How to Launch a New Product Range: Lessons from Beards & Daisies with Joy Young (episode 522)
Joy Young is the eCommerce and Marketing Manager at Beards & Daisies, sellers of plants and flowers. Founded in 2015, they now sell via their B2C Shopify store which does over 10,000 orders a month, wholesale customers like Dunelm, and have a team dedicated to looking after business customers for everything from corporate gifting and interior design to commercial installations.
Listen now for free:
Subscribe on your Favourite Podcast App
Dive in:
[06:28] Expanding customer base with frequently-purchased products.
[08:52] Team structure and what they outsource.
[13:33] Stagger launch phases for continuous promotional opportunities.
[14:23] Prioritize action, iterate quickly, embrace imperfection.
[18:10] Communication and feedback are key elements to success.
[20:46] Houseplants becoming interior decor, not horticulture.
[22:46] Listen to Joy’s Top Tips!
Expand Strategically Beyond Core Product
Beards & Daisies’ decision to expand into cut flowers is a good example of strategic expansion. By expanding into cut flowers, they tapped into a higher-frequency purchase category. This shows that understanding your customers’ needs helps you find new growth opportunities.
Adopt a Phased Approach for Launches
When launching new products like Beards & Daisies’ cut flowers, Joy suggests a “soft launch” to test the waters. This strategy allowed them to identify and address potential issues before scaling up. It also allows for adjustments based on early customer feedback, ensuring smoother processes before a wider push.
Invest in Effective Project Management Tools
Joy says there’s value in using structured project management using tools. At Beards & Daisies, they used tools like Monday.com and Gantt charts for their expansion project. This enabled visibility across departments and accountability for each task. Weekly meetings and clear timelines also ensured that everyone knew their role and responsibilities.
Leverage Collaboration Among Teams
The successful launch of the cut flower product line was the result of seamless collaboration between various departments. Each team played a crucial role in the process from procurement to marketing. This shows the significance of fostering strong cross-functional teams to execute projects efficiently.
Use a Customer-Centric Approach
Beards & Daisies shows its customer focus with a 12-month plant guarantee. This generous offer builds trust and sets them apart from competitors. It also creates a safety net that encourages customers to try plant ownership, fostering trust and brand loyalty.
eCommerce Book Top Tip
eCommerce Traffic Top Tip
- Influencer marketing
Tool Top Tip
- Intelligems app for Shopify
Carbon Top Tip
- Focus on sustainable packaging. At Beards & Daisies, they’ve achieved 100% sustainability in packaging through constant testing and development.
Interview links
- Check out Beards & Daisies
- Get 20% off your purchase with the discount code MASTERPLAN
- TikTok
- Joy on LinkedIn
Related Episodes
- Using Product Launches to create 200% annual growth with Chris Vallely of Dixxon Flannel Co (episode 198)
- Powerful customer experience with Michele Poynter of award winning lingerie retailer Mish (episode 206)
- Expanding your DTC business to wholesale and into new product lines with Dan from Uther Supply (episode 321)
- Chloe’s Marketing Launch Framework (episode 362)
Without the sponsors the podcast wouldn’t be possible – please do check them out:
Planning your marketing strategy for next year but want some inspiration?
Home Goals has just launched to highlight the best digital marketing across the home and garden industry. Available to eCommerce MasterPlan listeners without even having to complete a form!
Put together by Genie Goals, the award winning performance marketing agency and eCommerce experts who are trusted by Amara, Industville & Tom Dixon.
Download “Home Goals” today to leverage Genie Goals’ decades of strategic industry insight and technical skills for eCommerce success. So you can start the year strong and compete with the best in the biz.
Have you yet downloaded our ebook?
To celebrate reaching Episode 500 we’ve created an EPIC eCommerce success-focused ebook.
Packed with FIVE HUNDRED Top Tips about how to make your eCommerce store more profitable.
Featuring the advice of many, many past guests, alongside industry experts and many from you – our listeners.
Chloe has checked every single tip, and organised the whole thing into sections for you.
Making is super easy to dip and dip out and take inspiration as and when you need it.
This ebook needs to be sat on your desktop – or (even…) printed and sat on your desk.
Download your free copy right now
Full transcript to read & download:
Like to be a guest? Apply Here