How to Hit the “Wow Factor” with Your e-Commerce Products
In this episode…
What makes your e-commerce product stand out from your competitors? What strategies do you use to keep your customers coming back for more of your product?
In this episode of the Relationship Commerce Podcast, Dean Dutro chats with Deborah Brenner, the Founder and Director of Las Delicias Patisserie, about her strategies for giving her e-commerce customers the “Wow Factor.” Deborah also explains how you can restructure your business while in crisis mode (looking at you, COVID-19) to stay operational, plus how you can leverage direct-to-consumer selling if you sell your e-commerce products wholesale.
Deborah Brenner is the Founder and Director of Las Delicias Patisserie, a boutique artisanal bakery producing high-end gluten-free pastries baked with the finest locally-sourced ingredients. Originally from Argentina, she started the business in 2009 to make the impossible possible—and now offers only products that are kosher, vegetarian, all-natural, and non-GMO.
Deborah has over 20 years of experience in investment banking. Before starting Las Delicias Patisserie, she served as Vice President at UBS International, Managing Director at Fieldston Advisors Ltd., and Vice President of Private Banking, Latin America at Bank Hapoalim.
How Do You “Wow” Your Audience With Your e-Commerce Products?
If you sell an e-commerce product that is also sold by many other businesses, you have to find ways of creating the “Wow Factor” with your customers. The “Wow Factor” is what’s going to set you apart from your competition and win over your target audience.
In the case of Las Delicias Patisserie, Deborah Brenner created unique and delicious pastries from the time she started the brand. She combined flavors from different regions and cultures to create phenomenal products that brought in customers from all over New York. This allowed her business to grow quickly through word of mouth.
Once you create the “Wow Factor,” you have to continue attracting and retaining your customers by coming up with new e-commerce products. You have to develop and nurture good relationships with your audience—which will also make it easier for them to promote your business to other potential customers.
How to Restructure Your e-Commerce Business Following a Crisis
Like most businesses, Las Delicias Patisserie saw their business environment change drastically when the COVID-19 pandemic hit. Although they had a website, it didn’t serve any real purpose: it was simply a presentation card. At this point, Deborah decided to restructure the business to try and navigate through the new, challenging environment.
For you to successfully restructure your own e-commerce business, the first thing you should prioritize is a careful analysis of the state of your business. Look into your product margins, customer margins, and company structure. This will give you the clarity and data you need to make the right decisions on how you can best move forward.
Deborah from Las Delicias Patisserie used the Pareto Principle (the 80/20 rule) to analyze her business and allocate the available resources to the 20% of her business that included the most profitable products. This led to a healthier, leaner, and more productive business.
How to Leverage Direct-to-Consumer Selling in a Changing Market
Changes in the economic environment may either positively or negatively affect your e-commerce business. This is the predicament many consumer packaged goods (CPG) businesses were faced with when the COVID-19 pandemic hit.
Orders from big retail stores, including supermarkets, got canceled because most of them had to shut their doors. Other retailers went bankrupt, never to open again. This means that supplying these retailers can get very risky because of the likelihood of losing revenue.
If your e-commerce business is going through the same situation, you should consider direct-to-consumer selling. If you already have a website, this would be the best time to leverage it to grow your business. You will reach a larger audience and be in a position to expand your market to other states and countries.
Resources Mentioned in this episode
- Worth eCommerce
- Las Delicias Patisserie
- Deborah Brenner on LinkedIn
- “The Benefits of Creating an Emotional Connection with Your e-Commerce Customers” with Jay Levitt
- "What to Consider While Overhauling Your e-Commerce Business" with Brandon Kim
- "Why Customized e-Commerce Products Create Value for Your Customers" with Patrick Hayes
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 http://worthecommerce.com/.
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