The Art of Personalization in DTC: 5 Insights from Weezie's Lindsey Johnson

May 22, 2024

On the latest episode of "The Marketing Factor" podcast, I had the pleasure of sitting down with Lindsey Johnson, CEO and Co-founder of Weezie Towels. Lindsey and her co-founder Liz started Weezie in 2018 to bring a luxury, personalized towel experience to the market after identifying a gap in the industry. Since then, Weezie has grown into a thriving direct-to-consumer brand known for its high-quality, customizable towels and exceptional customer service.

Throughout our conversation, Lindsey shared invaluable insights on how Weezie has leveraged personalization to create a unique brand experience that resonates with customers. From authentic influencer partnerships to maintaining a human touch in customer service, Lindsey dives deep into the nuances of personalization and its major role in Weezie's success.

Want to learn how to incorporate personalization into your brand strategy and create a loyal customer base?

Make sure to catch the full episode with Lindsey here:

Here are 5 key takeaways from our discussion:

1. Collab with influencers who are customers first

For Lindsey, teaming up with influencers isn't just about chasing those with the biggest follower counts. It's all about finding people who genuinely support Weezie's products and mission.

"It's finding people who authentically resonate with the brand and are already using the product."

By keeping it authentic, Weezie makes sure that influencer content feels like the real deal and strikes a chord with their target audience. This approach leads to shoutouts that actually make an impact and drive serious results for the brand.

2. Keeping the human touch in customer service, even as you grow

As Weezie has scaled up, Lindsey and her team have stayed committed to providing personalized, one-on-one customer service, even if it's not the most "efficient" way to do things.

"The short answer is that it doesn't scale. And what I mean by that is not to say you can't do it, but it's not something you can outsource."

Instead of giving in to the temptation of automating everything, Weezie focuses on creating unique, memorable experiences that turn customers into raving fans and get them spreading the word.

3. Using paid ads to snag the right customers

Lindsey spoke on how Weezie leverages paid advertising to go after the customers who are most likely to fall in love with their customizable bath towels.

"We have the highest LTV customers coming in through the bath category, getting their products customized and monogrammed. They're really getting the truest Weezie experience that we set out to create from the beginning. Those become our best customers."

By zeroing in on the folks who will really appreciate Weezie's personalized touch, the brand gets the most bang for their advertising buck and builds a loyal crew of high-value customers.

4. Making gift-giving magic with personalized products

Lindsey explains how Weezie's personalization options make their products the perfect pick for any gift-giving occasion.

"Personalization is a huge opportunity for gifting. We push the idea that if you want to buy a present for someone else in your life, whether it be for graduation, Mother's Day, Christmas, birthday, housewarming, or wedding gifts, we have options for all of that."

By playing up the gift-worthiness of their personalized goodies, Weezie taps into a major market and inspires customers to create one-of-a-kind presents that will really wow their loved ones.

5. Switching up email and SMS marketing to keep things fresh

Weezie keeps their email and SMS game on point by tailoring content to match the season and showcase the most relevant products.

"We swap out products seasonally. So we have a lot of seasonal products like beach towels, pool lounge covers, and kids' beach cover-ups. Those will be the products you're seeing in your summer emails."

By constantly adapting their marketing to match their audience's changing needs and interests, Weezie shows they're always on the pulse and introducing fresh products, which further strengthens those customer connections.

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