EP252: Wild Nutrition's Head of Ecommerce Roshni Patel On Strategy Shift, Personalisation & How to Turn Customers Into Subscribers

Roshni Patel, Head of Ecommerce at Wild Nutrition, joins the podcast to discuss her background and the evolution of ecommerce at Wild Nutrition. She shares insights on the company's strategy shift after raising private equity, the importance of building the right teams and expertise in-house, and the challenges and benefits of using third-party apps in their tech stack. Roshni also talks about the role of consultations in driving customer acquisition and retention, the tactics used to turn first-time customers into subscribers, and the focus on personalisation and CDPs in their future roadmap. Your takeaways Building the right teams and expertise in-house is crucial for the success of an e-commerce business. Regularly reviewing the tech stack and evaluating the value delivered by third-party apps is important for growth and efficiency. Consultations play a significant role in driving customer acquisition and retention, especially in the supplements industry where customers may need guidance. Tactics like quizzes and personalised experiences can be effective in upselling and increasing the subscription basket. Reporting on metrics like churn, LTV, repeat purchase rate, and AOV is essential for tracking the success of a subscription-based business. Expanding into international markets requires careful consideration of regulatory and compliance factors, as well as market demand and product localisation. Future plans include exploring CDPs and personalisation, optimising the quiz experience, and maximising the value of first-party data.