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I Want to Talk About My Sunday Riley Customer Journey

First off, what is a customer journey…

Customer journey maps clarify, and develop important parts of just that…your customers’ journey. They allow you to stand in the shoes of your customers, enabling you to improve nearly every aspect of their experience. They provide you with the kind of overview to move customers down your sales funnel. Wait… sales funnel…

What is a sales funnel…

Back to Customer Journeys. Why Are They Important?

  1. Shows you how customers are interacting with your business
  2. Gives the brand owner the chance to stop seeing the perspective from the company, but the perspective of the brand through their customer
  3. Highlights what customers need and when they need it at different stages of the sales funnel
  4. Clarifies needs and pain-points of your customers
  5. Clarifies optimization and development priorities

You can see this best with what’s called a Customer Journey Map.

As a matter of fact! I want to talk about the most perfectly detailed customer journey I went on when purchasing from Sunday Riley, a skincare brand. To demonstrate this, let’s go over my Customer Journey Map and furthermore go through the steps to create a Customer Journey Map. I do this with my clients and their eCommerce marketing strategies all the time and trust me, it helps!

Step One: Build Customer Profiles

The data about customers forms the basis of your map. As a result, this data will come from two places: direct feedback and customer analytics. So who am I?

I visited Sunday Riley because I have a new skin issue thanks to a lovely combo of autoimmune issues including dermatomyositis. My skin is dry but not like normal when it’s dry. I exfoliate a ton of dead skin cells a day, moisturize 2x a day, drink 64oz of what a day, and I’ve tried a bunch of products to fix this.

Step Two: Define General Stages

Stage One – Discovery: I visited Sunday Riley because I have a new skin issue thanks to a lovely condition called dermatomyositis. My skin is dry but not like normal when it’s dry. I exfoliate a ton of dead skin cells a day. I moisturize 2x a day, drink 64oz of what a day, and I’ve tried a bunch of products to fix this. Since this started, someone recommended I try Sunday Riley’s Good Genes lactic acid serum.

Stage Two – Research: Before this, I was mixing a concoction of Licorice Root and oil on my face and it helped a little. So I did my research on this product… Besides other great ingredients, Licorice Root is #2 in the ingredient list for Good Genes!

Stage Three – Choose: Now I’ve never tried a Sunday Riley product so when I visited the site I spent a few minutes reading about Good Genes, but then saw that $122 price tag… I clicked away. I don’t want to spend that much without knowing if it works.

Thus a FANTASTIC customer journey begins and Sunday Riley’s eCommerce team kicks into action to reel me back in!

Stage Four – Purchase: I went to a few more products pages to look around. I knew I wanted to try Sunday Riley in general. So I was delighted to find a sample pack.

I purchased the sample pack and waited for my package. It came less than a week later. Even though I only purchased 3 small jars of product to try out, Sunday Riley sent along with my package an equal amount of product samples too.

Ultimately, I got those (3) 0.3oz moisturizers, a 0.17oz sample of U.F.O. Acne Treatment, a 0.17oz of High-Dose Retinoid Serum, and samples packets of various products INCLUDING GOOD GENES.

This means Sunday Riley gave me more than an equal amount of free samples along with my purchase. But Why?

Well…Who am I as Customer Profile?

I clearly am a first-time buyer wanting to try the brand. I spend a lot of time on the website reading about 1-3 products and even added them to my cart. But deleted them before purchase.

Step Three: Attach Goals to Each Stage

Thus, Sunday Riley’s customer journey is now collecting my goals, needs, and desires.

When you do this, consider the most pressing concerns during the stages in Step Two and how to convert me into being a loyal customer. Don’t be afraid of getting your hands dirty when collecting data too. Asking me straight out what I thought of my 3 moisturizers in a follow-up email after my purchase would have been a great step in itself.

But Sunday Riley went above and beyond for this specific customer profile (talked about in Step One) and now I’m hooked!

Step Four: Identify Touchpoints for Each Stage

Many retailers approach this stage too narrowly. It’s essential to account for all possible “touchpoints” in which I’ll interact with your brand as the customer. Ignoring minor channels or interactions will lead to an incomplete customer journey map. So don’t just do this for your website only.

Account for all of the following touchpoints:

  • Word-of-mouth and referrals
  • Outbound marketing channels like online ads, awareness campaigns, and offline advertising
  • Inbound marketing like content, search engine results, and organic social media posts
  • Social media channels
  • Customer support
  • Your website and apps
  • Email
  • Packaging and delivery

Step Five: Identify Moments of Truth

I had two ‘moments of truth’ here. Moments of truth occur when a customer makes an important decision. Mine was when I decided to buy and when I decided to become a loyal customer after a great experience.

Step Six: Identify Drop-Off Points and Goal Completion

Where are customers typically dropping off and ending their journey? Where did I? Before purchasing many higher-priced products. Where are they successfully completing their goals? When did I? When after getting all my samples and trying them I went back to the site and purchased Good Genes.

Step Seven: Get Even More Feedback

Additional feedback can be immensely useful once you’ve started to put together your customer journey. At this stage of the process, you will likely be aware of what was missing in your original customer research, but it doesn’t hurt to ask a customer outright what their feedback is. What’s mine? This blog post (LOL).

Step Eight: Identify Areas for Improvement and “Amplification”

This step is where the customer journey map moves from being an abstract document to a practical tool. So what would this look like with factoring in metrics and emotions of my customer journey with the help of CTA’s (Call-To-Actions) and little nudges the brand did to make me a loyal customer…? Let’s see a customer journey map! Here’s a basic one:

And a closer look at where you and me are visually right now:

In the End…

Using your customer journey map as an aid for idea generation and really realizing what is going on in the purchasing process for your customers. When you think this way, you’ll make much more sales. So how do you create your own Customer Journey Map for your brand?

Because customer journey mapping tools are essentially diagram-creation apps, they tend to be relatively inexpensive. You should consider investing in one if you haven’t already. The best out there is the Salesforce Journey Planner. If you want to go a free route and DIY yourself you can use HubSpot’s templates.

But if you’ve gotten to the end of this post and are thinking “Where the Hell do I start!?”. There is also another option for creating a Customer Journey Map… Unglitch.io! Get in touch today and we can strategize a custom map for your brand to help you boost sales ASAP!

In the meantime, I’ll be over here obsessively touching my new, soft, happy face!


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Choose Your Wholesale Beauty eCommerce Products Carefully

Business Strategy, SEO, + Competing w/ Other Brands

Choosing brands to buy wholesale from is no easy task! Pick carefully! Because while it may be tempting to buy products you like or are trending — you need to think of a bigger picture. Let’s dive in!

Choose a Wholesale Resource

The easiest way to avoid mishaps from the jump is using Faire to pick the products you want to stock your online store with. I can even refer you to unlock bigger discounts since so many of my clients use this wonderful platform! Say I want to stock my store with different loofahs! I can find them on the website:

With Faire, you can find UNIQUE products to promote and sell on your web store. Faire will tell me products that have a “High Sell-Through” rate and are good investments. Each product on the platform is unique and the majority of the brands that sell their products wholesale on here for you to make sales and they do not compete with your website… Wait…what!? Brands are competing with my website?

Choose the Right Brand

Now don’t just think Faire will do ALL the work for you! It’s best to pick a brand that has an honest wholesale strategy in which their website does not compete on Google with their wholesalers. Because SEO is a fickle b!*@% when it comes to popular beauty products you want to sell you need to do some market research on what your target market is buying, what adheres to your own brand, and a brand that isn’t in a million online stores. Brands want to make sales of course! But if they tell you you’ll make sales with their products

Let’s see an example…

An example I have now seen 596,230,496 times since 2020…

Think About SEO

Babe Lash is even on Faire, but they are selling everywhere else too. You want to know their top wholesalers? Amazon! Sally Beauty! Walmart! They also do a lof of marketing and SEO work to also be the main seller of their products on their own website.

So say you choose Babe Lash without doing research that your clients might like these high-end expensive mascaras. You also did not do a quick google search pretending to look for Babe Lash before your stocked your inventory with Babe Lash. Now you’re stuck with a ton of expensive mascara that no one is buying because you will never rank on Google as a seller of this product.

In order for someone to buy this product on your website you have to do A LOT of promoting on your social media telling them where to buy it and why to buy it from you. Which to be fair, you should be doing anyway. But also to be fair…why would anyone buy it from you when they can get it from the brand themselves…? The answer. There is no reason to buy from you. So to Babe Lash’s delight — you’ve now helped promote a product and Babe Lash didn’t pay you a dime for that work. In fact! You paid to promote it by buying it wholesale! Win for Babe Lash. Now this is a the strategy of most MLM (blog rant for another day…).

So what should you do instead…

Hire Unglitch.io…or DIY!

Some Tips…

Use Faire…trust me! Avoid places like Alibaba/Ali Express or SHEIN to buy over-seas cheap products. Other people are doing this as well and consumers are on to them!

If not using Faire, try to find unique brands on Etsy and build a wholesale relationship with them.

Ask yourself these questions when you see a product you might want to add to your store:

• Does the product adhere to MY brand guidelines? Ex. If you are a vegan-only beauty business, do not sell collagen products. Check out FrogFuel’s Why You Can’t Find Vegan Collagen

• Is the product solving an issue? It’s easier to market a product from an up-and-coming brand that is destined to succeed. What does your target market have their eye one. Ex. With Gen X leading the way in buying more zero-waste, eco-friendly, diverse, and lgctq-friendly brands — these products will begin to sell more in coming years.

• Is the product’s brand getting good press? If I was an esthetician today and was to pick my first product to add to my store I’d start looking at new brands in the press. Ex. 42 Black-Owned Beauty Brands to Support Now and Always

But if you want to dive deeper into true market research, customer journeys, and more – reach out to Jacquelyn at hello@unglitch.io today!

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Give these Brands Some Slack

We all remember in 2020 during peak COVID scariness when anything we ordered online took forever. If you lived in the Midwest there was a 100% guarantee your USPS shipment got stuck in Chicago for weeks on end. And while things aren’t as scarce as they were in 2020, the end of 2021 still is having some pitfalls that are affecting brands that ship online sales.

Even more, small businesses that needed to find a niche to sell online during 2020 (to make up for in-person services or sales they lost during the quarantine); are suffering from what’s happening now. So what is happening?

Shipping is still an issue:

The queue of container ships waiting to enter Los Angeles’s and Long Beach’s neighboring ports hit an all-time high of 65 vessels this past week, and they’ll wait an average of 8.7 days longer to deliver their cargo.

The average transit time from China to the US is now 71 days, compared to 40 days in 2019…and you thought your morning commute was long.

Why it mattersThese California ports are the busiest in the US, and they accept the majority of imports from Asia. A snag outside their docks signals an economy-wide slowdown in getting goods → consumers.

To my esthetician clients! They began selling Korean or Chinese skin care products online to make it through the pandemic sales slump, they are now having to wait a long time to get re-stocked.

Product Price Hikes…Again?

Your local stylist to your behemoth Target? Covid-19 worker restrictions in Malaysia have caused the price of palm oil, a key ingredient in every bottle of shampoo, to skyrocket as much as 70%.

Travel restrictions in Vietnam are making coffee beans more expensive for companies like Folgers.

For now, its fine. It will be a really crazy time to buy things come Christmas though. Santa’s elves stationed at Target, Best Buy, and other retailers are scrambling for extra inventory in an effort to keep their shelves stocked for the holiday season.

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Staying Creative & Connected During the Ever-Lasting Pandemic

Ever since quarantine(s) started and things began to shut down all around us, I’ve found myself being faced with issues that I don’t have answers for. I am sure I’m not alone in thinking that I truly did not expect to be working more than much less, than not at all… While the state of the world remains clouded in so much uncertainty not too much has changed for me. I’ve always worked from home. Ironically I was about to purchase a studio before the pandemic because…I was sick of working from home. Surprise to me! Nevertheless, this is our current reality, and we must all find a way to adjust and adapt.

The Start

At the beginning of COVID, many businesses I’ve never worked with before realized the importance finally of their online presence and social media marketing. They needed to either be online or improve their online presence with SEO, social media marketing, and better websites. Thus, I was busy… Like I needed 8 clones of me – busy!

I started feeling guilty…

While other businesses had to close with the uncertainty of when they would re-open their doors. I remained opened and thriving…at first…

How I stayed creative: Well… I was busy! So it was easy!

The Middle

Once our economy began to tank and panic started setting in the brands that I work with on a regular basis stepped back from working and even marketing their brands for a bit. Understandable. We all had no clue what to budget for during the peak of COVID. Business slowed down and I got bored…

Something about me: If I’m not busy, I struggle mentally. I know it’s not technically healthy to have a go-go-go, hustle-hard frame of mind when it comes to your job. But I always have. When I had no work I sunk into deep deep depression just like so many of us. It was rough.

How I stayed creative: Reaching out and collaborating with others on projects is a great way to keep the creative energy going. I did just that and worked with brands who like me, are usually too busy to collab! Not then!

The End (Infiniate End of COVID)

And where I am now. A much better place mentally of course! And now that things are picking back and getting back to (semi) normal

How I stay creative: The importance of your mental health in these challenging times cannot be overstated. Looking after your own well-being is critical to the creative process, and meditation and mindfulness can be powerful tools for maintaining wellness. I’ve started taking yoga with Buti Yoga and even learned breathing techniques. I’ll continue to always keep my mental health flourishing to keep my creativity flowing.

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50 Online Tools Pro Business Owners Use

Social Media Tools

LaterSchedule Instagram posts and stories; as well as Pinterest, TikTok, and LinkedIn posts. Also, utilize the Linkin.bio tool to use links on Instagram.

Motionbox is a video editing platform with a wide variety of tools that make it easier to create any type of visual content. It has a large library of templates that may be used as-is or as the basis for your design. It also includes a variety of fonts and multimedia assets such as audio, photos, and videos, the majority of which are free to use for your project. Motionbox is simple to use, because of its drag-and-drop interface, which encourages users to be creative. It provides an infinite number of design options with tools such as Music Visualizer, GIF Editor, Meme Maker, and Credits Maker.

Analisa.ioReady to hack your marketing campaign on Instagram? You can with Analisa.io. Analisa.io gives you a range of marketing tools for monitoring profiles and hashtags. You can use it to snoop on your competitors, monitor campaign performance, connect with influencers, and more.

BitlyUse it to shorten URLs when they start getting a bit too long and track your links better with this platform.

RafflePressEverything you need to make your next giveaway a viral success and grow your following!

Audienseis a social intelligence tool that allows you to discover new target audiences and segment them. Most importantly, it helps you understand your audience by telling you how they tick.

Oktopost – a social media management tool designed for B2B companies. It allows you to schedule your content and measure its effectiveness. Oktopost is also useful for curating content that is important for your business. And if you collaborate with a lot of people, it can help make things run smoothly.

IFTTTWith it, you can combine different tools together to create individual “recipes,” or sets of instructions. For example, you can set it up to send a tweet every time you make a new Instagram post. It’s a bit tricky to navigate at first, but you can use other recipes to simply plug and play. Best of all, it’s completely free to use.

BuzzSumo – One of the best tools we’ve found for discovering new and popular content on the web. With it, you can plug in a topic or a selection of keywords.

FeedlyBest known as a content discovery tool like BuzzSumo, but it works a bit differently. It’s a content aggregator, and you can use it to collect content from any number of different areas.

TweepiTweepi is a Twitter tool that helps you get more followers.

Sprout SocialAll-in-one social media marketing tool to help managers better control their efforts. It features multi-level access which makes it easy for managers to coordinate and delegate tasks to team members.

HootsuiteThis app is a simple but powerful tool for the average social media marketer to schedule posts and measure content engagement.

TailwindGreat for creating content on Pinterest and Instagram. Use it with Pinterest to pin to multiple boards at once, bulk upload, and schedule posts.

Brand24This gives you insight into what people are saying online about your brand. With this tool, you have instant access to mentions of your brand anywhere on social media.

VisageVisage is a tool that helps companies design social media graphics that are perfectly optimized for each platform. Visage’s graphics templates make it easy to manage your brand’s style and tone. That way, you can ensure consistency across all social platforms.

Veed.ioWhile a little buggy still, this is a great platform to add your audio to elements like soundwaves and more to enhance your video content.

CanvaWhile my least favorite tool out there since it tends to push non-creative users into having social media graphics that look the same as everyone else using Canva – it’s still great to create graphics, videos, presentations, and more on the fly.

Influencial – Want to jump on the influencer marketing train but don’t know how to begin? No worries, Influential‘s got you covered. Influential is a smart matchmaking platform that connects businesses with influencers.

Website Content Tools

UbersuggestUse Ubersuggest allows you to reverse engineer your competitors’ SEO so you can see how to beat them with keywords.

GrammarlyI don’t care what you do for a living, you need Grammarly which corrects your grammar and misspellings in real-time as you type…anywhere.

ProWritingAidTo get the full potential of this extension for Chrome and some other browsers you’ll need to use the paid version. Not only does this correct grammar, but it shows you things like your Readability Grade, Passive Voice, and more — which is essential in writing for web content.

Hemingway AppWant the features of ProWritingAid but don’t want to pay $20/month for it!? The Hemingway App could be a good option. It looks outdated, but trust me it does just as good a job and for FREE!

SurferGenerate a whole content strategy in a few clicks, and write data-driven content loved by search engines and people.

UlyssesThis app organizes your writing projects all in one place and helps you stay focused on each project. On a side note, I have many creative peers who suffer from ADHD and find writing apps to have too many bells and whistles that distract them. They love Ulysses for it’s clean and string forward use.

Yoast SEODownload the WordPress plugin if you use WordPress or use the Readability Analysis tool while writing content.

AhrefsBy far the best out there is Ahrefs. The minimum price is $99/month, however. This may not be affordable for some startups – but trust me when you can budget it for your SEO it’s worth it.

Local (SEO) Business Listings Tools

MozWant a one-stop-shop that will assess and then tell you where you need to add business listings or correct existing ones. Along with other FREE SEO tools use the Moz Local Listing Score.

Financial Tools

WaveOver the years I’ve tried many invoicing systems. Wave is still the best and keeps getting better and better. Send invoices effortlessly, manage payroll of your team, manage expenses, and all other accounting needs.

HoneybookI haven’t personally used this platform, but I hear good things for invoices, customers management, and more.

NovoConfused about where to go for business checking? Your local brick and mortar may not be the best choice. If you’re looking for the best in online business banking, Novo is fantastic.

Business News

Morning BrewBy far my favorite and the ONLY email newsletter I actually open every day. Their writers are creative as well as to the point. If you have an interest in the topics like what’s new in tech, investing, bitcoin, real estate, and other business ventures you’ll like it too!

Productivity Tools

LastPassLastPass saves your passwords in its encrypted password vault so you don’t have to remember all of them

AsanaI love this project management tool to show clients where I’m at in the project process. It’s also great for big teams to manage what is getting done within many projects.

PinstripedEver wonder how Fortune 500 companies run a meeting while you can’t get Becky in accounting to stop talking about her son’s lost tooth during a work conference call? Pinstriped is a great tool for just that.

FocusmateAnother great tool for my ADHD friends, this site really helps people who have to virtually co-work with another by eliminating procrastination. This also is a great tool to use if you have team members who struggle to stay on topic during Zoom meetings.

Learning Tools

HubSpot AcademyFrom quick, practical courses to comprehensive certifications, learn everything you need to know about the most sought-after business skills.

SkillshareNot sure how to make successful Facebook Live videos? Or fun social media content? Not sure about any aspect of your business and want to learn more. I guarantee there is a Skillshare course for it.

MIT Open CoursewareSpecifically the Entrepreneurship Courses, learn from top MIT professors on things like “How to Develop “Breakthrough” Products and Services” and more.

MasterclassI have to be honest Masterclass can be sometimes more entertaining than informational but still list-worthy.

Scheduling Tools

CalendlyThis is the top scheduling tool right now. There’s a reason everyone uses it! It works seamlessly!

Customer Management Tools

KeapCapture more leads and track them the whole way through they are customers. This is also a great tool for when you want to add more salespeople. You can automate the process with them easily.

Freshworks CRMWant a free version of Keap? Here it is!

Human Resources Tools

BambooHREasily hire and onboard employees as well as manage successful and legal offboarding when you need to fire employees.

Security Tools

SurfShark VPNGET it 83% off + 3 months FREE – Browse the internet safely, keep your identity secure, plus watch more tv shows and movies available in other movies on streaming sites.

ZeroFoxis a security tool that identifies and protects brands against hackers looking to take control of social media accounts. The platform also works to protect its clients’ social media reputations. They do this by removing offensive and intentionally disruptive content, eliminating impersonation profiles, and protecting followers against scammers

Business Podcasts

Love Your WorkDavid Kadavy is a best-selling author and creative entrepreneur who shares tools and inspiration for creators and solopreneurs.

Per our Last EmailRaise your hand if you love venting about the crazy ups and downs of freelancing life! Then you’ll love this podcast on Spotify too!

The GaryVee Audio ExperienceHosted by successful author, speaker, and CEO Gary Vaynerchuk, this podcast finishes off our list with a little something for everyone.

Working Without PantsAs the title may suggest, this podcast is unapologetically casual in tone, but that doesn’t diminish its value in the slightest. Jake Jorgovan interviews creative freelancers and consultants on how to attract clients and deal with the inevitable solopreneurial hiccups.