In this talk I will demonstrate why marketing to existing customers is so crucial for success in ecommerce; not only are your existing customers more likely to purchase (a well-known fact) but they are your advocates, they are your product testers, feedback-givers and your brand community. Ecommerce brands who prioritise this valued group have built themselves a robust moat against competitors, as well as in this crazy global market we find ourselves in.

1. KEYNOTE
Laura Tisot
CO-FOUNDER
ELAB
eCommerce
Customer Marketing
AUCKLAND, NEW ZEALAND ~ AUGUST 21 - 22, 2023
DIGIMARCONNEWZEALAND.CO.NZ | #DigiMarConNZ

2. Property of ELab NZ
Customer
Marketing
Your (not-so) secret
weapon in eCommerce

3. Co Founder | Ecommerce &
Marketing Specialist
Laura Tisot
Strategic & Innovation Advisory
Ecommerce
Digital Marketing
Applied AI for Biz Ops
Customer Marketing & Engagement
Specialist Connections

4. Customer Marketing
Your (not-so) secret weapon in eCommerce
Customer Advocacy
Existing customers: your trusted NPD
Community building & brand loyalty
Maximising CLV
Tailored marketing & personalisation

5. Customer Marketing
Deepening relationships with current
customers, ensuring they're more than just
one-time buyers.
It's like those tailor-made email campaigns
that give you just the right nudge, or loyalty
programs that reward you for every
purchase, making sure you always have a
reason to return.

6. Customer Advocacy

7. The Quick Flick
“We like to keep things real and only
ever use customers in our campaigns
and marketing who are never digitally
edited or airbrushed.”
Founder Iris Jade

8. BePure
Consumer research informed
their 2023 rebrand, including
EDMs to nearly 200k
customers.
Tracksuit: Tracking the success of a BePure rebrand, 4.8.23
“These people are more interested in
everyday health… They’re wanting to feel
more energetic and get more out of life, but
they’re not overly health-conscious.” -
BePure Ecommerce Manager Cheyenne Welham
55% CR May to April
3% Brand awareness

9. Existing Customers: Your
trusted NPD

10. ● Product feedback
● Reviews
● Design
preferences
● Packaging use
● Product colour
options
● Category
development
The Quick Flick

11. Shopify Plus
Unboxed & Product Labs aimed to address the top pain points for
hundreds of the largest brands on Shopify Plus, representing billions of
dollars in GMV, in 22 countries.
Roadmap
Testing
Co-development
Insight sharing
Retention
Connectivity

12. Community Building & Brand
Loyalty

13. When companies harvest
existing demand and create
future demand concurrently,
growth is sustainable and
sustained. Marketing’s job is
to do both of these things.
Neither is enough on its own.
“
- James Hurman: Future
Demand

14. Bowl & Arrow
Yoga, workshops, pottery
& other events fill
community hubs and
smoothie-lovers calendars
Product preference &
customer feedback fueled
the ranging of new brand
Good Mornings

15. Harness your community
Let your customers tell stories,
share reviews, create content and
drive product sales & brand love
Build genuine relationships with
your creators to better understand
your customers, the wider
community and how your brand fits
into their lives. Trusted
relationships serve a brand far
beyond a single paid-for post.

16. Maximising CLV

17. Customer cohort
analysis

18. Coffee Supreme
Your choice of coffee
blend and grind
delivered exactly how,
when and where you
choose, via subscription
payments.

19. Tailored Marketing &
Personalisation

20. Good Pair Days
Subscription wine boxes
with personalised on-site
experience, monthly
recommendations, palate
tracking & education, wine
stats and much more.

21. Harness AI to personalise

22. Bringing it all
together
● Build customer
advocacy
● Use customers for NPD
● Build brand loyalty via
community
● Know your CLV &
maximise it
● Tailor marketing & on-
site personalisation

23. Property of ELab NZ
Thank you.
www.elab.co.nz
laura@elab.co.nz