How AKT turned a deodorant dilemma into a global sensation & how to take your customer support to the next level this holiday season?
Hey,
Firstly, how is it nearly BFCM already?! Are you feeling prepared? If not, don’t worry—we’ve got your back. At DTC Live, we’re offering a unique opportunity for last-minute, 1:1 consultancy sessions with a top growth expert to fine-tune your strategy and make sure you’re ready to crush it during the biggest shopping event of the year.
But hurry—there are only 3 spots available. Grab your spot now and get set for BFCM!
There’s only one week to go until our next Gamechangers workshop. We only have 2 tickets remaining - will one of them be yours? ?
Find out how Gamechangers has transformed our partners and attendees journey. From powerful insights to real impact, discover why it’s the workshop that makes a difference.
Ready to book your place for November 14th?
Not free? Don’t worry, join us for our final workshop of the year on December 6th.
We’re celebrating a successful year and the festive season on 6th December, EP & DTC Live are thrilled to invite you to a festive Christmas party exclusively for eCommerce agencies & Brands, sponsored by Klayvio, searchspring , FullFill , REVIEWS.io and gorgias ! Celebrate with us in London and enjoy a night of drinks, networking, and festive fun.
(p.s. If you are attending Gamechangers with us earlier that day, we will provide transport to the party)
Fancy some winter sunshine to get ahead of 2025 planning?
DTC Live is hosting an exclusive retreat for established brands in Gran Canaria from January 22nd to 24th, 2025.
This retreat will feature workshops, learning sessions, networking opportunities, and wellness activities, all focused on planning for 2025.
With only 25 spots available, you'll have the chance to connect with, learn from, and be inspired by fellow founders and key decision-makers.
All expenses are covered (except your flights). If you're interested in joining, please fill out the form and we'll be in touch.
Our focus goes beyond just events. We’re dedicated to providing valuable content that helps brands connect and navigate the ever-changing DTC world.
Now let’s get into what’s hot in DTC this week!?
?? How AKT turned a deodorant dilemma into a global sensation
?? Revolutionising onsite engagement: Cooee’s real-time personalisation from landing to checkout
?? How can DTC brands capture the new generation of luxury consumers in 2025?
?? Ready to take your customer support to the next level this holiday season?
?? New website just launched? Time to level up user experience!
How AKT turned a deodorant dilemma into a global sensation
Andy Coxon and Ed Currie , co-founders of AKT, never imagined they'd create one of the UK's most awarded natural deodorant brands. In fact, they were just looking for a product that worked. As West End performers in London, they needed something tough enough for long hours on stage. But no matter what they tried, nothing fit the bill. So, like true creatives, they decided to make their own.
"We had absolutely no intention of starting a business," Andy says. "We just wanted a deodorant that actually worked for us."
They spent three years perfecting their formula—right there in their kitchen. “We literally made it on the hob every week, tweaking the recipe,” Ed adds. By 2018, they were ready to launch. With no big financial backing, they turned to their community. Leveraging their theatre connections, they handed out samples to fellow performers and launched a Kickstarter campaign to raise funds. Word quickly spread, and their natural deodorant gained traction.
Today, AKT is much more than a backstage secret. It’s been featured on the Today Show, worn by Beyoncé and Taylor Swift’s dancers, and even won the Oprah O Award for Best Deodorant. Now stocked in both the UK and the U.S, AKT has truly gone global.
“We handed out our deodorant to everyone in the West End, and it just took off. That’s how we built our brand—from the ground up with the people around us,” Andy explains. “We didn’t have money, but we had the people.”
If you're a DTC brand looking to grow or break into new markets, there’s a lot to learn from AKT’s story.
Lean on Your Community AKT’s rise started with their immediate community. Andy and Ed seeded their products with fellow performers, leveraging their network to gain traction. DTC brands should take note: your first customers don’t need to be strangers. Think about the people in your industry or niche who would benefit from your product, and start there. “We gave our deodorant to everyone in the theatre world, and they became our biggest advocates,” Andy recalls.
Tell a Story That Resonates What sets AKT apart is their authentic, relatable story. They weren’t a couple of business moguls launching a new venture—they were just two performers who wanted a deodorant that worked. Brands today need to do more than just sell products—they need to tell stories that connect. Whether it’s your founder story or the mission behind your brand, make sure it’s something people can rally behind. “We didn’t set out to create a business, but we had a story people cared about, and that’s what helped us break through,” Ed adds.
Leverage User-Generated Content Instead of splurging on influencer campaigns, AKT gifted their deodorant to people who loved the product and were excited to share it. This approach not only felt authentic but also generated content that AKT could turn into cost-effective ads. As Andy puts it, “We didn’t pay them anything to start with, because we didn’t have the money to, but when their content performed, we’d go back and say, ‘Can we use that content for another six months?’ At which point we’d pay them – and they’re always thrilled with that”.
DTC brands should consider this approach—focus on authentic user-generated content that can be repurposed.
Know Your Audience and Localise Your Approach AKT cracked the UK market by understanding their audience: health-conscious, eco-minded urbanites, who they call “Earth-conscious metropolitans.” But when they launched in the U.S., they had to adjust their strategy. While the UK audience was more sceptical and needed proof, the U.S. audience was drawn to AKT’s story and the excitement around it. Knowing who you're talking to and adapting your message for each market is essential.
“We came to the U.S., and everyone told us we’d fail. But we knew our story was strong, and we had to take the leap,” Andy says.
Stick to Your Values AKT is proudly natural, plastic-free, and designed with aesthetics in mind. They’ve never compromised on these values, and it’s paid off. DTC brands should stay true to their mission and know that customers today are looking for brands with integrity and clear values.
“It’s not just that our deodorant is natural and sustainable—it’s that it works and it’s beautiful. We wanted to make deodorant sexy,” Andy explains.
By staying true to their roots and focusing on their community, Andy and Ed have transformed AKT from a personal project into a brand with global appeal.
Revolutionising onsite engagement: Cooee’s real-time personalisation from landing to checkout
At Cooee, we believe in going beyond generic solutions to deliver real, measurable value to the eCommerce brands we partner with. We understand that every visitor on your site has different needs, intentions, and behaviours. That’s why our AI doesn’t just track visitors—it interprets their intent in real time, transforming how you engage, nurture, and convert each customer from the moment they land on your store to checkout.
Harnessing Real-Time Intent for AI powered Personalisation
The moment a visitor enters your store, Cooee’s AI analyses their intent, giving you actionable insights to personalise their journey. This approach allows eCommerce brands to intelligently engage visitors, turning cold traffic into loyal customers. Instead of using one-size-fits-all tactics, Cooee helps you understand whether a visitor is browsing casually or is ready to buy—and adapts the entire shopping experience to their intent.
Transforming the Customer Journey with Real-Time Personalisation
Why Real-Time Intent Is Essential for eCommerce Success
Unlike traditional marketing tools that treat every visitor the same, Cooee’s real-time intent engine ensures that every interaction is meaningful and specific to each visitor’s needs. This dynamic personalisation prevents funnel drop-offs and helps you engage visitors more effectively, guiding them from one stage to the next with relevant nudges at the right time.
For the eCommerce brands we work with, Cooee delivers true value—personalisation that feels natural and drives real business results. By understanding your visitor’s intent at every stage, we help turn more of your traffic into customers, creating a shopping experience that is intuitive, seamless, and highly engaging.
Supercharge Your Store with Cooee
Want to step it up? Cooee uses AI to analyse shopper behaviour and deliver real-time, targeted messages. With pop-ups, embeds, and A/B testing, you can get super specific.
Results: Brands using Cooee see a 10x boost in conversion rates and a 5x return on investment.
By segmenting your audience, offering dynamic pricing, and tailoring content, you can create a shopping experience that feels unique to every visitor. And with tools like Cooee, making this happen is easier than ever. Talk to Cooee today.
Time to take your e-commerce game to the next level!
We Want to Hear from You!
Every week, we will be including a survey - all answers are anonymous so we can better understand the challenges brands are facing and best adapt the content, TIPS and TRICKS we provide in the newsletter, as well as all other educational resources.
??Todays Survey
??Personalisation
How can DTC brands capture the new generation of luxury consumers in 2025?
The luxury retail world is evolving quickly, with shoppers under 40 now making up 40% of the market. With this shift comes a fresh wave of expectations—think immersive, authentic, and sustainable experiences. For DTC brands, embracing these trends is essential to connect with this influential audience.
Mastering Digital Sophistication
Online luxury sales are projected to reach $91 billion by 2025.. To capture this market, brands must offer seamless and engaging online experiences.
Pro Tip: Incorporate 3D product views and interactive digital content to allow customers to explore products in detail. For instance, Rebecca Minkoff's use of 3D modelling led to a 27% increase in orders, demonstrating the impact of enhanced digital engagement.
Connecting Through Authentic Storytelling
Younger consumers value transparency and personal connection. Founder-led storytelling can humanise your brand and build trust.
Pro Tip: Share the founder's journey on social media, podcasts, or video series. Aimee Smale of Odd Muse effectively engages Gen Z and Millennials by discussing her brand's origins and challenges on platforms like Instagram and TikTok, fostering a sense of community and loyalty.
Sustainability: Beyond a Trend
Sustainability is a key consideration for luxury consumers, with 50% of affluent shoppers factoring it into their purchasing decisions. Brands must demonstrate genuine commitment to environmental responsibility.
Pro Tip: Implement sustainable practices such as using eco-friendly materials and launching resale or rental programmes. Rolex's resale model appeals to consumers seeking luxury with a reduced environmental footprint, enhancing brand credibility.
Creating Exclusivity with VIP Product Drops
Exclusivity remains a cornerstone of luxury appeal. Limited product releases can generate excitement and reward loyal customers.
Pro Tip: Use customer segmentation to identify high-value clients and offer them early access to exclusive products. This approach not only drives sales but also strengthens customer relationships by making them feel valued and privileged.
Delivering Personalisation with Technology
Personalised service is expected in the luxury sector. Leveraging technology can enhance the customer experience. Equip store associates with mobile point-of-sale (POS) systems that provide access to customer data and preferences.
Pro Tip: Implement "Tap to Pay" for quick, contactless transactions, streamlining the shopping experience. Personalisation fosters loyalty and encourages repeat business.
Balancing DTC and Wholesale Channels
A strategic mix of DTC and wholesale channels can maximise reach and profitability.
Pro Tip: Curate product selections for each channel—reserve unique or high-end items for DTC, while using wholesale to test new markets and expand reach. According to Bain & Company, being present where customers are, whether online, in-store, or at a pop-up, is essential to meet diverse consumer preferences.
Ready to take your customer support to the next level this holiday season?
Picture this: it’s peak season, customers are shopping like mad, and your team is handling requests left, right, and centre. How do you make sure your customer support scales smoothly—without missing a ticket?
That’s what we’re diving into in this DTC Live Webinar! We're gathering the experts to share their secrets on keeping customer service strong (and stress-free) when the orders start flying in. Hear from George Loraine who will share all about Onepilot ’s 24/7 support that’s 100% human, flexible, and built to handle anything the holiday rush throws at you.
Oh, and did we mention? We have a surprise guest from an amazing brand joining us, too!
Don’t miss this chance to get your customer support ready for the busiest season of the year. Join us for insights, stories, and plenty of practical tips. Let’s make this holiday season your best yet!
Register now to secure your spot and get the inside scoop on scaling brand support for Q4 success!
New website just launched? Time to level up user experience!
You might be thinking, “I’ve just launched a new website—why do I need to focus on user experience?” After all, you’ve likely invested a significant amount in development, so shouldn’t everything be perfect?
Not quite. No matter how well a launch is planned, real user behaviour often uncovers issues that weren’t anticipated. What looked great in development might function differently when users start interacting with it. Now is the perfect time to use real data to make improvements.
Here’s why post-launch user experience enhancement is crucial and how to go about it:
Run usability tests with real users: Even if your site passed internal tests, real users provide new insights. They might struggle with navigation, miss important buttons, or drop off unexpectedly. Usability tests with actual users can reveal these friction points so you can make necessary adjustments. Tip: Tools like UserTesting or Maze can help gather feedback quickly.
Ensure mobile responsiveness: Your site might look great on desktop, but how does it perform on mobile? With mobile traffic dominating, a seamless mobile experience is essential. A poorly optimised site frustrates users and increases bounce rates. Test your site’s performance on various screen sizes and use tools like the Mobile-Friendly Test to make improvements.
Leverage A/B testing for high traffic If your site gets over 50,000 visitors a month, you have valuable data for A/B testing major changes. Whether updating the homepage layout or tweaking CTAs, A/B testing helps identify what works best. Tools like Shoplift (for Shopify), Optimizely, or Omniconvert can help run these tests effectively.
Optimise load times: Site speed matters, especially for mobile users. A slow site drives visitors away. Use Google PageSpeed Insights to check your site’s performance and optimise it by compressing images, reducing script loads, or using a CDN.
Make your site accessible: Accessibility isn’t just about compliance; it’s about creating an inclusive experience for all users and often benefits SEO. Ensure your site is keyboard navigable, has proper alt texts, and offers sufficient colour contrast.
Remember, a new website is never truly “done.” Post-launch is the ideal time to enhance and refine the user experience based on real-world data, ensuring your site continues to engage and retain visitors.
Upcoming Events to Join!
November Gamechangers | 14th November ?
December Gamechangers | 6th December
Festive Christmas Party | 6th December
Brand retreat | January 22nd - 25th
Don’t forget to sign up to our Community Platform launching in January! You will be able to connect with other brand owners and c-suite level decision makers and create a network of pods that will allow you to connect with like-minded people and businesses and drive relevant content to help you grow and scale your DTC channel.
Apply for early access to our new community platform… launching soon!
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