François Maingret

Tag: strategy

Etsy Launching Their Paid Insider Membership Program – Is This Enough to Help with Their Declining GMV?

August 7, 2024 /

What do you do when you want to increase your customers’ purchase frequency and lifetime value (LTV)? The current trend among retailers seems to be paid membership programs. If it works for Amazon or Costco, can it work for niche platforms?

Etsy recently announced they would experiment with their own membership program in September. We don’t have a lot of information yet, but I still want to discuss what this membership is about, reflect on why Etsy might do this, and give you my opinion on whether this can reverse the company’s decreasing GMV trend.

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New Flashy Ad Campaigns Won’t Always Fix Your Business – Why Ecomm Entrepreneurs Should Consider All 4Ps of Marketing

August 2, 2024 /

You’ve probably heard of the “Four Ps of Marketing.” If not, the 4Ps—Product, Price, Place, and Promotion—are the key elements that help businesses strategize how to develop, price, distribute, and promote their offers effectively.

If a company was a house, Price and Place would be how much the house is worth and where it is located—very important elements that are frequently discussed. Promotion would be the fancy cabinets and the fresh coat of paint on the kitchen walls. There are millions of blogs, YouTube channels, and TV shows about home decor, and many homeowners think their house will double in value if they put a fresh coat of beige paint on the walls. Finally, Product is the house itself: the walls, foundations, plumbing, insulation. It is not the “sexy” part of the building, something people even avoid discussing sometimes, but a house with structural issues will be a lot less attractive to buyers.

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Levi’s Focus on DTC: Why I Think the Brand Has What It Takes to Be Successful

July 29, 2024 /

Hot take: I think over 95% of businesses selling on large Amazon would fail miserably if they opened a DTC channel. Anyone can build a storefront on Shopify, list their product, pay $100 a month membership, and start selling. But how many entrepreneurs can sell profitably in significant volume via a DTC channel? People complain about Amazon’s fees without realizing that for many brands, CACs would kill them if they had their own channels.

On the other hand, some brands are seeing massive success with DTC. One of these brands is Levi’s, which claimed to have doubled their DTC revenues in the last decade and now making this channel a major part of their strategy. According to Michelle Gass, Levi Strauss & Co. president: “With the strong momentum and consumer permission, now is the time to accelerate our transition to D2C, where we will evolve our culture and operating model, and our consumer centricity will drive every aspect of how we operate.”

This brings me to think, what makes Levi’s a good candidate for a successful DTC channel, and when should a business stay away from it?

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omnichannel ecommerce

Connecting Channels, Captivating Customers: The Magic of Omnichannel Ecommerce

August 20, 2023 /

In ancient times, shopping was an adventure: people had to leave their houses, get in their cars, and explore aisles of physical retail stores, searching for treasures and good deals. Then came ecommerce, which changed the world. People now had the option to shop from their couches and get products delivered directly to their door. As a result, and for a long time, there were two very different worlds that provided very different experiences: physical stores and online shopping. How cool would it be if customers could have a unified shopping experience, whether they shopped from their laptops at home, a smartphone app, or directly at a retail store? That is already the case, and it is called an omnichannel strategy.

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Social factors

Social Factors and Business Opportunities for Ecommerce Entrepreneurs

May 27, 2022 /

I recently purchased a Fitbit watch, and I fell in love with it. I now spend more time tracking my heart rate and sleep patterns and finding ways to “improve” my scores. Maybe I am a fitness nerd, but I find all this data and fancy reports addicting. But why did I buy this watch in the first place? In my last two articles, I talked about how politics and inflation affect business and Ecommerce strategies. Today, I want to discuss the impact of societal factors and give a few examples of opportunities they have created over the last few years.

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