Recently, I was sitting down with Rob Gregg, the founder of Gales shoes for a future episode of Add to Cart when he reminded me of an important trend that I just am not seeing enough of in modern ecommerce: brand BFF’ing. He sells shoes for medical professionals that are safety certified personal protective equipment. What do you wear with shoes? Socks, of course.
Now, Rob could have gone out and made some socks to try and upsell his cart on his site, but he did something different.
He went and found the best sock maker in the world for medical professionals. Turns out that is Comrade Socks. And now what do these two Florence Nightingale approved feet fitters do together? They cross sell their products on each of their Shopify stores.
Genius.
So why is this commerce connected camaraderie so profound in my mind? ALIGNED AUDIENCES.
Aligned audiences is a simple idea: Instead of trying to attract your right customer for your brand on the entirety of the world wide web, you can be where they are likely already hanging out. Not only that, but you and your new product partnership pal can cross promote to your respective audience lists. A cross promotional email to introduce the partnership grows both brand’s respective lists in a way that is much more likely to convert than if the customer was being introduced blindly.
Want to up the ante? Offer an exclusive discount or a limited time set of products to your Brand BFFs customers. These feelings of exclusivity make even the most detached of shoppers feel like they are being cared for.
Don’t know how to identify the right type of ecomm friendship? Let me help.
If you sell artisanal mugs? Find a roastery to brew a special coffee blend.
You sell rugs? Partner with a textile cleaning solution brand to make a special spot cleaner.
You sell jewelry? Collab with a travel brand to make one of a kind travel bags.
The equation is quite simple: determine what your customer is likely to “do next” when they buy your product. Whatever they are going to do next is probably gonna involve another product, service or brand that could be your new co-conspirator in growth hacking.
So get to the DMs! Go ask a founder friend! You may find this is the strategy that creates a record low customer acquisition cost for you this year.
Want more awesome advice like this? Don’t miss subscribing to the soona YouTube channel before season 2 of Add to Cart drops this month.
Recently, I was sitting down with Rob Gregg, the founder of Gales shoes for a future episode of Add to Cart when he reminded me of an important trend that I just am not seeing enough of in modern ecommerce: brand BFF’ing. He sells shoes for medical professionals that are safety certified personal protective equipment. What do you wear with shoes? Socks, of course.
Now, Rob could have gone out and made some socks to try and upsell his cart on his site, but he did something different.
He went and found the best sock maker in the world for medical professionals. Turns out that is Comrade Socks. And now what do these two Florence Nightingale approved feet fitters do together? They cross sell their products on each of their Shopify stores.
Genius.
So why is this commerce connected camaraderie so profound in my mind? ALIGNED AUDIENCES.
Aligned audiences is a simple idea: Instead of trying to attract your right customer for your brand on the entirety of the world wide web, you can be where they are likely already hanging out. Not only that, but you and your new product partnership pal can cross promote to your respective audience lists. A cross promotional email to introduce the partnership grows both brand’s respective lists in a way that is much more likely to convert than if the customer was being introduced blindly.
Want to up the ante? Offer an exclusive discount or a limited time set of products to your Brand BFFs customers. These feelings of exclusivity make even the most detached of shoppers feel like they are being cared for.
Don’t know how to identify the right type of ecomm friendship? Let me help.
If you sell artisanal mugs? Find a roastery to brew a special coffee blend.
You sell rugs? Partner with a textile cleaning solution brand to make a special spot cleaner.
You sell jewelry? Collab with a travel brand to make one of a kind travel bags.
The equation is quite simple: determine what your customer is likely to “do next” when they buy your product. Whatever they are going to do next is probably gonna involve another product, service or brand that could be your new co-conspirator in growth hacking.
So get to the DMs! Go ask a founder friend! You may find this is the strategy that creates a record low customer acquisition cost for you this year.
Want more awesome advice like this? Don’t miss subscribing to the soona YouTube channel before season 2 of Add to Cart drops this month.
