Visible, a Verizon-owned digital-only mobile carrier, reveals its secrets to launching and scaling a direct-to-consumer (DTC) brand in a traditionally entrenched industry. Learn how Visible applies DTC principles, inspired by brands like Glossier, to transform phone service into a lifestyle brand through unique customer acquisition, retention, and community-building strategies. This episode is a must-listen for any ecommerce operator looking to disrupt a market or build a strong brand identity.
Key takeaways
Visible ditched physical stores and opted for an e-commerce only service model for lower overheads and a seamless digital customer journey.
Visible applied DTC principles from brands like Glossier, focusing on community building and influencer marketing to create brand loyalty beyond just service.
To differentiate in a commoditized market, Visible focused on transparent pricing, unlimited data, and a no-contract model to appeal to a younger, digitally-native demographic.
Visible built an online community and emphasized user experience to compensate for the lack of physical interaction, turning customers into brand advocates.
The launch strategy included an invite-only phase to generate exclusivity and word-of-mouth marketing, leveraging scarcity to drive initial adoption.
A few months ago, Verizon launched Visible, a new brand that sits within the multi-billion dollar company. Launched invite-only, Visible is a digital-only phone carrier with no stores and e-commerce only service. And the telco brand is taking cues from direct-to-consumer brands. Minjae Ormes, CMO at Visible, discusses Visible’s strategy, the cues the company’s taken from Glossier and its own direct to consumer playbook.
Visible ditched physical stores and opted for an e-commerce only service model for lower overheads and a seamless digital customer journey.
What does this episode say about brand & content?
Visible applied DTC principles from brands like Glossier, focusing on community building and influencer marketing to create brand loyalty beyond just service.
What does this episode say about customer retention?
To differentiate in a commoditized market, Visible focused on transparent pricing, unlimited data, and a no-contract model to appeal to a younger, digitally-native demographic.
What does this episode say about dtc strategy?
Visible built an online community and emphasized user experience to compensate for the lack of physical interaction, turning customers into brand advocates.
What does this episode say about dtc strategy?
The launch strategy included an invite-only phase to generate exclusivity and word-of-mouth marketing, leveraging scarcity to drive initial adoption.
