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

EPISODE 210 11 mins

Retention, Storytelling, and Brand Equity are Key to Growth – Shoelace • Klaviyo:BOS

Posted on 11th October 2019 ,
by Kunle Campbell

About the guests

Reza Khadjavi

Kunle Campbell

Reza is the CEO at Shoelace and helps DTC brands generate more revenue and build brand equity with Customer Journey Retargeting.

In this Klaviyo:BOS ’19 interview with Reza Khadjavi, CEO of Shoelace. He tells us why the era of paid advertising arbitrage is over and how marketing should evolve with the rising cost of CAC and the need to serve the right messages at the right stage of their customer journey.

Here is a summary of what was discussed:

  • The early 2010s was the golden age of Facebook and Google advertising which gave rise the direct-to-consumer boom
  • Brands made profitable sales on the first transaction which is very difficult to do now
  • Brand is important to drive retention
  • How do we do brand? Storytelling (Outdoor Voices tells its customers that they do not need to be athletic to use their gear)
  • What role does paid advertising play?
  • How do you use paid advertising at the mid-funnel and bottom-funnel with effective retargeting
  • Get started with storytelling – who is the customer and how does their life change when they buy from us?

Some notable tweets:





This episode is brought to you by:


This episode is brought to you by Klaviyo

If you’re looking to grow your business there is only one way—by building real, quality, customer relationships. Most marketing software will claim they do this, but will never deliver on their promises. You need to demand more from your marketing software that’s where Klaviyo comes in. Klaviyo helps you build meaningful customer relationships by listening and understanding cues from your customers, allowing you to easily turn that information into valuable marketing messages.

That’s why 10,000 innovative brands have switched to Klaviyo.
What’s their secret to building customer relationships? Tune into Klaviyo’s Beyond Black Friday docu-series to find out and unlock marketing strategies you can use to keep the momentum going year-round. Just head on over to klaviyo.com/2x for more.




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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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