How to Create a Unique Revolutionary e-Commerce Product

In this episode…

Do you want to create a unique revolutionary product that provides unique benefits to your end-users? Do you want to disrupt your market category and offer a better product than your competitors?

You’ll have to create something different that stands out. And to do this, you have to understand your target market and learn their key pain points. You also need to figure out the problems they face—including those that they don't know they have—and use that information to create an e-commerce product that meets their needs.

Zel Crampton, the Co-Founder and CEO of Diggs, joins Dean Dutro in this episode of the Relationship Commerce Podcast, to share his strategies for creating a unique revolutionary e-commerce product. They also talk about the email and SMS software Zel uses for his business, ethnographic technique, and Zel's advice to you as you create your e-commerce product.

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Zel CramptonZel Crampton is the Co-Founder and CEO of Diggs, a company that designs, manufactures, and retails innovative pet supplies (e.g., crates, gates, toys, bowls) via their direct-to-consumer website and Amazon. With a team made up of pet industry and operations experts, they stand out from the crowd when it comes to innovation, branding, and the use of technology.

Zel graduated with an MBA from Columbia Business School. He previously worked at McKinsey & Company as an Engagement Manager and helped clients predominantly in the asset management sector with strategy and operations.

Here’s a glimpse of what you’ll learn: 

  • Zel's experience launching his company—and what you can learn from it
  • Getting the funding to start your business and how Zel made his product unique
  • The ethnographic technique for e-commerce business owners
  • Using data to provide better services and what won the most traction for Diggs
  • The importance of company culture and why you benefit from healthy communication with your customers
  • Why you might want to consider using manual email capture and the SMS marketing software it uses for boosting customer experience
  • The marketers or business owners Zel most respects in his industry.
  • Action steps you should start taking if you want to launch your e-commerce business

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

For all of your eCommerce needs, here are our top recommendations:

For the ultimate ecommerce marketing platform for eCommerce email and SMS messaging, make sure to check out Klaviyo.

For the AI Visit Conversion Platform, go with Justuno. They provide intelligent lead captures, personalized website messaging, and audience analytics to convert more visitors into customers.

And if you’re looking to create, launch, and manage your SMS marketing program for your growing Shopify store, there’s no better way to do that than with Postscript. Unlock a new marketing channel guaranteed to drive revenue, not just clicks.