Fondue

Couponing used to elicit a sense of pride and joy among shoppers. Back when they were actually valuable, they used to have a sense of self-selection built-in to the process. Users would oftentimes have to cut coupons out of a newspaper or flyer, carry it with them to the store, and redeem it at checkout. Today, coupons are almost *expected* by shoppers. Worst of all, they don’t even have to leave their house to redeem them — they’re hit with a pop-up for 10% off right when they visit a site for the first time. The element of self-selection is gone. It’s become so ingrained in the purchasing process that brands simply chalk couponing up to the cost of doing business. Brands are giving up 10-20% of their margin for customers that would’ve bought from them anyways. Want to hear something even crazier? Last year, that equaled out to $6,392,000,000 in coupons given away by Shopify brands. It’s unnecessary. And at a time where profitability has never mattered more — it doesn’t make sense. That’s why I encourage brands to A/B test a CashBack pop-up on their site. They get: → Increased SMS + email list growth → A built-in mechanism to incentivize repeat purchases → Increased conversion rate, without immediately sacrificing margins I’d love to show you how it works. If you’re interested, shoot me a message.

Discounting strategy over a holiday weekend isn’t something to take lightly. It can have serious implications on the margins you keep after all the sales are made. We did a full deep dive into the discounting strategies the Top 100 Shopify brands used over Labor Day weekend. What’d we find? Here are 4 key stats: - 96% of brands collected email and/or SMS - 15-25% was the most common discount range - 20% was the median discount value - Percentage-based discounts were the most common And here’s a full breakdown of the data, and our recommendations to discount smarter over the next holiday (likely Halloween, which is coming up soon): https://lnkd.in/eGQnJa97

🍫 Our delicious Fondue keeps growing and we want to add a Sharp Frontend Fork to ramp up the experience! 🧀 Ready to make a mark in the world of ecommerce tech? Join us at Fondue! 🌟 We're redefining ecommerce discounts, and we need your frontend brilliance to create game-changing experiences. 🎮💡 🌟 Why Fondue? We're trusted by top Shopify brands and turning shoppers into fanatics! Your code can be the secret ingredient in our success. Plus, we've been recently acquired by Postscript, adding even more sizzle to our journey! 🛒🚀 🛠️ As a Frontend Engineer, you'll not only set the standards, craft beautiful UX and engineer our scaling architecture but also explore your backend and devops skills. Your mission: build, experiment, and scale. If you're a problem-solving, Saas-savvy, UX-obsessed developer who loves clean code, let's chat! 💬 Want to hear more? Want to claim your space on our wall? Send me a message or apply in the link in the first comment.  #fondue #postscript #frontend #react

Here’s how Jack Benzaquen and Duradry achieved a 21% increase in revenue and 21% increase in revenue and 16% increase in email capture rate by partnering with Fondue and rebuy to reshape their customer experience: In case you (somehow) don’t know, Duradry is a personal care brand dedicated to helping folks with excessive sweating, through a line of deodorants and other topical treatments. And while on a mission to help people feel more confident in their day-to-day lives, they embarked on a three-part challenge: 1. Increase SMS and email signups 2. Boost CVR with their email welcome series 3. Boost AOV with personalized recommendations After trying some things on their own, they turned to Fondue for email/SMS, and Rebuy for smart cart and recommendations solutions. This would allow Duradry to provide better customer incentives, but also allowed them to personalize upsells to customers. After an end-to-end, white glove onboarding experience, the A/B test was off and running. The original 10% off pop-up was tested against Fondue’s 20% CashBack offer. It was shown on desktop and mobile to get the most clear and accurate data. Additionally, a new tech integration was built to help Rebuy merchants use Fondue with more flexibility. Naturally, the CashBack offer won — and with help from the new Rebuy integration, the results were incredible: → 21% increase in revenue → 16% increase in email capture rate → 16.2% increase in AOV driven by welcome series → 6.75% overall AOV boost by leveraging Rebuy through the customer journey We’re excited to continue to make the shopping experience more enjoyable for Duradry’s customers, and more profitable for the brand.

How do the top DTC brands discount over a holiday weekend? We did a deep dive into the specific discounting strategies the Top 100 Shopify brands (as defined by Platform Rank which takes into account traffic and page rankings) used over Labor Day weekend Here's a breakdown of what the data shows, and our recommendations to discount smarter over the next holiday: In this deep dive, we'll run through: - Email/SMS collection strategies - Email/SMS discounting strategies - On-site discounting strategies - Discount values, types, and star/end dates Let's dive in... A quick overview of the stats (remember this if nothing else): - 96% of brands collected email and/or SMS - 15-25% was the most common discount range - 20% was the median discount value - Percentage-based discounts were the most common ✅ EMAIL/SMS COLLECTION The dominant majority of the Top 100 Shopify brands collected email and/or SMS from customers shopping on-site. Our advice? Make it as easy as possible for folks to enter both their email address and SMS number via a triggered pop-up or dedicated forms. ✅ EMAIL/SMS Discounts The Top 100 Shopify brands that the Fondue team tracked over the course of Labor Day week sent multiple email/SMS campaigns - commonly over 3+ days. We recommend sending more than 1-2 campaigns to maximize your email/SMS performance. ✅ ON-SITE DISCOUNTS 61% of brands displayed on-site discounts over LDW, and these discounts were active for 6.1 days on average (almost a full week) Based on this date, we recommend hosting your on-site discounts for an extended period of time, both pre- and post- holiday. ✅ DISCOUNT VALUES Across on-site, email, and SMS campaigns that the Top 100 Shopify brands offered over the course of Labor Day Week: The most commonly deployed discounts landed at 15-25%, with the median being 20%. Our recommendation? Across your campaigns for major holidays, we recommend test-driving a similar range to optimize your discount performance. ✅ DISCOUNT TYPES The majority of brands offered price incentive discounts (% or $ Based) - landing at 60%. Meanwhile, only 8% of the brands that discounted over Labor Day offered purchase incentives. Here's a visual to bookmark: ✅ DISCOUNT START DATES From the discount data we tracked and analyzed, we found that on average, the average start date for both email/SMS and on-site discounts began 3-4 days prior to Labor Day. Our advice: Launch your discount campaigns across channels at a minimum a few days before a holiday. Now, what about end dates? ✅ DISCOUNT END DATES From the same discount data set analyzed above, we found that on average, the end date for on-site discounts landed within the 48-hour period following Labor Day. If you enjoyed this, you'll love the full report our team compiled. Just comment ‘REPORT’ below and I’ll send it to you.

When a customer purchases from your brand with a coupon code, here’s how their behavior looks: → Redeem the code at checkout → Purchase the product → Go on their way These coupon-only shoppers can be disloyal, and are purely hunting for the best deal. Getting them to purchase from your brand a second, third, fourth time? That’s going to be a challenge. Especially if you’re hoping or them to purchase again without dangling the coupon code carrot in front of them. Now, the alternative. When they purchase from your brand with CashBack, the customer pays full price up front — and then get an email with two options for redeeming their CashBack incentive. One of those options is store credit, prompting a repeat engagement with your brand. This, over-time, increases LTV in ways coupon codes could never. Have you tested this before?

We need to talk about Coupon Code Addiction. Discount code addiction is a growing phenomenon that is affecting many brands. Consumers are becoming increasingly reliant on coupon codes to make purchases, which can lead to negative consequences for the brands they are buying from. Consequences like… ❌ Decreased profit margins. ❌ Lack of brand loyalty and perception. ❌ Consumers are conditioned to hunt discounts. In a macro environment like the one we’re seeing in 2023, this isn’t good (we’re not in 2019-2020 anymore). Customers are getting more expensive to acquire and brands are struggling to hit first-order profitability. Misuse of coupon codes only exacerbates that issue. Something to keep in mind going into your Labor Day Weekend sale. PS - the team at Fondue ran a full report on how discounting affects DTC brands. If you want to dive into it, I’ll leave the link in the comments below.