In November, about a month and a half after we first launched our funnel, we decided to launch a full store on the Shopify platform.
We love the platform. It’s affordable, easy to use, has tons of integrations, and they are great contributors to the entrepreneurial community. So it was an easy choice for us.
Why open a store now?
In order to capitalize on the momentum of the customer base we were building, and to hit our next stage of growth, we needed to offer a much wider range of products.
Offering a wide range of products isn’t what a funnel is designed to do, so it was time to open a store.
By this point, we had already proven there was a big market for our product, we had proven we had a winning product idea, and we had built a really big list of prospects and paying customers.
At this point, the effort required to build a full store was justified!
We kept (and are still) acquiring customers through our funnel offers, but the store allowed us to remarket to our list and customer base through email and Facebook retargeting, and sell full-margin products to people that were now repeat buyers, fans and loyal customers of our brand.
And we were able to capitalize big time on this during the holiday season!
While there was a point that we were weeks behind on delivery due to the incredibly fast growth of the business, we were able to scramble like crazy and get up to date before the big holiday rush.
The big key here was that we were in constant, open communication with our customers, and we let them know what to expect, why this was happening, and thanked them for their understanding.
We used email and social media, and an incredible support team we found, to keep our communication lanes open and the information flow constant.