Today’s case study is a lesson in using customer feedback to evolve your brand. Despite uniquely positioning themselves as frameless prints for 15 years, Fracture recently made a surprising move.

When Meredith English, who led teams at well-known consumer brands like Crocs and Daily Harvest, became the new CEO of Fracture, she recognized the customer demand for a framed option of their signature frameless glass photo prints, and took a calculated risk to roll out this product add-on.

Introducing this add-on to their checkout resulted in a 20% increase in their average order value, improved their customer acquisition costs, and finally converted fence-sitters who had been sitting for ages on their email list into paying customers.

Here’s exactly how Fracture made this decision and launched this add-on, and when it's smart to adapt your business to grow alongside your customers’ evolving preferences.

View the transcript for this episode at: https://otter.ai/u/RpoGvP9Pdn_GV-_ZhZ38y3pWehA?utm_source=copy_url

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Connect with Meredith:

Link mentioned in the episode

Net Promoter Score software: https://fracture.asknice.ly/login/?uri=%2Fdash%2Foverview

Iconic business leaders all have their own unique genius. Take this quick 10 question quiz to uncover your specific CEO style advantage: https://ellenyin.com/quiz

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