Candid Commerce | Church California

Author

jack
September 27, 2024

Welcome to Candid Commerce, a newsletter where I review customer journey’s of interesting eCommerce brands and brainstorm a (perhaps unconventional) go-to-market strategy for them.

Customer Journey Review:

Signup Forms:

  • No Popups, just an embed form without any offer or incentive

Product Pages:

  • No videos

  • Reviews aren’t searchable

Improvements:

  • Use signup forms with data collection on the home page & product pages

  • Add a video of the product being used or explaining why it was made or why it’s better than most hair creams

  • Make the reviews searchable so people can query specific keywords

Go-to-Market Strategy:

What are the products, why do they matter, why should people care:

  • Organic, all-natural hair care styling products

  • Health-conscious consumers are increasingly craving styling products free of harmful chemicals and parabens, etc

  • These products matter because they don’t have unhealthy ingredients

Market Dynamics: What is the market for/the main reasons people buy these products?

  • Health

  • Holistic preferences

Consumer Behaviors: How do people typically experience these products for the 1st time?

  • Social media

  • Online forums and blogs

  • Talking to friends & family about the styling products they use

  • Health-focused influencers

  • Barbershops

Aligning Market Dynamics & Consumer Behaviors with Market Inroads (AKA, “of the ways people experience new products, which can you list build into?”):

  • Build a list of barbershops and short-term rental property managers and offer them deals on product that will improve their clients’ experience to increase exposure

  • Subscription boxes in the health/wellness space