to cook their new products at home. 

This strategy helped grow Organic Ocean's e-commerce sales because demand increased. With this technique, customers realized just how easy it was to cook for themselves. Instead of going out to restaurants, they could now buy and prepare quality seafood in the comfort of their own homes. 

How Direct Marketing and Selling Can Increase Sales for Your Premium e-Commerce Product

If you produce and sell premium e-commerce products, then you will naturally want them handled, marketed, and delivered to your customers through the high standards they deserve. 

You will also want your premium products to stand apart from substandard goods that could be selling in the market. For all this, you should be well compensated for the extra efforts you took to produce your product.

So, how do you ensure all of this? Consider using direct marketing strategies to sell your products to your target audience. If possible, get rid of the middleman—it’ll make your processes easier and you’ll earn bigger profit margins as a result. 

How to Stand Out From Your Competition Through Philanthropy

The effects of the COVID-19 pandemic continue to be felt more than a year since the outbreak was first reported. In that time, many businesses have been affected, either positively or negatively, by the changes in consumer behavior and technical challenges caused by the pandemic. 

The team at Organic Ocean chose to embrace technology and e-commerce, creating a direct-to-consumer home delivery system to sell their seafood products to customers. They also started donating seafood to the hungry, which attracted a lot of media attention and provided free publicity for the company.

Through this philanthropic work, the company's premium products grew in popularity as more people got to learn about them and bought their products. This time of crisis coincided with a moment when many people have become more conscious of what they eat and the lifestyle choices they make, creating success for Organic Ocean. And potentially, for you, too.

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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