This episode with Michele Poynter of Mish Lingerie reveals how a niche 'bricks and clicks' retailer achieves £750k turnover by mastering customer experience for a complex product. It emphasizes strategic omnichannel presence, a diverse product range to mitigate risk, and empowering a multi-skilled team to drive exceptional customer satisfaction and reduce returns, offering a blueprint for specialized ecommerce businesses.
Key takeaways
Implement a 'bricks and clicks' model for complex products to offer personalized service (e.g., fittings) alongside online convenience to reduce return rates.
Diversify product offerings beyond core items to mitigate supplier risk, upsell to existing customers, and attract broader audiences (e.g., Mish selling swimwear and accessories alongside lingerie).
Empower a multi-skilled team across all customer-facing and operational roles (e.g., sales, dispatch, content creation) to enhance product knowledge and provide flexible staffing.
Leverage third-party platforms like eBay and Amazon strategically for clearance or specific product lines to access large audiences, while maintaining a propriétaire website (e.g., WooCommerce) for brand control.
Invest in comprehensive product information and fitting guides online to build customer confidence and minimize returns for items requiring precise sizing.
Utilize external specialists for SEO, web development, and graphic design for advanced strategies or tasks beyond in-house capabilities, optimizing resource allocation.
Michele Poynter is the founder of Mish, the multi-award winning lingerie boutique. It’s a bricks and clicks business founded in 2009 they are now turning over £750k per year. We talk solving customers problems, having a multi skilled team, product range expansion and more. ---
Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy
What does this episode say about retail & omnichannel?
Implement a 'bricks and clicks' model for complex products to offer personalized service (e.g., fittings) alongside online convenience to reduce return rates.
What does this episode say about customer retention?
Diversify product offerings beyond core items to mitigate supplier risk, upsell to existing customers, and attract broader audiences (e.g., Mish selling swimwear and accessories alongside lingerie).
What does this episode say about product & merchandising?
Empower a multi-skilled team across all customer-facing and operational roles (e.g., sales, dispatch, content creation) to enhance product knowledge and provide flexible staffing.
What does this episode say about founder & leadership?
Leverage third-party platforms like eBay and Amazon strategically for clearance or specific product lines to access large audiences, while maintaining a propriétaire website (e.g., WooCommerce) for brand control.
What does this episode say about retail & omnichannel?
Invest in comprehensive product information and fitting guides online to build customer confidence and minimize returns for items requiring precise sizing.
