Candid Commerce | PaleoValley

Author

jack
September 26, 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

Product Pages:

  • No graphics, very text-heavy

  • No video to explain the unique characteristics of the product (which require more education than other products)

  • No “Us vs. Them” type of comparisons

  • No comparisons between similar products

Improvements:

  • Use signup forms with unique triggers on the home page & product page

  • Explain what makes the various products a better or worse choice according to the reasons fort shopping

Go-to-Market Strategy:

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

  • Healthy Snacks & Supplements.

  • They matter because they offer superior sourcing methods & quality standards compared to most snack food brands.

  • People should care if they want a level of convenience to nutrition without sacrificing on quality via the nutritional value of the ingredients.

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

  • Health

  • Longevity

  • Convenience while maintaining healthy nutrition habits

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

  • Social media

  • Online forums and Blogs

  • Fitness influencers

  • Browsing in-store

  • Chatting with dietitians/trainers/performance consultants

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

  • Independent dietitians & athletic trainers that recommend supplements to clients.

  • Bloggers who write about why not all versions of various supplements are created equal.

  • Influencers who talk about nutrition & overall health.