eCommerce MasterPlan

  • Net Zero
  • Summit
  • Podcast
    • About The Podcast
    • Top 10 Episodes
    • Reviews
    • Interesting Stuff
    • Our eCommerce January Growth Series 2022
    • Audience Offers
    • Full list of eCommerce MasterPlan Podcast Episodes
  • Keep Optimising
    • About the Podcast
    • Monthly Q&A Webinar
  • Books
    • eCommerce Marketing – NEW
    • eCommerce MasterPlan 1.8
    • eCommerce Delivery
    • Customer Persuasion
    • B2B eCommerce MasterPlan
  • eCommerce Help
    • Consulting, Coaching, Mentoring
    • Great Deals on Useful Things
  • Contact
    • About Us
    • Email sign up
    • Be a podcast guest
    • Speaking

198: Using Product Launches to create 200% annual growth with Chris Vallely of Dixxon Flannel Co

January 24, 2019 By Chloë Thomas Leave a Comment

This episode is part of our 2019 eCommerce MasterPlan Growth Series sponsored by Omnisend, the all-in-one marketing automation platform that empowers ecommerce marketers to boost sales with omnichannel tools.

Chris Vallely is in charge of ecommerce, product development, and supply chain at Dixxon Flannel Co. Founded in 2013 they have grown by over 200% each year aiming for sales of $9 million this year.

Omnisend – marketing automation platform tailored for eCommerce.

Omnisend logo

Subscribe on your Favourite Podcast App

Apple podcasts badge

Listen on Spotify

Listen on Google Podcasts

About the Business

  • Located in Tempe Arizona, USA
  • Founded in 2013
  • Sells primarily limited edition apparel
  • Platform: Shopify

Getting Started

He’s worked for several companies doing marketing, including several startups in San Francisco.

Chris got started by studying marketing in college, focusing on eCommerce.

Chris eventually moved back home to Phoenix where his family is from and worked in marketing for a local company.

When his wife’s brother-in-law started a small flannel business and needed some help, Chris jumped in and started working part time with Dixxon’s marketing and supply chain.

The company now offers everything from their original flannel shirts to board shorts.

The Team

All the production for the company is outsourced. Dixxon Flannel tries to keep as much domestic as possible, but in order to offer competitive pricing the company has to outsource much of the work overseas.

Wholesale and Direct sales people work in the USA as well as all the pick, pack and ship.

All the marketing is done in house.

The owner does all the social media in house and Chris assists with email marketing. They like to keep much of their marketing focused on branding, not sales.

They see sales in the $10-20k based on brand promotions.

Listen to learn how Dixxon flannel uses flash promotions to sell their product.

Limited Edition

Nearly every product Dixxon sells is limited edition.

The company builds up excitement around each new item, generating buzz around that product and then they release it at a consistent time (5pm).

The company averages 2 product releases a month with 3-6 colorways or styles, with more around the holiday.

The company is strategic about the variety of their offering. Varying colorways and style as well as women and youth styles are all a part of the overall strategy.

Depending on the popularity of the product, the entire line can sell out in as little as a few hours.

Other products stay on the site for as long as a month. For those products that stay in stock longer, the company tailors their marketing strategies to help move those products.

Building a Launch Strategy Business

New, limited (scarcity) and urgency are all great ways to sell.

If you have an established business, it’s important to ease into offering limited editions and if you want to launch based on scarcity, it’s important to build the brand before you build the product.

By keeping offerings limited, you can then build more excitement for the next launch.

Businesses also have to deal with customer disappointment but Chris says that they’ve started to do some anniversary re-releases. In order to keep from disappointing original purchasers, Dixxon will tweak slightly the second releases with different buttons, tags etc.

eCommerce Platform and Surges

Dixxon uses Shopify and they’ve traditionally reached out to them to let them know that their will be a surge coming but now Chris says Shopify just expects the surges to happen.

The only problem they’ve had has been with stolen cart items, but Chris says they’ve taken steps to ensure customers know that their time is limited. Overall, he says that Shopify has kept them covered during all of their surges.

If you want to learn more about shopify or get a great deal on your own account, visit, ecommercemasterplan.com/shopify

Email Marketing Strategies

Dixxon uses Omnisend for their email promotions.

The company sends out a pre-launch newsletter. The first time they did this, the results were 30% open rates and 12% click rates.

Today, 15-25% of overall revenue is coming from email campaigns.

The automation in Omnisend is generating a good amount of money every month. Email templates and automation make the analysis paralysis disappear and email campaigns become much more useful.

They also use templates for targeting customers for specific products, which is a process that Omnisend automates. While user segment information can be pulled from Shopify, Omnisend makes it much easier.

eCommerce Book Top Tip

  • Crush It and Crushing It by Gary Vanderchuck

eCommerce Traffic Top Tip

  • Instagram – A free platform that is a great tool
  • Facebook Ads – Engagement rate and segmentation

You can hear about all this on the podcast, for free – right now…

Tool Top Tip

  • SMS messaging
  • DropBox

Listen to learn how Dixxon uses text messaging to stay connected

Growth Top Tip

  • Focus on your Brand, not your sales. It might take a little bit longer, but you’ll grow a stronger brand.

Interview Links

  • Business
  • Facebook
  • Instagram @dixxon_flannel_co

Filed Under: 2019 eCommerce MasterPlan Growth Series sponsored by Omnisend, 2019 Episodes, eCommerce MasterPlan Podcast, Over 7-figure Turnover eCommerce Podcasts, Shopify Podcasts

Leave a Reply Cancel reply

eCommerce MasterPlan Podcast

  • B2B eCommerce Podcasts
  • Fashion & Apparel Podcast Episodes
  • One Person eCommerce Businesses
  • Shopify Businesses
  • Startups
  • Subscription eCommerce Podcasts
  • Top 10 Episodes
  • £1m+ Businesses

Keep Optimising Podcast

  • Keep Optimising Podcast
  • Monthly Q&A Webinar

Products & Services

  • Audience Offers
  • Books
  • eCommerce & Marketing Speaker
  • Join our Email List

Social Media

  • Facebook Group
  • Instagram @eComMasterPlan
  • LinkedIn Page
  • LinkedIn: Chloë
  • Twitter @eComMasterPlan

Search the site

Social proof places we've been featured

Copyright © 2022 · Privacy Policy · Website Terms · Find us on Google+

This website uses cookies to ensure you get the best experience, for advertising and to analyse our traffic. You consent to our cookies if you continue to use this website.Got it! Reject Read More
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT