Top 10 Frangrance Reviewers I Cant Stand Eugene
Brothers Jeremy and Kamil Banc are the duo backside Fragrance One, an online fragrance store. With Jeremy as the become-to perfume reviewer on YouTube with over a meg subscribers, plus Kamil's direction skills, the 2 launched their multi-1000000 business concern. In this episode of Shopify Masters, Kamil shares how they pre-sold 1 meg dollars in sales earlier launching a unmarried fragrance, what it takes to transition from influencer to business owner, how to make coin on YouTube, and the intricacies of working with family unit.
For the transcript of this episode, click here.
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Testify Notes
- Shop: Fragrance 1
- Social Profiles:Facebook, Instagram, YouTube
- Recommendations:Smile.io (Shopify app), UFE, Cantankerous Sell and Upsell
How this YouTuber gained 60,000 subscribers in three months
Felix: Permit's start with the origins of the story. Where did the thought come from?
Kamil: Aye, information technology started off very differently. My groundwork was in industrial applied science. Later on graduating from university I moved to Hawaii, of all places. My brother is four years younger than me. He came out to visit me and he was inspired by the American lifestyle, even though I was a beach bum at that fourth dimension. He saw the possibility and then instead of going to university he started fifty-fifty earlier than me to become an entrepreneurial type. Information technology was around 2014 when he started a YouTube channel that revolves around fragrances. That was the initial seed that was planted back then.
Felix: Did your YouTube channel accept off rapidly? What was the growth like?
Kamil: Yeah, it was surprising to me considering I was following some YouTubers dorsum then and I thought it might be really difficult fifty-fifty in 2014–permit alone today–to grow a channel organically. He did find a formula that set him apart, and that was that he was focusing on people'south reactions to the compliments. Meaning there were fragrance reviewers before and they were all talking about the association with the fragrance, the ingredients, and obviously, the back story. Only what people actually care about, this is what we noticed is the complement cistron. He went out and asked people in the streets, "How would you rate this fragrance from one to 10?" That'south really what ready him apart.
Within the get-go 3 or iv months, he went upward to 60,000 subscribers which was very impressive, because he didn't do annihilation besides that. Now he'southward at 1.4 meg on his American channel and the second largest fragrance reviewer by effectually like 60-70K, just and then you lot get the split there. That actually shows you if you lot touch what people are curious well-nigh, then there is potential.
Felix: How did you blood brother discover this particular angle, in this particular niche? At present it probably feels obvious, only how did he decide that that was going to exist the thing that set his channel apart?
Kamil: It was this typical story. He was looking for ways to meliorate himself, just become a amend person. He stumbled along style, how to practice your pilus, how to dress yourself, and then as well fragrances. He was always interested in fragrances. He'd consider annihilation that addressed the question of, "Okay, if I proceed a engagement, what fragrance practice I wearable to have the highest likelihood of getting compliments from that fragrance?" I don't want to know the proper name that'due south exotic and all that flair behind it, the backstory which is nice, simply in essence he was looking for a way to discover fragrances that work and do what they're supposed to in this specific situation. That's basically what translated into Fragrance One down the route.
Felix: So the YouTube channel grew rapidly. At what point did you guys look at each other and retrieve, "Maybe we could build a business out of this."
Kamil: There were ii answers to that question. The first realization was when he was going out, or when he had a daughter in his office reviewing a fragrance with. It was this reaction type video where I saw the response from the people in the comments. They just really loved information technology. My suggestion to him was to review other products based on their complement factor. Let'southward say, what'due south the complement cistron of these shoes or this car etcetera? I'g glad he didn't take that idea, but that was the showtime fork in the road where we noticed if you really focused on that cistron and visualized information technology to people, that at that place seemed to be something there.
Down the line he was growing his channel and I was working on another startups. In 2017 I mentioned to him that he should try to turn his influencer career into an asset. Being an influencer aside, he as well knows what actually works. His market noesis is there and it really helps. That's ane thing that I see with a lot of influencers and I work with a couple of other ones equally well. Information technology is really a long gig, and a type of a work surroundings for them.
If you can call up of a way to somehow create an asset out of your influence that works for y'all, then that's something actually great. Obviously you lot take to create value for the customer along the line, otherwise it won't work. That's the one affair that a lot of people don't realize. Those influencers look really prissy on Instagram and YouTube, but information technology's a tough life. They have no health insurance for the well-nigh part if they're in America, in Germany they're kind of covered. This is just i of those things. You ever have to piece of work. If you stop working, there's no income, right? That was the basic thought.
I have to credit Jeremy with the concept – he really described Fragrance 1 as this make that wants to lead the customer through the "fragrance jungle" as nosotros call it. The concept is to arrive very easy and simple and effective for them to purchase the fragrance that they demand in a given situation.
Don't overwhelm your audition with options, guide them to an answer
Felix: Information technology reminds me of the world of vino. There's a lot of variation and personal preference would play a big office. Y'all demand a guide for picking the right wine for a specific occasion. It's similar to fragrances.
Kamil: Exactly. I'm basically the portal client in that regard considering I don't trust my own nose. At present I'k a little better at this whole matter, only dorsum and so I would e'er just ask my brother, can you recommend a fragrance for me because you're the expert. It's non similar I don't know what I like, information technology'due south that I don't know how well information technology plays in a certain situation. At that place'southward a difference between a fragrance that lasts long versus a fragrance that dries downwardly and the opening note. A lot of people don't really know. It'southward almost like you shy away from it because it's a piddling bit overwhelming if yous're not in it and that's what we wanted to solve for.
Felix: It's your task as the practiced to not only nowadays the options, but guide your followers toward the pick that suits them. You mentioned i.41 million subscribers. Requite us an idea of the businesses growth since the beginning.
Kamil: We started with a pretty big bang if I tin say so. Fifty-fifty though we didn't really have to, we went the crowdfunding route. This is something that I was comfortable with from my previous endeavors. I likewise just wanted to gather a little fleck more than marketplace data. That's one of the key steps in our business that really makes it an interesting story. We pre-sold almost a 1000000 dollars worth of fragrance – which is, by the way, record breaking. The 2nd largest entrada for a fragrance is around $60,000. We pre-sold information technology without anybody e'er smelling it. We basically took the sense of scent out of the equation in a fragrance visitor, which shows you the ability of the why basically. Why do I buy it?
This is something that I have from my design groundwork. When people take a trouble often they're describing the symptoms of that problem, meaning I desire a fragrance that I really similar. But the actual underlying trouble that they have, which is in our case, for our customers is "I want more than compliments." We took that arroyo and we turned something that looked like a huge negative, which is that nobody e'er smelled the product before, into a big positive. The way nosotros did it was by highlighting that quality comes first, right? We take no upkeep on the ingredients. We work with the best manufacturers in the globe. We literally hired the Michael Jackson of the perfume world to collaborate with us. My brother, due to his years of experience in the globe, was the creative director of the fragrance.
We used the best bottles from Germany. What comes next is I don't know how that thing smells. Nosotros went around and we thought, okay, you don't actually need to know how it smells. The groundwork is washed. It's a practiced fragrance and you're buying it because of the compliments you lot're going to become. What odour was Office for Men, our offset release. If you're a guy and you want to go compliments in the part, this is what y'all vesture. If you don't like the smell, that'due south okay. Just that'southward not what you're ownership it for, correct? In the terminate people really liked the smell equally well but that'southward what helped us a lot.
Felix: Start step was to uncover what it is people are actually buying. How did you lot land on the complement factor? What was it that said to you, "It'southward non nearly the fragrance, it'due south about what the fragrance can practise for them."
Kamil: It was basically based off of the response from people to the YouTube channel and the social media channels before that. Nosotros were thinking about how to create a make that incorporates the hush-hush sauce that really set Jeremy Fragrance apart from all the other fragrance reviewers. Then we tried to put that into a business thought.
Conceptualize consumer pain points to launch a successful Kickstarter
Felix: The idea to launch with the product Office for Men on Kickstarter, how did you lot know to focus on that specific market place?
Kamil: Office for Men is a very long lasting fresh fragrance, which is a condom bet. Everybody likes fresh fragrance, correct? The problem with that often is that they don't last very long. Nosotros tried to create the best product in that category with a very unproblematic clarification. That'due south why it's called Function. Very simple, no extravagant wording or anything. I accept to credit my brother. He didn't really put more ego into the beginning scent. What I mean by that is he didn't add a twist to get in recognizable to him. He really focused on the mission of that fragrance. He worked with Alberto Morillas who's the perfumer. He was working on all kinds of fragrances that you know, the CK Ane, Dolce & Gabbana, Armani, Bulgari, all those fragrances.
Commonly those big brands hire a perfumer like this guy and only give him free range. My brother–I don't know how he did it–only they had literally forty to 50 feedback loops to improve the fragrance to what he wanted to hone in on. That'southward what it was in the end. That's why we went with the fresh fragrance. It was a compliment getter that lasted very long. That was before COVID. Now we take this internal joke where we call it "Abode Role" for Men.
Felix: Once you identified the trouble you were solving, how did you incorporate that in your campaign for the Kickstarter?
Kamil: During the campaign, nosotros focused on those key pillars: the perfumer, the ingredients that have no upkeep, the best manufacturers in the globe, and my brother's noesis from beingness in the marketplace asking people what works, what doesn't, what works in what situation, what doesn't. This package eliminated a lot of the questions that people would have prior to backing a campaign like that. You really make them experience comfortable. You try to answer all the questions they might have beforehand, and then you brand it like shooting fish in a barrel for them.
Felix: How did you lot know those were the kinds of questions people would have? What kind of research were you doing to sympathise it from a consumer perspective?
Kamil: Possibly information technology was because nosotros were already in that world, but it seemed very simple. What is somebody asking? Kickoff we were looking at the demographics of our audience. That puts the fragrance into a certain cost range that nosotros can get abroad with, that makes sense. What tin can you lot exercise with that? The obvious thing people ask when you lot're thinking of buying a fragrance, y'all'd ask will I similar information technology? The thing is, you tin't reply the question unless you odor the fragrance. To be honest I didn't fifty-fifty smell the concluding version because I was in New York at that time and my blood brother was in Switzerland working on the terminal version of the product.
We eliminated this bones question of do I like the fragrance? Nosotros transformed it into, do I want compliments? I'yard willing to trust Jeremy and his experience with that. That was basically the number ane question that people have when they buy a fragrance. Do I similar it? Information technology's not "do I like the fragrance," merely "do I like what it does for me?"
How to transition your influencer career into a stable, sustainable business
Felix: That's a bang-up insight into an influencer'southward career. At a certain signal you demand to pivot and use the influence to build some sort of business organisation that doesn't merely rely on you as an online persona. How did you brainstorm this transition? What advice would you requite other influencers out in that location trying to level up?
Kamil: I always similar to start with something that's called a business canvas when I piece of work on a new project. Perhaps some folks tin can look this upwardly. It's basically one sheet that visualizes the entire concept, that you can adapt over time based on your findings. Y'all make a suggestion of what you want it to be then you lot question yourself and all your resources that you have. Based on that, you adjust it and then get moving. I crucial thing that I can really recommend is, when you start a business, you always need to have either your own audition or work with some torso or some entity that owns your customers. Information technology's easy to put ads upwardly online and recall that you'll build an audience only similar that, but it costs a lot of money and fourth dimension if y'all actually want to do it from scratch. That's why I always recommend working with someone in some regard that already owns your customer base of operations in some form.
"One crucial matter that I can really recommend is, when you kickoff a business, you always need to have either your own audience or piece of work with some body or some entity that owns your customers."
Felix: Jeremy went back and along working toward that final product. Was testing done entirely through him, or did you also do some beta market testing?
Kamil: From my background I'm used to this lean approach where you don't build something until you test it a couple of times. Unfortunately with this matter–or perchance for the better–nosotros completely relied on Jeremy'southward experience. When you do that you really take to know what y'all're doing because apparently you're putting a lot of time and money on the line, but in this regard it was something that we really simply wanted to get through, and we relied on his experience. When you lot are trying to assistance the customers with find something that they need in a specific situation, it might not be the best to get also much feedback, especially with something that's then subjective like a fragrance. Oftentimes what can happen is, people might not actually focus on the mission of the business organization, which is to get people compliments versus, "Hey, I like this smell. Peradventure I don't like the olfactory property?"
You can never actually satisfy everyone. If you endeavor to satisfy everyone, yous won't satisfy everyone. We didn't practice this the lean way. We really had Jeremy and Alberto Morillas sit together and become back and along, and practise the feedback loops.
"You lot tin never actually satisfy anybody. If you try to satisfy everyone, you won't satisfy anybody."
Navigating the logistics of worldwide aircraft
Felix: Post Kickstarter entrada, what did order fulfillment look similar?
Kamil: Yep, that was ane of our biggest struggles to be honest with y'all, because Jeremy wanted to take worldwide aircraft, which is a pain when you're working with a product that contains alcohol. It's considered a dangerous good. Nosotros had a lot of hurdles to jump over and oftentimes we had to pay more than. We didn't make a lot of money with the Kickstarter campaign considering of that. Nosotros had a lot of duties to pay. Obviously certain countries don't permit you lot fly in that stuff at all, unless you have the correct documentation. We really tried to run before we learned how to walk in a certain style because we wanted to push ourselves. We just knew that because fragrance has a large margin compared to other products, it was possible. Nosotros'll figure information technology out when nosotros get there. It was a piffling bit of a leap of religion, only nosotros learned a lot. Information technology was a little scrap difficult to fulfill everything and Kickstarter campaigns tin be a trivial bit problematic subsequently.
With effectually ten% of the customers their depository financial institution didn't work or their credit card was blocked or something like that. You lot basically take 10% off the top so Kickstarter takes another seven%. That was the biggest struggle. One time nosotros had that figured out, we started working with the fulfillment partner that nosotros take now. We have a warehouse in the netherlands and one in New Jersey and from there on it was smooth sailing. We started our Shopify store in March 2019. And information technology'south been going since and then.
Felix: Tell u.s.a. about the transition between presale, fulfillment and and then setting up the platform?
Kamil: We treated it similar a two separate projects, because you lot accept unlike obligations to the backers of the entrada both legally and morally. Logistically we only wanted to accept this finished off then we would set up a loyalty plan, which we now have. Nosotros included the people that backed us dorsum then into the Shopify system, and gave them compliments. Nosotros take this compliment society that they can merchandise in for dollars. That was basically information technology. It was really most finding the correct partners. Nosotros were working with 3 or four logistics partners up until this point and the concluding one we've been sticking with them, they're called Sales Supply. They've been really smashing. It'south of import to find the right people.
When you take a production like this–considering of the problem with the alcohol content–we actually had to work with someone during the worldwide shipping phase that could just get things done. Meaning that they know how to label certain things only to have less hurdles along the way. We had enough orders to work with DHL in Germany for case. Then they ready a meeting and we came together and the first thing they said was, "Oh look a 2nd, you guys ship fragrance. We can't ship fragrance." Like what? It's kind of weird in that sense. You actually accept to do your due diligence with the partners that you lot work with.
Responsibly using your platform to organically grow your ecommerce business organization
Felix: How do you larn new customers? Is it strictly through YouTube, or have you developed other marketing strategies?
Kamil: We've washed paid advertising, nosotros were working with a really cool agency out of New York. The trouble is–and it's a good problem–that every time Jeremy posts a video that mentions the brand or we have some sort of competition or something to engage customers, information technology completely wipes out all the results from any paid advertisement entrada. Nosotros've been mostly going organically. We're as well on TikTok. Nosotros have a newsletter that converted actually well during the campaign. Nosotros apply that every once in a while. I started a discord–which is the biggest fragrance discord now–the fragrance army. We're trying to grow equally organic equally possible just because of the fact that I could either pay for a pre-curl video on YouTube or I could just edit a video for my brother and squeeze in like a 5-2d pre-ringlet myself. Correct?
Out of all things that we tried, one of the best magnets right at present is this "before yous buy" series. There's a playlist on his channel where we're basically only talking near other fragrances, and then nosotros mention our brand before or afterward. It'south actually but giving people more than value. We have this little "sponsored by Fragrance One" on the top left. That's pretty much what it is.
Felix: How do you lot maintain a remainder when you're advertising on the YouTube channel, so that people don't think you're delivering biased reviews?
Kamil: The one thing that Jeremy antiseptic from the outset is that he volition compare our brand directly with other brands. Meaning when he has a top ten best fragrances for the summer, he might mention Fragrance One somewhere along the lines, but he's not putting it in a peak ten listing. That way he tin stay out of this because like y'all say, you lot only accept one reputation and plain you can't be tainted. You have to be transparent. He'southward very transparent with the brand. He talks near the pricing of it. He talks most how much it costs and too every once in a while he throws in the Bogle or some other discount that really works well.
Felix: How do y'all encourage repeat purchases on a production that would typically last months, mayhap longer?
Kamil: I'm actually very surprised we take about xxx-35% repeat customers and so far. When my wife and I buy a canteen of fragrance it volition last for a long time. Jeremy is simply very energetic. He's eccentric in a way, very polarizing. He has all these spray routines. He says spray it 5, vi times, seven times if you desire, and so the canteen ends fast. Nosotros're always keeping the people engaged. We're likewise not shy with discounts and all kinds of announcements. Nosotros released a lot of fragrance in a short fourth dimension. Nosotros take half dozen and a half products. One is a deodorant based on the Office, which is a lot because we are only in the market for a couple of years.
Every launch is quite expensive and brands typically accept much longer to refine what they already have. They reformulate it in a certain way, but we really give our customers something new every one time in a while. They're ever excited to stay on track. Obviously it's important to stay on their mind. That'due south why I like those content pieces similar the "earlier you purchase" videos because that always reminds them, "Hey, I was interested in that fragrance and Jeremy likewise has his ain thing, so I might check information technology out, come across what's going on." The other thing that helps a lot is recently we started this compliment lodge, which is a loyalty plan. That's one of the apps that I wanted to mention.
Best practices for being in business with family and friends
Felix: Based on your experience of working with your brother, what are some of the pros and cons of being in business with family unit?
Kamil: It'due south actually important, just like with other partnerships, to set the right expectations. The communication needs to really flow. It's hard to accept these implied contracts that happen much more than often within family. Meaning, I practise something and then I wait something else to happen without actually communicating information technology. That's the crux of the problem oft. Obviously yous have a clear role. My blood brother is this very energetic, open up, creative type of person. I'thousand more in the background. I like to pull the strings and strategize and plan ahead. I'm ever pulling and he'south always pushing and information technology'southward a good matter if you can comprise it, merely it can too pb to some internal problems sometimes. When he wants to go with a crazy discount, but I'm similar, "Wait man, you take to also consider the people that bought the product before that."
You have to create a remainder where people are not upset. Nosotros're ever structuring our bundles in a way where people are okay with that. That'southward basically it. It really comes down to communication and agreement what'due south the outcome for each individual in there. Also keeping yourself accountable. Oftentimes when you piece of work with friends and family people tend to slack off after a while. It'due south very difficult to have that conversation with them because they're family unit, right? You don't want to mess upwards the relationship, and that's something that the expectations role really plays a big role in.
Felix: It seems like you face the same challenges working with a business partner versus a family fellow member, but it's the boundaries that are a bit more than blurred. How do you lot make certain yous're maintaining communication and boundaries when in business with family unit or friends?
Kamil: Information technology's really about the roles and routine nearly. It even comes downwardly to sending each other invoices. It sounds simple, simply information technology actually is role of the matter. I have this media company that basically sends him an invoice every month and nosotros're basically going through okay, this is what nosotros're doing. This is what I did. This is what you did in a very informal sense. You need to accept those routines to continue you on track and make yous realize, "Hey, nosotros're working on a business together here." On the other hand, in that location's huge upsides when yous work with somebody that yous tin really trust because you can trust them. When the business doesn't practise so well every in one case in a while y'all know you have each other's back and that's huge in business organization.
Mistakes are only bad when you don't learn from them
Felix: Yous mentioned that a mentor said this to you i twenty-four hour period, "You tin go broke as often as yous want until you're fifty." Tell us almost what that ways to you.
Kamil: That was back in Germany and things changed now. I don't recommend that to anybody, but it was just something where when you abound up in Germany you lot have a very dissimilar mindset. You lot don't actually have this entrepreneurial mindset. What he was basically saying was to go out in the world and see what you like and try out different things. Don't worry about it because in the end, if you really stick to something that y'all like, and then in that location's a high likelihood that you lot'll figure out the coin part. That was the idea. Coming from this upbringing where one time y'all leave school, you almost have your entire life planned out. Going off in the world and doing something on your own is a very strange journey from that perspective.
That actually stuck with me when I was living in Hawaii and I was a beach bum and I was trying out dissimilar things. I was working on really big startups, big companies, just also I was e'er happy to endeavor out new things because I knew I notwithstanding had some time and information technology worked out.
Felix: How do you make sure that y'all aren't so focused on the rear view mirror or the failures? How do you make sure that you tin can pull yourself back on the path?
Kamil: If you frame it in a unlike way where you're about similar a video game grapheme that creates some new skill past failing, right? You need to learn from what you lot did, what worked, and what didn't. The only problem I have is when you don't learn something from your mistakes, then it's a waste product of time. That'due south really how I frame it. That's why I would non desire to modify anything that happened in the past considering it actually led me to where I am today. It'southward something that's important and information technology's valuable. You can't get to your finish line without hiccups. That just doesn't happen.
"When y'all don't learn something from your mistakes, then it's a waste of time."
Environs yourself with the people you want to become
Felix: One affair yous had mentioned previously was how you make sure to surround yourself with the people that you lot want to go. What does that mean for you?
Kamil: It'due south really that elementary. When I moved to united states of america, I never really spoke English before. It's a very simple example, I learned it in schoolhouse. But speaking it and applying it is unlike than merely learning it. I was a educatee and there were a lot of other German language students, but I would never hang out with them exterior of schoolhouse because I really wanted to learn how to speak English properly. I still tried to keep a little bit of my German emphasis, but I did pretty well compared to my other friends from Germany that were just hanging out with the other Germans. That's simply based on language, but the aforementioned thing really applies to any other area in your life. If you desire to become an entrepreneur, then join networking meetings with other entrepreneurs.
I worked on a startup ecosystem in Hawaii back in the day where I would see a lot of VCs and people from Silicon Valley and China. Really it's that simple. If y'all want to become someone, or y'all have this persona with a sure skill prepare that you lot similar to approximate yourself to, so simply endeavor to reach out to those people and create a value exchange. Don't simply hang out with them, in that location'southward always something that you can do that they can't and you just have to effigy out what that is so that you're becoming office of that group.
"If y'all want to become someone, or you lot accept this persona with a sure skill set that you like to estimate yourself to, then just try to reach out to those people and create a value exchange."
Felix: In some cases yous just have to work through the obstacle as it comes. What'southward an case of something y'all just had to figure out forth the way?
Kamil: A lot of the time in today's world people are looking for the shortcut type of arroyo to business. I'chiliad not saying that you lot can't be lucky or anything, just counting on that is a petty fleck difficult. I'm non a large fan of working difficult, merely I'1000 a fan of working smart. What I hateful when I say there's no magic trick, is that everything–specially in today's globe–is available to yous. People should read more books and biographies, especially because that basically helps you get through the journeying of somebody else and avoid some mistakes. Maybe you get the inspiration from what they did. That's what I hateful when I say there was no magic trick.
Some of my previous projects that I worked on had included gadgets that we put on Kickstarter and all that. Nosotros didn't really build them but we were more a front end for another manufacturer to sell information technology. That most felt as well easy and it was in the end because you don't really have any say about the manufacturing process and the quality command and all that. Information technology might seem easy, only then there is a hiccup because the product hits the customer and you're just sitting there and y'all tin't practice anything considering you lot're the face of the visitor. That was 1 of the things that I wouldn't exercise again. That'southward why I'm happy that we're with Fragrance One. It'southward not simply Jeremy'due south face up on something. We're sourcing every petty particular of the production.
Boosting retention through bundles and loyalty programs
Felix: Permit's talk about the loyalty program and the website. What apps are yous using to optimize?
Kamil: The loyalty program is relatively new. We're using the i that's called Smile Rewards. It has a really nice interface. I like how you lot can set up what people become rewards for, and what people call the currencies. We telephone call the currency "compliments" in our store, which makes sense with the brand. We've been doing pretty well with that. The biggest impact that we had in terms of apps was actually the bundles. That made a lot of sense, because our fragrances are relatively pricey, particularly for the audience that comes with Jeremy's subscribers. Since it's a direct to customer business, we're happy to give discounts hither and there. When you're following the brand and following our social media outlets, then there's e'er a expert chance that you'll exist part of a giveaway or a buy one, go 1 gratuitous.
That's likewise enticing for people to stay in affect with u.s. on Instagram or elsewhere. The bundles were a large deal because that basically helps to justify spending a couple 100 dollars on a couple of products in that regard. For that nosotros use the 1 from Thematic and a UFE Cross Sell. Upsell is something I just started a couple of days ago. I really like their interface. I was always wondering why yous guys at Shopify don't have a bundled office that's integrated.
Felix: What'south your strategy for putting together these products? How practise you know what to package to entreatment to the about people?
Kamil: It depends on whether there is something similar Valentine's Day or International Women'southward Day, or maybe a engagement bundle where we take the Appointment for Men and Night for Women fragrance put together. Information technology's more situational. How can people employ it? What makes sense in their eyes? We also have fragrant candles. One is called Flick Night, and then we have the Appointment for Men, Night for Women, and the Movie Night candle. Correct? Those are the thought processes that go in when we decide on the bundle. We're open up for suggestions. For instance, we are asking people and we become all kinds of requests and we take a couple of bestseller bundles that were generated by our community.
Felix: What's the biggest lesson that y'all've learned over the last year that you'll use moving forward?
Kamil: I tin't stress enough to really effigy out what the customer is trying to solve. That'south been said many times before, but it's actually and then important. That's the essence of why our business is working because we're focusing on, why am I buying this fragrance? It also goes to bear witness you that during this last year that you would call back, why would people buy fragrance? It actually is not fifty-fifty just to compliment, but a new affair that nosotros found out–we actually grew by forty% last yr–is people buy fragrances because information technology makes them feel better. When you put on a fragrance even if you lot're at dwelling, you're getting into a different mode. When you're at the Zoom coming together, yous put on a suit. Even when you just work from dwelling, I suggest to really clothes up nicely as if you lot would go to the office and information technology puts you into a different mode.
If you can tap into that emotion and the real problem that your production may solve for the customers, and so y'all're good.
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