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TV Expert Interviews / Marketing / Jun 10, 2023 / Posted by Kyle Hoffman / 115

The Power of Creative: How Wellow Became a $20 Million Brand (video)


How to Grow Your DTC Business Through Creative and Customer Experience

As the world of e-commerce continues to grow, direct-to-consumer (DTC) businesses are becoming increasingly popular. But with the release of iOS 14, DTC businesses lost a lot of data and the ability to target consumers. So, how do you grow your DTC business in this post-iOS 14 era?

According to Kyle Hoffman, an executive at XenoPsi Ventures and CMO of Wellow, a compression sock brand, the key is to focus heavily on creative and customer experience. In a recent podcast episode, he shared the story of how they started Wellow and the strategic decisions that led to their success.

One of the most important things they did was to treat behavioral science as another input to decision-making. They used scientific studies on how consumers interact in certain situations to their advantage. They differentiated themselves in the compression sock market by launching the brand as a lifestyle brand with fun colors that would appeal to more people. They also made sure to have a distinct brand rather than just a brand that looks cool or aesthetically pleasing.

Another crucial factor in their success was their customer experience. Kyle admits that they struggled to keep up with the high volume of customer service requests as they grew rapidly, but being responsive and engaging with consumers is crucial for any business, regardless of its size or industry. Customers have become very attuned to the overall experience, and any slight break in the supply chain or customer experience can lead to customers switching to a competitor.

So, if you’re looking to grow your DTC business, make sure to focus on creativity and customer experience. Treat behavioral science as another input to decision-making, differentiate your brand, and prioritize customer service. And, if you need help with growth, reach out to experts like Function Growth who work with other brands in the DTC space.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

About Author

As an executive at XenoPsi Ventures, Kyle sits on the leadership team for two portfolio companies - Function Growth and Wellow. He runs the strategy department at Function Growth and operates as CMO for Wellow. Function Growth and Xenopsi Ventures specialize in using behavioral science to drive growth for their clients. Wellow, on track to profitably exceed $20M in its second year as a business, is a unique substantiation to the tactics that Function Growth uses to scale brands.


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