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Digital Forum: The Keys to Growing a DTC Brand and Making an Omnichannel Shift

Tula points to just a few key growth drivers to explain the 150 percent growth year-over-year it is on track to see in 2019: product innovation strategy, influencer marketing, and venturing into brick-and-mortar. “It’s about offering customers products that they need and want from those they trust the most and where they want them,” said Savannah Sachs, chief executive officer of Tula. Product innovation is crucial to Tula’s growth. The company is set to launch 10 new products this year alone, including two more acne products at the end of this month, responding directly to customer feedback. “We really think about customers in demographic and psychographic terms and as a digitally native and largely direct-to-consumer brand we’re steeped in that customer data,” Sachs said. A digital skin quiz on Tula’s site is one of the best ways to gather this data, allowing the company to gain direct insight into customers’ wants and needs and drive the customer to buy product. Sachs shared that Tula gets about 300,000 data points every month from this skin quiz, which the brand then uses to spot trends and create a roadmap for future product innovation. Tula’s Glow & Get It Cooling & Brightening eye balm was perhaps

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