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“We came from an SEO experience, where it was all about ranking on Google, with a little bit of paid advertising and that was it. Now, there are much better attribution tools, you’ve got to be really sophisticated on email, you’ve got to be really sophisticated on paid social. Even then, it doesn’t work for every product so you’ve got to test things, see what works and what doesn’t. Now we’re doing cart abandonment and all kinds of things that most well-structured ecommerce companies are doing.”
This episode of the Cart Insiders podcast welcomes to the studio the Founder and CEO of NewAir Appliances, Luke Peters.
NewAir Appliances is a relative veteran compared to the other companies we’ve featured so far, having been started by Luke in his garage 19 years ago. NewAir specializes in compact cooling appliances including beer and wine coolers, fans, air-conditioners, and other home products.
Luke shares how NewAir has become very diversified over the years, selling both online DTC and then through retail partners like Amazon and Home Depot. Luke further explains that while a typical customer trends toward a male demographic, their approach to content marketing can’t be so straightforward, as many home appliance purchases are often made on a couple/family basis.
Luke provides fascinating insights on the evolution of his marketing strategy as new technologies become available, discussing his willingness to take risks with the adoption of new tools and platforms while learning how to quickly pick up on trends and recognize a genuine game-changer from a passing fad.
And like every business, times weren’t always easy. Luke opens up about key challenges that NewAir has faced over the years, including the imposition of tariffs on various supply chain goods, building a cohesive team, and more recently, the COVID.
And, for Luke, what’s the best antidote for any challenge that arises? Tune in to find out.