How to Build Trust in a Crowded Marketplace with Chilly’s Bryony Tagg (episode 501)
Bryony Tagg is the Head of eCommerce at Chilly’s, a BCorp retailer on a mission to accelerate the adoption and everyday use of REUSABLE PRODUCTS. Starting with the Chilly’s water bottle in 2010 the brands gone a long way in the last 14 years. Their headless eCommerce site does around 30,000 orders a month, plus they have a wholesale channel too.

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Dive in:
[05:43] Fashion experience led to challenges in Chilly’s.
[07:17] Diversification from water bottles to various products.
[10:01] Making it easier for European customers to purchase a Chilly’s bottle.
[14:53] The Chilly’s team and what gets outsourced.
[17:44] Chili’s ensures quality, builds trust and community.
[19:06] Listen to Bryony’s Top Tips!
Importance of Brand and Quality
Maintaining a strong brand identity and ensuring product quality is crucial for standing out in a crowded market. Chilly’s has successfully established itself as a trusted brand in the reusable products market by emphasizing the quality of its products. This dedication to quality not only helps in retaining existing customers but also attracts new ones through word-of-mouth recommendations. Investing in rigorous product testing and maintaining high standards is essential for long-term success and brand loyalty.
Adapting to Market Changes
Brands must adapt to external market changes, such as Brexit in Chilly’s case, to continue thriving in international markets. The challenges posed by Brexit have significantly impacted Chilly’s operations in Europe. The company has responded by localizing its marketing efforts, ensuring accurate translations, and addressing logistical issues. By understanding and adapting to these changes, businesses can maintain their presence and continue growing in affected markets.
Leveraging Outsourcing
Effective outsourcing can help small teams manage extensive operations and maintain high-performance levels. Chilly’s has a lean in-house team that relies heavily on outsourcing for various functions, including performance marketing and CRM. This approach allows the company to benefit from specialized expertise without the need for a large internal team. Building strong partnerships with agencies and integrating them into business operations can enhance efficiency and output.
Customer-Centric Approach
Understanding and catering to the specific needs of customers in different markets is key to international success. Chilly’s has focused on tailoring its approach to different European markets by understanding local preferences and behaviors. This includes using local influencers, creating region-specific marketing content, and addressing local logistical challenges. A customer-centric approach helps in building stronger connections with the audience and improving customer satisfaction.
Effective Use of Marketing and Merchandising
Balancing marketing and merchandising strategies is essential for driving sales and brand growth. Bryony’s background in merchandising has given her valuable insights into the importance of product management and presentation. Combining this with effective marketing strategies ensures that the products not only reach the right audience but also appeal to them. A holistic approach that integrates both disciplines can significantly boost a brand’s performance and market presence.
eCommerce Book Top Tip
- Immerse yourself in different information sources, including podcasts, LinkedIn, blogs, and newsletters, to stay updated. Find what works best for you and network with the right people to gain valuable insights.
eCommerce Traffic Top Tip
- For Bryony, it’s organic marketing, highlighting it as critical for consistent traffic and building a strong website foundation. She believes that while organic involves content, tech, and links, content is key, requiring a deep understanding of the audience and continual updates to maintain effectiveness.
Tool Top Tip
- Menti for customer feedback
Carbon Top Tip
- Bryony describes Chilly’s trade-in program where customers can send back any Chilly’s bottle, which is then 100% recycled, including the packaging. This initiative shows a commitment to reducing single-use plastic and supports a circular economy. She highlights the importance of companies taking responsibility for their products’ lifecycle and demonstrating genuine care for the environment.
Interview links
*Thank you to Brad Houldsworth of Remarkable Commerce for the guest introduction!
Related Episodes
- Reusing 5.5 million Plastic Drink Bottles with Hayley Clarke, co-owner and MD at Onya (episode 431)
- How Shopify Startup Seep reached £1 Million a Year in Sales with Laura Harnett (episode 448)
- Growth Beyond Green: How Canopey is Scaling Sustainable Shopping with Hugo Douglas-Deane (episode 498)
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Shopify recently turned the tables on me, and took me from interviewer to interviewee.
Knowing, as they do, that the most successful retailers today are those that bridge the gap between online and offline and make it a seamless experience, Shopify wanted my thoughts on how to achieve truly connected commerce, particularly in the key areas of local selling, omnichannel selling and cross border selling.
You can read my thoughts, along with other commerce experts from Germany, France, Spain and Italy by downloading the report.
Full transcript to read & download:
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