?? including a BFCM Giveaway & an app to slash your BFCM acquisition costs

Hello everyone, Rebecca here,

With a year in the making, we took our award winning conference stateside ?????And let’s just say NYC did not disappoint!

Special shoutout to our amazing sponsors! From our event partner Underground Ecom, to Yotpo, Appbrew, Revend, Dataships, Rainy City Agency - Award-Winning Shopify Plus Agency, Finch, Gorgias, Spresso.AI, Videowise, Rebuy Engine and Subscribfy—they make events like this possible.

Also thank you to everyone who took the stage ??

?? Lenny Chase: Remember halotopthemovie.com? Lenny emphasised the importance of thinking outside the box—get creative with your marketing ideas to break through the noise.

??If you are looking for a new high performing sales channel? Think Appbrew —they transform your web page into an interactive app, connecting you with your customers like never before.

??Insights from Yotpo and St. Agrestis revealed what it really takes to keep customers coming back: create advocates, engage at the right time, and motivate your loyal customers.

?? Tomo Delaney-Lethbridge, Founder and CEO of Noshi For Kids, shared his incredible Shark Tank journey. From product delays pushing back their initial appearance on the show to navigating personal challenges, Tomo’s story of persistence was truly inspiring. It was a reminder that success often comes after overcoming multiple hurdles, and timing is everything when launching.

??Grace Fodor, Founder of Studio10, and Ed Currie and Andy Coxon from AKT London shared their perspectives on breaking into the US market. AKT’s targeted approach to Broadway performers showcased the power of finding your niche. Grace’s observation on the difference between UK and US marketing approaches was eye-opening, highlighting how cultural nuances can impact your messaging strategy.

??Glenn Cookson from Underground Ecom: Glenn emphasised the need to start planning for BFCM (Black Friday/Cyber Monday) ASAP and to think ahead to Q5, ensuring those deals keep flowing into the new year.

?? Raymond Croft, Senior Art Director at Tommy Hilfiger, offered valuable insights on brand evolution. His approach of blending heritage with contemporary elements was insightful. It’s a powerful reminder for all brands: honour your roots while staying relevant in the present.

Next Stop?

??DTC Live London

?Time: 10:20 AM - 6:00 PM

?Location: The WestWorks, White City Place

??Sign up here

If you are a DTC brand and would like to attend FOR FREE, fill in this FORM NOW, to secure one of these LIMITED spots. It is also on a first-come first serve basis.

We have an incredible line up which we are eager to share with you but here is a sneak peak?

Rebecca McCann - Founder, Pro Blo Group and Sleep??

Rebecca McCann will share her journey of founding Pro Blo Group, a brand that quickly became a leader in the beauty industry for hair care products. Her entrepreneurial path didn't stop there, as she later introduced SLEEP.London, expanding her influence into the wellness market. A discussion definitely not to be missed.?

Fiona Toomey: Founder of NAYDAYA

Fiona Toomey founded NAYDAYA to challenge the taboos and inequalities in women’s healthcare, inspired by her own experiences as a mother. After her son was born prematurely and spent weeks in neonatal care, Fiona felt a strong connection to the support she received during that difficult time. As part of NAYDAYA’s commitment to giving back, 1% of every purchase is donated to Bliss, a UK charity for babies born too soon, too small, or too sick. NAYDAYA, formerly known as NESSA, represents a blend of Irish heritage and universal compassion, symbolising strength and care through its name.

Matthew Burgess: E-Commerce & Marketplace Manager at Green People

Matthew Burgess is the driving force behind the e-commerce and marketplace operations at Green People, a pioneering organic beauty brand. With over 16 years of diverse experience spanning e-commerce to finance, Matthew leverages his skills to grow Green People’s online presence across Europe and beyond. His strategic vision focuses on enhancing customer engagement through digital platforms while ensuring the brand's commitment to safe, natural, and ethical products remains paramount.

Rainy City are hosting an exclusive Fashion Brand Banquet on 29th October, and you’re invited.

This isn’t your typical industry event. It’s an evening created for premium and established fashion brands to connect, learn, and find inspiration in a relaxed setting.

What to expect:

?? A unique dining experience

?? Hand selected cocktails

?? Inspiring conversations with industry peers

Rainy City knows your time is valuable. That’s why this event is designed to be both enjoyable and productive. It’s a chance to step away from the day-to-day and immerse yourself in an environment where great ideas flow as freely as the drinks.

Spaces are limited to keep the experience intimate and impactful. If you’re looking to expand your network and gain fresh perspectives, this is an evening you won't want to miss.

Use the form to register your interest before spaces fill up.

Now onto today’s topics?

??BFCM Giveaway Newsletter Announcement

?? Enable this Shopify app NOW to slash your BFCM acquisition costs and retain 1.4x more BFCM customers

??Ready to make your brand the next TikTok Shop sensation?

??Why you should consider adopting a subscription model

??Are you ready for Q4? ??? And guess what? There’s now a Q5 too?

BFCM Giveaway Newsletter Announcement

Calling All DTC Brands: Win $20K in Tech & Marketing Services for Your Most Successful BFCM Yet

Black Friday Cyber Monday—the e-commerce event of the year—is on the horizon, and we know you're gearing up for it.

This year, we've got a surprise that might just change your game plan: an incredible giveaway featuring top e-commerce tools and services.

Introducing…

The Ultimate BFCM Giveaway

5 lucky DTC brands will win an elite tech stack and premium marketing services from 10 Industry Leaders, setting them up for the biggest BFCM in history!

Grand Prize Package Includes:

Three Month Premium Tech Stack (Oct-Dec) AND Exclusive Marketing Agency Services from Top Companies:

• Retention.com: Transforming anonymous shoppers into known customers
• Gatsby AI: Expanding your subscriber base through Instagram DMs
• VideoWise: Boosting conversions using social media
• Monocle: Boosting sales with AI-powered incentives
• Alia: Growing sign-ups using specialised popups
• Rebuy: Personalising shopping experiences with AI-driven solutions?
• Reviews.io: Sends review requests to customers who have recently completed a transaction
• Orita.ai: Enhancing email deliverability through AI-driven strategies
• RainyCity Agency: Optimising your Shopify or Shopify Plus store

• Flowium Agency: Elevating your eCommerce with full-service Email Marketing

Each winner receives FREE access to ALL services listed above, providing you everything you need for explosive BFCM growth this year.

Who Should Enter?

DTC brands (Shopify or Shopify Plus only) ready to:

• Supercharge BFCM performance
• Implement cutting-edge e-commerce tech
• Maximise customer engagement and retention
• Redefine long-term e-commerce strategy

Why You Cant Miss This:

• Access to premium tools and services worth $20K
• Support in optimising every aspect of your BFCM strategy
• Learn from industry leaders
• Set up for long-term e-commerce success

How to Enter:

Visit flowium.com/giveaway and complete the entry form

Mark your calendar:

Giveaway Closes: October 17th 11:59PM EST.

Winners Announced: October 18th in a live streaming event

Don't let this opportunity slip away. Enter now and put your brand on the fast track to a legendary BFCM.

Good luck,

Rainy City, Flowium, and our industry-leading partners

P.S. Questions about the giveaway? We're here to help! Reply to this email or reach out to us on social media.

Enable this Shopify app NOW to slash your BFCM acquisition costs and retain 1.4x more BFCM customers

With the 2024 Black Friday and Cyber Monday around the corner, UK brands are facing highest-ever customer acquisition costs (CACs). To combat this, our favourite Shopify app this year is by a new London-based fintech called Fam.

Fam enables UK brands to process payments at 0% fees (forever) and uses those savings to reward customers with Store Credits on every purchase. Customers can then spend these credits only with your brand when they return to shop again. Fam only charges a small fee, if & when a customer returns to redeem their credits - making it a 100% pay-on-performance!

This means, your payment fees that were previously going to card companies are now being invested in your customers’ next purchase. Converting every order, into a potential double-purchase without the high CACs ??

Here’s why you should enable Fam NOW, to maximise your BFCM gains in November:

1. Bring today’s customers back during BFCM without ad-platform CACs: customers that pay by Fam today will earn credits. Configure them to expire at/around BFCM and those customers are 40% more likely to return during BFCM to redeem their credits. This means you’re not relying on ads to drive that traffic!
2. Save big on payment fees during BFCM: all customers that pay by Fam incur ZERO payment processing fees. This lets you maximise your profits during this high-volume period.
3. Offset BFCM acquisition costs with 43% higher retention: In addition to not paying payment processing fees, customers that shopped with you during BFCM and paid by Fam return 43% faster to redeem their credits. This is the single-best thing you can doto drive more orders from your BFCM cohort of customers leading upto and during the holidays.

What to expect:

?? 0% payment fees (forever)

??? 43% faster time-to-repurchase

?? 46% higher LTVs

By enabling Fam on your Shopify (or any other) store now, you’ll be able to maximise cost-savings and revenue leading up to, during and after BFCM this year.?

Pro tip: DTC Live Newsletter Subscribers get a 100% off of their Fam fees until BFCM. Here’s how to get in touch with the folks at Fam:

Website: https://joinfam.com

Book a demo: https://tinyurl.com/fam-demo

Email: [email protected]

Ready to make your brand the next TikTok Shop sensation?

Brands know they need to be on TikTok, but often they don’t know where to start. Allow me to introduce you to Social Tale.

Why TikTok Shop?

TikTok Shop is a confluence of entertainment and commerce, creating a unique space where shopping is an extension of daily entertainment. This combination makes TikTok an invaluable platform for brands aiming to engage directly with a diverse and extensive audience.

Social Tales Track Record

Social Tale has successfully steered brands through the complexities of TikTok, securing impressive results:

• $1.5M+ in monthly Gross Merchandise Volume (GMV) through TikTok Shop
• 3M+ units sold directly through the platform

Take the journey of Surreal, a cereal brand that recognised TikTok Shop's potential but lacked the necessary in-house capabilities. ADD Image shown on presentation

?? Challenge: Surreal, a cereal brand, wanted to explore TikTok Shop but lacked the necessary resources.?

?? Strategy: Surreal partnered with Social Tale to tailor and launch a strategic campaign specifically for TikTok.?

? Execution:

• Crafted an exclusive, attention-grabbing offer for TikTok users.
• Engaged a network of content creators to promote the brand.
• Implemented strategic advertising to maximise visibility. ???

Results: Substantial growth in brand reach and a vibrant community built around the product.

Now what are the Four categories that brands fall into?

Brands engaging with TikTok Shop typically fall into one of four categories:

• TikTok Shop Curios: Brands wanting to explore the platform’s potential.
• TikTok Shop Stagnant: Brands experiencing a plateau in their growth.
• TikTok Shop Growth: Brands observing a steady increase in their performance.
• TikTok Shop Beast Mode: Brands that have mastered the platform and are witnessing exponential growth.

Strategic Mastery on TikTok by Social Tale

• Comprehensive Strategy Development: Social Tale ensures every facet of TikTok Shop is optimised—from product listings to promotional strategies.
• Robust Affiliate Management: Collaborating with over 500 creators daily, Social Tale keeps the network motivated and well-equipped to promote brands effectively.
• Analytics and Performance Monitoring: Leveraging real-time data from TikTok Shop, strategies are continuously refined to improve outcomes.
• Expert Customer Service Management: Ensuring customer interactions are handled promptly and effectively to boost satisfaction and loyalty.

Integrated Marketing Strategies on TikTok

• Targeted Ads: Strategic ad campaigns are designed to drive significant traffic to TikTok Shop, maintaining high visibility and engagement.
• Organic Content Creation: Utilising TikTok’s unique algorithm, Social Tale creates content with viral potential, ensuring deep community engagement.

The Power of TikTok Live

• Live Sessions: Utilised to dynamically showcase products, these sessions facilitate immediate purchases through compelling calls-to-action, leveraging peak viewer engagement.

Envision a team that transforms your TikTok efforts into a measurable success story—from building a vibrant community to creating resonant content and ROI. Social Tale ensures that every pillar—Shop, Ads, LIVES, and Organic content—works in concert to elevate your brand’s presence on TikTok.

Ready to make your brand the next TikTok Shop sensation? Partner with Social Tale

Why you should consider adopting a subscription model

As the subscription model continues to gain traction, it’s becoming a pivotal part of many DTC brands’ success. ??

Why Subscription Models are a Game-Changer ??

The numbers don’t lie—subscription e-commerce is booming. In 2023, the UK's e-commerce revenue was 133 billion GBP and eCommerce revenues in the UK are expected to have an annual average growth rate of 12.6% by 2025.?? That’s because this model isn’t just about making a sale—it’s about creating ongoing relationships with your customers

?? Top Tips to Supercharge Your Subscription Business

1. Pick the Right Model for Your Brand ??? There’s no one-size-fits-all here, so choose wisely:
2. Focus on Customer Experience ?? Subscriptions are more than a service—they're a relationship. Nail every touchpoint from sign-up to delivery. Ask yourself, "Is this as nice as opening a gift from a friend?"
3. Automate Everything ?? Trust me, no one wants to chase payments or manually track subscriptions. Set up automated billing and inventory systems to avoid headaches (and angry customers).
4. Surprise & Delight Your Customers ?? Throw in an extra goodie or offer something unexpected to keep them excited about their next box. A little surprise goes a long way in retaining loyal customers!
5. Monitor Your Metrics ?? Keep a close eye on key performance indicators like churn rate (how many people unsubscribe) and lifetime value (how much each customer is worth to you over time). If something’s off, don’t panic—just tweak and test!

Avoid These Common Subscription Pitfalls ?

• Don’t Oversell: Be careful not to make promises you can’t keep. Under-promise, over-deliver.
• Boring Boxes: Mix it up! Even the best product gets stale if it’s too predictable.
• Hard-to-Cancel Subscriptions: Make it easy to pause or cancel, so customers don’t feel trapped. They’ll be more likely to return if they don’t leave frustrated!

With 225 million active subscribers in the US alone, the demand for subscription services is solid. The appeal lies in their convenience, personalisation, and ability to foster a sense of community.

Here’s where you can win big:

• Boosted Customer Lifetime Value: Repeat customers add more value over time compared to one-time buyers.
• Predictable Revenue: It’s easier to plan when you know what’s coming in monthly.
• Scalability: Subscription models are super flexible, allowing you to grow without a ton of overhead costs.

Are you ready for Q4? ??? And guess what? There’s now a Q5 too (more on that later)!

Just two weeks ago, I had the opportunity to sit down with Shwetank Tamer, Founder of Cooee, and James, Meta Ads Manager at Rainy City, to discuss the upcoming peak shopping season—BFCM, the most important event in any DTC calendar.

It may still be September, but if there was one key takeaway from the webinar, it’s to START EARLY. ??

So let’s dive into our key findings:

1. Don’t Treat All Your Visitors the Same ??

Shwetank emphasised that 97% of visitors aren’t ready to buy straight away. By understanding customer intent and segmenting visitors based on their buying journey, you can tailor the experience to boost conversions. For example, if someone is just browsing, don’t hit them with a discount popup immediately—it can be a turn-off. Instead, focus on personalised messaging that meets them where they are in their journey.

?? Actionable Tip: Use real-time intent data to adjust your pop-ups, banners, and CTAs based on how engaged the visitor is. High-intent visitors can see personalised upsell offers, while first-time browsers might see educational content.

2. Scale Your Ads with Purpose ??

James highlighted that ad costs soar during peak times like Black Friday and Cyber Monday. His advice? Start preparing early. Before launching your main promotions, run ads to build warm audiences through engagement campaigns, email sign-ups, and video views. This way, when it’s time to go all out, you’ll be reaching a familiar audience without paying premium prices for cold traffic.

?? Actionable Tip: Create a calendar of offers leading up to your main event. For example, start with smaller discounts in early November and ramp up to your big Black Friday offer. This keeps your brand fresh in customers’ minds and drives urgency.

3. Optimise for Average Order Value (AOV) ??

It’s not just about attracting more visitors; it’s about making each purchase count. Shwetank highlighted the importance of smart bundling and cross-selling, especially during high-traffic periods. But timing is crucial—don’t overwhelm customers with bundles too soon. Instead, offer them at key points in their shopping journey when they’re more likely to be receptive.

?? Actionable Tip: Adjust upsell and cross-sell offers based on the product page a visitor is viewing. If a visitor is lingering on a high-ticket item, don’t push a cheaper alternative too quickly. Instead, offer complementary products that enhance their main purchase.

4. Embrace Q5—The Hidden Gem ??

James introduced us to “Q5,” the often overlooked period from Christmas to New Year and into January. With ad costs lower and customers still in buying mode, this is a golden opportunity for brands to keep momentum going.

?? Actionable Tip: Extend your promotions beyond Black Friday and Cyber Monday. Test a smaller budget to see if you can capture end-of-year shoppers who are still in the buying mindset.

5. Leverage Real-Time Data to Maximise ROAS ??

Shwetank stressed the importance of using real-time data to tailor the shopping experience. Cooee tracks over 200 micro-behaviours to understand where each visitor is in their journey, enabling brands to adjust their messaging dynamically. This isn’t just about boosting conversion rates—it’s about doing it with better margins.

?? Actionable Tip: Use tools like Cooee to reduce cart abandonment by personalising the checkout experience. A visitor who’s returning to restock? Show them a quick, tailored message to make that purchase seamless.

6. Make the Founder the Hero ??

James pointed out that audiences crave authenticity. Founders, step up and share your story! Customers connect more with brands that have a face and a story behind them. ??

?? Actionable Tip: Record a short, unpolished video sharing your brand’s journey or the inspiration behind a product. Use this across ads, emails, and social media. Your story could be the deciding factor for a potential buyer! ??

7. Track, Test, and Tweak ????

Both Shwetank and James stressed the importance of testing. Whether it’s your ad creatives, pop-ups, or product bundles, continuously analyse what works and adjust. The data never lies!

?? Actionable Tip: Use tools like ROAS calculators and heatmaps to understand your website’s performance. Test variations of your CTAs and offers to see what drives the best results. Small tweaks can make a big difference!

If you’d like to learn more about how Cooee can help you stop treating all visitors the same, check them out at letscooee.com. For scaling your ad strategies, reach out to James and his team at Rainy City. ???