Do all your customers - no matter their source - end up in the same buckets? Does the angle someone comes in from decide how you treat them?

This is a cornerstone of our strategy at DREAMLABS.

Let’s dive in!

Right now performance gets looked at on a SKU basis. This SKU does X, that SKU does Y. But that SKU has multiple personas who come into it.

Let’s look at AG1 because everybody knows who they are: somebody comes in for athletic performance. Somebody else comes in for health and longevity, maybe an older demographic, and they're saying hey, I want to stay as healthy as I possibly can.

Same product, but two completely different people coming in from two completely different angles.

Do those two have different customer lifetime value cohorts? I'm assuming yes. And I'm assuming it starts from the creative that got put out on the platform.

If that's right, the whole thing flips. If the longevity and wellness play is the longer customer lifetime value, you go make more products that fit the mold for health and wellness longevity. The persona drives the roadmap. Not the SKU.

We want to identify the persona with the highest customer lifetime value, not the SKU.

Acquisition and retention have always been treated so differently. What acquires people sits over here, what retains people sits over there. We own both, so we're piecing it together and asking whether the angle someone entered on tells you what they're worth on the back end.

There's a chance we're completely off and the two have nothing to do with each other. It is possible. I don't think so.

For us at DREAMLABS, it's never been “acquire more.” It's “acquire better.”

It’s the exact same logic we use at our own business.

We're not trying to work with more brands. We're trying to work with better ones.

You're taking less of the market, you're just taking the better half, and when things get tight economically, that's the only version of this that still works.

I've always hated that you go into a post-purchase flow and then you start getting blasted with campaigns that make no sense to why you just converted.

Say someone comes in from a UGC angle about foot pain on a shoe. They buy. Then they get dropped into the same 15-day welcome flow as everybody else, and after that they're in the general campaign calendar getting whatever went out Tuesday.

Break them into buckets instead. Speak to the issue we solved for them, for the duration of the period it actually takes to solve it. That flow might be 120 days long instead of 15.

Every person who comes into the brand gets a curated experience based on the angle they came in from, no matter what timeline they come in at.

You already know why they bought, so take advantage of it.

— Torii, founder @ DREAMLABS