EP015: Getting Specific Through the Funnel

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Summary

Jen Johnson from Union Brands joins the podcast to discuss their unique business model and the challenges they face in D2C acquisition. Through the conversation Alex and Jen discuss how FERMAT allows their brands to be specific from ad to checkout and how that is leading to better conversion rates and an all around better customer experience.

One of Union Brands owned brands is Gladly Family, a stroller wagon brand for babies. They focus on high average order value products and face challenges in building trust and communicating the value proposition to customers. They use FERMAT Shops to create customized landing pages and segment messaging for different audiences, resulting in high conversion rates. Fermat Shop allows them to quickly create and test different experiences without the need for extensive website changes.

Takeaways

• Union Brands has a unique hybrid three-pillar business model that includes owned brands, joint venture projects, and agency work.
• Gladly Family is one of their owned brands, specializing in stroller wagons for babies with a high average order value.
• Building trust and effectively communicating the value proposition are key challenges in the baby products industry.
• Fermat Shop allows Union Brands to create customized landing pages and segment messaging for different audiences, resulting in high conversion rates.
• Fermat Shop enables rapid experimentation and testing of different experiences without the need for extensive website changes.

Chapters

00:00 Introduction to Union Brands
01:08 Overview of Owned Brands and Agency Work
03:38 Challenges in D2C Acquisition
05:04 Segmenting Messages and Offers
06:45 Importance of Website as a Brand Flagship
08:20 Benefits of Paid Social Ads
09:41 Considerations for High-Dollar Purchases
11:29 Benefits of Fermat Shop for Custom Experiences
13:26 Segmenting Messages for Different Audiences
15:35 Conversion Rates and Attribution
19:17 Testing vs Experimenting
20:39 Unlocking New Audiences and Revenue Streams
23:11 The Value of Rapid Experimentation
28:33 Summary and Appreciation for Fermat