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Hi, friends! The What’s in Store team recently visited Kristen Lambert from Third Piece, a one-stop shop for warm, chunky, handmade knits. Located in Boston’s historic South End neighborhood, Third Piece is part boutique, part yarn store. The beauty of this hybrid retail concept is that whether a piece is made by customers or by one of the store’s in-house knitters, each item is one-of-a-kind.
Although the business has been through some rough patches, Kristen emerged victorious on the other side.
Here’s how she’s working to build her brand both online and IRL:
“There have been times when the company was on life support and surviving from sale to sale,” she divulges. “When cash gets tight, it’s easy to get wrapped into a negative or fearful mindset, but that’s the worst thing you can do. It’s when you have to focus, roll up your sleeves, and make some difficult decisions in order to survive.”
After a failed business partnership left her disheartened and depleted, Kristen picked herself up and took a huge risk: opening a brick and mortar this past November. “A year ago, I was not in this place and had contemplated shutting down and moving on, but I still felt like my ‘job’ wasn’t done and there was still something here for me to accomplish. I pushed forward, took some time off to get my mindset in line with what my heart was telling me.” Now with the store, customers are able to come and actually touch the collections, buy yarn, and even take designer-led classes to hone their knitting skills.
To help increase digital engagement, Kristen decided to utilize MailChimp’s landing page feature. To start, she set up 2 different types of landing pages: one designed to grow her subscriber list and the other to recommend her top-selling items, which she called “Winter Must-Haves.”
“The functionality to set up landing pages was extremely user-friendly,” she says. “It was something I had delegated to our marketing manager to explore, and she has great success in increasing our engagement, generating new leads, and increasing traffic to our business.”
Third Piece had the most success with their subscriber landing page. Here’s the knitty gritty of their strategy:
1. They set up Facebook Ad campaigns through MailChimp, which drove traffic to the landing pages.
2. When customers got to the landing page, they were prompted to enter their email to receive a special discount.
3. Once they signed up, they received an automated welcome email with a discount code and a call to action to shop the Third Piece e-commerce shop.
“Operationally it’s made the way we look at our digital marketing strategy feel a lot easier and approachable,” she adds. That’s because they’re able to centrally initiate, manage, and monitor multiple campaigns at the same time and get real-time information on different strategies, content, or audiences that may or may not be working—and then make adjustments.
“It makes the way we are spending our advertising dollars work a lot smarter.”