Chew on This - Digestable DTC Content Chew on This

Harley Finkelstein, the president of Shopify, joins the podcast to discuss the current state of e-commerce and the role of Shopify in the retail industry. They talk about the growth of e-commerce during the pandemic and its return to more normal levels. The conversation also focuses on the changing role of physical retail and the need for authenticity in brand experiences. We highlight the rise of new brands and opportunities in the retail space, as well as Shopify's commitment to shipping cool products. We also discuss the importance of turning aspirational entrepreneurs into actual entrepreneurs and the benefits of being part of the Shopify community. We conclude the discussion on improving the customer journey and the value of long-term relationships with customers.

​Shopify invests in certain companies to make the e-commerce experience easier for merchants worldwide. They have a competitive advantage due to their amazing ecosystem of partners, which includes major players like Google and Meta who deeply integrate with Shopify. The goal is to build 80-90% of what most merchants need, and for the remaining 10-20%, they invest in partners who excel in those areas. One such partnership was with Max to quickly launch a buy now pay later product. Shopify also highlights the importance of mobile experiences and recommends apps like Tapcart to create customized and branded mobile applications. Overall, Shopify's mission is to empower more brands and entrepreneurs by simplifying the customer journey and providing the necessary tools for success.

Highlights:
0:00 - Intro
​0:24 - We welcome Harley to Chew on This.
​1:14 - Shopify's role in connecting people and building relationships in the creator economy.
​3:00 - The growth of e-commerce during the pandemic and its return to more normal levels.
​4:04 - The changing role of physical retail and the need for authenticity.
​5:36 - The rise of new brands and opportunities in the retail industry.
​6:57 - Shopify's upcoming summer edition and their commitment to shipping cool products.
​8:02 - Focus on turning aspirational entrepreneurs into actual entrepreneurs.
​10:17 - The benefits of being part of the Shopify community for entrepreneurs.
​11:10 - Improving the customer journey and increasing customer value.
​12:11 - The importance of follow-up and long-term relationships with customers.
​14:59 - Shopify invests in certain companies to make commerce easier.
​15:44 - Shopify's competitive advantage is its amazing ecosystem of partners.
​16:01 - Partners like Google and Meta deeply integrate with Shopify.
​17:00 - Shopify aims to build 80-90% of what most merchants need.
​18:01 - Shopify invests in partners who are the best at what they do.
​19:21 - Shopify partnered with Max to quickly launch a buy now pay later product.
​21:24 - Apps like Tapcart make it easy to build beautiful mobile experiences.
​24:06 - Shopify aims to make the customer journey less complicated.
​26:10 - Shopify has helped entrepreneurs like Ben Francis of Gymshark succeed.
​27:19 - Shopify's mission is to empower more brands and entrepreneurs.

Sponsored by:
🛒 Tapcart will instantly turn your Shopify store into an epic mobile app, no coding required and get up and running in less than 2 weeks!
Sign up get up to 2 months free - Tapcart's best Offer, Ever. To Sign up for this offer head over to:
🔗 https://tapcart.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 this episode, we sat down with Ned Macpherson - Founder of Endrock Software - a boutique CRO agency. We touched upon the importance of the timing of Black Friday offers, and keeping it SIMPLE! Ned also lifts the lid on what some of his clients are doing to maximize this Black Friday Cyber Monday, as well as some of the common mistakes he’s seen brands make.

Sponsored by:


🚀 Endrock is a boutique CRO agency that works with several 9-figure brands and has helped us increase our conversion rate by almost 50%. If you’re interested in working with them or learning more about them: https://endrock.software/

🛒 Tapcart will instantly turn your Shopify store into an epic mobile app, no coding required and get up and running in less than 2 weeks!
Sign up get up to 2 months free - Tapcart's best Offer, Ever. To Sign up for this offer head over to:
🔗 https://tapcart.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 this bonus episode, Chew On This is expanding its offerings beyond being just a podcast. The team discusses the recent acquisition of Coffee Over Cardio, a brand focused on wellness with a coffee-first approach. This acquisition allows Chew On This to integrate Coffee Over Cardio into its existing infrastructure, improving efficiencies. The team is excited about starting fresh with this new venture and intends to have fun with it. They also provide insights into starting a brand with a strong performance side, analyzing data to make cost-effective decisions, and implementing server-side tracking for more accurate measurement. Additionally, the team emphasizes the importance of customer service and automation for a seamless customer experience. Overall, Chew On This is committed to providing a seamless customer experience and driving the success of their brand.

Highlights:
​0:01 - Chew On This has expanded from a podcast into a newsletter, podcast dinners, and more.
​0:45 - The acquisition of Coffee Over Cardio and its wellness approach is an exciting development.
​1:23 - The team discusses the thought process behind the acquisition and the benefits it brings.
​3:05 - The existing infrastructure will be integrated with Coffee Over Cardio, creating efficiencies.
​4:01 - The team is excited about starting from the beginning and having fun with this new venture.
​5:02 - The discussion turns to the importance of starting a brand with a strong performance side.
​7:04 - Tips and insights are shared on how to analyze data and make cost-effective decisions.
​9:02 - The team plans to focus on cost caps and efficient spending to avoid wasting money.
​11:02 - The importance of server-side tracking and data analysis is discussed.
​14:03 - The team shares plans to improve the brand's creative assets and tighten up design principles.
​17:01 - A strong focus on customer service and automation is considered essential for growth.
​20:02 - The team discusses the use of AI in automating processes and improving efficiencies.
​20:23 - Implementing server-side tracking for more accurate measurement.
​22:05 - The team emphasizes the importance of customer service and automation for a seamless customer experience.
​24:00 - Discussing the limitations of email and SMS marketing and the potential benefits of push notifications.
​28:09 - Integrating Power store and utilizing its customizable features.
​34:17 - Discussing the benefits of having an app for better customer engagement and increased customer lifetime value.
​38:10 - Excitement about working closer with SAS tools and partners.
​40:35 - Achieving better efficiency and cost-effectiveness in advertising through testing and optimization.
​41:51 - Implementing A/B testing on checkout pages and utilizing tools like Gorgeous and Reviews.io for enhanced customer experience.

Sponsored by:
🛒 Tapcart will instantly turn your Shopify store into an epic mobile app, no coding required and get up and running in less than 2 weeks!
Sign up get up to 2 months free - Tapcart's best Offer, Ever. To Sign up for this offer head over to:
🔗 https://tapcart.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

This bonus episode discusses Black Friday and the strategies that businesses should consider in order to optimize their sales. The speaker highlights the importance of catering to both existing and new customers, being intentional in marketing efforts, and ensuring profitability on the first order. Additionally, the episode emphasizes the need to stay updated on trends and consumer behavior, leverage budgets effectively, and position the brand as a valuable choice for customers during the holiday season. It also suggests offering exclusive and new products to excite customers, balancing aggressive marketing with inventory management, and focusing on actual product value rather than gimmicky gifts. The episode concludes by stressing the significance of being on customers' shopping lists and utilizing retargeting campaigns to drive sales. Overall, the podcast provides valuable insights and practical advice for businesses preparing for Black Friday.



Highlights:

​0:23 - "I think you really have to cater to whether it's your retention pool so existing customers or new customers."
​1:01 - "But this year I think we have to be intentional."
​3:14 - "The only way I'll let that continue to run is because they're profitable on the first order."
​4:05 - "There was another one that was very interesting to me just as a marketer and what the strategy goes into."
​8:00 - "71% of people who said they have a budget for Black Friday."
​11:02 - "Make sure that we're on that list."
​16:04 - "This is the first time in four years for obvi."
​20:54 - "Replacing gifts with actual product value."
y are not worried about offering discounts on subscriptions.
​27:32 - The importance of profiting on the first order and subscription sales.
​29:00 - They mention having a community and content machine in-house for effective marketing.
​30:23 - The significance of being on customers' shopping lists and utilizing retargeting campaigns.
​35:01 - The importance of not offering one-time gifts and focusing on products that improve customers' lifestyles.
​37:04 - Using Melio for finance and capital management.
​42:09 - The benefits of delegating tasks and allowing team members to learn and grow.
​45:23 - The importance of staying intentional and understanding that things may get off-brand during Black Friday.

​
Sponsored by:
🛒 Tapcart will instantly turn your Shopify store into an epic mobile app, no coding required and get up and running in less than 2 weeks!
Sign up get up to 2 months free - Tapcart's best Offer, Ever. To Sign up for this offer head over to:
🔗 https://tapcart.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

Download our app to keep with us ( Created by Tapcart )
https://chewonthis.io/app


In this episode, we are introduced to Eric Netsch, who discusses Tapcart and its impact on the commerce landscape. Tapcart is a platform that focuses on creating retention and conversion strategies for brands. They primarily target enterprise-level merchants, aiming to increase customer loyalty and lifetime value. Netsch highlights the importance of mobile web and mobile experiences in e-commerce, emphasizing the need to cater to that audience. He explains how Tapcart provides incremental value beyond Facebook and other channels, allowing merchants to understand the effectiveness of their app. Additionally, Netsch mentions that building an app with Tapcart doesn't require extensive development knowledge. Overall, Tapcart offers features that benefit both consumers and brands, making it a valuable tool in the commerce industry.

​Tapcart is a platform that focuses on creating retention and conversion strategies for brands. They primarily target enterprise-level merchants, aiming to increase customer loyalty and lifetime value. Netsch highlights the importance of mobile web and mobile experiences in e-commerce, emphasizing the need to cater to that audience. He explains how Tapcart provides incremental value beyond Facebook and other channels, allowing merchants to understand the effectiveness of their app. Additionally, Netsch mentions that building an app with Tapcart doesn't require extensive development knowledge. Overall, Tapcart offers features that benefit both consumers and brands, making it a valuable tool in the commerce industry.​





0:14 - Cultivating our community is a key focus for us.
​1:11 - We are joined by Eric Netsch to talk about Tapcart.
​1:41 - Tapcart focuses on creating a retention and conversion strategy for brands.
​2:03 - Tapcart primarily targets enterprise-level merchants.
​4:03 - Mobile web and mobile experiences are crucial for e-commerce.
​5:06 - Tapcart helps increase customer loyalty and lifetime value.
​6:08 - Tapcart provides incremental value beyond Facebook and other channels.
​11:03 - Tapcart helps merchants understand the effectiveness of their app.
​20:09 - Building an app with Tapcart doesn't require extensive development knowledge.
​22:17 - Tapcart offers features that benefit both consumers and brands.
​27:05 - Eric Netsch discusses the use of push notifications to send motivational messages to customers.
​27:55 - Chubby's uses jokes in their push notifications to engage customers.
​28:35 - Tapcart is a new messaging platform for brands.
​29:05 - Tapcart allows merchants to send push notifications every hour if desired.
​31:00 - Eric Netsch emphasizes the value of using Tapcart over paid channels like SMS.
​32:03 - Tapcart provides free access to customers, making it an attractive option.
​33:08 - Tapcart offers a fully native and fast checkout experience with Apple Pay.
​35:10 - Push notifications have low opt-out rates and deliver a two-for-one benefit.
​43:59 - Tapcart recommends using their developer tools to create unique experiences for customers.
​45:09 - Building a strong community of loyal customers is important for e-commerce brands.
​53:02 - Tapcart provides tools for merchants to track and optimize their ad campaigns.
​
​I

Sponsored by:
🛒 Tapcart will instantly turn your Shopify store into an epic mobile app, no coding required and get up and running in less than 2 weeks!
Sign up get up to 2 months free - Tapcart's best Offer, Ever. To Sign up for this offer head over to:
🔗 https://tapcart.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

From Michelin star restaurants to founding Stuffed Puffs, Michael Tierney has had a diverse career in the food industry. He emphasizes the importance of pushing boundaries and learning from failure. Building relationships, focusing on product innovation, and leveraging social media for marketing are crucial for success.


0:16 - Michael Tierney shares his perspective on the importance of not taking unnecessary risks in business.
​1:11 - Tierney discusses his background in the restaurant industry before starting Stuffed Puffs.
​2:09 - The significance of bringing innovation from food to retail is highlighted.
​3:00 - Tierney talks about the value of building relationships with retailers to drive growth.
​5:05 - The marketing strategies used by Stuffed Puffs are revealed, including social media, search, and influencers.
​8:15 - Tierney shares his thoughts on the importance of standing out in a crowded market.
​9:27 - The benefits of prioritizing retail partnerships over direct-to-consumer sales are discussed.
​11:09 - The story behind the creation of Stuffed Puffs is shared, including the initial idea and product development process.
​15:07 - Tierney emphasizes the importance of having a good product as the foundation of a successful brand.
​17:00 - The process of product improvement and innovation at Stuffed Puffs is explained.
​25:33 - Michael Tierney emphasizes the importance of focusing on a few key things at a time and solving them before moving on to the next challenge in business.
​26:00 - The key hires at the beginning of a business are different from the hires as the business grows, and it is important to find the right people who can adapt to the changing needs of the company.
​31:34 - Stuffed Puffs leverages social media, influencers, and search to market its products and create a strong presence in the industry.
​34:14 - Stuffed Puffs aims to create a community around its brand and engage with consumers through platforms like apps to offer a more immersive experience.
​37:29 - Stuffed Puffs advises new brands entering the retail market to focus on building strong relationships with retailers and understanding how to respond to consumer demands.
​41:05 - Learning from mistakes and being able to pivot and recover quickly is essential in the food industry.
​44:12 - Stuffed Puffs emphasizes the importance of pricing and product quality in attracting consumers.
​45:02 - Stuffed Puffs plans to continue growing and expanding its products into different seasons and occasions, such as Halloween and Easter.
​47:01 - Discipline, adaptability, and staying several steps ahead are key characteristics of successful entrepreneurs in the food industry.



Highlights
🌟 Michael Tierney’s background in food and culinary arts led him to venture into retail with Stuffed Puffs, revolutionizing marshmallows.
🏭 Building their own manufacturing facility and owning the intellectual property behind their unique product propelled Stuffed Puffs’ growth.
🛍️ Retail relationships and effective shopper marketing played a key role in Stuffed Puffs’ success, maximizing exposure and driving growth.
💪 The importance of a great product cannot be overstated, and continuous innovation and refinement are necessary for staying competitive.
🚀 Michael Tierney emphasizes the need for agility, adaptive decision-making, and a focus on both packaging and pricing to stand out in a saturated market.






Sponsored by:
🛒 Tapcart will instantly turn your Shopify store into an epic mobile app, no coding required and get up and running in less than 2 weeks!
Sign up get up to 2 months free - Tapcart's best Offer, Ever. To Sign up for this offer head over to:
🔗 https://tapcart.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