Bringing the in-person experience online
The website for Cotone Clothing and Beauty Bar was never a major driver of business, but now that doors were closed, the new Jentri Quinn website had to act as the flagship storefront. It had to give customers the feeling that they were there experiencing a product and the individuals helping them sell it. “When people come to your website, that’s like when people open the door or look through the window for the first time. But in a store,” Alex said, “there’s always me or Jentri or the other ladies there to make the relationship personal. That makes a huge difference. It’s hard to communicate that with a website.”
One of the biggest drivers of that in-person feel has been video. Jentri began producing her own videos for the site in 2020, and has found that they easily integrate with the rest of the site. “Video gives a huge personal connection. Once I figured out that was my secret sauce, I wanted that to be as visible as possible when people came to the site,” she explained. “If they couldn’t see us in the store, at least they heard my voice and saw my face and I could tell them our story.
Without a storefront, the new business would also need to hop on the latest ecommerce trends in order to remain competitive. Chief among them was an omnichannel strategy that sold makeup and skincare products to customers across marketplaces and social platforms. Through native integrations available with BigCommerce, as well as a number of other apps and integrations available in our app store, have made this a mostly seamless endeavor.
In addition to using the native Meta (Facebook and Instagram) integration, they’re also using several other BigCommerce partner integrations to help optimise product listings across channels, including Codisto for selling on Amazon, and InkFrog for selling on eBay.
One of the largest traffic drivers, however, has been through Jentri’s work on TikTok. “I started on TikTok because I had a presence on Facebook and Instagram, but it seemed really hard to grow,” said Quinn. “I tried YouTube a bit, just throwing spaghetti everywhere to see what would stick. For my first video I got 600 views, and I was just jumping up and down with excitement. For six months straight after that — and I’m not being dramatic — every day with the exception of one or two days, I did a TikTok live to build an audience.
“Before that we just didn’t really have that organic traffic. One of the challenges we faced in the past was the trial and error of digital marketing. It was so expensive that it didn’t make a whole lot of sense,” she continued. “After we started doing those educational videos on TikTok, we really started to see things grow. Since then [Alex] has been able to figure out more things that are working in digital marketing, and we’re really starting to see the fruits of all of these collective efforts come together. And BigCommerce has been so helpful in the sense of its reliability.”
- Codisto, an omnichannel management solution, allows you to manage multiple channels, like eBay, Amazon, Walmart, and more, all from one location.
- Meta for BigCommerce allows businesses to integrate and sell seamlessly with Meta channels, including Facebook and Instagram.
- Mailchimp, a powerful sales-driving marketing tool that allows you to better engage and build relationships with your customers.
- Lucky Orange, ten tools in one that can help reduce cart abandonment and increase sales with heatmaps, live chat, customer surveys, and more.