Chew on This - Digestable DTC Content Chew on This

In the Season 3 finale of Chew on This, Ron and Ash are joined by Zach Cox, a growth lead at Google, to discuss various aspects of AI, GA-4, and retail commerce. Zach delves into Performance Max, emphasizing its role in capturing demand and acquiring new customers. He stresses the importance of considering customer lifetime value in media strategies and highlights the shift in retail thinking towards viewing retail as a growth channel. Zach also discusses the significance of attention, branding, and connection in content creation. Furthermore, he shares key factors he considers when brands approach him for growth goals and suggests leveraging customer feedback data in creative strategies. Zach concludes by pointing out the mistake brands make when transitioning into retail without aligning brand awareness and performance teams.



🧲 Zach recommends that brands leverage Google’s Performance Max platform to capture consumer demand.

📈 He advises brands to think about retail as a channel for growth and consider how they can leverage it in their overall strategy.

🎯 Zach emphasizes the importance of segmentation and tailoring messaging to specific customer cohorts.

🎥 He encourages brands to leverage their video content on YouTube, including user-generated content, for a greater reach and long-term impact.

🤖 Zach believes AI technology will continue to shape the search landscape and advises brands to stay ahead of the curve by understanding how consumers are using these tools.


0:00 - Intro.

​1:31 - Performance Max.​

6:03 - Importance of LTV in media strategy.​

10:04 - Retail as a channel for growth.​

13:27 - Attention, branding, and connection in content creation.​

15:46 - Key factors for growth goals.​

16:57 - Mistakes brands make when transitioning into retail.​

17:49 - Leveraging customer feedback data in creative strategies and decision-making.​

18:59 - Leveraging first-party data and limitations in using it for Google.​

20:00 - Tailoring media strategies based on customer preferences.​

21:16 - Google's role in supporting brands.​

24:01 - Google's collaboration with creators for influencer marketing and content partnerships.​

25:04 - The power of creators in the market and finding the right audience.​

33:00 - Google Analytics 4 (GA-4).​

36:00 - Connected TV (CTV) on YouTube for retail-focused advertising.​

38:03 - Final chew.

Sponsored by:
📊 Motion - Motion will take your creative game to the next level. It allows all media buyers/marketers to do an in-depth creative analysis and create multiple reports which, otherwise may not be possible on the ads manager itself.
🔗 https://motionapp.com/chewonthis

📨 Sendlane - Tired of paying for hosting unnecessary contacts on your email list? Thats why we switched to Sendlane where we are only charged for the number of contacts we send to. You will unlock huge savings by signing up with them.
🔗 https://sendlane.com/chewonthis

Follow us, subscribe to our newsletter, and to see our exclusive merch check out
https://chewonthis.io/

Ron Shah - https://twitter.com/obviceo
Ash Melwani - https://twitter.com/ashvinmelwani
Chew On This - https://twitter.com/chewonthisdtc

Get a FREE audit with Ronak Trivedi and 50% OFF ALL memberships: https://go.pietrastudio.com/chewonthis



In this episode of Chew on This, Ron, Ash, and Ankit sit down with Ronak Trivedi, founder and CEO of Pietra, to discuss his journey of building the e-commerce platform. Their conversation highlights the innovative approach of digitizing factories to simplify manufacturing processes and provide TurnKey solutions for e-commerce businesses. The importance of helping entrepreneurs succeed and reinventing business strategies is emphasized. Additionally, the introduction of a membership model to lower barriers for aspiring entrepreneurs is discussed, showcasing a commitment to supporting individuals in starting and growing their businesses effectively.



🛍️ Starting a business is easier than you think. Tools like Petra can help remove barriers to entry and make entrepreneurship more accessible.

🤝 Collaboration is key. Petra facilitates communication between creators and suppliers, allowing for smoother and more efficient product development.

🤖 AI is revolutionizing the industry. Automation can handle busy work, freeing up businesses to focus on creativity and growth.

💰 Existing businesses can benefit from Petra. Memberships provide access to cost-saving services and access to global infrastructure, optimizing operations.

🚀 Don’t be afraid to try. With the right tools and support, starting and running a business can be within reach for anyone with a dream.


0:00 - Intro

​1:28 - The journey of building Pietra and raising money.

6:02 - Digitizing factories to streamline manufacturing processes.​

10:23 - Providing TurnKey solutions for e-commerce businesses.​

16:14 - Focusing on helping more people start successful businesses.​

21:08 - Emphasizing the importance of reinventing business strategies.​

23:32 - Collaborating with partners to offer a variety of products.​

25:21 - Introducing a membership model to lower barriers for entrepreneurs.​

25:54 - Discussing the multi-year commitment and free tools for business building.​

26:30 - Introduction of design tools on the platform.​

28:05 - Mention of various niches and products on the platform.​

29:00 - Factories' ability to manufacture various products beyond clothing.​

30:10 - Encouraging creativity and unique ideas in product development.​

31:47 - Automation of tasks through AI technology.​

33:13 - Streamlining communication with factories through the platform.​

35:09 - Emphasizing the importance of creativity in business.​

37:25 - Introducing a cashback program for businesses using the platform.​

39:00 - Pietra's membership plans offer cost-saving opportunities for businesses.​

42:02 - Membership with Pietra provides cashback incentives for businesses.​

45:09 - Pietra offers tools for businesses to enhance their product lines and marketing strategies.​

48:32 - Final chew.



🏭 Pietra - A single platform that provides you the tools and resources to save your brand time and money.🔗 https://www.pietrastudio.com/

Follow us, subscribe to our newsletter, and to see our exclusive merch check out: https://chewonthis.io/


Ronak Trivedi - https://twitter.com/therealRoShow
Ron Shah - https://twitter.com/obviceo
Ash Melwani - https://twitter.com/ashvinmelwani
Chew On This - https://twitter.com/chewonthisdtc

In this episode of Chew on This, Ron and Ash sit down with Ben Sharf, Co-Founder of Platter, to discuss his journey and emphasize the importance of work-life balance in business. Ben shares insights on leaving a job to start a business, learning from experienced entrepreneurs, and utilizing personal strengths in business. He highlights the significance of hiring people for tasks where one lacks expertise, trusting employees, and scaling a business effectively. Ben also stresses the importance of avoiding wasting time on ideas and focusing on problem-solving. Their conversation provides valuable lessons on entrepreneurship, work-life balance, and building a successful business.



❓ How to build a team of 60 people in 2 months

🤝 Platter’s solution to the proliferation of apps in the Shopify ecosystem

🌐 The business benefits of consolidating apps and increasing efficiency for e-commerce brands

💪 The importance of separating work and personal life for increased productivity and satisfaction

🤑 Tech-enabled services as a profitable form of R&D for software products


0:00 - Intro.

​1:06 - Working on website creation.​

2:08 - Revenue in 5 months with 800 employees.

​3:06 - Leaving a job to start a business.

4:01 - Learning from experienced entrepreneurs.​

5:03 - Utilizing personal strengths in business.

​6:11 - Hiring people for tasks you're not good at.​

7:04 - Trusting and scaling a business.​

8:03 - Avoiding wasting time on ideas.​

10:30 - Building an ecosystem of features rather than standalone products for scalability.

13:00 - Recognizing the drop-off in utility of apps and focusing on building value.

15:43 - Transitioning from services to a software product for profitability and growth.

23:21 - Historical perspective of subscriptions.​

24:15 - Focusing on problem-solving rather than worrying about competition.​

25:11 - The need to provide features for startup businesses in the market.​

27:18 - The struggle with moderation and being all in or all out.

​31:00 - Reflecting on the decision to stop drinking and its impact on relationships and business.

32:02 - Ben's perspective on work-life balance and living work as part of life.​

35:03 - Shifting mindset from measuring hours to focusing on productivity and balance.​

39:06 - Setting expectations to attract the right audience.

41:25 - Emphasizing efficiency in product selection and innovation.​

43:36 - Leveraging services as a competitive advantage for profitability.

45:11 - Final chews.

Sponsored by:
📊 Motion - Motion will take your creative game to the next level. It allows all media buyers/marketers to do an in-depth creative analysis and create multiple reports which, otherwise may not be possible on the ads manager itself.
🔗 https://motionapp.com/chewonthis

📨 Sendlane - Tired of paying for hosting unnecessary contacts on your email list? Thats why we switched to Sendlane where we are only charged for the number of contacts we send to. You will unlock huge savings by signing up with them.
🔗 https://sendlane.com/chewonthis

Follow us, subscribe to our newsletter, and to see our exclusive merch check out
https://chewonthis.io/

Ron Shah - https://twitter.com/obviceo
Ash Melwani - https://twitter.com/ashvinmelwani
Chew On This - https://twitter.com/chewonthisdtc

In Episode 3 of Chew on This: Retention & Subscription Powered by Stay Ai, Ash sits down with Gina and Pierson to discuss strategies for acquiring and retaining customers for a subscription program. They emphasize the importance of focusing on customer routines, offering convenience, and utilizing different offers like free trials to attract customers. They also highlight the significance of upsells, cross-sells, and optimizing landing pages to increase profitability and customer retention. Data insights play a crucial role in understanding customer behavior and improving funnel strategies. Additionally, they suggest offering high-perceived value gifts and ensuring product-market fit before transitioning to a subscription model. Overall, the key takeaways include tailoring messaging, optimizing funnels, and implementing upsells to enhance the customer experience and drive revenue growth!


💰 Focus on acquiring customers first, even if it means offering a discount.

🎯 Personalize post-purchase communications for subscribers and one-time purchasers.

🔬 Monitor churn by product to identify opportunities for improvement.

🎨 Prioritize breakthrough creative testing ideas over iterative testing.

🎁 Consider offering high-value bundles with perceived value to increase average order value.


0:00 - Intro

1:19 - Understanding customer routines and offering convenience.​

4:01 - Offers to lower acquisition costs and attract customers.

​6:03 - Landing page experiences to educate customers and drive purchases.​

7:06 - Upsells to increase AOV and profitability.​

10:22 - Tailoring messaging and funnel strategies.​

15:08 - Optimize funnels and improve customer retention.

16:01 - Product-market fit and profitability before transitioning to a subscription model.​

18:19 - Upsells and cross-sells to enhance customer experience and increase revenue.​

21:03 - Low-cost, high-perceived value gifts.​

23:14 - Increasing AOV by changing offer structures.​

24:07 - The importance of significant changes in offer structures for scalability.​

25:01 - Funnels to transition from zero customers to a substantial customer base.​

26:08 - Experiment with different offers and optimize payback periods for profitability.​

31:21 - Messaging and flows for one-time customers versus subscribers.​

33:00 - Creative messaging to remind customers of product benefits.​

35:03 - Reduce churn and increase subscriber numbers.

37:10 - Convert one-time buyers into subscribers.​

39:44 - Engage customers with interactive experiences to increase loyalty and retention.

46:22 - Final chews.

🩷 Stay Ai - Supercharge growth with Stay Ai, the next gen subscription app for Shopify brands that are serious about growth and performance! Designed by and for marketers, built by world-class engineers and data scientists.🔗 https://stay.ai

Follow us, subscribe to our newsletter, and to see our exclusive merch check out
https://chewonthis.io/

Ron Shah - https://twitter.com/obviceo
Ash Melwani - https://twitter.com/ashvinmelwani
Chew On This - https://twitter.com/chewonthisdtc

In this episode of Chew on CRO, Ron, Ash, and Ned delve into the challenges of pursuing topline growth and question the belief system behind it. They highlight the advantages of e-commerce data richness and discuss the impact of discounting on conversion rates. Alternative strategies to discounting for increasing sales velocity are explored, emphasizing the use of scarcity tactics on landing pages. The importance of behavioral psychology conversion tactics and messaging about delayed shipping are also discussed. This episode underscores the significance of scarcity and urgency in marketing, showcasing the effectiveness of scarcity messaging on revenue. It concludes by discussing the psychology behind creating urgency in consumers and the use of holdout audiences for experimentation.

🛒 Reduce Discouting: Explore alternative conversion strategies like scarcity and urgency to increase revenue and preserve profits.
📈 Utilize Scarcity: Highlight high demand and limited availability to create a sense of urgency and encourage immediate purchases.
📣 Leverage Urgency: Use on-page messaging such as “Order within the next hour” or “Only a few left” to create a sense of time-sensitive urgency.
📺 Incorporate Social Proof: Display real-time sales data or testimonials to demonstrate product popularity and build credibility.
⚖️ Balance Growth and Profitability: Consider the long-term impact of discounting on repeat purchases and overall profitability.

0:00 - Intro
​0:32 - Benefits of e-commerce data richness.
​1:10 - Impact of discounting on conversion rates.
​2:01 - Alternatives to discounting for increasing sales velocity.
​3:32 - Scarcity tactics on landing pages for increased effectiveness.
​4:05 - Behavioral psychology conversion tactics.
​5:04 - Impact of messaging about delayed shipping.
​6:03 - Importance of scarcity and urgency in marketing.
​8:09 - Effectiveness of scarcity messaging on revenue.
​10:00 - Psychology behind creating urgency in consumers.
​16:50 - Personalization and segmentation for new audiences.
​17:32 - Testing landing page tactics for audience targeting.
​18:01 - Exclusion-based behavior for audience targeting.
​18:26 - Withholding audiences from ongoing experiments for better results.
​20:00 - Importance of customer life cycle in marketing strategies.
​21:00 - Impact of repeat purchase behavior on revenue.
​22:02 - Balancing conversion rate and lifetime value for sustainable growth.
​24:05 - Avoiding over-reliance on discounts for short-term gains.
​28:04 - Urgency and scarcity tactics in marketing.
​29:02 - Implementing scarcity tactics.
32:03 - Final chew.

Innovative Digital Marketing Solutions to Unlock Growth: https://powerdigitalmarketing.com/

Follow us, subscribe to our newsletter, and to see our exclusive merch check out
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Ron Shah - https://twitter.com/obviceo
Ash Melwani - https://twitter.com/ashvinmelwani
Chew On This - https://twitter.com/chewonthisdtc

In this special edition of Chew on This, Ash is joined again by Jared Ward, Founder and CEO of Luminous, to chew on more ​benefits of implementing an inventory system with Luminous. The discussion highlights how Luminous simplifies inventory management, including the ease of implementation and tracking product movement between warehouses. This episode stresses the importance of free implementation and the power of Luminous in streamlining operations. It also touches on the challenges of implementing additional tools on top of ERP systems.


📈 Simplify forecasting and replenishment with the user-friendly luminous platform.

🔧 Customize your inventory flow with hands-on support and unlimited training from luminous.

💸 Eliminate the high cost of implementation and save money with luminous’ transparent monthly fee.

⌛ Ensure accurate inventory counts and streamline operations with real-time data synchronization across multiple channels.

🚀 Scale your business confidently with luminous’ support for complex operations and growth initiatives.


0:00 - Intro

​1:15 - Luminous' New Commercial.​

4:21 - Luminous tracks how to move products between warehouses.

​5:04 - Emphasizing the simplicity and power of Luminous implementation.​

10:01 - Implementation with Luminous is free.​

11:03 - Luminous makes implementation feel like a half-million-dollar solution.​

13:42 - The importance of implementation being free.

16:07 - Discussing the challenges of implementing additional tools on top of ERP systems.

​22:48 - Missing a data export led to under-purchasing by 7k units, highlighting the need for a system of record.

24:00 - Importance of forecasting accurately to avoid inventory management challenges.​

26:21 - Impact of missing orders on customer experience and brand reputation.​

28:01 - Addressing customer concerns and the repercussions of delayed orders.

​29:12 - Negative effects of poor inventory management on customer retention and brand reputation.​

31:00 - Discussion on building tools to handle complex inventory scenarios.

​32:40 - Different archetypes of businesses and their increasing complexity.​

36:11 - Complexity of managing bundles and scaling operations.​

38:06 - Challenges of managing wholesale and retail flows without a proper system.​

39:23 - Integrating with technology to streamline inventory management processes.

42:54 - Final Chew.



💡 Luminous - Spreadsheets suck. Cheap software doesn't work. Enterprise software is overkill. Enter Luminous: the first system for scaling your ecommerce business from painful growth to lasting success.🔗 https://www.joinluminous.com/

Follow us, subscribe to our newsletter, and to see our exclusive merch check out
https://chewonthis.io/


Jared Ward - https://twitter.com/JaredWardc
Ron Shah - https://twitter.com/obviceo
Ash Melwani - https://twitter.com/ashvinmelwani
Chew On This - https://twitter.com/chewonthisdtc