Ryan Regan, the Director of E-commerce at VKTRY, discussed with our host Eitan Koter the company’s carbon fiber insole product and their focus on becoming the number one sports insole in the world. Ryan shares how the product was designed and the viral marketing campaign that propelled their growth.
Ryan discussed VKTORY’s direct-to-consumer business model and the importance of their main marketing channel, TikTok. Ryan shares more important information about website optimization, customization options, and the use of AI in e-commerce.
Ryan also emphasizes the importance of influencer marketing and the success they have achieved through working with influencers. We’ve explored the challenges of selling on social media platforms and the role of teenagers and parental involvement in the purchasing journey.
He expresses his passion for his job and the pride he takes in his career journey. Lastly, Ryan shares a fun fact about traveling around the country in a converted school bus.
It is an episode packed with marketing wisdom and innovation.
Takeaways:
- VKTRY is a carbon fiber insole company focused on athletes and sports performance.
- Their viral marketing campaign on TikTok helped them gain traction and grow their customer base.
- The company operates primarily through a direct-to-consumer model.
- Website optimization, customization, and AI are important aspects of their e-commerce strategy.
Chapters:
00:00 Introduction and Product Overview
01:01 Company Background and Viral Marketing
04:24 Marketing Channels and Strategies
06:13 Website Optimization and Skepticism Elimination
08:19 Target Audience and Customization
10:00 Offline Retail Considerations
12:58 Data-Driven Decision Making
15:26 User Experience and Personalization
18:24 Customer Journey and Purchase Process
19:22 Teenagers and Parental Involvement
21:46 Influencer Marketing
24:12 Marketing Activities
27:55 Social Commerce and Shoppable Media
29:17 Passion for the Job
30:06 Career Journey
32:06 Fun Fact: Traveling in a School Bus
Ryan’s LinkedIn profile: https://www.linkedin.com/in/ryan-regan-8777b492/
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