The New Playbook for Scaling Health & Wellness eCommerce Brands in 2024 → Kunle Campbell
09/17/24 • 35 min
Subscribe to Our Conscious Commerce Newsletter:
Stay updated with the latest insights and tips by subscribing to our newsletter here: https://subscribe.2xecommerce.com
Shownote available on: https://2xecommerce.com/podcast/ep450/
S9 EP53:
In this episode of the 2x eCommerce podcast, host Kunle Campbell explores the key pillars for scaling e-commerce brands in 2024 and 2025. He discusses the importance of product innovation, efficient marketing, and streamlined operations, using examples from leading brands like Seed Health, Athletic Greens, and Mudwater. The episode dives deep into strategies for product development, community-building via influencers, retention techniques, and the role of financial literacy in achieving sustainable growth. Listeners will gain actionable insights for building and scaling high-growth e-commerce businesses.
00:00 Introduction to the Three Pillars of E-commerce Growth
00:36 Welcome and Episode Overview
02:11 Deep Dive into Product Innovation
16:01 Marketing Strategies for E-commerce Growth
25:31 Operational Excellence and Financial Insights
32:01 The Power of Simplicity and Focus
34:03 Conclusion and Final Thoughts
Connect with 2X eCommerce:
- Website: 2X eCommerce Website → https://2xecommerce.com/podcast/
- Instagram: 2X eCommerce Instagram → https://www.instagram.com/2xecommerce/
- Twitter: 2X eCommerce Twitter → https://twitter.com/2XeCommerce
- YouTube: 2X eCommerce YouTube → https://www.youtube.com/@2XeCommerce/
Get a Copy of Kunle’s Book
Elevate your e-commerce game with Kunle Campbell's book, "E-Commerce Growth Strategy: A Brand-Driven Approach to Attract Shoppers, Build Community and Retain Customers." Discover practical strategies and insights to boost your e-commerce growth.
- Buy on Amazon → https://amzn.to/3ybY6WS
- Buy on Walmart → https://bit.ly/3swOuDe
- Buy on Kogan Page → https://bit.ly/44DylLn
- Buy on Barnes & Noble → https://bit.ly/3Pgd4B4
- Buy on WHSmith → https://bit.ly/4bfr9r3
Sponsors:
This episode is brought to you by: REVIEWS.io
Drive Sales & Reduce Marketing Spending with REVIEWS.io
REVIEWS.io offers an affordable, all-in-one platform for collecting and displaying customer reviews. It’s easy for you to set up and simple for your customers to leave reviews, helping you boost both trust and conversions from anyone discovering your brand on Google.
With REVIEWS.io, you can increase your Google conversions by up to 26%, improve click-through rates, and lower your ad costs—all with a platform built for busy eCommerce operators like you.
Get 10% off your first year—mention ‘2x eCommerce’ when you sign up.
New customers only. Terms and conditions apply.
Creators & Guests
- Kunle Campbell - Host
Subscribe to Our Conscious Commerce Newsletter:
Stay updated with the latest insights and tips by subscribing to our newsletter here: https://subscribe.2xecommerce.com
Shownote available on: https://2xecommerce.com/podcast/ep450/
S9 EP53:
In this episode of the 2x eCommerce podcast, host Kunle Campbell explores the key pillars for scaling e-commerce brands in 2024 and 2025. He discusses the importance of product innovation, efficient marketing, and streamlined operations, using examples from leading brands like Seed Health, Athletic Greens, and Mudwater. The episode dives deep into strategies for product development, community-building via influencers, retention techniques, and the role of financial literacy in achieving sustainable growth. Listeners will gain actionable insights for building and scaling high-growth e-commerce businesses.
00:00 Introduction to the Three Pillars of E-commerce Growth
00:36 Welcome and Episode Overview
02:11 Deep Dive into Product Innovation
16:01 Marketing Strategies for E-commerce Growth
25:31 Operational Excellence and Financial Insights
32:01 The Power of Simplicity and Focus
34:03 Conclusion and Final Thoughts
Connect with 2X eCommerce:
- Website: 2X eCommerce Website → https://2xecommerce.com/podcast/
- Instagram: 2X eCommerce Instagram → https://www.instagram.com/2xecommerce/
- Twitter: 2X eCommerce Twitter → https://twitter.com/2XeCommerce
- YouTube: 2X eCommerce YouTube → https://www.youtube.com/@2XeCommerce/
Get a Copy of Kunle’s Book
Elevate your e-commerce game with Kunle Campbell's book, "E-Commerce Growth Strategy: A Brand-Driven Approach to Attract Shoppers, Build Community and Retain Customers." Discover practical strategies and insights to boost your e-commerce growth.
- Buy on Amazon → https://amzn.to/3ybY6WS
- Buy on Walmart → https://bit.ly/3swOuDe
- Buy on Kogan Page → https://bit.ly/44DylLn
- Buy on Barnes & Noble → https://bit.ly/3Pgd4B4
- Buy on WHSmith → https://bit.ly/4bfr9r3
Sponsors:
This episode is brought to you by: REVIEWS.io
Drive Sales & Reduce Marketing Spending with REVIEWS.io
REVIEWS.io offers an affordable, all-in-one platform for collecting and displaying customer reviews. It’s easy for you to set up and simple for your customers to leave reviews, helping you boost both trust and conversions from anyone discovering your brand on Google.
With REVIEWS.io, you can increase your Google conversions by up to 26%, improve click-through rates, and lower your ad costs—all with a platform built for busy eCommerce operators like you.
Get 10% off your first year—mention ‘2x eCommerce’ when you sign up.
New customers only. Terms and conditions apply.
Creators & Guests
- Kunle Campbell - Host
Previous Episode
From $10M → $20M: How Tiege Hanley Doubled Revenue While Staying Profitable → Kelley Thornton, CEO
Subscribe to Our Conscious Commerce Newsletter:
Stay updated with the latest insights and tips by subscribing to our newsletter here: https://subscribe.2xecommerce.com
Shownote available on: https://2xecommerce.com/podcast/ep450/
S9 EP52:
Kelley Thornton is the co-founder and CEO of Tiege Hanley, a direct-to-consumer men’s skincare company that focuses on simplifying skincare for men. With a background in entrepreneurship and marketing, Kelley has led Tiege Hanley to become a multi-million-dollar business, with a significant presence in both DTC and emerging platforms like TikTok Shop. Under his leadership, the company continues to expand internationally and into wholesale channels.
Here’s how Tiege Hanley, the men’s skincare brand, sustains bottom-line growth in a challenging market. CEO Kelley Thornton outlines the strategic steps they’ve taken to optimize operations, control costs, and navigate supply chain disruptions. Learn how the brand continues to drive profitability while scaling, using efficient practices and adaptive strategies tailored to market conditions.
- (00:00) - Introduction and Business Overview
- (00:08) - Challenges and Strategies in 2022
- (00:18) - Google's Q4 Expectations
- (01:17) - Scaling a DTC Brand: Insights from Kelly Thornton
- (02:20) - Welcome Back, Kelly Thornton
- (03:40) - Operations and Logistics in Chicago
- (06:46) - P&L Management and Profitability
- (09:55) - Impact of Elections on Business
- (17:47) - Cost Management Strategies
- (23:33) - Marketing Efficiency and Channel Management
- (30:53) - Investment Priorities and Channel Diversification
- (34:47) - Diversifying Marketing Channels
- (35:31) - Evaluating Channel Performance
- (36:45) - Data-Driven Decision Making
- (38:47) - Customer Acquisition Strategies
- (42:09) - Subscription Models and Customer Experience
- (46:55) - Exploring New Sales Channels
- (53:32) - Influencer Marketing Evolution
- (57:53) - Future Outlook and Expansion Plans
- (59:30) - Final Thoughts and Advice for Entrepreneurs
- (01:01:46) - Conclusion and Wrap-Up
Guest’s Links:
- Website: Tiege Hanley → https://www.tiege.com/
- LinkedIn: Kelley Thornton → https://www.linkedin.com/in/kelleythornton-ceo-tiege-hanley/
Connect with 2X eCommerce:
- Website: 2X eCommerce Website → https://2xecommerce.com/podcast/
- Instagram: 2X eCommerce Instagram → https://www.instagram.com/2xecommerce/
- Twitter: 2X eCommerce Twitter → https://twitter.com/2XeCommerce
- YouTube: 2X eCommerce YouTube → https://www.youtube.com/@2XeCommerce/
Get a Copy of Kunle’s Book
Elevate your e-commerce game with Kunle Campbell's book, "E-Commerce Growth Strategy: A Brand-Driven Approach to Attract Shoppers, Build Community and Retain Customers." Discover practical strategies and insights to boost your e-commerce growth.
- Buy on Amazon → https://amzn.to/3ybY6WS
- Buy on Walmart → https://bit.ly/3swOuDe
- Buy on Kogan Page → https://bit.ly/44DylLn
- Buy on Barnes & Noble → https://bit.ly/3Pgd4B4
- Buy on WHSmith → https://bit.ly/4bfr9r3
Creators & Guests
- Kunle Campbell - Host
- Kelley Thornton - Guest
Next Episode
Product Innovation Deep Dive: How to Develop a Best-Selling SKU → Kunle Campbell
Subscribe to Our Conscious Commerce Newsletter:
Stay updated with the latest insights and tips by subscribing to our newsletter here: https://subscribe.2xecommerce.com
Shownote available on: https://2xecommerce.com/podcast/ep451/
S9 EP53:
In this episode of the 2X eCommerce Podcast, host Kunle Campbell delves into the first pillar of scaling e-commerce brands: product innovation. The episode provides actionable insights on developing and refining a bestselling SKU, emphasizing the importance of market-driven product development. It covers strategies for established operators to enhance their top-performing products and advises newcomers to create minimum viable products (MVPs) to gather customer feedback. The discussion highlights the significance of understanding market demands, iterating on products, and creating a unique selling proposition (USP). Listeners are guided through creating continuous feedback loops and streamlining product lines to maintain relevance and drive growth, with real-world examples from companies like Gymshark, HiSmile, and Athletic Greens.
- (00:00) - Introduction to Scaling eCommerce Brands
- (00:17) - Deep Dive into Product Innovation
- (05:30) - Starting Scrappy and Gathering Data
- (10:22) - Refining and Testing Your Core Offering
- (12:58) - Leveraging Customer Reviews and Feedback
- (18:30) - Creating a Strong Unique Selling Proposition (USP)
- (22:49) - Setting Up a Continuous Feedback Loop
- (26:27) - Conclusion and Next Steps
Connect with 2X eCommerce:
- Website: 2X eCommerce Website → https://2xecommerce.com/podcast/
- Instagram: 2X eCommerce Instagram → https://www.instagram.com/2xecommerce/
- Twitter: 2X eCommerce Twitter → https://twitter.com/2XeCommerce
- YouTube: 2X eCommerce YouTube → https://www.youtube.com/@2XeCommerce/
Get a Copy of Kunle’s Book
Elevate your e-commerce game with Kunle Campbell's book, "E-Commerce Growth Strategy: A Brand-Driven Approach to Attract Shoppers, Build Community and Retain Customers." Discover practical strategies and insights to boost your e-commerce growth.
- Buy on Amazon → https://amzn.to/3ybY6WS
- Buy on Walmart → https://bit.ly/3swOuDe
- Buy on Kogan Page → https://bit.ly/44DylLn
- Buy on Barnes & Noble → https://bit.ly/3Pgd4B4
- Buy on WHSmith → https://bit.ly/4bfr9r3
Sponsors:
This episode is brought to you by: REVIEWS.io
Drive Sales & Reduce Marketing Spending with REVIEWS.io
REVIEWS.io offers an affordable, all-in-one platform for collecting and displaying customer reviews. It’s easy for you to set up and simple for your customers to leave reviews, helping you boost both trust and conversions from anyone discovering your brand on Google.
With REVIEWS.io, you can increase your Google conversions by up to 26%, improve click-through rates, and lower your ad costs—all with a platform built for busy eCommerce operators like you.
Get 10% off your first year—mention ‘2x eCommerce’ when you sign up.
New customers only. Terms and conditions apply.
Creators & Guests
- Kunle Campbell - Host
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