Fellows Essential Gentleman

Introduce your business and tell us your story: How did you decide on what to sell, and how did you source your products?

Spotted a rising trend in moustaches, so I decided to sell moustache wax. Naturally I moved on to beard care which was the big boom for me. All products are made by hand in-house. Of course containers and ingredients and so on are sourced here in the UK.

How did you earn your first sales? Which channels are now generating the most traffic and sales for you?

Social media is to thank for the success the past 2 years; it has really helped shape the business and get it out to people it would have never gotten to before! Sadly there is no tracking for Instagram but I sense that it's doing the store some justice. Facebook and our mailing list have a great success rate for sales. Nearly 200,000 potential customers see our campaigns every 2 weeks on Facebook from paid advertising - the new five-product feature advert is perfect what we do! Twitter is a great way to interact with potential customers via hashtags. We try and engage in conversations and help them with any advice on growing beards and so on.

Tell us about the back-end of your business. What tools and apps do you use to run your store? How do you handle shipping and fulfillment?

I use Orderly Print to create invoices and labels. I have that linked to a label printer so everything can be done and printed within just a few clicks! I use Riskified to save myself from fraudulent orders which I have suffered with in the past - they offer a 100% charge back guarantee too! Also using Recurring Orders to offer 15% off if you subscribe to your favourite products. It's a great tool to get repeat sales. Other apps I use include Product Reviews, Persistent Cart and Bulk Discounts. We pack and ship in-house. We don't use a courier, drop ship or fulfilment centre. We simply take the post to our nearest post office and way it goes.

What are your top recommendations for new store owners?

Firstly as a one-man band here (except for the help I get from time to time from my other half) I think it is important to make the most of those time saving apps such as Orderly Print. It's also good to get the word out there, even when you're asleep; make the most of apps/websites like Hootsuite, Buffer, Schedugram and MailChimp. On the topic of MailChimp, make sure you store theme has newsletter signup forms, even better if they offer popups, this will continue to grow your potential customers base. Sending newsletters with exclusive subscriber codes is a great way to generate sales when you are starting out!

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