Scaling Fashion eCommerce: Insights from THG’s Coggles Strategy with Natalia Chappell (episode 491)

Natalia Chappell is a Digital Marketing consultant focused on scaling up eCommerce businesses. She’s recently finished a role as Head of eCommerce at THG. That’s The Hut Group, home of multiple eCommerce brands across beauty, luxury, and nutrition including Cult Beauty, Look Fantastic, and Coggles–the luxury fashion brand that Natalia has most recently been focused on growing. 

Natalia Chappell Coggles on eCommerce MasterPlan Podcast

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Dive in: 

[05:40] Coggles: Luxury boutique supporting up-and-coming brands. 
[08:54] Understanding and defining your customer is crucial. 
[12:22] Focus on quick wins, prioritize projects efficiently. 
[16:05] Loyalty programs to retain customers can boost sustained growth. 
[17:58] Influencer loyalty drives successful business growth. 
[22;29] Test and learn, and stay on top of trends. 
[23:50] Natalia’s Top Tips! 

Importance of Understanding and Analyzing Data 

Natalia says data plays a critical role in understanding consumer behavior and making informed decisions to scale an eCommerce business. She stresses not just the collection of data but its analysis for actionable insights—such as identifying which marketing channels are most effective or understanding why certain products have high return rates. This focus on data helps businesses to optimize their strategies and improve their return on investment. 

Balancing Customer Acquisition and Retention 

One of the key strategies Natalia shares is maintaining a healthy balance between acquiring new customers and retaining existing ones. She points out that while attracting new customers is vital, cultivating loyalty with existing customers can lead to sustained revenue growth. Effective retention strategies such as personalized marketing, loyalty programs, and exceptional customer service are crucial for encouraging repeat business and enhancing customer lifetime value. 

The Role of Influencers and Loyalty Programs 

Natalia touches on the use of influencers and loyalty programs as tools for driving engagement and loyalty. She suggests that influencers can act almost like an extended part of a brand’s marketing team, bringing authenticity and relatable content that resonates with audiences. Similarly, well-crafted loyalty programs incentivize repeat purchases and deepen customer relationships by rewarding continued engagement with the brand. 

Challenges of Siloed Teams 

Natalia emphasizes the difficulties businesses encounter when departments operate in silos, essentially isolated from each other. This lack of integration can stall progress and inhibit the effective execution of strategies that require cross-departmental collaboration. For example, in eCommerce, marketing efforts could be misaligned with inventory management or customer service, leading to disjointed customer experiences and inefficient operations. 

Continuous Adaptation and Learning 

Natalia advises businesses to stay agile and continuously adapt to changing market conditions and consumer preferences. She encourages embracing new technologies and platforms like TikTok to remain relevant and competitive. This approach involves testing new ideas, learning from outcomes, and rapidly iterating, which is essential in the fast-paced eCommerce industry where consumer trends and technology evolve quickly. 

eCommerce Book Top Tip

  • Instead of a book, Natalia recommends watching the series Break Point on Netflix

eCommerce Traffic Top Tip

  • Balance free and paid marketing channels to scale your business. Additionally, stay updated with emerging trends and platforms to continuously adapt and optimise marketing strategies. 

Tool Top Tip

  • Canva

Carbon Top Tip

  • Switch to paper packaging. It’s a simple, cost-effective, but underutilized by most eCommerce businesses.  

Interview Links

Related episodes

  • Embedding ethics and sustainability into luxury brand Elvis & Kresse – super inspiring story (episode 392)
  • Championing Sustainability Through Seasonless Fashion with Lyndie Benson, Bleusalt (episode 434)
  • Neem London’s Journey to 6-Figure Success Through Innovation and Climate Consciousness (episode 479)

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