Ep 177 From Crisis to Growth: How Live Shopping Reshaped a Multi-Million Pound Business with Stephanie Weightman

Katie shares her Rocks, Pebbles and Sand planning framework and the email frequency to build up to before Black Friday. She also covers the benchmarks worth tracking, four types of email that sell at full margin without a discount code, and a simple Instagram giveaway that moves your followers onto your email list. If you sell products online and want this Christmas to be your best yet, watch this before you plan another email. In this episode: How often to email in the run-up to Black Friday: add one extra send a week, building to two or three emails a week at least by Black Friday weekend. Why simple wins: postcard-style emails with one idea and one button, and plain-text follow-ups from the founder to cut through the noise. The numbers to watch: a 40–60% open rate, a click rate of 1.5–2%+, and when your unsubscribe rate says it’s time to stop and rethink (over 0.5% means investigate, over 1% means stop). Four types of email that sell beyond the discount: Curriculum (how-tos, gift guides, FAQs), Coaching (“this or that”, gifts by budget), Community (reviews, UGC, founder letters) and Conversion without a code (low stock, back in stock, last order dates). How to grow your list fast before Black Friday: run an Instagram giveaway with a comment keyword using Klaviyo’s free Auto Replies or ManyChat. Store credit is the best prize. Why Black Friday should start earlier: run early access lists and one- to two-week sales, and never change your offer once it’s live. Q4 tweaks for abandoned cart and browse abandonment flows: shorter time delays, sale banners and an easy way to contact you. https://www.katiefarrell-econsultant.com/klaviyo-flow-starter-pack https://www.instagram.com/itskatiefarrell/ https://www.katiefarrell-econsultant.com/ 💡Listen to the start scale succeed podcast here for more tips to help you start and scale your product business https://podcasts.apple.com/gb/podcast/start-scale-succeed/id1577771045 🔥 DON'T FORGET to follow me on instagram from lots more tips https://www.instagram.com/thebuyerandretailcoach/ ❤️ Enjoyed this video? Subscribe to our channel and hit the notification bell to never miss a new video — and let us know what how-tos you’d like to see next in the comments! Sign up to the newsletter and get support straight to your inbox https://thebuyerandretailcoach.com/newsletter-sign-up/

From Spray Tanner to Global Beauty Brand: Jules Von Hepp on Building Isle of Paradise, Showing Up and Knowing When to Leave Jules Von Hep spent 10 years as a celebrity spray tanner. His clients included Strictly Come Dancing, the red carpet and Vogue. Then he spotted a gap no one was filling. The result was Isle of Paradise, a colour-correcting self-tan brand that went into Superdrug and Boots and then out to Sephora in the US and Australia. In this episode, Jules tells Nicole how a founder with no product-development background built a global brand by leaning on his expertise and partnering with people who knew what he didn’t. He explains why he believes every product founder should be a front-facing founder. He also talks openly about deciding to leave the brand he created and what comes next, including his new book, The Confidence Ritual. In this episode: How 10 years in the treatment room became the brand story, and the formulation knowledge, behind Isle of Paradise Why partnering with Future Beauty Labs let him stay creative and play to his strengths Why your customer wants to see you, and why social media is your shop front Protecting your face and your identity when you know an exit is coming How to tell when it’s time to leave your own brand, Advice for starting out: stop chasing the perfect sample. 85–90% is ready. Advice for scaling: widen who your customer is, test limited editions and see what sells

It’s one of the most crowded times of the year, and your customers are more distracted than ever. So how do you get them to stop scrolling and actually buy? In this live recording of Start, Scale, Succeed, I’m joined by two paid media experts. Aggie Moroney is founder of White bee Digital, a paid social agency that scales e-commerce brands through Meta, Pinterest and TikTok ads and runs a CPD-accredited course on Meta ads. Anna Frappwell is founder of Neon Digital Clicks, a profit-first agency that scales kids, baby and women’s fashion brands through paid media and conversion rate optimisation. We dig into how buying behaviour has changed, the ad creatives working right now, and why the “boring basics” will make you more money than any trend.

How much stock should you actually be holding? With Anna Youngson of Majury Merchandising Stock and cash flow can catch out any product business, whether you're turning over £100k or £1m. This week I'm joined by Anna Youngson, merchandising and retail consultant and founder of Majury Merchandising.

In this episode, Nicole and Hannah discuss the evolving trends in Christmas marketing, emphasizing the importance of understanding consumer behavior and emotional connections to the holiday season. They explore how retailers can leverage nostalgia, storytelling, and immersive experiences to engage customers effectively. Hannah introduces the 'Three P's' —Purpose, Personalization, and Provenance as essential elements for businesses to consider in their strategies. The conversation also highlights the significance of creating memorable retail experiences, whether in physical stores or online, to foster customer loyalty and drive sales during the festive season.