42. Creating World’s No.1 Sports Insole with Ryan Regan of VKTRY

https://youtu.be/saG1Zzzg5BkRyan Regan, the Director of E-commerce at VKTRY, discussed with our host Eitan Koter the company's carbon fiber insole product and their focus on becoming the number one sports insole in the world. Ryan shares how the product was designed and the viral marketing campaign that propelled their growth.Ryan discussed VKTORY’s direct-to-consumer business model and the importance of their main marketing channel, TikTok. Ryan shares more important information about website optimization, customization options, and the use of AI in e-commerce.Ryan also emphasizes the importance of influencer marketing and the success they have achieved through working with influencers. We’ve explored the challenges of selling on social media platforms and the role of teenagers and parental involvement in the purchasing journey.He expresses his passion for his job and the pride he takes in his career journey. Lastly, Ryan shares a fun fact about traveling around the country in a converted school bus.It is an episode packed with marketing wisdom and innovation.Takeaways:VKTRY is a carbon fiber insole company focused on athletes and sports performance.Their viral marketing campaign on TikTok helped them gain traction and grow their customer base.The company operates primarily through a direct-to-consumer model.Website optimization, customization, and AI are important aspects of their e-commerce strategy.Chapters:00:00 Introduction and Product Overview01:01 Company Background and Viral Marketing04:24 Marketing Channels and Strategies06:13 Website Optimization and Skepticism Elimination08:19 Target Audience and Customization10:00 Offline Retail Considerations12:58 Data-Driven Decision Making15:26 User Experience and Personalization18:24 Customer Journey and Purchase Process19:22 Teenagers and Parental Involvement21:46 Influencer Marketing24:12 Marketing Activities27:55 Social Commerce and Shoppable Media29:17 Passion for the Job30:06 Career Journey32:06 Fun Fact: Traveling in a School BusRyan's LinkedIn profile: https://www.linkedin.com/in/ryan-regan-8777b492/Looking to elevate your e-commerce game with shoppable videos and social commerce? Visit Vimmi at https://www.vimmi.net