This episode offers a candid look into Toast'd, a Shopify-powered family business, revealing their strategies for achieving 40% annual growth. It emphasizes the critical balance between email and paid ads for customer acquisition and retention, particularly around peak sales periods like Black Friday. Operators will learn how Toast'd navigates promotional fatigue, optimizes for gifting opportunities, and innovates product launches to maintain consistent growth beyond seasonal spikes, all while prioritizing sustainable practices.
Key takeaways
Implement a blended email and paid ad strategy for Black Friday, leveraging email for existing customers and ads for new prospects, rather than relying on one channel exclusively.
Avoid prolonged discount periods (e.g., more than a week) during peak sales like Black Friday to prevent customer fatigue and devaluing your brand, even if it means foregoing some initial sales.
Analyze customer buying behavior to understand if discounts drive gifting or self-purchase, as this informs messaging and inventory decisions (e.g., Toast'd found 50% of BFCM purchases were for self-consumption).
Strategically launch new products in traditionally slower periods (e.g., Q1) to capitalize on sustained demand and avoid post-holiday lulls, rather than waiting for typical peak seasons.
Focus on educating and entertaining customers through marketing to highlight diverse usage occasions and gifting potential, thereby increasing average order value and repeat purchases.
In this episode of Winning With Shopify, we have Jonnie from Toast’d back on the show, one year on!Jonnie shares the behind-the-scenes story of how Toast’d achieved an incredible 40% growth year, what it really takes to prepare for Black Friday and Valentine’s Day, and why timing and consistency are everything in eCommerce. We also dive into the power of gift cards, the challenges of seasonal trends, and Jonnie’s thoughts on expanding beyond retail into wholesale opportunities.We had a lot of fun recording this episode - let us know what you think!Reach out to Jonnie here: https://toast-d.co.uk EXCLUSIVE WWS OFFERS:To get 50% off a product sample order & fast-track the waiting list, use code WINNING and this link: https://www.cavela.com/signup?affiliate=WINNINGJoin the bootcamp and elevate your inventory game: https://info.brightpearl.com/winning-with-shopify-holiday-planning-bootcamp Winning With Shopify listeners get 20% off the first three months of Seguno Email Marketing with code WWS20: https://seguno.com/winningwithshopifyCheck out Yoast and get 15% off ALL monthly Shopify purchases for the first 6 months using code WWS15! https://yoast.com/winningwithshopify-exclusive/Get a short, tactical session with insights on things like tax reconciliati
What does this episode say about paid acquisition?
Implement a blended email and paid ad strategy for Black Friday, leveraging email for existing customers and ads for new prospects, rather than relying on one channel exclusively.
What does this episode say about email & sms?
Avoid prolonged discount periods (e.g., more than a week) during peak sales like Black Friday to prevent customer fatigue and devaluing your brand, even if it means foregoing some initial sales.
What does this episode say about customer retention?
Analyze customer buying behavior to understand if discounts drive gifting or self-purchase, as this informs messaging and inventory decisions (e.g., Toast'd found 50% of BFCM purchases were for self-consumption).
What does this episode say about dtc strategy?
Strategically launch new products in traditionally slower periods (e.g., Q1) to capitalize on sustained demand and avoid post-holiday lulls, rather than waiting for typical peak seasons.
What does this episode say about paid acquisition?
Focus on educating and entertaining customers through marketing to highlight diverse usage occasions and gifting potential, thereby increasing average order value and repeat purchases.
