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044: Build Your Ecosystem So That You Own As Much Of The Ecommerce Customer Experience As Possible – Ken Johnson, Manpacks

Posted by Austin Brawner on October 23, 2014

If you own the ecosystem and the ecommerce customer experience, you’ll be able to…

…withstand the onslaught of changes on rented land like Google Adwords and Facebook.

Ken Johnson founded Manpacks with business partner Andrew Draper in 2009, and he attributes most of their success to a relentless focus on owning the ecommerce customer experience.

Manpacks is considered the first American subscription ecommerce service offering men’s essentials, shipping men’s basic needs like socks, underwear, razors, and toiletries on a quarterly schedule or on demand. Their primary customers are busy guys who want to cross these things off the to-do list while discovering new, better products to use.

Manpacks has been featured in The New York Times, The Huffington Post, NPR, ESPN Radio, NBC, Maxim, The Boston Globe, Inc., and The Tampa Tribune.

Topics Discussed Throughout the Interview

  • Owning the online ecosystem and the ecommerce customer experience.
  • How Manpacks got such amazing PR when they first launched.
  • How paid acquisition is different than the other channels.
  • Why content marketing can be a mistake.
  • Expectations have changed in the market when it comes to email.
  • Assume that your customers want to hear from you.

Links / Resources

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