Newsletter N° 12
Many e-commerce brands don’t even consider investing in community building or retention. The result: you learn about your customers from spreadsheet data but not from actual conversations.
Instead of building a business, build a community
Most e-commerce brands don’t even consider investing in community building or retention because of three most common reasons:
it’s not common in the competitive landscape;
it does not bring immediate results and thus seems futile;
there’s a lack of internal resources and know-how.
The result: low switching cost for the customer (your brand is easy to replace) and high acquisition costs for the company. You learn about your customers from spreadsheet data but not from actual conversations.
We have recently launched Conway Brand Radar on the top 50 wellness brands globally.
This category is doing significantly better at customer retention and community building than others.
This edition focuses on the “why” and “how”.
Brand Radar: top 50 wellness brands in 2024
In the 5th edition of Conway Brand Radar, we analysed over 150 wellness DTC players globally and selected the top 50 to focus on.
Learn about the winning brands that:
→ pioneered personalisation;
→ simplified the product and buying journey;
→ and re-invented e-commerce community building.
DXP Snapshot of Huel
In the recently started series 'DXP Snapshots', we take the role of a mystery shopper and analyse the top DTC brands worldwide.
As we’re zooming into wellness brands, we chose to undergo a shopping experience of Huel, a brand with a 98.2% customer satisfaction score.
Check out Daan’s insights and the worksheet he used for the analysis of Huel’s strategy.
Tools & Tactics
We select helpful tools and useful new ways of working. Find a signal in the noise of software.
01 The marketer’s guide to programmatic direct mail
Dive into how programmatic direct mail solves challenges for marketers without cookies or online identifiers.
02 Whitebridge
And AI tool that will find everything about you online.
03 Stamped
Stamped is a reviews and loyalty tool for e-commerce, integrating UGC, product reviews, net promoter score, and referral programs.
Trends & Strategy
Curated content from the information overload we call the Internet.
Insights and inspiration on business, e-commerce and investing.
The biggest pain points in healthcare, according to consumers
15 min read
“A new class of companies is emerging centered around interdependence, marked by an effort to make historical systems work better for consumers vs. implying they should be circumvented. Think: care navigation ($4B industry, 8% CAGR), concierge medicine ($7B industry, 10% CAGR), and price transparency ($80B impact).”
Full article
The top wellness trends in 2024
10 min read
“Today, consumers are no longer simply trying out these wellness trends and hoping for the best, but rather asking, “What does the science say?””
Peloton is a media company now, with media company problems
20 min read
“Peloton’s dismal 2022 was marked by four rounds of layoffs in which over 5,000 employees lost their jobs. With this kind of volatile business soap opera, how has Peloton managed to make it this far?
That’s easy: the fans.”
Full article
Visually appealing
In Berlin, you can visit Zalando Beauty Station. The space, dominated by stainless steel and full of the German design spirit, is entirely customisable.
Authors: Batek Architekten
Photography: Marcus Wend
