📦 - Kordeezy Cheezy! 🔥 🧀

DTC 629 - Belli Welli Tech Stack, Rebranding Tips, and Kordell Cheez-It Collab Thursday, August 22, 2024 Good morning, The Census Bureau reports that ecommerce sales continue to outpace brick-and-mortar retail. 📈 In Q2 2024, ecommerce sales jumped 6.6% from last year and an impressive 15.7% from 2022, hitting $282 billion. Compare that to brick-and-mortar stores, which only saw a 1% increase year-over-year and have been pretty much flat since 2022. Read the full story in our news section below! Here’s what you’ll find in today’s DTC: 🚀 Here are five tips for rebranding in the DTC space without affecting your online sales. (Pssst, the last tip is the most important!) 🔍 We take a look at how supplement brand BelliWelli’s makes over 6 figures monthly with these Shopify apps. 🧀 And…how snack brand Cheez-It took advantage of this hilarious viral moment from Love Island USA to launch a new, spicy product. You’re reading this newsletter along with new subscribers from: [Moda Living](, [Sauce Labs](, and [Just Go Holidays](. 👋 GLOBAL PROFITABILITY 🌎 Psst… Ready to Take On The World? Global Selling Has Never Been Easier or More Profitable Want to go global, but worried about all the complicated details? 😵 💫 Why not take a cue from brands like OneSkin, Woxer, Wildflower Cases, and KraveBeauty and make it easy? With [Passport Global](, an all-in-one internationalization and shipping solution, brands are improving their end-to-end experience and growing gross merchandise value (GMV) by 43% quarter-over-quarter with: 👉 Storefront localization and A/B testing 💲 Accurate, landed duty & tax calculations 📦 Reliable global shipping and tracking 🧑 💼 Expert compliance management 👏 Hands-on customer service From pre-purchase to post-purchase, Passport can help you improve the customer experience, meaning reduced cart abandonment and increased repeat purchases. Hello, world. It’s time to grab your Passport and get ready to go. [Go Global Today]( *Sponsored (RE)BRANDING 🚀 Five Important Tips When Rebranding Rebranding is crucial if you want to have a long-lasting business. [Pilothouse]( explains brands that can keep up with evolving trends and themes come out on top. Just look at some of the most successful brands today. Banana Republic travel and safari concept was transformed into a classic old money aesthetic to appeal to a wider market. Or Apple which moved away from a store within a store design to a clean, minimal open space to maximize customer engagement with their products. There is no doubt that brand evolution is necessary for survival, however, the approach of rebranding online is very different than in-person stores. Retail stores can hint at a ‘whole new look’ and draw customers in with a grand reopening. However, paid media does not respond to sudden change in the same way. A sudden change may not be well received by paid advertising algorithms and online consumers. Rather it can lead to confusion or criticism about the new branding. If you are thinking of undergoing a rebrand, here are five crucial tips to keep in mind. 1️⃣ Leverage learning Use the algorithm to your favor and split-test new brand elements on the platform before doing a full site migration. Some great elements to split test that make a huge impact on performance include: - color schemes - font elements - brand messaging - mission statement - new brand angles - demographic imagery - style of content - And even new product SKUs! Just like how big corporations use focus groups and surveys to determine product and brand direction, paid media is an affordable consumer database at your fingertips. 2️⃣ Slowly Integrate New Elements People are skeptical of change. If possible, slowly change the website and introduce the brand in one element at a time. Not only does this ease the consumers into building trust with the rebrand, but it also gives time for the paid media algorithm to relearn the website and collect data on how the consumers interact. 3️⃣ Post-Click Split Testing Post-click split testing is a tool to help slowly introduce a new brand and prevent shocking the system. Often, a best practice is to drive traffic away from the homepage during a rebrand and reroute traffic to a collection page or product page, which is usually less shocking. Another play is to send traffic to a presell page that fits the brand and slowly change the percentage or post-click traffic to a new brand landing page. 4️⃣ Kick Off With a Promo Rebrands come with slower conversions and higher traffic costs. To speed up new algo learnings and continue revenue growth, kicking off with a rebrand promo/intro or pushing spending mostly behind a flagship product can help decrease the hurdles that come with a rebrand. 5️⃣ Don’t Do It During Q4! Whatever you do, don’t do a rebrand during Q4! Changing the whole brand pre and post-click overnight will skyrocket your CPMs. Ad costs are naturally higher during Q4 with the increase of BFCM and holiday spending and players in the space. Adding a rebrand amid Q4 can double costs, making it challenging to keep the brand afloat. The algo needs time to go through a relearning phase to understand the new website and how audiences interact with it. It turns the pixel almost into a new slate in some ways. Therefore, we suggest waiting until Q1 of the following year when cost naturally comes down and there is a better opportunity to change a brand without breaking your budget. Follow the steps above to help mitigate the rise in cost and relearning that comes with a DTC brand. EXPAND REACH 🌍 It’s Time To Think BIG. Is Your DTC Brand Ready to Go Global and Grow? Today’s global market is not just growing – it’s exploding, creating massive opportunities for DTC brands to boost revenue through higher international sales. But where do you start when selling and shipping globally is so complex? Copy the winning playbook from brands like Carpe and Spiraledge with Passport’s [new guide](. Look inside for: 🔑 Key elements to embracing local strategy for global growth 🔍 Insights from Carpe, who took international from 5% to 10% of their total revenue 🧩 The importance of a better end-to-end experience with help from a solution like [Passport Global]( 💥 Bonus: Read how Spiraledge increased international revenue by over $3M. [Download the Free Guide]( *Sponsored TECH STACK 🔍 How BelliWelli Scales Their Supplement Brand With These Shopify Apps [BelliWelli]( is a fast-growing supplement brand focused on improving gut health. Their product assortment includes healthy and delicious bars and powders filled with protein and probiotics. They bring in an estimated $362K monthly using these Shopify apps, which increases AOV and elevates the post-purchase experience. 💰 How? Learn how BelliWelli increased its revenue and improved customer retention with these plugins. 1️⃣ [Skio Subscriptions](: This is a popular subscription model app that makes it easy to set up subscriptions on your site and track sales with their data platform. The intuitive interface and next-level customer support makes it easy for merchants to get started. The app also gives customers the option to build their own bundle. 2️⃣ [KNO Post Purchase Surveys](: This app makes it easy to collect customer feedback. It has in-depth features, including targeting specific audiences and advanced attribution models to analyze the revenue impact between different channels and age groups. This solution also comes with pre-built templates so you can start collecting data immediately and iterate as you go. 3️⃣ [Disco Post Purchase Ad Network](: This is a great way to find more customers by targeting high-intent shoppers on other ecommerce sites after they place an order. The widget can be added to the checkout page and is a great opportunity for cross-selling and recommending your product at opportune times. Want us to spy on any other brands? Reply back to the newsletter and let us know! 🌐 IN THE SOCIAL SPHERE Ready for a feel-good story of the week? Love Island USA became a pop culture phenomenon this year, becoming the #1 most-watched streaming original series in the U.S. And it was full of hilarious viral moments like this one when Serena Page asked her partner Kordell Beckham about his long-term goals and he replied that he wanted to get a sponsorship with Cheez-It. However, the on-going gag throughout the show quickly became a reality this week when Kordell announced on Instagram he ‘finally achieved his long-term goal’ and is now the face of Cheez-It's newest product Spicy White Cheddar. 😂 Not only does this brand partnership come off as authentic but they were able to turn it around quickly, making it both timely and memorable. Congrats to Cheez-It for doing their big one! 👏👏👏 Can't view the image? [Click here]( ⚡ QUICK HITS 🛒 BFCM is around the corner, are your logistics plans locked in? Learn from experts at OneSkin, Flexport, Loop, and Passport and get up to speed on localization, shipping, and returns tips this holiday peak season. [Register now](. * 📰 NEWS - Ecommerce [now accounts for 15.2% of total retail sales](. - Want to see what trends and searches are popular on Pinterest? [Check out the 2024 Fall Trend Report](. - [YouTube is expanding their partnership with Shopify](, making products available for creators to tag in their shopping content. 📅 MARKETING EVENTS [DigiMarCon UK]( - Insights on social media, content strategy, SEO, and more, with expert speakers and networking opportunities for over 1,000 attendees to stay ahead in digital marketing. 🗓 Aug 29-30. 📍🇬🇧 London, UK. 🏢 Conference. 💰 £297-£1297 [Chief Marketing Officer Summit]( - The CMO Summit gathers top marketers to explore emerging tech, AI, and strategic leadership, offering valuable networking and insights for senior professionals. 🗓 Sept 3. 📍🇺🇲 San Francisco, USA. 🏢 Conference. 💰 FREE-$4495 [C-Suite Mastermind]( - An exclusive, intimate event for 50 DTC brand founders and executives, featuring mentor-led presentations, panels, and workshops focused on growth strategies, performance marketing, and brand scaling, combined with unique networking and coastal activities. 🗓 Sept 18-19. 📍🇨🇦 Vancouver, BC. 🏢 Conference. 💰$1,995 [SEE ALL FUTURE EVENTS]( SPONSOR DTC 📥 Got a B2B Biz? Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. [Talk to our team to learn more](. Have you heard our latest podcasts? - 🌪️ Cherene Aubert on [Using the Tornado Effect to Scale ILIA Beauty]( - 💡 [AKNF 431:]( Develop Your Own Data-Backed Creative Strategy - 🧊 Brock Mammoser on [Frost Buddy’s $30M TikTok to Meta Pipeline]( - 🤔 [AKNF 429:]( Are Your Amazon Ads Cannibalizing Organic Results? - 🔪 Brandon Horoho on [Scaling Montana Knife Company with VIPs]( - ⭐ [AKNF 427:]( How to Structure Your Google Ads Campaigns Don’t forget to [rate the DTC Podcast]( on Apple (⭐️⭐️⭐️⭐️⭐️) DTC Newsletter is written by [Rebecca Knight]( and [Frances Du](. Edited by [Eric Dyck](. Was this email forwarded to you? Sign up [here](. Please note that items in this newsletter marked with * contain sponsored content. 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