Capture a Customer, Capture a Household - Interview with Michelle Cordeiro Grant, CEO of Lively (Live at Shoptalk 2019)
Future Commerce · with Michelle Cordeiro Grant · March 12, 2019 · 24 min
Summary
Lively's CEO, Michelle Cordeiro Grant, reveals how fostering a strong community around shared values, rather than just selling products, drives authentic engagement and customer loyalty. This approach cultivates entire 'households' of customers, leading to sustained growth and even inspiring new entrepreneurial ventures. Learn how to leverage community to build a resilient and purpose-driven brand.
Key takeaways
Prioritize community building as a core business driver: Lively's success is rooted in its 65,000 ambassadors and community events that transcend product sales.
Challenge industry norms and redefine product categories: Lively reframes bras from a 'need' to a desirable fashion item, similar to shoes or clothing, by focusing on comfort and style.
Implement an omnichannel strategy that caters to diverse customer behaviors: While online shoppers are cautious, physical stores drive larger basket sizes and multi-generational engagement.
Merchandise based on community feedback: Continuously expand product offerings (e.g., swimwear, activewear) in direct response to customer requests to ensure relevance and loyalty.
Cultivate an entrepreneurial ecosystem around your brand: Lively's 'Founder Fridays' and community connections have led to the creation of seven new companies, showcasing the power of brand-led incubation.
Lively CEO and Founder Michelle Cordeiro Grant sits down with us at Shoptalk 2019 to talk about how they're using community to drive commerce in an authentic way - and in so doing creating entire households of customers by partnering and empowering women who are "Wild at Heart, with Boss Brains".
Prioritize community building as a core business driver: Lively's success is rooted in its 65,000 ambassadors and community events that transcend product sales.
What does this episode say about dtc strategy?
Challenge industry norms and redefine product categories: Lively reframes bras from a 'need' to a desirable fashion item, similar to shoes or clothing, by focusing on comfort and style.
What does this episode say about customer retention?
Implement an omnichannel strategy that caters to diverse customer behaviors: While online shoppers are cautious, physical stores drive larger basket sizes and multi-generational engagement.
What does this episode say about retail & omnichannel?
Merchandise based on community feedback: Continuously expand product offerings (e.g., swimwear, activewear) in direct response to customer requests to ensure relevance and loyalty.
What does this episode say about brand & content?
Cultivate an entrepreneurial ecosystem around your brand: Lively's 'Founder Fridays' and community connections have led to the creation of seven new companies, showcasing the power of brand-led incubation.
