Skullcandy Is Building Black Friday Demand With TikTok Shop

Taylor Holiday (0:00)

So, that led you guys to a place where I think a lot of big brands probably have been hesitant because it felt like, oh, this is a place for maybe widgets or consumables or whatever it might be. And that's TikTok Shops, which is a place that you guys have had some remarkable success. And I know a lot of your talk was about. So, take us through a little bit of your TikTok Shops journey. How did that start for you? And how has it gone for us? We're here with Lucas Pachter, the founder, CEO of Tribe. So, for those that don't know, what is Tribe?

Lucas Pachter (0:25)

Tribe is like TikTok Shop or direct to store sales. So, TikTok Shop was genius. It democratized content. They made it so any average person with a TikTok Shop account can sell a product. But it's only limited to Ecom and it's limited to people that have access to a TikTok Shop account. Tribe is that.

But instead of posting the video on your page, you're just making the video. You're sending it to the brand. If they accept it, you get paid or you get a percentage of whatever revenue it generates.

Taylor Holiday (0:53)

With Tribe, what we've been able to do is go from 500 to 1,000 or 1,200 or 1,400 ads a month. At a lower total cost of production, the data is the most important part.

Lucas Pachter (1:02)

If you give your creators the ability to see what ads are working in real time, they're going to go make the magic happen.

Taylor Holiday (1:07)

So dude, where can people, if they want to check it out, where do they go?

Lucas Pachter (1:10)

It's just jointribe.com.

Taylor Holiday (1:12)

Check it out, jointribe.com. I'm excited for this opportunity to connect and for you to share a little bit about what you guys have going on with Alia.

I have seen all over the place how you guys are transforming something that I think most people don't perceive there to be that large of a potential impact in. Tell us a little bit about what that is and how you guys make it happen.

Sean (1:30)

I'm Sean, co-founder and CEO of Alia. What we do is super simple. We just do pop-ups. Typically, what we see is we'll see a 2x opt-in rate and then we'll see something like a 1.8x increase in welcome flow revenue. So I think that's the key metric to track here. Of course, we want revenue to go up as a whole, but there's only so much a pop-up can do. I think the best thing about us is that we offer 30-day free trial.

No strings attached, you can cancel if it's not working for you. During that free trial, we'll manage the pop-ups for you, and we'll give you the outcomes that we promise we'll give.

Taylor Holiday (2:01)

There you go. Where do people go to sign up and try it?

Sean (2:03)

Yeah. aliapopups.com.

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Taylor Holiday (2:59)

Welcome back to another episode of the Ecommerce Playbook Podcast. It's the morning. We just woke up. I was out late last night, Evan. I'm too old for this. I don't know if I'm built for this life.

You were responsible when home early.

Evin Catlett (3:10)

I was very responsible last night.

Taylor Holiday (3:11)

So we're going to give it our best anyways, but we're excited. This is real. This is not AI. This is the San Diego skyline here, and we are at Commerce Roundtable Day 2

And yesterday, you took the stage.

Evin Catlett (3:22)

Yeah.

Taylor Holiday (3:23)

So for those of you who don't know, this is Evan Catlett, and she is the, let me see if I can get all these words, VP of global marketing, e-commerce, domination, total, intergalactic for Skullcandy. Is that all of them?