The Behavioral Science Behind Wellow's Success with Kyle Hoffman
Channel: SalesPOP!
Date: 2023-06-09

Introduction [00:00:00] John Golden introduces himself and Kyle Hoffman, and sets the topic for the interview.

DTC and E-commerce [00:01:15] Kyle Hoffman explains what DTC (direct-to-consumer) and e-commerce businesses are, and the challenges they face.

Launching Wellow [00:04:30] Kyle Hoffman shares the story of how Wellow, a compression sock brand, was launched and the strategic decisions that led to its success.

Building a Lifestyle Brand [00:08:54] Kyle Hoffman discusses the importance of building a lifestyle brand for compression socks and how they differentiated their brand by using behavioral science principles.

Expanding the Market [00:12:17] Hoffman talks about how they expanded their market beyond traditional compression sock users by launching new collections and changing the way they talked about the product.

Colorful Socks [00:17:01] Hoffman explains how they changed the underlying biases people had about compression socks being uncomfortable and unattractive by producing colorful and comfortable socks.

Importance of Customer Experience [00:18:29] Kyle Hoffman discusses the importance of customer experience in direct-to-consumer businesses and how it can make or break a company's success.

Customer Experience in B2B Businesses [00:19:24] John Golden adds that customer experience is critical not only for B2C businesses but also for B2B businesses, as consumers have become more attuned to the overall experience.

Function Growth [00:20:06] Kyle Hoffman promotes Function Growth, a company that helps DTC businesses grow, and invites interested parties to reach out to him through their website.

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