Since then, the company has kicked off a comprehensive e-commerce strategy, recently launching an online wholesale business and a separate site to sell, ship, and service the European shoe market.
“The open nature of WooCommerce allowed us to implement many integrations to extend the capabilities of WooCommerce and, by nature, e-commerce,” says Sashen, who recognized that, often, e-commerce businesses are vulnerable if they remain small, but the technology solution has allowed Xero Shoes to move past that phase.
There’s ROI in DTC
Xero Shoes is continuing to build its e-commerce tech stack, now looking to integrate a CRM application into the plugin to enable a 360-degree view of the customer to provide better support and a higher-converting experience.
The brand is comfortable expanding its capabilities as the technology has allowed Xero Shoes to grow about 50% year-over-year, achieving an estimated $50 million in sales in 2022.
The partnership has also helped the company avoid roadblocks to customer acquisition. While many e-commerce sites require guest checkout, or force first-time customers to create a login to checkout, Xero shoes is able to simply create accounts on the fly for new customers. Additionally, returning customers can automatically link their order based on email address, streamlining a previously burdensome process.
Test, Test, and Re-Test
To continue being a differentiator in the marketplace, however, the brand recognized that constant testing is important. There’s a need to really understand customer behavior on an e-commerce site, and that means always learning and adapting.
“There's no one size fits all. You have to explore and find what works for your business,” says Sashen. “You need to learn and understand the customer experience and the associated data, and then test changing elements of your site to address friction and improve conversion.”
While there are tools available to automate this process, Sashen warns that machine learning, which is catching the eye of CG brands and retailers all over the globe, often requires significant time and funding.
“It may not deliver the results you need in a timeframe that works for your business,” he adds. “In short, it's best to really study the needs of your specific business and your customers to determine what type of testing will work well for you.”
Did you know? DTC is shifting beyond online shopping. Learn more at this year’s Consumer Goods Sales & Marketing Summit, happening in New York City on October 26-28.