One thing That Scent? A brand new YouTube Creator Doesn’t Scaled an 8-Determine Perfume Firm

Brothers Jeremy and Kamil Banc are the duo behind Perfume One, a web based perfume retailer. With Jeremy because the go-to fragrance reviewer on Youtube with over one million subscribers, plus Kamil’s administration abilities, the 2 launched their multi-million enterprise. On this episode of Shopify Masters, Kamil shares how they pre-sold a million {dollars} in gross sales earlier than launching a single perfume, what it takes to transition from influencer to enterprise proprietor, and the intricacies of working with household.

For the transcript of this episode, click on right here.

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Present Notes

How this YouTuber gained 60,000 subscribers in three months

Felix: Let’s begin with the origins of the story. The place did the concept come from? 

Kamil: Yeah, it began off very in a different way. My background was in industrial engineering. After graduating from college I moved to Hawaii, of all locations. My brother is 4 years youthful than me. He got here out to go to me and he was impressed by the American life-style, despite the fact that I used to be a seaside bum at the moment. He noticed the likelihood so as an alternative of going to school he began even sooner than me to change into an entrepreneurial kind. It was round 2014 when he began a YouTube channel that revolves round fragrances. That was the preliminary seed that was planted again then.

Felix: Did your YouTube channel take off shortly? What was the expansion like? 

Kamil: Yeah, it was shocking to me as a result of I used to be following some YouTubers again then and I believed it could be actually troublesome even in 2014–not to mention right now–to develop a channel organically. He did discover a system that set him aside, and that was that he was specializing in individuals’s reactions to the compliments. That means there have been perfume reviewers earlier than and so they had been all speaking in regards to the affiliation with the perfume, the elements, and clearly, the again story. However what individuals actually care about, that is what we observed is the complement issue. He went out and requested individuals within the streets, “How would you price this perfume from one to 10?” That is actually what set him aside.

Throughout the first three or 4 months, he went as much as 60,000 subscribers which was very spectacular, as a result of he did not do something moreover that. Now he is at 1.4 million on his American channel and the second largest perfume reviewer by round like 60-70K, simply so that you get the break up there. That basically reveals you in case you contact on what persons are inquisitive about, then there may be potential.

Felix: How did you brother uncover this explicit angle, on this explicit area of interest? Now it in all probability feels apparent, however how did he determine that that was going to be the factor that set his channel aside? 

Kamil: It was this typical story. He was in search of methods to higher himself, simply change into a greater individual. He stumbled alongside model, tips on how to do your hair, tips on how to costume your self, after which additionally fragrances. He was all the time interested by fragrances. He’d take into account something that addressed the query of, “Okay, if I’m going on a date, what perfume do I put on to have the very best probability of getting compliments from that perfume?” I do not need to know the identify that is unique and all that aptitude behind it, the backstory which is good, however in essence he was in search of a option to uncover fragrances that work and do what they’re imagined to on this particular scenario. That is mainly what translated into Perfume One down the highway.

Kamil Banc (left), Alberto Morillas, (center), and Jeremy Banc (right) of Fragrance One.
Kamil and Jeremy work with perfumer Alberto Morillas to develop their scents for every big day. Perfume One. 

Felix: So the YouTube channel grew quickly. At what level did you guys have a look at one another and assume, “Possibly we might construct a enterprise out of this.” 

Kamil: There have been two solutions to that query. The primary realization was when he was going out, or when he had a woman in his workplace reviewing a perfume with. It was this response kind video the place I noticed the response from the individuals within the feedback. They only actually cherished it. My suggestion to him was to evaluation different merchandise primarily based on their complement issue. For instance, what is the complement issue of those sneakers or this automobile etcetera? I am glad he did not take that concept, however that was the primary fork within the highway the place we observed in case you actually centered on that issue and visualized it to individuals, that there gave the impression to be one thing there. 

Down the road he was rising his channel and I used to be engaged on another startups. In 2017 I discussed to him that he ought to attempt to flip his influencer profession into an asset. Being an influencer apart, he additionally is aware of what actually works. His market information is there and it actually helps. That is one factor that I see with numerous influencers and I work with a few different ones as effectively. It’s actually an extended gig, and a sort of a piece surroundings for them. 

If you happen to can consider a option to someway create an asset out of your affect that works for you, then that is one thing actually nice. Clearly you need to create worth for the shopper alongside the road, in any other case it gained’t work. That is the one factor that lots of people do not realize. These influencers look very nice on Instagram and YouTube, nevertheless it’s a troublesome life. They don’t have any medical health insurance for probably the most half in the event that they’re in America, in Germany they’re sort of coated. That is simply a type of issues. You all the time need to work. If you happen to cease working, there is not any revenue, proper? That was the fundamental thought. 

I’ve to credit score Jeremy with the idea – he actually described Perfume One as this model that desires to guide the shopper by the “perfume jungle” as we name it. The idea is to make it very simple and easy and efficient for them to buy the perfume that they want in a given scenario.

Don’t overwhelm your viewers with choices, information them to a solution

Felix: It jogs my memory of the world of wine. There’s numerous variation and private desire would play an enormous position. You want a information for selecting the correct wine for a particular event. It’s just like fragrances.

Kamil: Precisely. I am mainly the portal buyer in that regard as a result of I do not belief my very own nostril. Now I am a bit higher at this complete factor, however again then I might all the time simply ask my brother, are you able to suggest a perfume for me since you’re the knowledgeable. It isn’t like I do not know what I like, it’s that I do not know the way effectively it performs in a sure scenario. There is a distinction between a perfume that lasts lengthy versus a perfume that dries down and the opening notice. Lots of people do not actually know. It is virtually such as you draw back from it as a result of it is a bit bit overwhelming in case you’re not in it and that is what we needed to resolve for.

Felix: It’s your job because the knowledgeable to not solely current the choices, however information your followers towards the choice that fits them. You talked about 1.41 million subscribers. Give us an thought of the companies progress because the starting. 

Kamil: We began with a fairly large bang if I can say so. Though we did not actually need to, we went the crowdfunding route. That is one thing that I used to be comfy with from my earlier endeavors. I additionally simply needed to assemble a bit bit extra market knowledge. That is one of many key steps in our enterprise that basically makes it an fascinating story. We pre-sold virtually one million {dollars} price of perfume – which is, by the best way, report breaking. The second largest marketing campaign for a perfume is round $60,000. We pre-sold it with out anyone ever smelling it. We mainly took the sense of odor out of the equation in a perfume firm, which reveals you the facility of the why mainly. Why do I purchase it? 

That is one thing that I’ve from my design background. When individuals have an issue usually they’re describing the signs of that downside, which means I desire a perfume that I actually like. However the precise underlying downside that they’ve, which is in our case, for our prospects is “I would like extra compliments.” We took that method and we turned one thing that seemed like an enormous destructive, which is that no one ever smelled the product earlier than, into an enormous optimistic. The way in which we did it was by highlighting that high quality comes first, proper? We now have no funds on the elements. We work with the perfect producers on the earth. We actually employed the Michael Jackson of the fragrance world to collaborate with us. My brother, as a consequence of his years of expertise on the earth, was the artistic director of the perfume.

We used the perfect bottles from Germany. What comes subsequent is I do not know the way that factor smells. We went round and we thought, okay, you do not really want to know the way it smells. The groundwork is finished. It is a good perfume and also you’re shopping for it due to the compliments you are going to get. What scent was Workplace for Males, our first launch. If you happen to’re a man and also you need to get compliments within the workplace, that is what you put on. If you happen to do not just like the odor, that is okay. However that is not what you are shopping for it for, proper? Ultimately individuals actually preferred the odor as effectively however that is what helped us quite a bit.

A lookout point backdropped by a body of water and a bottle of Fragrance One perfume rests on top of a tower viewer.
Beginning with the “Workplace” scent for males, Perfume One made it easy for customers to ascertain the odor and conditions the perfume suits into. Perfume One

Felix: First step was to uncover what it’s persons are truly shopping for. How did you land on the complement issue? What was it that mentioned to you, “It’s not in regards to the perfume, it’s about what the perfume can do for them.”

Kamil: It was mainly primarily based off of the response from individuals to the YouTube channel and the social media channels earlier than that. We had been fascinated about tips on how to create a model that comes with the key sauce that basically set Jeremy Perfume other than all the opposite perfume reviewers. Then we tried to place that right into a enterprise thought.

Anticipate client ache factors to launch a profitable Kickstarter

Felix: The concept to launch with the product Workplace for Males on Kickstarter, how do you know to give attention to that particular market? 

Kamil: Workplace for Males is a really lengthy lasting contemporary perfume, which is a secure guess. All people likes contemporary perfume, proper? The issue with that always is that they do not final very lengthy. We tried to create the perfect product in that class with a quite simple description. That is why it is known as Workplace. Quite simple, no extravagant wording or something. I’ve to credit score my brother. He did not actually put extra ego into the primary scent. What I imply by that’s he did not add a twist to make it recognizable to him. He actually centered on the mission of that perfume. He labored with Alberto Morillas who’s the perfumer. He was engaged on all types of fragrances that you understand, the CK One, Dolce & Gabbana, Armani, Bulgari, all these fragrances.

Often these massive manufacturers rent a perfumer like this man and simply give him free vary. My brother–I do not know the way he did it–however that they had actually 40 to 50 suggestions loops to enhance the perfume to what he needed to hone in on. That is what it was in the long run. That is why we went with the contemporary perfume. It was a praise getter that lasted very lengthy. That was earlier than COVID. Now we’ve this inner joke the place we name it “Residence Workplace” for Males.

Felix: When you recognized the issue you had been fixing, how did you incorporate that in your marketing campaign for the Kickstarter? 

Kamil: Through the marketing campaign, we centered on these key pillars: the perfumer, the elements that don’t have any funds, the perfect producers on the earth, and my brother’s information from being available in the market asking individuals what works, what would not, what works in what scenario, what would not. This bundle eradicated numerous the questions that folks would have previous to backing a marketing campaign like that. You actually make them really feel comfy. You attempt to reply all of the questions they may have beforehand, and you then make it simple for them.

Felix: How do you know these had been the sorts of questions individuals would have? What sort of analysis had been you doing to know it from a client perspective?

Kamil: Possibly it was as a result of we had been already in that world, nevertheless it appeared quite simple. What’s any individual asking? First we had been wanting on the demographics of our viewers. That places the perfume right into a sure worth vary that we are able to get away with, that is sensible. What are you able to do with that? The plain factor individuals ask whenever you’re pondering of shopping for a perfume, you’d ask will I prefer it? The factor is, you possibly can’t reply the query except you odor the perfume. To be sincere I did not even odor the ultimate model as a result of I used to be in New York at the moment and my brother was in Switzerland engaged on the ultimate model of the product.

We eradicated this primary query of do I just like the perfume? We reworked it into, do I would like compliments? I am prepared to belief Jeremy and his expertise with that. That was mainly the primary query that folks have after they purchase a perfume. Do I prefer it? It isn’t “do I just like the perfume,” however “do I like what it does for me?”

Tips on how to transition your influencer profession right into a steady, sustainable enterprise

Felix: That’s an ideal perception into an influencer’s profession. At a sure level it’s essential pivot and use the affect to construct some kind of enterprise that doesn’t simply depend on you as a web based persona. How did you start this transition? What recommendation would you give different influencers on the market attempting to degree up? 

Kamil: I all the time like to begin with one thing that is known as a enterprise canvas once I work on a brand new undertaking. Possibly some people can look this up. It is mainly one sheet that visualizes the complete idea, that you could adapt over time primarily based in your findings. You make a suggestion of what you need it to be you then query your self and all of your assets that you’ve. Based mostly on that, you modify it after which get transferring. One essential factor that I can actually suggest is, whenever you begin a enterprise, you all the time have to have both your individual viewers or work with some physique or some entity that owns your prospects. It is simple to place adverts up on-line and assume that you’re going to construct an viewers similar to that, nevertheless it prices some huge cash and time in case you actually need to do it from scratch. That is why I all the time suggest working with somebody in some regard that already owns your buyer base in some kind.

“One essential factor that I can actually suggest is, whenever you begin a enterprise, you all the time have to have both your individual viewers or work with some physique or some entity that owns your prospects.”

Felix: Jeremy went forwards and backwards working towards that closing product. Was testing completed solely by him, or did you additionally do some beta market testing? 

Kamil: From my background I am used to this lean method the place you do not construct one thing till you check it a few occasions. Sadly with this factor–or perhaps for the higher–we utterly relied on Jeremy’s expertise. While you do that you simply actually need to know what you are doing as a result of clearly you are placing numerous money and time on the road, however on this regard it was one thing that we actually simply needed to get by, and we relied on his expertise. If you end up attempting to assist the purchasers with discover one thing that they want in a particular scenario, it may not be the perfect to get an excessive amount of suggestions, particularly with one thing that is so subjective like a perfume. Oftentimes what can occur is, individuals would possibly not likely give attention to the mission of the enterprise, which is to get individuals compliments versus, “Hey, I like this odor. Possibly I do not just like the odor?”

You may by no means actually fulfill everybody. If you happen to attempt to fulfill everybody, you will not fulfill anyone. We did not do that the lean approach. We actually had Jeremy and Alberto Morillas sit collectively and shuttle, and do the suggestions loops.

“You may by no means actually fulfill everybody. If you happen to attempt to fulfill everybody, you will not fulfill anyone.”

Navigating the logistics of worldwide transport

Felix: Put up Kickstarter marketing campaign, what did order achievement appear like? 

Kamil: Yeah, that was one in all our largest struggles to be sincere with you, as a result of Jeremy needed to have worldwide transport, which is a ache whenever you’re working with a product that incorporates alcohol. It is thought-about a harmful good. We had numerous hurdles to leap over and oftentimes we needed to pay extra. We did not make some huge cash with the Kickstarter marketing campaign due to that. We had numerous duties to pay. Clearly sure international locations do not allow you to fly in that stuff in any respect, except you have got the best documentation. We actually tried to run earlier than we realized tips on how to stroll in a sure approach as a result of we needed to push ourselves. We simply knew that as a result of perfume has an enormous margin in comparison with different merchandise, it was doable. We’ll determine it out after we get there. It was a bit little bit of a leap of religion, however we realized quite a bit. It was a bit bit troublesome to meet every little thing and Kickstarter campaigns could be a little bit problematic afterwards.

With round 10% of the purchasers their financial institution didn’t work or their bank card was blocked or one thing like that. You mainly take 10% off the highest then Kickstarter takes one other 7%. That was the most important wrestle. As soon as we had that found out, we began working with the achievement accomplice that we’ve now. We now have a warehouse within the Netherlands and one in New Jersey and from there on it was easy crusing. We began our Shopify retailer in March 2019. And it has been going since then.

A bottle of Office for Men by Fragrance One placed in a model of an office.
Discovering the best accomplice who can ship Perfume with alcohol content material was key for Perfume One’s launch. Perfume One

Felix: Inform us in regards to the transition between presale, achievement after which establishing the platform?

Kamil: We handled it like a two separate initiatives, as a result of you have got completely different obligations to the backers of the marketing campaign each legally and morally. Logistically we simply needed to have this completed off after which we’d arrange a loyalty program, which we now have. We included the folks that backed us again then into the Shopify system, and gave them compliments. We now have this praise membership that they’ll commerce in for {dollars}. That was mainly it. It was actually about discovering the best companions. We had been working with three or 4 logistics companions up till this level and the final one we have been sticking with them, they’re known as Gross sales Provide. They have been actually nice. It’s essential to seek out the best individuals.

When you have got a product like this–due to the issue with the alcohol content material–we actually needed to work with somebody through the worldwide transport part that would simply get issues completed. That means that they know tips on how to label sure issues simply to have much less hurdles alongside the best way. We had sufficient orders to work with DHL in Germany for instance. So that they arrange a gathering and we got here collectively and the very first thing they mentioned was, “Oh wait a second, you guys ship perfume. We won’t ship perfume.” Like what? It is sort of bizarre in that sense. You actually need to do your due diligence with the companions that you simply work with.

Responsibly utilizing your platform to organically develop your ecommerce enterprise 

Felix: How do you purchase new prospects? Is it strictly by YouTube, or have you ever developed different advertising methods? 

Kamil: We’ve completed paid promoting, we had been working with a very cool company out of New York. The issue is–and it is a good downside–that each time Jeremy posts a video that mentions the model or we’ve some kind of contest or one thing to interact prospects, it utterly wipes out all the outcomes from any paid commercial marketing campaign. We have been principally going organically. We’re additionally on TikTok. We now have a publication that transformed very well through the marketing campaign. We use that each every now and then. I began a discord–which is the most important perfume discord now–the perfume military. We’re attempting to develop as natural as doable simply due to the truth that I might both pay for a pre-roll video on YouTube or I might simply edit a video for my brother and squeeze in like a five-second pre-roll myself. Proper?

Out of all issues that we tried, top-of-the-line magnets proper now could be this “before you purchase” collection. There is a playlist on his channel the place we’re mainly simply speaking about different fragrances, after which we point out our model earlier than or after. It is actually simply giving individuals extra worth. We now have this little “sponsored by Perfume One” on the highest left. That is just about what it’s. 

Felix: How do you keep a steadiness whenever you’re promoting on the YouTube channel, so that folks don’t assume you’re delivering biased opinions?

Kamil: The one factor that Jeremy clarified from the start is that he’ll examine our model straight with different manufacturers. That means when he has a high 10 finest fragrances for the summer season, he would possibly point out Perfume One someplace alongside the strains, however he is not placing it in a high 10 listing. That approach he can keep out of this as a result of such as you say, you solely have one repute and clearly you possibly can’t be tainted. It’s a must to be clear. He is very clear with the model. He talks in regards to the pricing of it. He talks about how a lot it prices and likewise each every now and then he throws within the Bogle or another low cost that basically works effectively.

An array of scents by Fragrance One against a blue and hazy background.
Nurturing relationships by engagement, reductions, and loyalty program has allowed Perfume One to have near 35% repeat purchases. Perfume One

Felix: How do you encourage repeat purchases on a product that may usually final months, perhaps longer? 

Kamil: I am truly very shocked we’ve about 30-35% repeat prospects up to now. When my spouse and I purchase a bottle of perfume it would final for a very long time. Jeremy is simply very energetic. He’s eccentric in a approach, very polarizing. He has all these spray routines. He says spray it 5, six occasions, seven occasions in order for you, so the bottle ends quick. We’re all the time holding the individuals engaged. We’re additionally not shy with reductions and all types of bulletins. We launched numerous perfume in a short while. We now have six and a half merchandise. One is a deodorant primarily based on the Workplace, which is quite a bit as a result of we’re solely available in the market for a few years.

Each launch is sort of costly and types usually take for much longer to refine what they have already got. They reformulate it in a sure approach, however we actually give our prospects one thing new each every now and then. They’re all the time excited to remain on observe. Clearly it is essential to remain on their thoughts. That is why I like these content material items just like the “before you purchase” movies as a result of that all the time reminds them, “Hey, I used to be interested by that perfume and Jeremy additionally has his personal factor, so I’d test it out, see what is going on on.” The opposite factor that helps quite a bit is lately we began this praise membership, which is a loyalty program. That is one of many apps that I needed to say.

Greatest practices for being in enterprise with household and associates

Felix: Based mostly in your expertise of working along with your brother, what are among the professionals and cons of being in enterprise with household? 

Kamil: It is actually essential, similar to with different partnerships, to set the best expectations. The communication wants to actually move. It is onerous to have these implied contracts that occur rather more usually inside household. That means, I do one thing after which I count on one thing else to occur with out actually speaking it. That is the crux of the issue oftentimes. Clearly you have got a transparent position. My brother is that this very energetic, open, artistic kind of individual. I am extra within the background. I like to tug the strings and strategize and plan forward. I am all the time pulling and he is all the time pushing and it is a good factor in case you can include it, however it will possibly additionally result in some inner issues generally. When he needs to go along with a loopy low cost, however I am like, “Wait man, you need to additionally take into account the folks that purchased the product earlier than that.”

It’s a must to create a steadiness the place persons are not upset. We’re all the time structuring our bundles in a approach the place persons are okay with that. That is mainly it. It actually comes right down to communication and understanding what is the end result for every particular person in there. Additionally holding your self accountable. Oftentimes whenever you work with family and friends individuals are likely to slack off after some time. It is very troublesome to have that dialog with them as a result of they’re household, proper? You do not need to mess up the connection, and that is one thing that the expectations half actually performs an enormous position in.

A bottle of Date for Men scent by Fragrance One on the back of a bicycle.
Routines and roles are important with regards to working a enterprise with a member of the family for Kamil and Jeremy. Perfume One

Felix: It looks like you face the identical challenges working with a enterprise accomplice versus a member of the family, nevertheless it’s the boundaries which can be a bit extra blurred. How do you be sure to’re sustaining communication and bounds when in enterprise with household or associates? 

Kamil: It is actually in regards to the roles and routine virtually. It even comes right down to sending one another invoices. It sounds easy, nevertheless it actually is a part of the factor. I’ve this media firm that mainly sends him an bill each month and we’re mainly going by okay, that is what we’re doing. That is what I did. That is what you probably did in a really casual sense. It is advisable to have these routines to maintain you on observe and make you understand, “Hey, we’re engaged on a enterprise collectively right here.” Alternatively, there’s big upsides whenever you work with any individual that you could actually belief as a result of you possibly can belief them. When the enterprise would not accomplish that effectively each every now and then you understand you have got one another’s again and that is big in enterprise.

Errors are solely unhealthy whenever you don’t be taught from them

Felix: You talked about {that a} mentor mentioned this to you in the future, “You may go broke as usually as you need till you are 50.” Inform us about what meaning to you.

Kamil: That was again in Germany and issues modified now. I do not suggest that to anyone, nevertheless it was simply one thing the place whenever you develop up in Germany you have got a really completely different mindset. You do not actually have this entrepreneurial mindset. What he was mainly saying was to exit on the earth and see what you want and check out various things. Don’t be concerned about it as a result of in the long run, in case you actually keep on with one thing that you simply like, then there is a excessive probability that you’re going to work out the cash half. That was the concept. Coming from this upbringing the place as soon as you permit faculty, you virtually have your total life deliberate out. Going off on the earth and doing one thing by yourself is a really unusual journey from that perspective.

That basically caught with me once I was dwelling in Hawaii and I used to be a seaside bum and I used to be attempting out various things. I used to be engaged on actually massive startups, massive firms, but in addition I used to be all the time completely happy to check out new issues as a result of I knew I nonetheless had a while and it labored out.

Felix: How do you just remember to aren’t so centered on the rear view mirror or the failures? How do you just remember to can pull your self again on the trail?

Kamil: If you happen to body it another way the place you are virtually like a online game character that creates some new talent by failing, proper? It is advisable to be taught from what you probably did, what labored, and what did not. The one downside I’ve is when you do not be taught one thing out of your errors, then it is a waste of time. That is actually how I body it. That is why I might not need to change something that occurred previously as a result of it actually led me to the place I’m right now. It is one thing that is essential and it is helpful. You may’t get to your end line with out hiccups. That simply would not occur.

“When you do not be taught one thing out of your errors, then it is a waste of time.”

Encompass your self with the individuals you need to change into

Felix: One factor you had talked about beforehand was the way you ensure to encompass your self with the individuals that you simply need to change into. What does that imply for you?

Kamil: It is actually that easy. Once I moved to the states, I by no means actually spoke English earlier than. It is a quite simple instance, I realized it in class. However talking it and making use of it’s completely different than simply studying it. I used to be a pupil and there have been numerous different German college students, however I might by no means hang around with them exterior of faculty as a result of I actually needed to learn to communicate English correctly. I nonetheless tried to maintain a bit little bit of my German accent, however I did fairly effectively in comparison with my different associates from Germany that had been simply hanging out with the opposite Germans. That is simply primarily based on language, however the identical factor actually applies to every other space in your life. If you wish to change into an entrepreneur, then be a part of networking conferences with different entrepreneurs.

I labored on a startup ecosystem in Hawaii again within the day the place I might meet numerous VCs and folks from Silicon Valley and China. Actually it is that easy. If you wish to change into somebody, or you have got this persona with a sure talent set that you simply wish to approximate your self to, then simply attempt to attain out to these individuals and create a price trade. Don’t simply hang around with them, there’s all the time one thing that you are able to do that they cannot and also you simply have to determine what that’s so that you simply’re changing into a part of that group.

“If you wish to change into somebody, or you have got this persona with a sure talent set that you simply wish to approximate your self to, then simply attempt to attain out to these individuals and create a price trade.”

Felix: In some circumstances you simply need to work by the impediment because it comes. What’s an instance of one thing you simply had to determine alongside the best way? 

Kamil: A number of the time in right now’s world persons are in search of the shortcut kind of method to enterprise. I am not saying that you could’t be fortunate or something, however relying on that could be a little bit troublesome. I am not an enormous fan of working onerous, however I am a fan of working good. What I imply once I say there is not any magic trick, is that every little thing–particularly in right now’s world–is obtainable to you. Individuals ought to learn extra books and biographies, particularly as a result of that mainly helps you undergo the journey of any individual else and keep away from some errors. Possibly you get the inspiration from what they did. That’s what I imply once I say there was no magic trick. 

A scented candle made by Fragrance One set along with drinks, and dried ingredients on a tray.
Sourcing and testing alongside the best way is a very powerful factor to Perfume One to make sure that what they envisioned is executed accurately earlier than reaching the buyer. Perfume One

A few of my earlier initiatives that I labored on had included devices that we placed on Kickstarter and all that. We did not actually construct them however we had been extra a entrance for one more producer to promote it. That nearly felt too simple and it was in the long run since you do not actually have any say in regards to the manufacturing course of and the standard management and all that. It may appear simple, however then there’s a hiccup as a result of the product hits the shopper and also you’re simply sitting there and you’ll’t do something since you’re the face of the corporate. That was one of many issues that I would not do once more. That is why I am completely happy that we’re with Perfume One. It isn’t simply Jeremy’s face on one thing. We’re sourcing each little element of the product. 

Boosting retention by bundles and loyalty applications

Felix: Let’s discuss in regards to the loyalty program and the web site. What apps are you utilizing to optimize? 

Kamil: The loyalty program is comparatively new. We’re utilizing the one which’s known as Smile Rewards. It has a very nice interface. I like how one can arrange what individuals get rewards for, and what individuals name the currencies. We name the foreign money “compliments” in our retailer, which is sensible with the model. We have been doing fairly effectively with that. The most important affect that we had when it comes to apps was actually the bundles. That made numerous sense, as a result of our fragrances are comparatively expensive, particularly for the viewers that comes with Jeremy’s subscribers. Since it is a direct to buyer enterprise, we’re completely happy to present reductions right here and there. While you’re following the model and following our social media retailers, then there’s all the time a very good likelihood that you’re going to be a part of a giveaway or a purchase one, get one free.

A few bottles of Fragrance One scents along with a scented candle backdropped by popcorn.
Sharing information about contests, giveaways, and reductions entices prospects to comply with Perfume One’s social accounts. Perfume One

That is additionally attractive for individuals to remain in contact with us on Instagram or elsewhere. The bundles had been an enormous deal as a result of that mainly helps to justify spending a pair 100 {dollars} on a few merchandise in that regard. For that we use the one from Thematic and a UFE Cross Promote. Upsell is one thing I simply began a few days in the past. I actually like their interface. I used to be all the time questioning why you guys at Shopify haven’t got a bundled perform that is built-in.

Felix: What’s your technique for placing collectively these merchandise? How are you aware what to bundle to attraction to the most individuals? 

Kamil: It will depend on whether or not there’s something like Valentine’s Day or Worldwide Ladies’s Day, or perhaps a date bundle the place we’ve the Date for Males and Evening for Ladies perfume put collectively. It is extra situational. How can individuals apply it? What is sensible of their eyes? We even have aromatic candles. One is named Film Evening, after which we’ve the Date for Males, Evening for Ladies, and the Film Evening candle. Proper? These are the thought processes that go in after we determine on the bundle. We’re open for ideas. For instance, we’re asking individuals and we get all types of requests and we’ve a few bestseller bundles that had been generated by our group.

Felix: What’s the most important lesson that you simply’ve realized during the last 12 months that you simply’ll apply transferring ahead? 

Kamil: I am unable to stress sufficient to actually work out what the shopper is attempting to resolve. That is been mentioned many occasions earlier than, nevertheless it’s actually so essential. That is the essence of why our enterprise is working as a result of we’re specializing in, why am I shopping for this perfume? It additionally goes to point out you that in this final 12 months that you’d assume, why would individuals purchase perfume? It’s really not even simply to go with, however a brand new factor that we came upon–we truly grew by 40% final 12 months–is individuals purchase fragrances as a result of it makes them really feel higher. While you placed on a perfume even in case you’re at house, you are stepping into a distinct mode. While you’re on the Zoom assembly, you placed on a swimsuit. Even whenever you simply work at home, I counsel to actually costume up properly as in case you would go to the workplace and it places you into a distinct mode.

If you happen to can faucet into that emotion and the true downside that your product could clear up for the purchasers, you then’re good.