In this episode of Chew on This, Allison Gagnon, the director of e-commerce at Tibi, discusses how the brand has scaled its e-commerce and retail operations over the past five years. She shares insights on Tibi's shift from a wholesale business to a 75% direct-to-consumer model, with 80% of that being e-commerce, emphasizing the importance of customer engagement through initiatives like Instagram Live Style Classes and live shopping on Tibi.com. Allison details Tibi's data-driven approach to decision-making, focusing on specialty store partnerships, customer segmentation using RFM analysis, and tailoring the online experience with product-specific size charts and videos. She also touches on leveraging AI for initial customer service interactions and the brand's commitment to building long-lasting customer relationships by understanding and catering to their core customer base.
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