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DTC Podcast
Bonus: Scaling Skincare Segment by Segment – Soft Services' Data-Driven Growth Strategy with Tresl Segments
Jul 31, 2024
Rebecca Zhou and Stephanie from Soft Services discuss their innovative journey in the body skincare market, recently expanding to omnichannel with Sephora. John Chao from Tresl Segments shares insights on enhancing customer retention through data-driven decision-making. They delve into the success of unique marketing campaigns like the surprise spatula initiative. Additionally, the importance of sustainable practices in product development and effective data segmentation strategies for refining customer insights take center stage.
38:45
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Quick takeaways
- Soft Services successfully integrates DTC and retail data, creating a robust omnichannel strategy to enhance their market presence.
- Their personalized marketing initiatives, such as targeted emails and unique campaigns, significantly improve customer retention and loyalty.
Deep dives
Understanding Customer Value Beyond Acquisition Costs
Investing in customer acquisition must extend beyond merely attracting new customers; evaluating their long-term value is crucial. Initially, a successful ad campaign indicated low customer acquisition costs, suggesting profitability. However, deeper analysis revealed that these customers often made only a single purchase with little chance of returning, indicating a misleading front-end success. A more sustainable approach involves selecting products with a higher acquisition cost but greater lifetime value, fostering customer loyalty and repeat purchases over the long term.
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