Product Innovation Deep Dive: How to Develop a Best-Selling SKU → Kunle Campbell

2X eCommerce Podcast

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Shownote available on: https://2xecommerce.com/podcast/ep451/

S9 EP53:
In this episode of the 2X eCommerce Podcast, host Kunle Campbell delves into the first pillar of scaling e-commerce brands: product innovation. The episode provides actionable insights on developing and refining a bestselling SKU, emphasizing the importance of market-driven product development. It covers strategies for established operators to enhance their top-performing products and advises newcomers to create minimum viable products (MVPs) to gather customer feedback. The discussion highlights the significance of understanding market demands, iterating on products, and creating a unique selling proposition (USP). Listeners are guided through creating continuous feedback loops and streamlining product lines to maintain relevance and drive growth, with real-world examples from companies like Gymshark, HiSmile, and Athletic Greens.

• (00:00) - Introduction to Scaling eCommerce Brands
• (00:17) - Deep Dive into Product Innovation
• (05:30) - Starting Scrappy and Gathering Data
• (10:22) - Refining and Testing Your Core Offering
• (12:58) - Leveraging Customer Reviews and Feedback
• (18:30) - Creating a Strong Unique Selling Proposition (USP)
• (22:49) - Setting Up a Continuous Feedback Loop
• (26:27) - Conclusion and Next Steps

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Get a Copy of Kunle’s Book
Elevate your e-commerce game with Kunle Campbell's book, "E-Commerce Growth Strategy: A Brand-Driven Approach to Attract Shoppers, Build Community and Retain Customers." Discover practical strategies and insights to boost your e-commerce growth.

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Creators & Guests

• Kunle Campbell - Host