A successful Shopify store can generate sales. A strong DTC brand gives customers a reason to choose you, remember you and buy again.

Nadine Killoran joins Nick Trueman to explain how ecommerce businesses can move beyond building a good store and create a brand with long-term customer loyalty. Drawing on her experience with brands including Absolute Collagen, Aion Bank and MYJAR, Nadine shares practical advice on brand investment, customer retention, subscriptions, pricing and securing CFO buy-in.

Learn what customers actually care about, why the second purchase is more important than the first and how to build a DTC brand that customers choose over cheaper alternatives.

In this episode:
00:00 - Store vs brand: the real difference
01:57 - What customers actually care about
03:11 - Nadine's journey to becoming a CMO
05:57 - Getting CFO buy-in for brand investment
09:16 - Measuring awareness and brand stickiness
11:29 - Retention, churn and the second purchase
18:25 - Turning customers into subscribers
24:45 - Pricing a growing DTC brand
29:15 - Difficult brand and pricing conversations
33:02 - Final thoughts

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