CheckoutWeekly/TaskHusky Curated Newsletter #2133 (Resend Non-opens)

Incase You Missed it, *|FNAME|* … Getting BILLIONAIRE Hot with Rihanna on Shopify

Hello - 

Did you know that a single chicken nugget sold on eBay for $100k? For reelz. Makes me feel both rich and poor at the same time. And for who-knows-why, a few years ago MTV calculated that you could buy more than $3 billion chicken nuggets with $1.5 billion. So, anyway …. Forbes came out with a report this month. It was their 7th annual list of the world’s richest self-made women. And I thought to myself, “Well … I haven’t seen what Oprah is up to in while” so I thought I'd take a look. Sure enough, there is “She of the O Network” in all her Chicago-infused, “everyone wins a car” glory sitting at #12 worth $2.7 b-b-b-b-billion. They list her business category as “TV Shows” … which is a little like listing Jeff Bezos’ occupation as “bookseller.” The rest of the list is kind of interesting … there’s Kim Kardashian West at #24 who’s rich and famous for being rich and famous, and I am told other things … but I wouldn’t know about such internet-y unpleasantness. Sheryl Sandberg of Facebook fame is there along with tons of other people I’ve never heard of that can afford all the chicken nuggets they want and eat them in a Lamborghini. But who the heck do I see at #16 but Rihanna – eight spots above the Kardashian-ista — with a nest egg of $1.7 billion. That’s got to be … let’s see, divide by x, carry the 1, subtract the current lunar phase …. equals a crap-ton of tasty golden fried pseudo chicken nugget awesomeness. [note to self, Google “is Rihanna single and do I have a shot”] Who knew that her music career was so successful, right? Turns out it isn’t. That music career is nothing to sneeze at, but the whole Rap-Pop-Star persona side of things deposited only a few tens of millions into her account. There are also a few houses and such too, but BY FAR her net worth is made up of 2 eCommerce brands. There is her … ahem … lingerie brand “Savage Fenty” (savagex.com) worth about $200 milly-dilly. And then there is Fenty Beauty — a perfume and cosmetics eCommerce powerhouse worth nearly $3 billion, and her stake is 50%. I took a look and — sure enough — Fenty Beauty is on Shopify. You know what happens next kids. Let’s do this thing.Happy selling,Zachary

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This Week’s Target: FentyBeauty.comCompany ProfileThe Caribbean island nation of Barbados is famous for three things: Rum, flying fish, and a certain Miss Robyn Rihanna Fenty — who has yet to fully settle down into a blissful life of happiness, husky dogs, and chicken nuggets because she just ain’t met mister right yet [call me]. She signed with Def Jam Records in 2005 and has gone on to win a bunch of Grammy Awards and yadda yadda yadda. But true wealth arrived when she parlayed her fame into a fashion and cosmetics empire. Her Shopify site is ranked #35k in all of the internet and is a top 10k site in the US … that’s REALLY good. They sell online, of course, and through tons of beauty shops world-wide — including at mega beauty retailer Sephora and others. More info about their marketing down below. The Shopify Theme They UseWhen you have retail brand of any kind with an estimated value of nearly $3 billion, you probably ordered up an expensive 6-figure custom theme like I order at the drive-through — often and without worrying about it. And that’s what’s happened here. In the code there are clues that they rename the theme internally with every major release. The current one is code-named “EDP.” That confused me until I looked it up and can see that “EDP” is an insider shorthand way of saying “Eau de Parfum” … as in, well, perfume. And when you look at the site, that is the featured product right now. The Good StuffEverything is on brand and tight. The main navigation is all about finding stuff to buy and finding it quickly. Part of the custom theme is an app called “Shade Finder.” It sits in position #3 in the main menu. It’s really slick … asks a few qualifying questions and present specific purchase recommendations. My guess is that this is a freak’in money-maker. The product pages are designed and layed-out fine, if a bit ordinary. I am not trying to quibble. I expected a little more on a site of this stature and professionalism. That said, on the product page they have another app with a hot button the main product image. This app is called “Try Shade On” and it will use the camera on a customer’s phone or on their pc to layer the cosmetic shade over the top of the customer’s face. VERY cool, and VERY expensive. The checkout process is filled with upsells, has an AfterPay instalment option, and utilizes Express Payment options. Win … win … win. Importantly, the site looks as good on mobile as it does on the desktop. Mobile has to be super-important to them. Needs ImprovementFenty Beauty does not do SEO — all of their top keyword results are navigational searches with the word “Fenty” or similar. But with this kind of brand power that is less important. The pages choke on apps and images. A few times images would not fully load at all, especially in the rotator at the bottom and there is no excuse for that at all. Apps They DeployWe ran a scan to see what Shopify apps & supporting services they are deploying. Get a load of this list:

  • CQuotient — Cross-channel personalization.

  • Bazaarvoice — User engagement.

  • Listrak — Email marketing.

  • Dynamic Yield — Automated conversion optimization.

  • Klaviyo — Lifecycle management.

  • Attentive — User messaging.

  • SpeedCurve — website front end performance.

  • Findify — Personalized search.

  • Bugsnag — We’re seeing this a lot more … it finds code bugs.

  • Yotpo — User reviews.

  • DemandWave — Personalized shopping experiences.

  • PayPal/ApplePay/ShopPay — The quartet of Express Payment options for the win.

  • DoubleClick — Ad network for retargeting.

  • Criteo — Behavioral targeting.

This may not be a complete list.

Marketing Stuff They DoFenty Beauty is a full-blown multi-channel extravaganza. Although I could not find an Amazon storefront, there a several established resellers selling Fenty Beauty products there. And then there is the retail reseller program with is hundreds of millions in itself. As you would expect, the fetching Miss Fenty is killing it on social media. Her personal accounts rank with millions of followers each and the brands have hundreds of thousands – each with plenty of click and buy action.  It’s also worth noting that the also do plenty of paid Google ads. I do not see this ad channel a lot with Shopify stores. But the Fenty Beauty marketing team is purchasing ads in both English and Chinese. I’ve put a sample of those multi-lingual Google ads and sample Facebook/Instagram ads below for your inspiration.

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