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Jason

Hello, and welcome to the latest edition of The Anzen Approach. This is our BFCM edition, and I’m very excited t- today to be joined with our first 2time guest at a new company. Yeah. Steve Pova, partner manager at Clearer now.

Steve

Yeah, thanks for having us, guys, appreciate it.

Jason

Yeah, absolutely. Um, we’ve also got Rob Gibson, who, um, a little bit of lore as we like to give- was our first APAC-based partner manager at Klaviyo. Yep. We’ve attempted to get Rob on the pod very many times in the past. Elusive. Yeah, very elusive. So we’re really excited to have him here today.

Rob

Uh, Rob, GM of Clearer here for APAC. Yeah, yeah, yep, uh, and tr- actually transitioning into, uh, VP of Partnerships- Congratulations. for Clearer. Thank you very much. Mr. President. I also think he was in the background of a- He was. podcast right before too, but- He has actually been on this podcast before. Yeah, yeah, he was a silent guest. In- in the chair. Yeah, yeah. Watching. Yeah. You guys- you guys gave me chips and dip and mimosas- Yeah. and I was cheering on Jeremy Singh and Jess McMahon, shout-out. Yes. Very good hosts. Yeah, yeah. They were really good. They were better than me. Yeah. Sorry to let the audience down. I think they were encouraged by watching you eat cheese and gluten-free crackers- in the background. Yeah. Exactly.

Jason

And, uh, as always, uh, Brendan Ralston, CEO of Anzen.

Brenden

‘Sup? ‘Sup? Uh, good to see you fellas. You too. Um, old friends- Yeah. back in, uh, new clothes, new sign at the front. I feel- I feel- Uh by the way, I- I have to call it out. Someone needs to address it, like the Spider-Man meme where it’s just like- 3 guys with short hair and beards. And Steve as well. And Steve. The Spider-Man meme plus Steve. Yeah. Someone said on a call I looked like Rob’s son the other day. I was like, “No, you could do worse.” Yeah, yeah. You could do way worse. Yeah, I don’t know if that’s a compliment, which one of you that’s a compliment to more, to be honest.

Rob

I started very young. Yeah, yeah. Um, I- I think a lot of Okay, I’ll start again. My impression was that- Hmm. this industry was small because of APAC. Mm-hmm. And we sort of all knew each other and didn’t matter whether you were brand side or agency side or- or tech side, we all sort of, like, ran in the same circles. We know each other. Mm-hmm.

Brenden

Um, I might’ve traveled a little bit- Yeah. in the last year. You don’t say. Yeah. Might’ve seen a few places. Um Man, you got Taylor Swift’s footprint. Yeah, the jet fumes. You got Anzen jet .. Yeah. I need a Twitter account that just like Yeah, yeah. Uh, where I’m going with this is, um, it’s a, you know, it’s a- it’s a global industry. Yeah. Um, we, uh, there’s people everywhere, and- and in most countries, this actual industry’s pretty small. Like, you know- Yeah. these, like, 7 degrees of separation Kevin Bacon style- Yeah. Mm-hmm. um, is really interesting of, um, know, ex-Clearer Roddy now is our GM in- Yeah. in North America. Legend. Yep.

Jason

Uh, and then you guys are Clearer, you used to be our partner manager at- at Klaviyo. It’s just- Yeah. like, funny that even though, you know, I go to various different, uh, corners of the world, I still find Clearer people- I still find Anzen people. Yeah, yeah. Um, it’s so interesting and, like, just fabulous to have you guys here. Yeah, yeah. No, appreciate you having us. And, uh- Yeah. yeah, I, uh, should’ve been on the show sooner, so thanks very much for putting up with me. No, no, mate. We’re- we’re excited. Um, I’m- I’m keen to dive in. You guys are at Clearer. Yep. Which I think as a product or as a brand I should say probably- Mm-hmm. is still newer, maybe people are still coming accustomed to it. Yeah. Mm-hmm.

Brenden

Personally, I’d say most of our merchants probably know- The products. products best. Yeah. I think reviews that I owe is a, you know, a very, a name that’s synonymous with Shopify and- Mm-hmm. and reviews in particular at this point.

Rob

I think Boost Commerce as well is something- Mm-hmm. that’s really well known. I’d love to, like Let’s quickly run through because those are 2 of 6 Yeah. products, right, under the banner, so- I can- I can give you the skinny. Yeah. Um, so look, if we- if we do- if we do the real talk, it’s- it’s, um, it’s 9 companies and 30 products that make up Clearer. We had a lot of businesses that, uh, are incorporated within the suite that would be more self-sign- Mm-hmm. or self-serve- Yeah. um, in the app ecosystem. We really push into 6 that we represent. Um, coming up above that, I think it’s probably fair to address that we used to be App Hub, uh- Yeah. and re- re-envisioned and relaunched under the sort of 6 now that you know us out with Clearer. So- Mm-hmm. hopefully it feels like we’ve landed a jet plane- um, because we’ve been trying, we’ve been working hard. There’s been a lot of meetings, we’ve been at events, we’ve been pushing- Mm-hmm. energy into the ecosystem. And we’ve won- we’ve won, you know, relationships with a lot of great clients. But- Yeah. you’ll know us for reviews at IO, for Boost Commerce, um, for search merchant personalization and, uh, you’ll know us for viral sweep, for- Yeah. influence for loyalty, um, rich returns and address validation as well. Yep. All of those products are integrated with one another. Um, what’s interesting is they’re all sort of product-led growth businesses- Yeah. meaning they were, you know, I won’t say immaculately built, but really well built- Mm-hmm. uh, and there’s 40,000 customers that use these products in the Clearer, you know- Yeah. family, so to speak. So, um, it’s a big group, it’s a big cohort- Mm-hmm. and, uh, we’ve leveled up every one of these businesses significantly as they have joined into the Clearer family as well. So Boost- Yeah. my favorite, something we’re gonna talk about today. Mm-hmm. Um, 120 employees in APAC, you know- Yeah. behind that- that behemoth of a business, so to speak- Mm-hmm. that does personalization and that joined Clearer in 2023. Mm-hmm. Lot of investment into that business, taking it out of just search discovery into personalization, bundles, merchandising- Yeah. uh, those types of things. So yeah, it’s been a journey- Yeah. uh, and we have to even talk to our own customers about their journey repeatedly because- Mm-hmm. Well, it’s- it’s brand new, right? Yeah. Yeah. Like November last year was when Clearer kind of formed. Yeah. Oh, yeah. Um, but some of these products, like you said, reviews- Mm-hmm. you- you’d known it for years, right? Just tried and tested and big in some markets- Yeah. um, particularly interna- on the international scale. And all- Yeah. these products have just been, you know, product-led growth. You find ’em- Yeah. on the App Store- Yep. download it, you use it, great. Yeah. I think I’m keen to for maybe a quick run through, but real- knowing that it’s Black Friday, knowing that- Mm-hmm. you know, merchants are probably taking a half an hour to listen to this episode while keying up a ad campaign and getting ready for campaigns in all sorts of platforms- Yeah.

Jason

um, I am really keen to focus in on things that merchants could literally be doing today. Yeah. They’re gonna help them have a better November. We’re talking about the sugar rush. Yeah. Exactly, right? Like, what is something that they could just, like, literally add into the store right now within a- Mm-hmm. click, couple of clicker buttons, improve things, and have a- Hmm. From a- From a boost perspective or from a wider? Well, I think from a wider perspective coming into BFCM. Mm-hmm. Sure. But I think if we’re realistic. Hmm. Search and merch is one of those things- Mm-hmm. Yeah. that not a lot of merchants are doing- Hmm. automatically, right? A lot of merchants are manually saying, “Right, new season’s launching, I’m gonna upload all my products.” Yeah. “I’m gonna sit there and organize how they are gonna appear-” Yeah. ” in the collection,” right? It has a recipe. It has a rec- re- recipe, reputation for being a tough category to do things fast with, right? Yeah. Yes. And that’s something we need to dispel, particularly with- Mm-hmm. Boost as well. Yeah. I think. You know, I’ve been around the block. Mm-hmm.

Rob

I’m gray. Um- And, uh, you know, like I remember, um, a lot of the traditional search/merch/personalization businesses. I used to work at one as well- Yeah. in the UK. And, um, a lot of these, you know, tech, we- we built for times and- Mm-hmm. um, I say we because I represented one. And you know, we’re talking M1, Enterprise, you know- Mm-hmm. arduous staff, big, what we would call now archaic stacks. They still exist now. There’s modifications and modernization in them as well. But, uh, Booster’s built, you know, if you’re on Shopify, lucky for you, for Shopify. Yeah. And it doesn’t have to be hard anymore. This is a, a business that’s been, you know, heavily, heavily restocked with investment in product dev and engineering now. And you know, you can- Locally too. Locally too. Yeah. Is that, you know, if you, if you hear it. Um, and you can be live with Boost Commerce migrating off another product if you want to, one of these archaic ones we’re talking about, within a week. Yeah. You know, I don’t, it’s pretty fresh, um, but McPhail’s, for example, joined our business, uh, in partnership. I think they’re really happy. At least they’ve told us that. Um, they were live within one to 2 weeks, I think. Crazy. So it was crazy, right? So we’re talking pre-BFCM right now. Yes. Uh, if you wanna start thinking about conversion, which you ought to be- Mm-hmm. big influx of traffic. Yeah. Are you automating, uh, your bundles? Are you thinking about personalization at a scale at which matches the amount of, hopefully, traffic and sales and things like that? We’re doing recs at checkout, we’re doing one-to-one personalization, we’re doing merchandising rules at scale really fast, powered by AI or powered by you. You can put whatever you want- Yeah, yeah. hide, demote, et cetera show in there. Um, you know, if you’ve got a reviews provider, doesn’t need to be limited to reviews that I open. If it is, you can look at review sentiment and search results. You can have- Which is a big one, I think. Big one. Product review counts, um, UGC imported into re- um, search results as well. Mm-hmm. Like this is what you can do, you know, drag and drop style, server side rendered within a couple of weeks. Yeah. And it doesn’t need to be really hard. It’s not scary anymore. Mm-hmm. No. I think, I think I read a stat the other day that the average window shopper has the attention span of 7 to 11 or 12 seconds. Yeah. Which way less. Yeah. Yeah. So particularly around Black Friday, Cyber Monday, right?

Jason

And you do all this hard work, whether it be through ad work or flows, getting people on site. Yeah, yeah. You’ve got this such tight window. Mm-hmm. And, you know, Rob touched on a few good points, but it might be as simple as, you know, Brennan, usually you’ve got your jacket on that’s pushed up sleeves. Maybe you’re a little bit more formal, so we’re gonna show you more formal products. Yeah. Maybe it’s personalization at that level. Or maybe you just wanna show merchandising rules that don’t show products that are out of stock- Yeah. so you can increa- increase conversion rate. Mm-hmm. Um, we’ve got some really good case studies that have just launched as we’ve been building out kind of our market presence. And I think Okanooe was one that integrated with Klaviyo and was able to- Yeah. increase their conversion rate, um, on emails by 30% just by putting in Boost- Outstanding. Yeah. Boost, Boost-based recommendations in, in emails. I talk about this one a lot, uh, um, in Columbia. Yeah. Yeah. Colombia. 90% increase in AOV- Mm-hmm. in 30 days. Yeah. Those go live with Boost as well. Um, predictive bundles- Yes. things like that too. So, you know, there’s a lot that you can achieve quickly- Yes. to, to smash and grab- Yeah. get the revenue into. It doesn’t have to be hard. No. No. It can be really simple. Yeah. It can be an intuitive platform. That’s the crucial thing for me- Yeah. I think, is that as a tool that a merchant could install and choose some, um, really simple logic based, like the app- Mm-hmm. is asking you, “Hey-” Yeah, yeah. ” do you want to resurface?” If someone lands back on a collection page, put at the products at the top that they were looking at before. Mm-hmm. During BFCM, we know that people are maybe clicking, opening a link from- Mm-hmm. an email, looking at some products, leaving the website, getting retargeted by an ad- Yeah. and landing back on the homepage. Yeah. Yeah, we want the product feed on the homepage to show all the products that they were just looking at from that email campaign- Mm-hmm. yesterday or this morning- Yeah. or whatever, right? And having even just that base level of personalization, I think you mentioned- Yeah. bundling as well- Mm-hmm. this is something that we see consistently year over year when we talk to merchants in December and January about actual net profit from BFCM. Mm-hmm. Yeah. It always comes down to, “Well, we did-” Mm-hmm. ” you know, some tiered discounting,” or, “There was a free gift when we got over $200.” And for the people that those orders that were bundled at a higher AOV- Mm-hmm. we actually brought the margin in to make the ad spend worth it- Mm-hmm. and make the investment worth it. You’ve, um, you’ve, you’ve s- The things you’re talking about ultimately can be achieved with control, and that’s something that I think is, is missing currently in these- Mm-hmm. this category- Mm-hmm. I think is the control to think of things- Mm-hmm. and action them really, really fast. It’s not, it shouldn’t be hard to merchandise your storefront quickly- Yeah. and as the head of marketing- Mm-hmm. or, you know, anything, marketing manager, whatever. Yeah. Like, you know. E- e-commerce coordinator- Someone can take a sick day- should be able to just make some logical decisions, right? Absolutely. Yeah, someone can take a sick day. That’s the way it should be, and there’s an intuitive enough product that doesn’t require you to contact a CSM or someone else or whoever, and to make these simple iterations and changes. And that’s where I think we need to take everything in our industry generally. Yeah. Yeah. Not everything will be that simple, but we have to get there. I think proudly, we probably, we’re, we’re almost there. Like, we’re- Yeah. Yeah, you still might need a bit of help, but- And, you know, shout out to Klaviyo, uh, sponsor of this, this podcast. Love Klaviyo. Um- Shareholders. Famously, yeah, Klaviyo shareholders. Big- Klaviyo shareholders. Klaviyo fans. Um, we use it, it’s easy to use. Yeah. Our customers use it. They’re in there working alongside us. Mm-hmm. It’s not some, like, convoluted, dated enterprise software that makes it really hard to do things. Yes, it’s powerful and it does a whole bunch of things and, you know, it’s very much pushing into enterprise, but the interface, the usability is still really there. Mm-hmm. Not only can the clients get in there and execute- Mm-hmm. on their own, we can get in there and our teams can move faster. Mm-hmm. And, you know, that’s the expectation of everybody else too, right? Yeah. Like, long gone are the enterprise days where you have to do complex integrations or- Yeah. um, go live migrations. Yeah. Like, d- like, d- it shouldn’t be that way. Yeah, I agree. Yeah, um, I think Viral Sweep deserves a bit of a shout out- It does. here as well really. Um, this is something that when- That’s from less, left field. Yeah. Well, this is something that I think we talk about a lot actually in North America. Mm-hmm. Even the term Viral Sweep is a common, you know, phrase- Mm-hmm. in North America, whereas here, not so much. But the idea of running these competitions- Mm-hmm. through an app- Mm-hmm. that’s intelligently supporting the merchant in both delivering the actual competition experience- Mm-hmm. but integrating really tightly with Klaviyo, right? And having, having that data feed back in and be usable- Mm-hmm. particularly as you’re doing these list building activities- Yeah. Mm-hmm. over the next 4 weeks. I mean, the whole idea of Viral Sweep is to go viral and- Yes. and you know that you can do a pretty easy giveaway- Yeah. in, just via a Klaviyo pop-up form. So- Yeah. you know, I talk to merchants and partners and they’re like, “Well, what’s the difference?” And I think that the power of it is being able to layer in different incentives- Yes. and different actions that a brand wants to kind of- Yeah. I guess- Incentivize. get, right? Exactly right. Um, so being able to run a sweepstakes or giveaways that’s on brand for merchants- Mm-hmm. to generate list growth is, is- Multi-channel. very powerful. But also bake things in like, “Hey, cool, sign up to our email and SMS form. We’ll give you one entry.” Yeah. Maybe we wanna increase our UGC and reviews, you know?

Rob

We, we integrate with, with reviews.io, but also a bunch of other review platforms. Mm-hmm. So we can start to layer in different incentives. Yeah. Maybe we set, you know, if you spend over $80 with us, you get 3 entries as opposed to one. Yeah. And we can start to gamify ways that we- Mm-hmm, yes. increase average order value or increase review count- Yeah. or anything like that. It’s all about creating a community- I like it- element. Mm-hmm. I like it as a, uh, a sort of pseudo always on strategy. We’re in the BFCM episode for sure- Of course, yeah, yeah. and this is where it’s, like, super pertinent, right? Mm-hmm. Because you’re gonna capture more data potentially than ever before in the year- Mm-hmm. um, leading up to this point too. But it can be always on, it doesn’t have- Yeah. to be around peak period too. Yes. You could have a quarterly strategy here which keeps engagement topped up, which keeps, you know, customers delighted- Yep. new people, um, coming into the brand- Mm-hmm. for the face, uh, to, to, to face your brand as well. Um, and it doesn’t even have to be expensive, you know? Yeah. You’ve got an opportunity here to beef up your numbers- Yeah. uh, and talk to more people. But, um, you know, the, the sure stick of it is you’re, you’re offering them a- an opportunity to even get closer to your brand anyway because you might- Yes. create loyalists in the prizes that you’re offering out. Yeah. And it can, it can be done tastefully, right? I think some of- Yes. the brands that, you know, we’ve worked with recently, whether it be Stacks, Elite 11, Henny, they’re, they’ve, uh, uh, Frankie4- Yeah. um, for example, have been able to do it with messaging and with giveaways that are on brand- Yes. that really make sense- Yeah. and then they bake it into their ads as well, which have store conversions. They had in-store use in there as well. There was some fu- footfall traffic driving- Mm-hmm. um, which was cool too. It was good to see it- Mm-hmm. in the physical sense. Yeah, for sure. Yeah, but I think, I mean, even at a basic level during BFCM, how many people are running those, um, take a photo of your order- Mm-hmm. and, um, post it on- link, uh, post it on Instagram- Linked In. to Linked In. Yeah, this is what I said. Put it Post it on Instagram. Put it on Linked In. That’s what I should do. Yeah. Uh, post it on Instagram, tag the brand, and someone’s gonna win the value of their order back, right? Yeah. You know, but you could use Viral Sweep- Yeah. or something like that. Absolutely. And it take, it automates a bunch of it for you as a merchant- Yeah. which- Your giveaways- the simpler it is- by the way, need to be connected with multiple channels. Like we don’t do- Yeah. things in a vacuum. It’s not just on site. Like it has to be social proofed as well. Yes. Like, it won’t work, I’ve seen giveaways not work, so don’t back, don’t blame the products but No, but seriously, like you, your creative department needs to be aligned. It needs to be- Mm-hmm. hitting your socials, it needs to be promoted everywhere. Um, and it needs to be like a unified promotion- Yeah. or giveaway, a sweepstake. Otherwise, if we just do it in like the vacuum or just on site and things like that, we were talking about pop-ups and- Yeah. Spin the Wheels and things like that on site before. Mm-hmm. Way less chance of success. And that, that’s, I mean, that’s true for Anzen as well. You know, we’re a customer journey agency. We care- Mm-hmm. about the customer journey. Those touch points, you know, historically for us have been email and SMS. Mm-hmm. Um, but now it’s, you know, it, it’s WhatsApp, WhatsApp, it’s Push. Yeah. Um, and it’s very much on site, right? And it, and it’s what can help on site. Um, and you’re right, the consistent message from social, from, uh, any promotions, Viral Sweep- Mm-hmm. back into Klaviyo. The customer expects a, like continuity of- Mm-hmm. their journey. Mm-hmm. And look, I mean, the age-long narrative is that contests and sweepstakes get bad leads. Yeah. A great way to combat that is to layer in certain actions or elements that make them part of your community- Yeah. and actually like interacting with the brand, whether it be by Instagram, your socials, whatever it is.

Jason

Or, or just like tactical flows that- Yes. pull them into a, you know, circle of trust- Mm-hmm. with content and things- Yeah. like that that are important to your brand. Like get the messaging in there as well. Yeah. You can have separate flow triggers for Viral Sweep related things that can take them on a journey that might be different if it was just like purely transactional for the first time- Yup. no contest involved too. So- Yeah. you gotta think about that as a brand. Yeah. Yeah, and that’s, you know, that’s what we want. We want acquisition channels and then we wanna convert and- Yeah. nurture those customers- Mm-hmm. and drive revenue. And it’s, and it’s coming back to the original point of all of it, it’s quick to do. Yes. This is quick. Mm-hmm. This is like, you know, what can I do now? Yeah.

Rob

Yeah, I think Boost and Viral Sweep are 2 interesting ones where like you’re, as a merchant, you’re probably thinking, “How am I gonna do these things already?” Mm-hmm. Mm-hmm. And the answer is that, well, there’s a couple of platforms that could help you get live faster- Mm-hmm. implement better- Mm-hmm. and do it w- way more efficiently. Yeah. Just generally over that period. Have a lot more faith that something isn’t gonna, some niche thing that you’ve set up isn’t gonna break, or something’s- Yeah. gonna find an exploit- Yeah. and it’s gonna cost you- Mm-hmm. over the sale. Yeah. We, um, you know, and my mind’s wandering into places where it’s like, what can we do straightaway? Um, I think we, we ought to talk a little bit about like validation of addresses- Yeah. particularly in peak period with lots of shipments flying out the door. Yep. Um- Especially for our North American- Yeah. listeners where you get- International. you get penalized if that doesn’t get delivered. You do, you do. Yeah, yeah, brutal. Mm-hmm. Um, it, and then, and you know, maybe not even North American listeners, like there’s a s- a lot of Australian companies are incredibly popular- Mm-hmm. in the US too- Yeah. that ship, depending on how you set up. Yep. It doesn’t even matter how you set up, by the way, if it’s like shipped from here or, you know- Mm-hmm. landed and shipped from there. The last mile consideration there is does it make it to there? And then if it doesn’t, the penalties associated with that which is very common and incredibly costly for businesses as well. Mm-hmm. So that cost is higher than ever in the peak period. Of course. Um, because you are shipping more- Mm-hmm. hopefully, hopefully everything’s doing really well. Hopefully you’ve got Boost, you’ve got Viral Sweep- Yeah. and it’s just crazy. Crazy. Yeah. Your eyes have rolled back and there’s just cash pouring in. You know. Um, but like T- tastefully. Yeah. Um- . you can put- Tastefully. uh, address validation at the point of purchase, right? And it’s- Mm-hmm. a very small cost per validation- Yep. that’s associated with making sure that that is checked against- Yeah. you know, like a deeper library and- Mm-hmm. cross-referenced to make sure that it can’t do it, because you know, there’s, do we say condominiums? Yeah. Um, um, massive apartment blocks and things like that, that can be really difficult. You know, addresses stuck in Muses- Yes. and stuff like that too. So people live everywhere. Um- Yeah. So consider that potentially. I don’t necessarily, if you, you know, I don’t necessarily say that you would be like big tick in the revenue unlock, but like if we’re talk- thinking about cost and we’re thinking about- Mm-hmm. practicality and also just end customer experience. This is a- Yeah. this is something that- Customer experience is the big one. Yeah. Yeah, man. This is repeat purchasability, right? How many- You spend all of this money and time on acquisition- Yeah. Yeah. to get the sale. Don’t screw it up. Goods don’t arrive, it goes back, and then where is it? And like WeWork in reviews. Yeah. How many one star reviews come up for moderation- Due diligence should be – where because it was like, “Well, it never arrived as well.” So- Yeah. uh, we talk about this a fair bit. Yeah. Pretty pertinent, I mean, around BFCM. Yeah. Obviously the penalty is hundreds of dollars, but there’s also the unrealized cost on, you know- The merch, the customer experience. your service team. Exactly right. Yeah. WISMO is the top order. Where is my order? I love that acronym. Yeah . WISMO. Could call my dog, WISMO. And I’ve got a great segue for that, um, but first we’re gonna do a little ad read. Nice.

Jason

Founded in 2012, Klaviyo is the only CRM built for B2C brands. Powered by our built-in Klaviyo data platform and AI insights, Klaviyo combines marketing automation, analytics, and customer service into one unified solution, making it easy for businesses to know their customers and grow faster. Klaviyo helps relationship driven brands of all sizes deliver one-to-one experiences at scale, improve efficiency, and drive revenue. Chat to the team at Anzen or visit anzen.co/K-L-A-V-I-Y-O to find out more and get started. And we’re back. Uh, so before the break, uh, I was talking about Klaviyo, um, and K Service, um, announced, uh, recently at KBOS. Uh, we were lucky enough to be there. Uh, spoiler alert if you didn’t see, Anzen won Klaviyo Agency- Congratulations. Huge congratulations to everyone. um, for, for APAC. That’s awesome. Uh, yeah, so like- And well deserved. hugely honored for that. Thank you. Thank you. Thank you. Um, but the exciting things, and I think what we were talking before is like the importance of customer experience, um, and service and, you know, Klaviyo has their K Service product, um, they have their marketing agent, their, you know, their customer agent, um, and customer hub, right? Like- Mm-hmm. we were talking about before, um, WISMO, like where’s my order? Mm-hmm. Like th- these are one of the things that they’re addressing. Um, but like, there are other interesting uses. Right? Yeah. Yeah, I think something, so I’d say a couple of things about Customer Hub. first of all, if you are a merchant listening to this ahead of BFCM, there is a 30-day free trial. Yep. Epic. Be very- Very cool. tactical. Mm-hmm. You know, maybe around the 7th or 10th of November, you’ve launched that free trial- Yeah. have it running through BFCM. Yeah. And I think specifically that where is- It’s super low lift too, right? Mm-hmm. There’s literally nothing. You just turn it on. Yep. Um, yeah, adds a bit of, uh, code to your website. It’s really easy to take, there’s no dev lift at all basically. Yeah. Mm-hmm. Um, and it has already built in, you can put some modules in there, but one of the modules is an u- updates on where your order’s at. Yeah. So it will tell people- Awesome. you know, has it been fulfilled yet? Is it in transit? Mm-hmm. Basically trying to alleviate all of those tickets of people asking where their order is. But one of the things that I really love about it is that Klaviyo have essentially opened up our ability to add modules- Yeah. into the customer hub. Fantastic. Yeah. Yeah. And one of, we can basically reference any customers, any profile property that exists for a customer. Mm-hmm.

Rob

So even if, you know, Reviews.io haven’t built a custom integration with- Mm-hmm. um, Customer Hub yet, we could build a little card in the Customer Hub that has a little button that uses someone’s individual- Yep. reviews link, which Clearer assigns when- Yep. Reviews.io puts on an individual profile property. Yep. And we could have a call to action to say, “Hey, have you reviewed all of the products-” Yeah. ” that you recently purchased?” You know, “Click here to finish reviewing for 10% off.” Fantastic. Or whatever it might be. Just a great way for customers as they come back to the website to be like, “You know, I never did leave that review for that product 3 months ago.” “And I actually would love that 10% off discount now for my next order.” And it’s right there in the hub. Mm-hmm. Similar with influence. Mm-hmm. Lo- points. You know, what tier you’re in. Yeah. How many loyal points you have, and I think crucially as well- Mm-hmm. what’s my referral URL if I’m gonna get my sister to buy something- Yeah. Mm-hmm. and you know, I get some points and she gets some points. Mm-hmm.

Jason

Um, so I think really exciting, I think the way that Klaviyo have built that- Mm-hmm. is so perfect to say even if our, all of our suite of app partners haven’t integrated with this particular view- Mm-hmm. there’s a way that all those great integrations that feed into the profile properties already- Can be, yeah. can just be leveraged. Yeah. Day one. And you don’t, you don’t have to train the, the, the AI chat agents yet. Mm-hmm. Right? Like if we’re talking about what can we do, um, pre-Black Friday/Cyber Monday, we’re what, we’re 30 days out now? Yep. Um, probably be less by the time this episode comes out. What can we do right now that’s- Mm-hmm. um, easy, low lift, no lift? Yeah. That’s one of them for sure. Yeah, big time. Well, if you’re lucky, one of the lucky merchants that already has Customer Hub and then you’ve obviously got the roadmap. Work with Anzen ’cause these guys know what’s up. Um, but then yeah, you are right, uh, we’re believers in consolidation at Clearer. We love it. Mm-hmm. Um, and we’re also massive, uh, backers of the partnership that we have in place with Klaviyo as well. Yeah. And these are- Mea- 8 years of experience with Klaviyo between us, right? So- Yeah. Yeah, yeah, yeah. We’ve got, yeah, a fair chance. So I would, uh, implore businesses to think tactically about extracting more value. Um- Mm-hmm. like more under the hood. Yeah. You’re right. Um, you can call these things from profile properties or any other places as well. I also love that, you know, we spoke about Boost earlier too. We pulled a lot of data in from Boost- Yes. um, into Klaviyo as well for retargeting and personalized marketing too. These things are living in, you know, at profile level too. Mm-hmm. So, uh, I think there’s an opportunity to get really inventive during the trial period, so to speak- Yes. if you’re gonna do from the 7th onwards, um, with like hyper-personalized- Mm-hmm. you know, recs, other things that we could do- Yeah. cross sales, upsells potentially. You know what I mean? Um, you know, I will admit, uh, that I haven’t had like a proper play around with Customer Hub myself yet. Um, I work somewhere else now, so There’s a lot of pros that do that. Yeah, yeah. Let’s go Rob. Um- Yeah. What’s wrong? I’ve seen the vids, uh, and it was announced at KBOS. We were there too. Clearer had a presence as well. So the team was like, wow, there’s a lot that went, there’s a lot of updates that came out of that too, so you know. Talking like more broadly about integrations-Like, I, my, my favorite integration that we have with Klaviyo is with reviews- Mm-hmm. and being able to pull in, like, dynamic content that’s, that’s UGC-focused- Yeah. into cart abandonment emails- Yep. and things like that. My girlfriend always says this, she’s like, “Yeah, these clothes look great on a model, but none of the models, you know, look like me- Yeah. or have a body like me,” which is, is, like, you know, fair. Yeah. You would s- you would say that’s unfair though, wouldn’t you, Jake? Yeah, you would say- You would say, “No, that’s- that’s ridiculous.” You would say, “That’s ridiculous.” Yeah, yeah. “You, you are, you are missing an opportunity.” Yeah. “Save yourself.” Yes, but if you’ve got a big, you know, social media and Instagram presence, being able to- Yeah. port in some of those u- some of those- Yep. UGC reviews- Yep. uh, and display them dynamically into a, a cart abandonment email or just any kind of campaign or flow- Yeah. is so powerful for conversion, right? Particularly if it’s, if it’s a new collection and- Yeah. people are always like, you know, “How’s it gonna fit?” Yeah. Um, yeah, really powerful. One of my favorites for sure. You, you basically just summed up the premise of this podcast. Uh, which is, like, Anzen doing cool emails, driving revenue, but through interesting integrations- Yeah. with tech partners that enrich data and enables us to do more creative flows and campaigns create a better experience- Mm. Mm. but drive revenue for our clients as well. Absolutely. And that comes through these relationships and these integrations with our, like, respective tech platforms. What data lives where and how can I use it? And if I can’t, why, and shouldn’t I be working with something where I can’t grab that and put it into places that- Yep. can make me money, can improve, you know, UX, personalized shopping experiences, those types of things. So yeah, absolutely. Mm-hmm. Great. I’m keen, um, to talk a little bit about tactically, I think, about some of these, like, product bundling and things like that. We touched on it very briefly before. Yeah. I know you talked about Boost simplifying it, but- Mm. like, how? What, like, what’s the practicalities of that for a merchant? If they listened to that and they thought, “Well yeah, I’d love to bundle, but-” Mm. ” you know.” Um, is this You mentioned, I think, particularly what get my interest was at checkout being able to add recommendations and things. So this is, like, AI powered? Yeah. What, like, what’s the process here? Well, it depends how you wanna take it but yeah- Mm. AI would be, um, depending on your products library and how many- Mm-hmm. um, yeah, how many SKUs you’ve got, uh, it’s about how much time you’ve got really. It’s an efficiency thing. So if you’ve got thousands and thousands of products and, you know, maybe your stock list is rolling through, uh, cyclically like fashion and there’s seasonality and things like that to it, uh, it can be very laborious to do- Yeah. manually based merchandising- Mm. Yeah. and shop the looks and things like that- Mm-hmm. um, if there’s a constant influx of new products in stock. So, um, I would let, in those cases, potentially AI take the wheel. Mm-hmm. Um, you obviously have your frequently bought togethers- Yeah. um, things that, uh, one shopper has bought and gone on to purchase, and then as time progresses and you feed, uh, our algorithm more and more and more data, it just gets more and more accurate, right? So time on site is a m- is a major, major advantage there. Um, you know, we talked about trial periods previously. Yeah. 2week trial periods with Boost. Hey. There you go.

Rob

We can extend those ones too, so you know, get it on there, get it crawling, listening, um, building and, uh, yeah. So when we talk about bundles, you can have AI bundles. You can set- Mm. discount thresholds like, “Hey if they buy 3 things of the, you know, this specific, um, category,” or whatever else you needed to, um, offer X percent incentives or no incentives and other things- Yep. too. So, uh, there’s just an opportunity to do more at scale- Yeah. um, I think in a period where you may be pressed for time perhaps- Yeah. uh, or, you know, I, I think you may not know necessarily what every single person’s journey needs to look like. Yeah. So that’s the beauty of personalization at scale, right? It’s never gonna be Um, I don’t think anyone wants super, freakishly hyper-personalized- stuff. Like, I don’t think so, but I think we- We’re always, like, playing on that- You gotta play the lot. Yeah, yeah. Hey Rob, it’s been 2 months since you’ve bought undies last year. Do you need some more? Yeah. It’s just, yeah, “Oh but none of them look like me.” None of Yeah, they do. That’s Steve to you in the office. That’s Steve to me, yes. And I do look like them. Where? I have no idea where I was going there. Um, but yeah, we were talking about personalization at scale as well. So like, everyone’s gonna have a different e- experience. And, you know, I, I don’t know where I’m gonna go with this comment, but, um, there’s a lot of gifting in BFC- Yeah. as well, which just makes things a little bit more unpredictable. Yep. So I think if you don’t, if you have a lot of, like, first-time shoppers, right? Yep. And you’re trying to predict like what someone who comes cyclically might buy from you, because that’s a personalized experience for X, Y, Z. Yep. You know, first-time shoppers buying gifts, wow. J- like, try and tailor for that- Yeah. uh, you know, on a dime. So it’s really, really hard. That’s for the American audience, by the way. But trying to tell- tailor for that really quickly is, is something you can only do with data, right? Yeah. Mm-hmm. And that’s where you need to- Yeah. involve AI into your personalization. And increasing average order value without having to heavily discount- Yeah. is gonna protect margins across BFCM, right? Mm-hmm. It still gives you, I feel like, bundling, still gives you that same surprise and delight. Mm-hmm. Even if there’s a 5% discount or, you know, can be anything really, um, without having to go 60% off everything and things like that, so- You’ve raised a, you’ve raised a point there as well around like what you can and can’t get in front of people. Like, you know, for anything that you don’t, like for anything that you want to exert a bit more control over, particularly with merchandising rules- Mm-hmm. bundling rules, you can look at things like tags you can deploy. Yeah. Um, and maybe it can be automatically or it could be something that you can apply being like, “These particular items I really would love to be front and center because I have heaps of margin there.” Yeah. Yeah. So, maybe that isn’t the most personalized experience but it ticks a bock, you know, a box for you in terms of where you wanna go- Yes. Yep. strategically. Um, yeah, so And Black, you know, Black, bring it back to Black Friday, that, that’s a perfect use case of where you can use some, like, heavier discounting where you know- Mm-hmm. you’ve got some m- like high-margin products- Mm-hmm. because, you know, there’s sort of an expectation. Yeah. Uh, this is where you’re gonna get some discounts. Mm, mm, mm. Yeah. So where do we round out this out? It’s, uh, it’s Klevio. Mm-hmm. It’s, it’s Customer Hub trial. Yeah. Boost. Boost. But only, only if you get boost. And then don’t turn either of them off because it will make you more money. Yeah. Absolutely. Um, but, you know, flexibility sure, so Yeah. All right guys, we’re gonna leave it there. Um, thank you both for- Thank you for having us. for being on.

Jason

Uh, for everyone listening at home, Anzen.co/podcast, you’ll be able to see this episode, you’ll be able to subscribe. Um, you’ll be able to check us out on YouTube, on LinkedIn- Yep. on Instagram and TikTok. Um, final thoughts, guys? Mm-hmm. Um, what do you want people to do? Where can they find you? Where can they get in touch if they wanna get some boost? Boost. Uh, should I do, I mean, should I- Just give out your phone number, Rob? Yeah, that’s what you do for a living. Mail your address, yeah. You can connect with us on LinkedIn.

Steve

Uh, Steve’s now, you’re Steve Pover officially on- Yeah, yep. Steve’s reinvented himself. Uh, Steve Pover on LinkedIn. I’m Rob Gibson- on LinkedIn as well.

Rob

Um, but yeah, connect with us, [email protected]. There you go, you heard it here first. Email him directly. We will. VP. I’ll take it. I’m happy, I’m happy to have the chat. Uh, yeah, I’d love to. Um, and then yeah, like, back to you guys. Thanks so much for having us. Of course. You know, legacy in the relationship that I have with the 2 of you as well. Fantastic people. Built an amazing agency. Thank you, man. Best, best agency, uh- APAC, right? APAC, yeah. Well, I mean, in, in- For now. my personal, in my personal experience- just a standout bunch of people that really culturally align with Clearer as well. I mean, you’re customer first and you do a really, really awesome job, so thanks, thanks so much. Really appreciate that. And you know, like, we feel exactly the same way. Um, I’ve known you both for, for a while. It’s, it’s great that you’re at Clearer now. I’ve also met a bunch of your colleagues. Um, you know, I, I do a little traveling. Uh, so, uh, your team in North America is fantastic, your team in Europe is fantastic. Um, you know, we spend time together. Um, you clearly have a great team and a bunch of great products, um, and I think that makes the world of difference to us as a p- as a partner, agency, but also to your customers. Cool. Thanks so much.

Jason

Thanks guys. Thanks. Legends. We miss you, Roddy. See you next time. See you, see you.

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