Turning Black Friday Shoppers Into Customers Who Stay

Taylor Holiday (0:00)

This episode's special for me. I know you guys think I'm an OG, that I'm old, but this is actually one of the individuals that I learned from in the very early days of Ecom, who has been at it longer than I have. And I remember he was like, again, I told this story about Nick when he came in and taught me about Facebook Ads Manager. Justin Palmer here is the founder, CEO of Home Life Brands, and he had some of the OG, you guys used to own how many different pet accounts on Instagram? 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. So tell us a little bit about what that is and how you guys make it happen.

Sean (0:45)

I'm Sean, co-founder and CEO of Alia. And what we do is super simple. We just do pop-ups. Typically what we see is like, we'll see a 2X opt-in rate and then we'll see something like a 18X 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 almost 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. We'll give you the outcomes that we promise we'll give.

Taylor Holiday (1:16)

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

Sean (1:18)

Yeah. So aliapopups.com, A-L-I-A, popups.com.

Taylor Holiday (1:24)

We're here with Lucas Pachter, the founder and CEO of Tribe. So for those that don't know, what is Tribe?

Lucas Pachter (1:29)

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 e-com 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 (1:57)

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.

Lucas Pachter (2:04)

The data is the most important part. 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 (2:11)

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

Lucas Pachter (2:14)

It's just jointribe.com.

Taylor Holiday (2:16)

Check it out, jointribe.com. Welcome back to another live edition of the Ecommerce Playbook Podcast. We are here at Commerce Roundtable. This is not AI. He's not AI. This is real. That's the skyline of San Diego. And we are here for the second in this series of what are you going to do in Q4 featuring some of the amazing, awesome humans that we get to interact with here. And this episode is special for me. Like, I know you guys think I'm an OG, that I'm old, but this is actually one of the individuals that I learned from in the very early days of Ecom, who has been at it longer than I have. And I remember he was like, again, I told this story about Nick when he came in and taught me about Facebook ads manager, Justin Palmer here is the founder, CEO of Home Life Brands. They were gathering up.

They owned German at German Shepherds and everything you can imagine. And so this was like the first examples I've seen, whitelisting ads that he would teach me about, and then how his team would do measurement. Like, there were so many things that Justin and our kids go away. I just I haven't seen probably our kids hung out a lot pre-COVID. It was like I just found out his daughter just passed their driving test today.

Their son's 13 And I'm like, my mind is blown. Little kids running around. So we hung out. I think you there's an episode of Justin that are core you're gonna have to dig up. That's from a decade ago of coming on the pod. So I just spent a bunch of time telling people how old you are. So why don't you give us a little down though on what is Home Life Brands today? Yeah. Yeah. So Home Life Brands is we've been around for about 12 years. And my Taylor said we focus on pets. And this really was all born out of the very beginning days of Facebook. Right. So I had a rescue dog, a four-year-old Siberian Husky at the time. And I just was kind of inspired like, okay, Facebook's kind of becoming a thing. I'm seeing these Facebook pages grow and take off and get virality. So I created a page called I Love Dogs. And one thing led to another. The audience grew pretty quickly. We know it was a lot of just posting memes and viral stuff.