🔴 Trio Beauty Won Big Using TikTok | How To Retain My New BFCM customers & more...

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🌃 Friday, 1st Dec 2023

Hi, and welcome back to Growth Espresso - your one-stop destination for everything e-com.

❄️ December is here ❄️. It’s kinda freezing outside. Maybe grab a cup of coffee and enjoy this edition of Growth Espresso? ☕️ 

In today’s edition 👉️ 

💰️ How Trio Beauty Leveraged TikTok Shop this BFCM
💡 Retain Your BFCM Acquired Customers. Here’s how.
📖 Tweet of the week - Auditing a $100k/month FB ad account 

But first, here’s our ✨ top newsletter recommendations ✨ for the week, subscribe your favourite in a single click 👇️ 

💰️ How Trio Beauty Leveraged TikTok Shop this BFCM

In the U.S., fashion and beauty brands testing livestreams saw varied success, but TikTok Shop's BFCM campaign with up to 60% discounts attracted many. Trio Beauty, boasting 24,700 TikTok followers and $12 million in annual sales, joined in, offering up to 30% off beauty products, dropping their $19 Brow Wax to $7.45.

They went live twice on Black Friday, involving creators who actually drove more sales than the brand itself. The relaxed vibe of TikTok appealed to Trio Beauty's founder, Briana Olson, who favoured it over Amazon for subsidized discounts and a longer sales period.

Their first live session brought in 50% of viewers from the For You page, and their CloudStick Trio Contour Stick became a top seller, leading to a whopping 525% increase in orders on TikTok Shop compared to the prior month. Sales were divided with 44% from videos, 28% from livestreams, and 28% from product detail pages.

💡 Retain Your BFCM Acquired Customers. Here’s how.

What's the real game plan once the BFCM madness is over? Converting those one-time buyers into loyal customers is the key challenge post-BFCM. Interestingly, 64% of businesses find that customers acquired during this frenzy tend to have a lower long-term value.

Customer retention boils down to keeping your customers hooked and coming back for more. Why bother? Well, it's cheaper to retain customers than to hunt for new ones. Even a small boost in retention rates can spike profits.

So, what's the plan to keep the loyalty flame burning post-BFCM? Here are 3 key strategies you can implement:

1. Loyalty programs 

Think Starbucks rewards—they work. Create a rewards system that your customers crave, and consider boosting points after the holiday frenzy to keep that loyalty spark alive.

2. Top-notch customer service

Having top-notch customer service always goes a long way in building loyalty with your customers. Remember, it’s not entirely about the purchases they make, but the overall experience with your business.

One way to achieve top-notch CX is to automate tasks which doesn’t require manual interactions, you can read more about it here - 5 Tips to Automate CX for Your DTC Brand

3. Automated emails

Confirmation emails, review requests, and product recommendations—personalize these to keep your customers engaged and interested. Wondering which flows to automate? Check out this post - Top 5 Must-Have Email Automation Flows for Your Brand

Remember, it's not just about the BFCM rush. Focus on building lasting relationships with your customers by making them feel valued and engaged. That’s how you turn them into lifelong fans.

📖 Marin audits a $100k/month FB ads account

In the below X thread, Marin, an expert DTC marketer audits a huge $100k/month FB ads account and shares some interesting insights.

Have a look 👀