Podcast

Learn from Fast Growing 7-8 Figure Online Retailers and eCommerce Experts

EPISODE P16 45 mins

TROUVA, an eCommerce marketplace that achieved 1,509% growth in 18 months (SE3 EP01)



About the guests

Mark Patchett

Kunle Campbell

Mark is the Marketing Director of Trouva; a London-based ecommerce marketplace for local boutique stores in Europe. Trouva have grown from the seed round to be one of Europe's top 5 fastest growing tech businesses at 1,509% growth. Mark is also the Founder of TEA - The eCommerce Academy - https://ecomacademy.com/



So welcome to season 3 of the 2X eCommerce podcast!

I am kicking it off with an interview with Mark Patchett. An Aussie currently living in London with a high-profile digital marketing profile.  Mark has been involved in digital marketing for companies such as The BBC, The Economist, Channel 4 and Qantas for over a decade. His most recent gig is Marketing Lead/Director at a London-based VC-backed startup – Trouva;  who share investors with Deliveroo, Eve Mattresses, Graze, Swoon Editions, Dropbox, Facebook and Farfetch.

In just 18 months, Trouva has grown from a seed round to be one of Europe’s top 5 fastest growing tech businesses at 1,509% growth.

About Trouva

Trouva is an online marketplace for independent boutique retail shops dotted across the UK and Europe. Trouva carefully curates design-led products in its catalog, markets, accepts payments and fulfils orders on behalf of listed partner stores. Trouva is designed to help customers find products that are more distinctive than those found on the high street. They in a sense make local boutiques and their products discoverable to a global audience.
The platform eliminates the work of maintaining an online store by providing a shop with the software, customer service, and delivery teams needed to keep the experience consistent.

On this episode, we talk about:


How Mark’s team growth strategy has been heavily focused on buying traffic on a first purchase focus, then hammering brand via email automation and time-based educational retargeting campaigns. (e.g. 14 days post purchase). So almost all of their paid media focus has been run with a CPA focused objective.

A significant chunk of Trouva’s traffic growth has come through tactical inventory growth which pairs perfectly with shopping growth. Paid social acquisition has been a little different as CPA’s run higher but they pick up a higher Customer Life Time Value by pushing branded messaging in their acquisition campaigns.

Here’s a summary…

Facebook acquisitions:

  • How Mark leads his strategy with click bait products
  • How the Trouva team utilize an emotive narrative in their Facebook ads
  • Their use emotive triggers

Google shopping traffic:

  • The transactional nature of Google Shopping traffic
  • The long tail

Email marketing – retention

  • The use Ometria for lifecycle marketing
  • Gifting periods of the year lead to sales and traffic spikes
  • Their welcome series
  • How they go beyond gender segmentation by segmenting with product preferences

Logistics / Shipping

  • They do not actually fulfil – they use a logistics partner called Wing; who pick up from boutiques, then pack and deliver on behalf of TROUVA.
  • Shipping is currently subsidised

Team Setup

TROUVA has a content team marketing and email team.
They are conversions driven.

About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

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