Hot Items & Viral Traffic (How To Fail At eCom Pt 2)

This content was originally published in the No Best Practices newsletter on 3.27.2022.

Note: the “customer file” refers to all of the customers you have acquired, who you can market to. The most relevant slice of the customer file are buyers who shopped within the last 12 months.

This is part two of the “How To Destroy Your eCom Business” series, aka what not to do to build a healthy customer file. This series covers common business decisions with unintended consequences. These decisions appear to pay off in the short term, but they make it harder for your business to succeed in the future.

Why dedicate so much virtual ink to failure? First: businesses still regularly make the moves I’m describing here, so you want to understand them and avoid them. Second: by developing an understanding of how customers, marketing channels and merchandise interact we’ll be able to build the definition of a healthy customer file.

Reminder: a healthy customer file enables a business to succeed today, but it also sets a business up for success in the future.

This time around we’re covering hot items and viral traffic. These are hot topics in the post-traffic era of retail. The recent growth of TikTok makes it more likely than ever that your brand will go viral in one way or another. Here’s how to handle it.

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