{"id":8480,"date":"2023-07-14T14:13:21","date_gmt":"2023-07-14T14:13:21","guid":{"rendered":"https:\/\/www.brightpearl.com\/?p=8480"},"modified":"2023-07-17T08:25:04","modified_gmt":"2023-07-17T08:25:04","slug":"the-e-commerce-growth-hacking-podcast-key-takeaways-from-roka-london","status":"publish","type":"post","link":"https:\/\/www.brightpearl.com\/blog\/the-e-commerce-growth-hacking-podcast-key-takeaways-from-roka-london","title":{"rendered":"The E-Commerce Growth Hacking Podcast:\u00a0Key Takeaways from ROKA London"},"content":{"rendered":"<p><b><span data-contrast=\"auto\">\u201cI come from a background of embracing new technology &#8211; it&#8217;s all about plug-and-play solutions, and sometimes it&#8217;s about using tech just for that moment. We might implement something this year and move on from it in two or three years. Most of the platforms we use operate on a SaaS model, meaning no expensive upfront fees. It&#8217;s more like, &#8220;Hey, let&#8217;s plug in this new software. It looks promising for a year or two, and then we&#8217;ll assess.&#8221; Getting this mindset ingrained into the business was important.\u201d<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">\u2013 Peter Gough, COO at ROKA London<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:3,&quot;335551620&quot;:3,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">For this episode of the<\/span><span data-contrast=\"auto\"> Lightning 50 E-Commerce Growth Hacking <\/span><a href=\"http:\/\/www.brightpearl.com\/lightning-50-podcast\"><span data-contrast=\"none\">podcast<\/span><\/a><span data-contrast=\"auto\">, <\/span><span data-contrast=\"auto\">we interviewed Peter Gough, Chief Operating Officer for <\/span><b><span data-contrast=\"auto\">outdoor lifestyle and accessories brand ROKA London.\u00a0<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">With a core product line of stylish and colorful bags and backpacks, the brand launched in 2017 and has grown phenomenally in the years since. The brand nurtures a strong B2B sales stream with distributors and retail stores internationally, and with Peter onboard it\u2019s rapidly increasing its direct-to-consumer sales, with a digital YoY growth rate of 70%.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Peter shared some fascinating insight into how the brand boosted its digital popularity in recent years, including how some key tech tools are playing their part in its future strategy for growth.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Here are some of the highlights from the transcript\u2026<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:160,&quot;335559740&quot;:256}\">\u00a0<\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">\u201cIt was very easy to suddenly start having an impact on the D2C channel. I got hold of a media agency and immediately started looking at the pay-to-click ads and the shopping ads. Having an agency take it over, doing proper keyword analysis and strategy was a big game changer. ROKA had some quite good organic traffic, but we trademarked the word ROKA and very quickly we were able to make sure we got the traffic that was rightly ours.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:1080,&quot;335559739&quot;:160,&quot;335559740&quot;:256,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">\u201cWe use Shopify plus, so we shifted all our websites &#8211; that&#8217;s B2B and D2C &#8211; all onto Shopify Plus so that gave us more analytical and reporting flexibility when it came to the actual websites and changing them.<\/span><span data-contrast=\"auto\">\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:1080,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">\u201cThere are some quick wins you can do. I knew we could onboard Trustpilot quickly &#8211; we had a very good <a href=\"https:\/\/www.brightpearl.com\/blog\/10-top-tips-for-providing-world-class-customer-service\">customer service<\/a> channel, they&#8217;re super busy, we get great feedback. So I knew installing Trustpilot &#8211; probably the best, well-known review site &#8211; would get a good score as invariably we&#8217;re a good 4.8, 4.9 out of 5. When the review stars appeared in Google, it made a massive difference to traffic.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:1080,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">\u201cI come from a background of embracing new technology, it&#8217;s all about plug-and-play solutions, and sometimes it&#8217;s about using tech just for that moment. We might implement something this year and move on from it in two or three years. Most of the platforms we use operate on a SaaS model, meaning no expensive upfront fees. It&#8217;s more like, &#8220;Hey, let&#8217;s plug in this new software. It looks promising for a year or two, and then we&#8217;ll assess.&#8221; Getting this mindset ingrained into the business was important.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:1080,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">\u201cYou can&#8217;t run a business solely relying on large, cumbersome spreadsheets; as they grow bigger, the chances of mistakes increase. So, one of the significant changes we&#8217;re implementing this year is<\/span><b><span data-contrast=\"auto\"> <a href=\"https:\/\/www.brightpearl.com\/inventory-management-system\">Inventory<\/a> Planner.<\/span><\/b><span data-contrast=\"auto\"> This platform is a game-changer, taking us to another level. We&#8217;re reaching a point where stock management and finance are becoming more complex; and we need better insights into our operations and purchasing decisions. Traditionally, we relied on gut feelings and instincts, but now we have data coming into the picture. This will be the next big shift for us.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:1080,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><b><span data-contrast=\"auto\">ROKA\u2019s Top Growth Hacks<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">\u201cGrowth is all about having the right technology in place to scale. In my experience, embracing change is crucial, as technology is constantly evolving. Don&#8217;t be afraid to try new tech solutions and if they don&#8217;t work, replace them. My biggest tip is to implement a solution that works for the next year or two and then adapt as needed.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">\u201cWhen it comes to growth, it&#8217;s not just about increasing revenue. Consider other key performance indicators (KPIs) such as expanding your audience to attract Gen Z, for instance, or expanding your territory. Think about growth beyond revenue numbers.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">\u201cI have a bit of cynicism towards agencies and excessive strategizing. Be agile, quick to change, and embrace failure as a learning opportunity. That&#8217;s the lean operating model we follow at ROKA.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:276}\">\u00a0<\/span><b><span data-contrast=\"auto\">\u00a0Key Stats<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">ROKA London started out in 2017 as a traditional retail brand selling through independent distributors and outlets &#8211; more recently, its growing direct-to-consumer e-commerce stream has seen <\/span><b><span data-contrast=\"auto\">70% growth YoY.<\/span><\/b><span data-ccp-props=\"{&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559738&quot;:240,&quot;335559739&quot;:0,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">Peter named <\/span><b><span data-contrast=\"auto\">Shopify Plus, Trustpilot, Google Ads, Facebook, Instagram, Gorgias <\/span><\/b><span data-contrast=\"auto\">and<\/span><b><span data-contrast=\"auto\"> Inventory Planner<\/span><\/b><span data-contrast=\"auto\"> among the tech tools and strategies that have fueled ROKA\u2019s growth.\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">The company strives for a <\/span><b><span data-contrast=\"auto\">lean, cloud-based workforce<\/span><\/b><span data-contrast=\"auto\"> to boost efficiency.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">Peter also believes in <\/span><b><span data-contrast=\"auto\">plug-and- play and\/or subscription model solutions<\/span><\/b><span data-contrast=\"auto\"> &#8211; as certain tech may carry a business for a few years, then need switching or upgrading.\u00a0<\/span><\/li>\n<\/ul>\n<p><b><span data-contrast=\"auto\">Peter\u2019s Top Growth-Hacking tips:\u00a0<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cb\" data-font=\"Calibri\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:1440,&quot;335559991&quot;:360,&quot;469769242&quot;:[9675],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cb&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"2\"><span data-contrast=\"auto\">Embrace the right technology, and don\u2019t be afraid to switch it up as required.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559685&quot;:1440,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cb\" data-font=\"Calibri\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:1440,&quot;335559991&quot;:360,&quot;469769242&quot;:[9675],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cb&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"2\"><span data-contrast=\"auto\">Consider varied KPIs for growth, not just revenue.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559685&quot;:1440,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cb\" data-font=\"Calibri\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:1440,&quot;335559991&quot;:360,&quot;469769242&quot;:[9675],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cb&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"2\"><span data-contrast=\"auto\">Don\u2019t excessively strategize; be quick, agile and embrace failure.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;201341983&quot;:0,&quot;335559685&quot;:1440,&quot;335559738&quot;:0,&quot;335559739&quot;:240,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Want to hear more of what Peter had to say? Catch up with the full episode, and subscribe to upcoming ones, <\/span><a href=\"http:\/\/www.brightpearl.com\/lightning-50-podcast\"><span data-contrast=\"none\">here<\/span><\/a><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cI come from a background of embracing new technology &#8211; it&#8217;s all about plug-and-play solutions, and sometimes it&#8217;s about using tech just for that moment. We might implement something this year and move on from it in two or three years. Most of the platforms we use operate on a SaaS model, meaning no expensive [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":8481,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-8480","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6.1 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The E-Commerce Growth Hacking Podcast:\u00a0Key Takeaways from ROKA London - Brightpearl<\/title>\n<meta name=\"description\" content=\"\u201cI come from a background of embracing new technology - it&#039;s all about plug-and-play solutions, and sometimes it&#039;s about using tech just for that moment.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.brightpearl.com\/blog\/the-e-commerce-growth-hacking-podcast-key-takeaways-from-roka-london\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The E-Commerce Growth Hacking Podcast:\u00a0Key Takeaways from ROKA London\" \/>\n<meta property=\"og:description\" content=\"\u201cI come from a background of embracing new technology - 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