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Rebecca Traverzo - Advanced Search Summit Napa 2021

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Digital Marketers Organization
Digital Marketers Organization

This document discusses ThirdLove's strategies for driving growth in their direct-to-consumer business. It outlines plans to expand and innovate their product assortment, enhance customer journeys through personalization and storytelling, and build their brand through diversity initiatives and community engagement. Specific tactics mentioned include introducing 170 new styles in fall 2021 compared to 41 previously, testing new design and development processes, and providing grants and mentorship to women-owned businesses through their accelerator program.

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Rebecca Traverzo - Advanced Search Summit Napa 2021
Rebecca Traverzo VP, Marketing
ThirdLove is a digital-first women’s lifestyle brand focused on elevated essentials that help every woman feel comfortable and confident in her everyday life.
Rebecca Traverzo - Advanced Search Summit Napa 2021
What’s Happening in our DTC World?
14% of US total retail sales estimated to come from ecommerce channels
Competitive Pressure Decreased Measurement Increased Media Costs New Customer Acquisition Headwinds
What are we doing about it…?
Multiple Levers To Drive Significant Long-Term Growth Building Our Brand Enhanced Customer Journeys Deliver Speed, Innovation & Expansion 2021 & Beyond: Driving Growth and Top Line Revenue
Speed, Innovation & Expansion
How we Used to Do Things Until about 6 months ago, our dream customer came back once a year to buy 2 bras. Everything we did as a company was to optimize that behavior - 2 bras a year, and maybe a couple underwear if she’s a really loyal customer.
In the back half of 2021, shoppers will have more than 5X the number of new choices they had the year prior. Fall 2021: 15 new wired bras 34 new wireless bras 69 new underwear 52 Sleep & Apparel items In Fall 2020 we introduced 6 new bra ccs and 35 new underwear. The New ThirdLove Assortment
Speed, Innovation and Expansion To push innovation in all categories we are working more quickly and differently! ● Approving color and specs overseas ● Co-creating with external design teams ● Accelerating fit and pre-production sampling ● Making slight adjustments to vendor styles in production ● Speed product development for testing ● Establishing blocks and utilizing running fabrics ● Just-in-time product launches when inventory is available
Enhanced Customer Journeys
DR SHOPPABLE LANDING PAGE PROSPECT HOMEPAGE PR TV / OTT BRAND PAID (AUDIO, DISPLAY) COLLECTION PAGES/ High intent HP DR PAID (SOCIAL, SEARCH) BLOG ORG SOCIAL PROSPECT EMAILS / SMS INFLUENCERS Prospect Homepage with Campaign Tone Shoppable Landing Page Blog KPIs: Traffic + Conv KPIs: Lead Gen + Conv KPI: Traffic + Engagement Brand Awareness Direct Response Storytelling 15 Frictionless Consumer Journeys are Critical!
16 Taking Personalization to Another Level
Building Our Brand
Radical Change in Brand Storytelling & Content Jocelyn the T-shirt bra Employee Lofi What’s behind your TL bra
Building and Igniting Our Community
Focused and Committed to Diversity and Inclusivity 20 Each recipient will receive mentorship, fundraising support, a grant, office space, and brand exposure via the ThirdLove platform. Arah Sims, Founder of Kyutee Beauty, was selected as our inaugural recipient. Tiffany Griffin, Co-Founder of Bright Black Candles, was selected as our second recipient.
Donated over $40M to date worth of products to women in need Giving Back to Women in Need
Rebecca Traverzo - Advanced Search Summit Napa 2021
THANK YOU!

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Rebecca Traverzo - Advanced Search Summit Napa 2021

  • 3. ThirdLove is a digital-first women’s lifestyle brand focused on elevated essentials that help every woman feel comfortable and confident in her everyday life.
  • 5. What’s Happening in our DTC World?
  • 6. 14% of US total retail sales estimated to come from ecommerce channels
  • 7. Competitive Pressure Decreased Measurement Increased Media Costs New Customer Acquisition Headwinds
  • 8. What are we doing about it…?
  • 9. Multiple Levers To Drive Significant Long-Term Growth Building Our Brand Enhanced Customer Journeys Deliver Speed, Innovation & Expansion 2021 & Beyond: Driving Growth and Top Line Revenue
  • 10. Speed, Innovation & Expansion
  • 11. How we Used to Do Things Until about 6 months ago, our dream customer came back once a year to buy 2 bras. Everything we did as a company was to optimize that behavior - 2 bras a year, and maybe a couple underwear if she’s a really loyal customer.
  • 12. In the back half of 2021, shoppers will have more than 5X the number of new choices they had the year prior. Fall 2021: 15 new wired bras 34 new wireless bras 69 new underwear 52 Sleep & Apparel items In Fall 2020 we introduced 6 new bra ccs and 35 new underwear. The New ThirdLove Assortment
  • 13. Speed, Innovation and Expansion To push innovation in all categories we are working more quickly and differently! ● Approving color and specs overseas ● Co-creating with external design teams ● Accelerating fit and pre-production sampling ● Making slight adjustments to vendor styles in production ● Speed product development for testing ● Establishing blocks and utilizing running fabrics ● Just-in-time product launches when inventory is available
  • 15. DR SHOPPABLE LANDING PAGE PROSPECT HOMEPAGE PR TV / OTT BRAND PAID (AUDIO, DISPLAY) COLLECTION PAGES/ High intent HP DR PAID (SOCIAL, SEARCH) BLOG ORG SOCIAL PROSPECT EMAILS / SMS INFLUENCERS Prospect Homepage with Campaign Tone Shoppable Landing Page Blog KPIs: Traffic + Conv KPIs: Lead Gen + Conv KPI: Traffic + Engagement Brand Awareness Direct Response Storytelling 15 Frictionless Consumer Journeys are Critical!
  • 18. Radical Change in Brand Storytelling & Content Jocelyn the T-shirt bra Employee Lofi What’s behind your TL bra
  • 19. Building and Igniting Our Community
  • 20. Focused and Committed to Diversity and Inclusivity 20 Each recipient will receive mentorship, fundraising support, a grant, office space, and brand exposure via the ThirdLove platform. Arah Sims, Founder of Kyutee Beauty, was selected as our inaugural recipient. Tiffany Griffin, Co-Founder of Bright Black Candles, was selected as our second recipient.
  • 21. Donated over $40M to date worth of products to women in need Giving Back to Women in Need