In this episode of Functional and Fabulous, Ger and Gordon delve into the world of photobooks and 11 ounce mugs with Jessica Lesesky, Vice President and General Manager at Shutterfly and Snapfish. Jessica shares insights on revitalising heritage brands, navigating market dynamics, and leveraging technology to enhance customer experience. Here are some key takeaways from the episode:
The Challenge of Dual Brands
Shutterfly and Snapfish owned by the same parents company, but they also share a similar product offering. Jessica describes how they differentiate the products and how, although similar, they cater to different customer segments. Jessica discusses the complexities of managing two brands under one umbrella, the importance of defining unique brand identities, and the strategies employed to optimise their market positions. We also hear how it boils down to an in-depth understanding of customer needs and preferences when differentiating brands.
The Power of Fundamentals
A key takeaway from Jessica's experience is the significance of focusing on the basics. By addressing fundamental issues like SEM optimisation, customer journey analysis, and data utilisation, Snapfish achieved a remarkable turnaround, increasing customer growth by 18% in a single year. This highlights the importance of a solid foundation for driving growth and innovation.
Customer-Centric Innovation: The “Make My Book” Success Story
Shutterfly's “Make My Book” service demonstrates the power of combining technology and customer understanding. By addressing a common pain point — the burden of creating beautiful photo books — the company has innovatively added to their value offering by leveraging AI to automate the process. By simplifying the photo book creation process and delivering personalised products, the company has increased sales and fostered strong customer loyalty.
Balancing Data and Intuition
While data-driven decision-making is crucial, Jessica stresses the importance of layering this with human intuition and creativity. She believes that a successful business needs to strike a balance between data-driven decisions and common sense. By fostering a culture of innovation and empowering teams to take risks, companies can unlock new opportunities and stay ahead of the competition.
The Importance of Retention and Pricing
Building strong customer relationships and optimising pricing strategies are essential for long-term success. Shutterfly's focus on occasion-based marketing and sophisticated pricing strategies highlights the importance of a holistic approach to customer lifecycle management.
Conclusion
Jessica’s insights into revitalising heritage brands like Shutterfly and Snapfish offer invaluable lessons for businesses navigating today's complex ecommerce landscape. By prioritising customer understanding, data-driven decision-making, and a relentless focus on innovation, these brands have demonstrated resilience and growth. As the digital world continues to evolve, the ability to adapt, experiment, and maintain a customer-centric approach will be essential for success.
Want to find out more? Why not check out the full episode with Jessica here. You can also watch back all of season 1 and 2 here.
