#26 There's One Ecommerce Touchpoint With a 100% Open Rate

When it comes to organic growth and customer retention, Kristen LaFrance, Head of Resilient Retail for Shopify, is one of the best and brightest. Today, we talk about: Nailing all those customer touchpoints The one huge advantage brick and mortar stores have over ecommerce And what ecommerce touchpoint has a 100% open rate Show Notes: 1:07 - One channel vs. many in organic growth. 4:38 - How Kristen went from total introvert to all-in podcast host. 7:56 - The story behind the Resilient Retail podcast.  13:17 - The meaning of resilience — told through 2 local businesses' Covid struggles 20:44 - How communities rallied around to save small businesses.  23:25 - What is micro retail and what insights can it provide to ecommerce-only brands? 30:01 - Retention marketing strategies. 32:47 - Subscription businesses. How can you make it more valuable to the customer than just the product they're subscribing for? 36:39 - Now more than ever, consumers are looking for a true experience. 40:05 - Content is the vehicle for customer engagement, and engagement drives retention.  42:20 - The advantage in-store retailers have over ecommerce stores. 45:31 - The advantage ecommerce stores have over in-store retailers who are moving online. 48:06 - It's not fluff: why you need a brand declaration Links: Resilient Retail (4:08) Churn Buster (4:46) Playing for Keeps Podcast (4:48) TC Running Company (16:26) Great Lakes Brewery (18:08) Shopify (23:32) Customer Acquisition vs. Retention: A battle for DTC Brand Focus (30:45) BarkBox (35:07) BarkBox Instagram (42:17) Universal Standard (43:34) Connect with Kristen LaFrance: https://twitter.com/kdlafrance https://www.kristenlafrance.com/ Growth Machine & Amanda Natividad: https://growthmachine.com/ https://www.growthmachine.com/contact https://twitter.com/growthmachine__ https://twitter.com/amandanat