Increase your AOV by 38% - Interview with Peter Ceredig-Evans (Try With Mirra)

Ever wondered how you can turn hesitant online shoppers into loyal customers?

Join Ryan Martin (Remarkable Digital Founder) as he sits down with Peter Ceredig-Evans, the brilliant mind behind the Shopify app "Try With Mirror." 

Peter opens up about his personal favourites, from the best spot to eat on the Gold Coast to his all-time favourite movie "Saving Private Ryan." We also uncover some light-hearted moments and what drives him both personally and professionally.

Peter shares the secrets behind "Try With Mirra," a game-changing app that allows customers to try items before committing to a purchase, boosting average order values and driving customer satisfaction. 

Learn how top brands like Zappos have leveraged this model to improve their returns processes and attract first-time buyers. 

Discover the powerful strategies that can ease consumer concerns about returns and how rapid return cycles can actually increase basket sizes and AOV.

We dive deep into the app's impressive statistics and case studies, showcasing significant growth for brands like Megan Salmon and AMIWARE. Peter discusses the cost-effectiveness of "Try With Mirra," its seamless Shopify integration, and its customization features tailored for various lifestyle segments. 

Whether you're a fashion retailer or in the business of eyewear, swimwear, jewelry, or footwear, this episode is packed with actionable insights to bridge the gap between retail and digital shopping experiences. 

Don't miss out on Peter's invaluable tips and inspiring success stories!

Download our Ultimate eCommerce Checklist to improve your eCommerce results.

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Transcript

Speaker 1: 0:19

Welcome to the Ecommerce Australia podcast. For those of you seeking direct assistance, remarkable Digital is just a call away. Our mission is to be remarkable, doing great things for great people and great businesses. I understand how much choice you have and how many podcasts are out there, so I'm truly grateful you've tuned in. Please let me know if you have any questions, comments or topics you'd like covered. Let's get started. Welcome to eCommerce Australia. I'm joined today by the co-founder of Try With Mirror, which is a brilliant Shopify app that enables customers to try before they buy, which happens to also increase your AOV by 64%, and many, many more positives, which we'll go into today. But welcome to the podcast, peter Keradig-Evans.

Speaker 2: 1:01

Yeah, you said it perfectly. Thanks, ryan, great to be here.

Speaker 1: 1:04

Well, yeah, I'm glad that was up. I'm pretty happy with that. Usually I can really really get a name wrong. But, mate, looking forward to hearing a little bit more about Try With Mirror. Yeah, I come across your profile because you've been posting a lot of really great content on LinkedIn, which is where I kind of initially started to follow you, and some of the results you guys are getting are really impressive. So looking forward to touching on that today and finding out more about you. Know how it's been in the first couple of years? Yeah, awesome, mate. Before we get into it, I want to learn a little bit more about yourself, so I'm going to fire some fast questions at you and let's see how you handle that fast round. So you're based in the gold coast. Yeah, obviously, mate. So where's the best restaurant in the gold coast if?

Speaker 2: 1:50

it was the best restaurant. I'd say duck and waffle in london, that's my favorite. But um, in terms of gold coast, there's some great restaurants. Uh, rich halls is nice. There's a new one called billy chow, actually down in kira kind of an asian fusion.

Speaker 1: 2:03

That's a really good one, billy chow. Okay, we'll give them a shout out. Yep, all-time best movie is saving private ryan, definitely, oh, really. So the war, war movies. Uh, last book read last.

Speaker 2: 2:17

Oh actually, uh, four stages of psychological safety by tim cook. Maybe really good, okay, it's essentially it's all about Psychological Safety by Tim Cook. Maybe Really good, okay, essentially it's all about innovation. It's about how to create psychological safety in teams. So the four stages are inclusion safety, learner safety, contribution safety and then challenger safety. So if you've got a team where people feel included, they feel safe to learn, they feel safe to contribute, mean they feel safe to challenge you, especially as a leader, and you've built a great team and that's where you're really going to harness innovation. Yeah, great book, highly recommend.

Speaker 1: 2:52

That's a great recommendation. I'm definitely going to add that to the list. That might be some reading as I head up to online retailer next week. Yeah, it's probably not a great question to ask a co-founder of a business in sort of startup growth mode, but is there a series you're watching on Netflix or what's the best series you've watched?

Speaker 2: 3:11

Yeah, I don't watch much actually, to be honest, that's a tough one. I do like Alone that show about the survivalists. You know those experts, that survivalists who get dropped into the middle of nowhere and have to survive. That's pretty cool, Going through a lot of pain and suffering A bit like a founder of a startup. No, I'm joking.

Speaker 1: 3:30

There's going to be some correlations there, for sure. Who would play you in a movie?

Speaker 2: 3:36

I'm probably a bit of a joker. Maybe Dustin Hoffman.

Speaker 1: 3:40

Oh, yeah, okay, Jeez mate, he needs to be on the anti-aging pills if he's going to play you Life motto.

Speaker 2: 3:49

Work hard, play hard. I can't think of anything really right now. Off the top of my head, that's all good.

Speaker 1: 3:54

Last song listened to on Spotify.

Speaker 2: 3:56

Well, this morning I was driving to work, listened to Guns N' Roses, sweet Child of Mine, absolute banger.

Speaker 1: 4:01

Oh beautiful. Is that accurate? If we looked at your spotify right now, are you sure? Uh, you know, taylor swift or something's not going to come up, or not?

Speaker 2: 4:10

I'll bring it up right now. I'll probably start playing what's your biggest fail?

Speaker 1: 4:19

can you remember sometimes some area that you failed?

Speaker 2: 4:22

oh yeah, I mean there's been lots. One very funny time when I was at uni I took a job on the weekend at like a really nice fashion brand and it was like a retail store and I was quite nervous and probably hung over actually on one of my first shifts and, uh, I asked this lady if I could help with anything and I knew the manager was watching me and she didn't answer. So I asked again and then I realized it was a mannequin and the mannequin definitely didn't need any help and I I didn't get asked to go back from my next shift, so that was a big fail that is awesome.

Speaker 1: 4:59

Oh, that's too good. She's a mannequin must have been. They must have have did a good job of making it lifelike.

Speaker 2: 5:05

Yeah, it did. I mean, I don't know what I was thinking, but yeah.

Speaker 1: 5:12

And something you're most proud of, mate.

Speaker 2: 5:14

I'm so proud of what we've done at Tribe Mirror Over the last kind of 18 months, building the business to where it's got, to the team we've got, and the value that we're having on our customers is huge. That's probably up there Also most proud of the relationship I'm in with my fiancée. That's absolutely top draw.

Speaker 1: 5:31

Yeah, fantastic. And is she part of the business as well?

Speaker 2: 5:34

No, no, she's not. She works in e-commerce. What does she do? She manages customer service and also does a lot of content strategy for a wicked e-com business called Macro Mike.

Speaker 1: 5:44

They do plant-based supplements, fantastic, oh nice. So there's plenty of e-com running through the veins there. Yeah, yeah, for sure, yeah, nice. So, mate, thanks for answering some of those questions. I'm sure there's a few tips we can definitely use there. How did you get started in e-commerce and let's sort of put the lens towards the e-com side of things? Yeah, cool, it looked like you started as a sort of more of a business analyst or more sort of IT technical side of software development and then started into e-com. What's been your journey?

Speaker 2: 6:16

Yeah, so e-com really was only when I've been out in Australia so the last seven years and started work as, like a business analyst at MX Store, which I'm not sure if you know about it, but an incredible success story here on the Gold Coast Grew to 100 million in about eight years. You know DTC brand they do dirt, bike parts, gears and accessory and I joined maybe when the team was 40 people and I think it's now over 170 people there. Yeah, I was part of the tech team, so not so much on the kind of e-com side, but more around the kind of the warehouse management system buying, procurement, forecasting, really part of the kind of looking at how to increase operational efficiencies around supply chain management. But, yeah, awesome experience there and that was really my kind of start in e-com.

Speaker 1: 7:07

Okay, fantastic and then. So where did the idea come from, with Try With Mirror?

Speaker 2: 7:12

Yeah. So during my time working at MX Storm and I met a couple of people who had a similar kind of background around tech and ops and fashion as well. Look, try With Mirror is not an original idea. We saw there's Warby Parker, for example, massive hardware brand in the States. You know they pioneered the home try-on Well, one of the pioneers of the home try-on model and we knew that this is solving a really important customer problem with fashion in particular.

Speaker 2: 7:38

You know when people go to a retail store they try first, then they buy. You know they'll pick something up, try it on the changing rooms. Once they're confident with it they purchase. With online it's very much buy now, try later. The number one reason people abandon cart for fashion brands is because they're unsure of the fit and the size or how it's going to look, and so we wanted to create a secure home try checkout solution which solves this problem for the customer but that also drives growth for the brand as well. We saw it working in action. So essentially, our hypothesis had been validated over in the States with Warby Parker. We wanted to create a Shopify app that can plug and play and then deliver value to retailers and their consumers via.

Speaker 1: 8:21

Shopify and Shopify Plus yeah, fantastic mate. And even just thinking at it personally and I'm sure plenty of people listening would and their consumers via Shopify and Shopify Plus yeah, fantastic mate. And you know, even just thinking at it personally and I'm sure plenty of people listening would feel the same way. You know, for me, even like I was on the G-Star website the other day, like looking for some new jeans, because I'm stuck in the 2000s. That's sort of my brand. I don't want to change. No, why not?

Speaker 2: 8:41

They're good, good brand.

Speaker 1: 8:48

Yeah, exactly, and I would have purchased by now if I had been able to try on two or three different styles and brands and sizes and fabrics. But I just haven't because I'm not quite sure on it. So your solution would help me personally in that and I'm sure many other customers as well. So it seems like a straightforward idea to do. What's been the biggest challenge in business for you guys thus far? Has it been getting brands to try it? Has it been coming up with sort of answers around the logistics of returns? Or what's the biggest challenge for you guys?

Speaker 2: 9:19

Yeah, that's a great question, Ryan. So one of the biggest challenges is that we're taking a really new way, a new system and a new approach to selling online and we're kind of trying to create a new market. So, yes, in the States there's like Warby Parker that's doing it really well, but we're really kind of flipping the conventional way that people sell online on its head, and so, because we don't have any competitors in the space in Australia, that is like us on our own speaking to these brands, and so we've got lots of early adopters. We've got up to almost 100 brands now using Trio of Mirror and it's becoming easier and easier because now more and more brands come on board and they're getting great results.

Speaker 2: 9:54

When I say great results, it's in there converting new customers, people like yourself who are on the fence when they're on G-Star and they go. Oh yeah, is that going to fit? Is it going gonna look good? You end up abandoning cart. We're unlocking, converting those customers. But not only that. We're seeing a big uptick in basket size and aov, and we're not just measuring that on the initial transaction, but measuring that on the items that are kept okay, when people are, when there's a low barrier to entry and they go yeah, I'm just going to try three items on. They get them home, they're keeping more, okay.

Speaker 2: 10:26

So, in terms of the biggest challenge, really it's about it's actually influencing change, okay. So you know, it's like what is the goal of marketing? The goal of marketing is to kind of create change, get someone to stop, look at something, go yeah, okay, I'm gonna do this. And so we are really pioneering this new way to sell online, new way for customers to buy online, and so the challenge is really kind of getting the majority to be like, yes, okay, let's do this. But you know, that was the challenge, whereas now it's kind of become easier and easier because we've got some big names coming on board.

Speaker 2: 10:58

We're seeing great results, yeah, they're giving us permission to share some of those results and that's getting other people going. Yeah, okay, great, this is a no-brainer for us. So, yeah, I guess another challenge as well from a business perspective is talent. We are moving fast and building stuff at a rapid pace and we've got massive goals as well. So we're live across brands in Australia, us and the UK. We're just really wanting to ramp up that growth so we can deliver value to more and more brands. So yeah, hiring talent and nurturing talent in the company is also something that's always going to be a challenge. Any business owner will tell you that.

Speaker 1: 11:33

Yeah, fantastic mate, and I really like you know you're obviously well. You mentioned off the top the books that you're reading. You know that's really a key area of importance for you is that you know building a great environment to attracting great people. And then how do you make them, how do you give them a safe environment? You know to thrive. So I can see that that's really important to you guys as well. There's two journeys. Right, you've got the merchant journey and then the customer journey. What does that merchant journey look like? If they've never tried a solution like this, what are their common concerns? I can imagine it's all around cost of shipping and returns. What are you sort of coming up against at the moment?

Speaker 2: 12:09

Yeah, great, yeah, great question. So they're all the same objections. So one of them is like what happens if the stock comes back and it's been damaged? So, first of all, brands are already enabling returns, you know, and the best brands you know, who are doing really really well, have much better returns processes, you know. You just have to look at Zappos you know 365, you know returns policy, billion dollar business, you know, absolutely huge. The brands that have very stingy, tight, restrictive returns processes, you know are the ones that you know will struggle.

Speaker 2: 12:40

So, in terms of common objections, they'll say well, if someone's doing a try before you buy, let's say they're ordering three items and one of those items might be coming back, what's the chance of that being kind of damaged? Well, the way we do it is there's only three days or four days where a customer is trying those items on. So once soon as the order is delivered to the customer, the try time starts. They'll try it on. They'll typically within, I think, 86% of customers, complete their order within 24 hours of receiving it. So let's say, they try their items on and they go cool, I'm keeping these. They use our app, keep, keep, and then they go. I'm going to return this item. That returning item goes straight back into the satchel and then it's taken to the post office within three days after that. So from a returns perspective it's actually making a much better returns from a business perspective for the brand because they're getting any returning items back into stock much faster so they can become resellable quantities again. Also, much less likelihood of that item being damaged. You imagine you're a brand with a 30-day returns window. If that item's at home it's getting worn, then it gets returned. It's far likely that it's going to be. First of all, it's out of stock for longer, so it can't be resold. It's likely it's going to be more damaged. So that objection is handled just immediately, which is great. Let's think of another one they do.

Speaker 2: 13:58

Some brands will say oh, we would like to not put the app out on this collection. Let's say they've got a final sale collection, they're doing 60 off and no returns. That's no problem at all in our app settings. We can. We can create a collection and just apply the try before you buy button only to products in that collection. Yeah, so in terms of the objections, it's like I think one of the common things is I initially think we're a virtual trial and so they go. Oh yeah, we're not keen on virtual. As soon as we explain the process, show them the data, talk to them about the outcomes and benefits that brands are achieving through doing this, they say it's an over and they come on board.

Speaker 2: 14:35

I think at the moment the last 20 demos I've given people said, yes, let's get going, let's give it. You know, we've got a very, uh, very affordable cost model. Yeah, very commercially viable and with the data it speaks for itself. So brands are unlocking new customers. You know there's a really high percentage of first-time customers using tribe of mirror because they might not know the brand, they might not know that fit, you know, they might not know the quality, and so they've maybe seen a few ads they've landed on, they've even added to the cart, but they just haven't converted, just like you when you're shopping at g-star, because you're like not sure if this is definitely going to fit. I mean, there's no risk to the consumer. We've made that whole process in terms of getting the item trying on at home, then making the purchase decision at home. We've made that so seamless that it's unlocking them, it's reducing the friction at checkout. So, yeah, to be honest, aside from them going oh yeah. What's the impact on costs and is it a virtual try? There's not many objections.

Speaker 1: 15:33

Yeah, yeah, perfect. I really love that analogy that you use around you. You know the in-store experience On this podcast I'm always talking about, you know, trying to get that in-store experience to the e-commerce experience to match and have that good congruency. And it's a really good way that you frame that around. You know, you go in, you try on clothes and then you go and purchase what you like and you try on. Well, this is just extending that to the e-commerce experience, which makes complete sense. You never check out before you try the clothes on in store and then go and try them on. So that kind of makes sense to me.

Speaker 1: 16:06

And the other thing, as I said, I've been following and really loving the engagement and the content that you've been putting out on LinkedIn recently and there was one post you made about. You know, with Try With Mirror, you're getting away from that discount mentality, because you don't need to try and give someone an incentive to check out, to take a risk on you, because you're saying, hey, don't take the risk, just try them on, get them to there and by the time they check out, it's no longer a discount to kind of get them to convert. They've tried it on, they love it and they just buy it.

Speaker 2: 16:38

A hundred percent. You know, and in tough times in retail, you know we see discounting being abused. You know, yes, but there's discounting strategies which are really effective and should be part of a bigger picture in terms of the strategic growth for a brand, and it can be done without damaging the brand. But then there's, like you see, discounting strategies being applied, which is just awful. It's essentially the brand's growing broke. They're just not making any profit. What we are seeing. As you rightly said, brands will incentivize customers to get the conversion, but when there is a $0 at the checkout, they don't need to give a 25% off because the customer doesn't see it as a purchase, they see it as a I'm trying it on. Once those clothes are in the customer's hands, once they've tried them on, once they've had that styling in at home, which is actually an elevated experience compared to the changing room in a store, because they're not able to mix and match when they're in the changing room, but at home they've ordered five items. They can go oh yeah, I'll use that with this outfit, I'll use this with that outfit. And then they go, yep, they've got an emotional connection, they've got the trust, the brand and the product. Then they go yep, cool, I'm going to keep this. They've forgotten about the. They don't need the incentive.

Speaker 2: 17:46

Also saying that we have got discounting capabilities within our app, which means that and this is quite nice because it's really like a silent discounting strategy I was chatting with david dennings about this great ecom uh coach on the gold coast this morning, and we're talking about the value in being able to do silent discounting through our app. What I mean by that is that, let's say, you've got someone to, you don't have to be putting all your products on discounts. However, inside the customer journey, once they've already checked out, receive, received those items at home, they go into our portal and there's like a if they keep two or they keep three, they're going to get a percentage off to help that kind of upsell at the point of checkout. And that kind of silent discounting can be great as it's not doing any brand damage.

Speaker 1: 18:31

Yeah, spot on. I love that. I think that is the time to discount is through emails or through VIP experiences or something where new customers don't just say that you're on discount the whole time. So I just want to get into some case studies. But what is the kind of number of transactions or the number of orders that try with mirror and then they don't purchase at all? Do you know what that number is?

Speaker 2: 18:55

Yeah, yeah. So we've got some great data around that. So, at the moment, 86% of Try With Mirror orders, a customer is buying at least one item. Okay, now, of the 14% of orders and this is last night I was looking at this data and this is obviously across thousands and thousands and thousands of orders, yeah, across all these brands, of the 14% of those customers of orders who return every single item, all items on the order, 82% of those are going back in and repurchasing again within seven days. So these are serious buyers.

Speaker 1: 19:29

That's a great stat. Yeah, it is. Yeah, that's phenomenal. It's a really strong stat, so Really high buyer intent.

Speaker 2: 19:35

Yeah, it's fantastic yeah and that goes towards lifetime value as well. We've seen some of the AOV stuff we're sharing and that's why one of our brand promises of using our app, we will help a brand unlock new customers and we will increase their AOV. No black magic in there, except for that when a customer has less friction at the checkout to try more, they will end up purchasing more.

Speaker 1: 19:59

Yeah, fantastic mate. Is there any case studies that come to mind? I've seen again on LinkedIn. You posted one, a fashion brand, that had an AOV of about $338, I think it was and through using you guys that increased by 38%, I think it was. Have you got any kind of brands that are doing well that people are thinking about using? Try With Mira can maybe jump on their store and have a look at how it is actually kind of executed. Yeah, absolutely.

Speaker 2: 20:27

I mean the brand you were actually talking about there a fantastic brand in WA called Megan Salmon, a women's wear brand, and that's the brand that you know Try With Mira has increased the AOV for try orders by 30% for over the last six months, and so, yeah, that's a brilliant case study. Again, AMIWARE, another one based in Sydney, and they've been kind to say that we can use the data in our marketing. Their AOV has sat at around about 40% greater in terms of their Tri-Web Mirror AOV versus their regular buy-in AOV, and that's been for the last six months again. So it's, yeah, some really, really strong data there. What's great as well is just seeing brands actually just unlock new customers so increase their conversions and reduce cart abandonment, where it's just making it easier for the customer to try the items on.

Speaker 2: 21:16

It's a bit like imagine retail stores not having changing rooms. Imagine like going into a store and going like cool and go shopping, and then you'd be like, all right, well, where are the changing rooms? They go, I haven't got any. You're like all right, no worries, I'll just go to another shop.

Speaker 1: 21:29

Yeah, yeah, that's a good way to put it, but yeah, it just seems like a bit of a no-brainer to be able to sign up and give it a go. How do you guys make money? Can I be cheeky enough to ask that question Like where's the business for you guys to continue to build out? What's the financial implications of signing up with Try With Mirror?

Speaker 2: 21:48

Yeah, we take a small percentage of the completed sale. That's what we do. So when I say that it's like if a customer adds three items to the cart and checks out and they just keep two items, our percentage kind of ranging anywhere between kind of 2% and 4% is of that completed order Again. So it's a really cost-effective model for the brands and that's our revenue model.

Speaker 1: 22:12

Yeah, yeah, brilliant. And is that any sort of contracts in there or what's the sort of journey look like for them to get set up? How easy is it to set up a try with mirror account?

Speaker 2: 22:22

yeah, it's super easy. So we're an approved shopify app. You know it's a public app. People can just go to the app store and and download and then they only start paying.

Speaker 2: 22:32

Obviously, once they start selling larger brands, we typically do all the implementation for them. As you know, larger brands will brands will have more third-party apps within their ecosystem, more like an ERP or WMS, ims, etc. So, making sure that the integration and everything is set up really smoothly, we actually do that for the brands. So, yeah, I would say at the moment it's a mix. It's definitely set up to be self-serve, but we've also got a great team here in terms of customer success who we manage that implementation and make sure that they, these businesses if they might be a 20 mil business, they've got 20 staff or more, but they are flat out. Each of those staff may be wearing a couple of hats, and so what we want to do is help them realize the value and benefit of Tri-Ophthora without having to invest money into it. So we do a full implementation, we can set it up for them and then they can just start generating benefit from getting new sales, increasing AV, increasing revenue. Yeah, that's what we're passionate about and yeah, it's what keeps us busy.

Speaker 1: 23:39

Love it, mate. Revenue yeah, that's what we're passionate about and uh, yeah, it's what keeps us busy. Love it, mate. It sounds, uh, sounds fantastic, and is it just um, like who has the most success? Is it mainly for fashion brands or eyewear brands, or like, what sort of categories have you tried? Or?

Speaker 2: 23:52

or it hasn't worked in yeah, so we've only worked in eyewear, swimwear, general fashion apparel, jewelry. They're like the main categories we're in at the moment and that the market's massive. You know, fashion apparel there's like, I think, half a million brands on Shopify and so anything where a customer really wants to try something on. We typically work with price points anywhere between $50 an item to $400, $500 an item. So we've worked with some really nice premium brands as well as kind of eyewear brands who are just like you know Live Vision, for example, you can consistently increase AOV because someone adds three items to the cart will keep three or two, as opposed to, maybe, a normal order where they're just keeping one. So, yeah, really going back to the customer problem, which is making sure that it fits, making sure that it looks good, making sure that it meets their quality expectation. So that's general fashion apparel. We just got a couple of footwear brands coming on as well.

Speaker 1: 24:56

Jewelry eyewear, swimwear. So, yes, definitely within the fashion apparel segment. Yeah, nice, and I noticed that on some of your content and some of your on your website and stuff and there's different rules you can create for you know, try with mirror so it doesn't have to apply to every item on your website. Right, you can create custom elements or for some items and not for others yeah, correct.

Speaker 2: 25:14

We basically built our app settings based on feedback from all the early brands who came on and started using our app, who are still on as well. I think we've only had one brand come off since we started and that was just because they had stock issues and they couldn't get enough stock in the door. But, yeah, so the brands can set they can manage, basically that the app is only available for domestic-based customers. So if it's an Australian brand that sell in Australia and the US and New Zealand, there's a setting that would make sure that only Australian consumers with an Australian IP will be able to see the button on the PDP when they land on that website. Again, like you mentioned, in terms of product selection, brand can manage which products have the button on.

Speaker 2: 25:55

Now the brands that do the best will have it on everything. So it's keeping a consistent customer experience and also it's increasing the chances that this item is going to sell. Obviously, some brands will have things that don't need to be tried on. They might have gift cards and other things, so they wouldn't include those. Also, some of the larger brands have wanted to roll this out initially as a VIP option, so we've got the ability to actually create a segment of customers and then enable the try before you buy button only for that segment, which is a really nice way to like really elevate their rewards and vip program.

Speaker 1: 26:30

Yeah, would that help with uh like email signups and collections and mobile numbers around? Would they use that as a selling point to be able to sign up to the, to the vip newsletter? Let's call it, and then have that try before you buy option? That would be a good kind of enticement to get more signups, I'd imagine yeah, 100.

Speaker 2: 26:49

you know not only yeah, exactly. So maybe not for just the existing kind of you know, existing subscribers and that vip bucket, but then also just like to get people to spend more to get then be able to access the home trial service. It can be used in different ways, but, yeah, certainly the kind of outcome behind it is it's like really elevating the customer experience. You know you talk about brands. Well, you see a lot of brands and posts around.

Speaker 2: 27:15

Yeah, we were really wanting to elevate customer experience. You're like well, how are you trying to do that? Because there are some brands that are amazing at it. They know their customers so well, they give such amazing service, they have really fast shipping and fulfillment, they have great return policies and this is just another value add there Allowing your customer to try the item on at home before committing to a purchase is really elevating that customer experience. It's going to differentiate them, you know, as a business and as a brand, and it's going to be like a unique selling point to help them attract not only attract customers, but retain customers as well yeah, spot on.

Speaker 1: 27:54

And even if we look at the um, the recent, you know, australian retailer report that shopify sort of published about a week ago, you know some of the takeaways were there were around, you know, marketing efficiency, loyalty and, you know, improved cx with personalization and segmentation. After our discussion today, I think try with mirror kind of ticks most of those buckets yeah, by, you know, improving the customer experience. They know that. I think loyalty would increase with using Try With Miro because all of a sudden you're like, well, if I don't like things, I just don't have to pay for them, I'll just try them on, and so you'd be a bit more loyal to that brand who's using an app such as Try With Miro, as opposed to some of those brands that you've got to take a risk on.

Speaker 2: 28:38

Yeah, that's exactly it building that trust and uh, yeah, I guess, really bridging the gap between retail and uh and the digital. And you know, I think some of the best brands, their online mirrors, you know, mind the pun, their retail experience, you know that omni-channel kind of experience where the customer is getting a really consistent experience, and so, like us bridging that, making sure that you know when a customer goes on they can try something on before buying it, why not create that experience for your online experience as well?

Speaker 1: 29:07

yeah, yeah, exactly, mate. It'd be a good one for dating apps to use as well. Surely at some point you'll be able to oh yeah, that's a great idea yeah, maybe I'm not how that is, but if there's an option to vet the singles out there before you commit, then that's probably another segment you could go into at another point, mate.

Speaker 2: 29:29

Yeah, just imagine two people and they're just like. By the way, this is just try before you buy it. I'll let you know later if I'm going to purchase or not.

Speaker 1: 29:37

Exactly, Mate. Last question we're obviously coming up to, well you know, mid-July, now probably August by the time this podcast goes live. It's coming up again to Black Friday, Cyber Monday, Singles Day, Christmas period. How do you think Try With Mira will really help in that sort of sales period? A second question to that is how long does it take to get started so brands can get started before that period, ahead of time?

Speaker 2: 30:04

Yeah, that's a really great question and I would say actually we're wanting to do the opposite. So that period is all about selling as much as possible, even at the risk of kind of absolutely hammering your margin. And I think we saw Black Friday went for an extended period of time last year. Well, I certainly noticed it with a lot of brands around where you know, across Australia. I'd almost argue that actually we have the opposite strategy, which is around more sustainable, long-term growth. You know, that's where Tri-River Mirror can really impact and add value to these fashion brands.

Speaker 2: 30:38

Absolutely go nuts on your Black Friday sales. You know, if you're doing a couple hundred grand in a week and you suddenly get a million dollars or more in a week, awesome. But then we are working with you for the rest of the year really around building out that amazing customer experience, building out that strategy that is going to help put more of your products into the hands of customers, to increase lifetime value, to shorten retention cycles and be part of a strategy for longer term growth, as opposed to, you know, a marketing plan which is go absolutely bananas for end of financial year and go absolutely bananas for black friday, cyber monday and then just kind of you know, penny pinchinching and worrying about the margin that you lost for the rest of the year. So yeah, I'd argue that that's not really our game plan. It's more about the longer-term, more year-round growth.

Speaker 2: 31:30

But to answer your other question about how to get set up, yeah, if you're a bigger brand and you want to jump on a demo called me, head to our website, head to my LinkedIn you can just book a demo with me or someone in the team. We've got three other great partnership managers booking the demo. Take you through the app. We can do all the installation for you. You know we're getting there's a $25 million brand here on the coast. I got access to their Shopify yesterday. They'll be going live later on today Fantastic, yeah. So we can definitely help you get set up, get up and going and really take the pressure off you and be that kind of longer-term partner.

Speaker 1: 32:05

Mate sounds brilliant. I can't see too many reasons why they wouldn't jump in and give it a go. To be honest, it improves the customer experience, it improves your AOV, it improves brand loyalty, which we've discussed in today's's podcast, so I can't see too many reasons why they wouldn't give it a try. In all honesty, I'm sure there'll be a couple, but I can't think of any.

Speaker 2: 32:26

yeah, I think um, that's it, and at the moment we've been working with a lot of very forward-thinking brands and I think you know you have your early adopters and now, considering that there's it's getting out in the open now and the results are there and it's getting a lot of attention. Other brands are kind of just following and jumping on board. So, yeah, it's quite an exciting time indeed and, yeah, looking forward to the rest of the year and where we go next.

Speaker 1: 32:50

Beautiful mate. Well, look, yeah, really appreciate your insights and your time. As I said, give Pete a follow. If you don't want to use Try With Mirror just yet, at least give him a follow on LinkedIn and you'll be able to see the brand continuing to grow. Some really great case studies, some really great metrics that some of his merchants are getting and some valuable content to help your e-commerce store as well. So, mate, thanks for your time.

Speaker 2: 33:13

Thanks, Ryan.

Speaker 1: 33:14

Look forward to meeting in person and online retailer and watching the Try With Mirror journey continue to build.

Speaker 2: 33:21

Yeah, thanks so much for having me on the show today, Ryan, and yeah, look forward to catching up next week. Beautiful mate, Thank you.