Building a Resilient D2C Brand Through Channel Diversification

In this episode of the 7-Figures and Beyond eCommerce Growth Podcast, host Greg Shuey sits down with Neal Goyle, an eCommerce expert formerly at Tapcart and now with Disco, a post-purchase ad network. Their discussion centers around the necessity of diversifying customer acquisition channels for long-term brand stability and growth. Neal emphasizes that relying on a single channel, especially paid social media, is risky, as seen after iOS 14’s privacy changes disrupted Facebook’s ad targeting capabilities. This change forced many brands to confront their dependency on a single platform and highlighted the importance of adopting a multi-channel approach to reduce customer acquisition costs and increase profitability.

Neal draws from his experiences at Tapcart and now Disco, where he focuses on targeting the right customers with high purchase intent. Disco allows brands to appear in post-purchase checkout experiences of other brands, offering an innovative way to reach engaged buyers at the peak of intent. This strategy not only helps brands diversify beyond traditional ad platforms but also brings in customers more likely to contribute to long-term value. Neal points out that increasing LTV is crucial for offsetting rising customer acquisition costs, and understanding customer data allows brands to better navigate this complex landscape by delivering personalized experiences that resonate with customers over time.

The episode also explores the value of community-building and brand fundamentals that were often neglected in the boom of paid media channels. Neal and Greg advocate for a return to foundational marketing practices, such as investing in customer relationships and fostering a loyal brand community. They advise brands to take proactive steps in exploring new channels during periods of strong performance rather than waiting until primary channels decline. By embracing data-driven decisions, developing a prudent, forward-looking strategy, and diversifying acquisition efforts, brands can position themselves for sustainable growth, even in a challenging and evolving eCommerce environment.

Episode Links

Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/

Neal Goyal LinkedIn: https://www.linkedin.com/in/nealgoyal/

Disco: https://www.disconetwork.com/

Tapcart: https://www.tapcart.com/

https://www.stryde.com/build-resilient-brand-channel-diversification/