Hey D2C Community 👋 This is your host Berkay writing.
After talking to Dario Galbiati Alborghetti , Founder and CEO of Showday.io about the Future of Shopify app development (Read it Here ), we recently had a chat with Showday's Growth Lead, Stephanie.
In our conversation, we extensively discussed Showday's growth initiatives and, on a broader scale, the growth of D2C SaaS. Before delving deeper into this topic, let's take a moment to recall Showday and its impressive video tool designed for businesses!
One quick note: You'd also like The DTC Guide to Growth Marketing we prepared together with Stephanie. Check it out!
👀 A quick look into Showday About Showday... As Dario, the CEO, puts it , it is an
"all-in-one video commerce platform for Shopify brands. It allows e-commerce merchants to bring live video shopping and shoppable videos into their storefronts where they can create engaging video experiences such as product demos, live launches, influencer showcases, and in-video purchasing that drive conversions and increase average order value."
So, without further ado, here are some highlights from our conversation!
Who can utilize shoppable videos? Who are your ideal customers for Showday?
SM: When considering the ideal customers for Showday, we primarily focus on direct-to-consumer marketers and e-commerce founders who are operating midsize to large-scale DTC brands. With a strong emphasis on beauty, fashion, food and beverage, and home decor. Individuals who are growing brands within these verticals are constantly seeking innovative solutions to optimize their platforms and are highly focused on discovering new avenues to increase conversions, reduce acquisition costs, and maintain traffic on their sites.
They are the ones likely to leverage Showday’s capabilities to the fullest, as they can create engaging and interactive shoppable video experiences using previously created video content, significantly enhancing customer engagement and driving higher conversions.
Shoppable videos by Showday.io
📈 20% increase in conversions with shoppable videos SM: In our experience, integrating videos, especially shoppable ones into an e-commerce site, has proven to be exceptionally effective at increasing conversion rates. We’ve witnessed merchants experiencing significant conversion lifts after incorporating shoppable videos into their online stores. For example, Harney & Sons Fine Teas achieved an average video conversion rate of 13%, which is remarkable. Similarly, the beauty brand Merme Berlin , witnessed a substantial 21% lift in CVR after incorporating Showday. These figures show the substantial impact that shoppable videos can have on conversion rates and driving sales for e-commerce brands.
"Video shopping is still a pretty new idea"
Growth channels SM: We implement an omni-channel strategy, combining content creation, directly reaching out to potential users, and forming strategic partnerships. Our goal is not just to grow our Showday community but also to help businesses understand how beneficial shoppable videos can be for them.
Video shopping is still a pretty new idea, and we’re excited to show businesses how videos, where customers can shop directly and host live shopping events, can really help them grow. We want to make it easy for business owners to see how using videos can make their stores more interactive and fun, and in turn, help them sell more products.
🏄♂️ Tips for a successful growth strategy SM: Definitely! Whether you are growing an e-commerce business or a Saas company, a successful growth strategy comes down to five main pillars.
1. Understanding your Audience: Understand who your customers are, their pain points, and what they want.
This involves delving deep into the demographics, preferences, and behaviors of your target audience. Knowing your customers' pain points helps you tailor your products or services to meet their specific needs.
Utilizing market research, surveys, and customer feedback can aid in gaining insights into what your audience values and desires.
2. Setting clear objectives: Defining precise, achievable goals that provide direction and allow for measurable progress. If throughout your strategy you notice that your goals don’t align with the actions you’re working towards, don’t be afraid to reevaluate them.
Clearly defined objectives provide a roadmap for your business. These objectives should be specific, measurable, achievable, relevant, and time-bound (SMART).
Regularly evaluating whether your actions align with your goals ensures that you stay on track. If there's a mismatch, it's crucial to reassess and adjust your strategy accordingly.
3. Creating value: Educate your customers about your products, share benefits with them, and help them address their pain points.
The concept of creating value goes beyond merely selling a product. It involves educating your customers about the benefits of your offerings and how they can address their challenges.
The quote from Chris emphasizes the importance of authenticity in today's market. In a world where many products or services can be similar, authenticity becomes a unique selling point. Building genuine connections with your audience fosters trust and loyalty.
Berkay intervening here: This one just makes sense, right? I remember something that one of our podcast guests, Chris (Marketing and Growth Manager of Just Vertical), mentioned:
In this day and age, everything is so commoditized that, if you want to be genuine and authentic, you really have to be genuine and authentic. You can’t hack your way through this. Learn more about it here and here !
4. Experimentation: Trying out new approaches and refining strategies based on what works best.
Experimentation involves a willingness to explore new approaches and strategies. It's about being open to innovation and not being afraid to step outside of traditional methods.
By experimenting with different tactics, businesses can discover what resonates best with their audience. This could involve trying new marketing channels, messaging techniques, or product features.
Embracing a mindset of experimentation allows for agility in adapting to changing market dynamics and customer preferences. Not every experiment will succeed, but the insights gained from failures can be as valuable as successes.
Check out our Shopify App Store Marketing Guide for great insights for how to make your Shopify app more visible!
5. Analyzing the Data: Regularly review and interpret data to make informed decisions and strategy refinement, ensuring alignment with objectives and optimizing outcomes.
Regularly reviewing and analyzing data is crucial for making informed decisions. This includes data on customer behavior, market trends, and the performance of various marketing strategies.
Data analysis allows businesses to measure the effectiveness of their efforts, identify patterns, and make adjustments accordingly. It's a continuous process that ensures strategies remain aligned with objectives.
Key performance indicators (KPIs) and metrics should be closely monitored to assess the success of marketing campaigns. This data-driven approach enables optimization for better outcomes and helps in identifying areas that may need improvement.
No One-Size-Fits-All Strategy SM: Since a successful growth strategy is never one-size-fits-all, it’s important to have a framework that allows you the creativity to implement actions that align with your customer’s needs but at the same time is objective and can be measured.
It’s also important to note that achieving growth requires continuous learning and adaptation. Some experiments will perform better than others, but as long as you stay consistent and take the time to analyze results from a big-picture perspective, you’ ll be able to make conclusions on what actions you can keep as a lever for continuous growth.
🤝 App Partnerships SM: Partnerships play a significant role for us because they allow us to collaborate with other SaaS companies, agencies, and D2C communities within the e-commerce sector, all of whom share a common goal of helping businesses grow.
By extending our network with partnerships, we’re able to deliver greater value through a range of co-marketing initiatives, such as content creation, webinars, and interviews. Every collaboration is designed to be mutually beneficial. Through these collaborations, we’re able to share insights, expand our reach, and contribute to the collective growth and success of the e-commerce community.
Showday Remember to follow Showday on LinkedIn. If you're interested in seeing how shoppable videos can increase conversion, download Showday on the Shopify App Store . Alternatively, you can always book a demo with them to see Showday in action.
D2CVille If you reached this point, well, thank you! Check out our weekly newsletter for more content like this! And hey, did you know we share a bunch of content on social media? Check it out!
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