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Case study
Wicked Cushions
Over het merk
Wicked Cushions
Wicked Cushions was started in 2016 by my cousin. He had immigrated to the US from Israel and worked in restaurants. He was 25 and wasn't sure what he wanted to do until he woke up late at night and saw an ad on Facebook for an Amazon Business Course. He started working with that course and after completing it, he started looking for a product. For a year, he kept looking for a product until one day he had to replace the cushions on his headphones. He trained with his Beats Studio headphones on and the cushions were no longer good. On Amazon, he then checked whether there were parties selling this product. There were a number of them, but they were all very cheap and appeared to be direct imports and of low quality. Based on the limited options, he wanted to see if he could do something better with it and then launched the Wicked Cushions brand at the end of 2016.
He started designing a number of versions of headphone cushions, first focusing on the Beats Studio headphones and selling them via Amazon until the end of 2017. In 2017, he launched his own website, acquired a trademark on the brand and started building the company.
That's how it all started and I started working with him in mid-2019. Currently, we have a small team of 6 employees who work full-time and remotely for us as freelancers. We sell our products via Amazon, Walmart, Ebay and our own website, among others. We sell a wide range of cushions for all kinds of headphones, with a product for each popular headphone. Meanwhile, we keep coming out with new products and expanding with other headphone accessories. For example, we are now also focusing more on gaming products.
Currently, we sell around 75 different cushions, many of which have been designed. That's what also makes our brand unique, because there are many providers of these cushions, but we make custom designs. We vary in materials, colors and patterns, so people won't see the cushions on our website anywhere else.
We can make a design for a customer on request, but in principle, that never happens because it is not very cost-efficient to make 1 design and sell it once. However, it happens that many people request a certain design and that we then produce it.
At the moment, the US is our largest market, but we sell internationally. There are only a few countries where we don't sell for logistical reasons, but we basically sell to anyone who is willing to pay shipping costs. Our largest markets are the US, Australia, Canada, the United Kingdom, Germany, Switzerland and Mexico, so they are spread across the world.
De Uitdaging
When I came to work for Wicked Cushions, we wanted to take the company to the next level. At that time, my cousin still had 1 colleague and it was too much work to do everything with that team. Our goal at that time was to rebuild the website, onboard it and start selling via Amazon and other marketplaces, expand our sales globally, and build a structure for our operations. We were ticking off our list and at some point we came to the point of outsourcing the most important email functions to a professional company. It mainly concerned the different flows such as the new subscriber flow, browse- & cart abandonment flow. We had already built these ourselves, but every six months or year we went through the different flows and adjusted them slightly. However, we realized that none of us were copywriters or email professionals, so we thought it was the right time, about 4 or 5 months ago, to work with a party that could help us do that. In addition, we also did not want to be continuously responsible for checking whether the flows work or could be improved. This, combined with the knowledge that it's not our area of expertise, so we weren't sure if we were getting the most out of our flows, gave us peace of mind to outsource this.
Most of our turnover does not come from e-mail campaigns, which has to do with the fact that our product line does not offer many options for content based marketing, because there is not much content about these products. That's why we wanted to make the flows that people sign up for as good, clear and beautiful as possible. That's how we ended up at Polaris Growth.
We started working together about 5 months ago. At that time, we were using Omnisend and our main goal was to transfer everything to Klaviyo. At Omnisend, we had some limitations and the feeling that we couldn't do enough customized things. It was easy to use, but it had too few functionalities. We ourselves did not know how to transfer that correctly and how to interpret our data from the existing list.
With the help of initially Bogdan, as a freelancer, and later Polaris Growth, we better understood which part of the list was valuable and which part of the list was not valuable. The funny thing was that a large part of the list was very valuable and we only realized that then. We knew the list was good, but we didn't know how many people were engaged.
So we also wanted to have the flows completely rebuilt, so that's what Bogdan and the rest of the Polaris Growth team did until 2 months ago.
We did not intend to work with Polaris Growth in the long term, because we prefer project-based collaborations. At the moment, I'm talking to Omar about a collaboration in the future, because we don't have a monthly collaboration right now. The reason for this is that content doesn't work for our products, so it's not necessary. We do intend to continue working with Polaris Growth and we will also build other flows in the coming period.
Resultaten volgens onze klant
The result in terms of turnover that the collaboration has brought is difficult to determine, because we stopped doing a number of things that we were not focused on and have switched our focus to a number of things in Klaviyo. In any case, the results seem good, but it is difficult to say exactly where this comes from. What we do see is that the increase in traffic also causes an increase in interaction with the flows; for example, the number of people who subscribe has improved enormously.
The design and content of the emails is also much better than what we had in the past. We completed the cooperation 2 months ago, so a long-term result is also difficult to determine, but I am fairly sure that the cooperation has yielded a lot. Our intention is also to work with Polaris Growth again on major campaigns and new flows that we didn't know we should have, but were recommended to us by Bogdan and the Polaris Growth team. We will discuss and address that in the near future.
My partner and I were really happy with the results. A weight has fallen off our shoulders, everything works without us having to think about it and it all seems to be working very well. We can check in with Omar or someone else on the team to evaluate things, make decisions and make improvements, and that works really well.
CONTACT
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Call us: 020 244 31 81
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