The Love-Child Brand of the Made in Chelsea Cast Needs a Digital Strategy

In this episode of the Grow With Evergreen podcast, we had the pleasure of speaking with Kate, the head of digital strategy and marketing at Bellr, a specialist house plant brand.

Bellr, formed four years ago by cast members of Made in Chelsea, is facing some common e-commerce challenges as they look to scale their brand.

This was an opportunity to look at the data and tech that is informing the business decisions and specifically around cookies and attribution.

Accurate attribution is a very hot topic. For any ecommerce brand, being able to map and track all of your data and being able to identify the single source of truth, i.e. what’s accurate, where are sales coming from; what platforms and what channels are actually working is very important.

Here are some key insights from our conversation.

The Importance of accurate data and attribution

One of the primary challenges Bellr faces is accurately tracking and mapping their data. This is a common issue in the e-commerce world, where understanding the true source of sales and which channels are performing well is crucial.

Kate highlighted the difficulty in reconciling data from different platforms like Shopify and Google Analytics. Each platform measures things slightly differently, leading to discrepancies in reporting. The solution? Implementing a system that brings all this data together for a single source of truth.

Adapting to new privacy regulations

With the impending “death of the third-party cookie,” e-commerce brands like Bellr are grappling with how to handle user consent and data tracking. We discussed the importance of setting up cookie banners correctly and making them prominent enough to ensure user interaction.

The key takeaway here is that brands need to be proactive in adapting to these changes. This might involve exploring new attribution models or cookie-less tracking solutions to maintain accurate data while respecting user privacy.

Leveraging Google Analytics 4 (GA4) and Performance Max ads

Kate expressed interest in understanding how other brands are adapting to GA4 and using Performance Max campaigns. We shared insights on the learning curve associated with GA4 and how it’s more geared towards analysts than marketers. However, with proper setup and understanding, GA4 can provide powerful insights.

Regarding Performance Max, we discussed its benefits in diversifying ad types and automating decision-making. However, we also stressed the importance of not relying solely on Performance Max and maintaining a mix with standard shopping campaigns for different product categories.

Three Common ecommerce mistakes to avoid

1. Incorrect conversion tracking: Many brands rush to set up their campaigns without properly configuring conversion tracking. This leads to inaccurate data and poor decision-making.
2. Overlooking audience targeting: Not taking the time to properly segment and target audiences can significantly impact campaign performance.
3. Neglecting shopping feed optimisation: Many brands use default settings for their shopping feeds, missing out on opportunities to stand out in search result

Looking Ahead

As Bellr continues to grow, Kate recognises the need to develop comprehensive strategies for each marketing channel. This includes separating brand and non-brand organic traffic, developing a paid advertising strategy, and leveraging email marketing to build rapport with their customers.

The key to success in e-commerce is constantly adapting to new technologies and regulations while maintaining a strong focus on accurate data and effective audience targeting.

By avoiding common mistakes and leveraging the right tools, brands like Bellr can navigate the complex e-commerce landscape and achieve sustainable growth.

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