Brightpearl’s Lightning 50 E-Commerce Growth Hacking podcast, hosted by Caroline Baldwin, gets under the hood of highly successful e-commerce brands to discover the key technologies they are using to power growth.
In series 1, episode 5, we caught up with Cyberjammies, a UK-based nightwear and loungewear retailer. Founded in the early 2000s as an e-commerce only brand, Cyberjammies now sells its high-quality, ethically-made garments in stores such as John Lewis, Next and Very, as well as via their successful Shopify Plus webstore and two sister websites.
We spoke to Brand Director at Cyberjammies, Mark Tweed, who shared tons of fascinating insight into how the brand achieved an immense 372% growth during 2019/20, ranking the brand 10th place on the Brightpearl Lightning 50. He also revealed how the business intends to maintain high levels of growth going forwards, and how tech plays into that strategy.
Here are some of the highlights from the transcript…
- “In the pandemic we were fortunate in that while many other retailers were having a tough time, our growth rate was astronomical as everyone’s work wardrobe became pyjamas and loungewear. ”
- “For any brand to grow significantly, automation is absolutely critical – when you go from hundreds to thousands of orders, you want as little interaction with those orders as possible. In that respect, Brightpearl has been instrumental for the growth of our business.”
- “We’ve migrated to a 3PL warehouse which has staff conducting scan in/scan-out processes – this made our lives a lot easier. We moved warehouses right before Covid, so it was a stressful period, but the warehouse very quickly received our stock and we were trading as normal within a couple of days. This had a huge impact on the business, both during Covid and through to now.”
- “Aside from automation, talk to your customers and constantly talk to them, in a way that they find appealing. Offer them small items like a scrunchie that goes with their new robe or a new pattern of a pyjama set they’ve already bought. Always offer more. We spend a good amount of money on Facebook Ads and Instagram Ads and we’re looking into TikTok – it’s not something I use myself! But from a business view, it’s something we need to stay on top of.”
- “Getting so high in the Lightning 50 is such great recognition. We’ve added it to the bottom of our email signatures, that’s how important it is to us – we want people to see it and hear about it. It’s something we can use to celebrate our team; a point of external recognition, so we really appreciate it.”