^ THOSE WERE MY
2023 PREDICTIONS:
Last year, on December 21st, 2022 to be specific, I laid down my 2023 predictions – and I shared those predictions via Go-to-Millions (the screenshot of that email from yesteryear is above) .
Let’s check back in on if my crystal ball failed me, or if I’m a witch LOL. ♀️
My 2023 Predictions (as of December ’22):
1️⃣. Increased focus on product personalization. Stoney Clover. Emi Jay. Eberjey. Goyard. Le Labo. People just really like shit with their name on it. Nail this functionality and you’ve just become EXTREMELY giftable.
♀️✅ – 100% WAS THE YEAR OF PERSONALIZATION. DID YOU SELL, GIFT, OR RECEIVE SOMETHING PERSONALIZED THIS YEAR? I DID ACROSS THE BOARD – AND MY BRANDS THAT INVESTED IN EXECUTING THIS WELL (ENGRAVING, PERSONALIZED COLOR COMBINATIONS, MONOGRAMMING) – THEY WON.
2️⃣. The brands with flexible returns policies will win. A restocking fee? In this economy? No.
♀️✅ – THIS WAS THE YEAR OF THE FINE PRINT AS CENTER STAGE. TAKE JONES ROAD FOR EXAMPLE – LOOK AT THEIR DESKTOP MEGA-NAV MENU. NOTICE THE RETURNS POLICY RIGHT THERE? FAB FOR CONVERSION!
3️⃣. Subscriptions will become more and more important. Hook, line, and keep as a retained customer for as long as possible. Subscription x personalized customer journeys with unlocks at each month of the renewal? Now we’re talking.
– THIS IS OBVIOUSLY IMPORTANT, BUT I THINK I SHOULD HAVE CLARIFIED THIS LAST YEAR. REALLY, ON PAID, IT IS A HUGE ASK TO FORCE A SUBSCRIPTION ON THE 1ST ORDER FOR A NET-NEW CUSTOMER. IT OF COURSE IS IDEAL IF THEY SUBSCRIBE. BUT, IN ALL OF THE TESTS WE RAN THIS YEAR, WHERE WE DEFAULTED TO ONE-TIME-PURCHASE ON THE LANDING PAGE (WHILE STILL SHOWING SUBSCRIPTION AS AVAILABLE AND AS THE BETTER RATE), WE IMPROVED CONVERSION. I BELIEVE IN SUBSCRIPTION – JUST NOT ALWAYS ON THE 1ST ORDER. BECAUSE I LIKE TO FIGHT CHURN.
4️⃣. Meta as king. TikTok as supporting player, but Facebook and Instagram ads are very much alive and are going to make the difference in 2023.
♀️✅ – META IS KING.
5️⃣. Omni-channel as the Go-to-Market sweet spot. Goodbye to the DTC Darlings, hello to the brands that can have their cake (strong DTC) and eat it too (IRL x experiential footprints). A new era is upon us. Where we shop in our jammies and in person!
♀️✅ – 100% THIS. MY BIGGEST BET FOR 2024. AND, FOR WHAT IT’S WORTH, I SHOPPED MORE IN PERSON THIS YEAR THAN I EVER HAVE.
