How to master direct market research and use it to help retention (with Joanne Coffey, Head of Retention at Aisling Organics)

If you own or work at a DTC brand, you need to interview your customers. Here are some tips for researching what potential customers are in to.

  1. We built the brand up to this incredible business that has helped so many women find the right beauty products for them” @itsJoanneCoffey #DTCPOD
  2. “There's so much information that people are just putting into your hands, all you have to do is know how to find it and how to use it.” @itsJoanneCoffey #DTCPOD
  3. “We're really creating a relatable experience to that customer.” @itsJoanneCoffey #DTCPOD
  4. “We work on a very short basis because we want to adapt to trends and we want to have that room and that flexibility to really change things on a dime, because working for a small business, things change day by day” @itsJoanneCoffey #DTCPOD
  5. “If Aisling was a person I would think about what they would be texting to their best friend, and that's the perception I like to have when I do anything in marketing.” @itsJoanneCoffey #DTCPOD

We Speak About:

  • [01:17] Joanne Coffey introduces herself and Aisling Organics  
  • [02:53] How if you do what you love you never work a day in your life
  • [03:47] Defining retention and when to start thinking about in the customer journey
  • [05:02] Sources of inspiration and creating a limited addition experience
  • [06:49] Direct marketing research as results
  • [08:50] Benefits a benchmarking  
  • [10:05] Top 3 strategies for retention
  • [11:35] How to manage general aspects of business growth
  • [14:18] Building communication platforms
  • [16:13] The “win back” flow
  • [19:21] Content creation
  • [21:32] Successful SMS marketing brands
  • [23:55] Content production focus
  • [25:24] Brands to look out for
  • [27:02] What’s next for Joanne and where to find the brand online

How Aisling Organics rentains customers through implementing feedback  

Joanne Coffey, Head of retention at Aisling Organics, joins the POD to give some insight on the direct-to-consumer business’s marketing and retention strategies

Aisling Organics is a cosmetic brand that creates clean products

Joanne began with the company as an intern and due to her personal passion in the industry she worked her way up to handle marketing operations.

Joanne puts consumers at the forefront of her strategy for improving the brand by analyzing current trends in the space and reviewing and accommodating feedback from consumers.

Joanne recognizes that treating the brand as a person will further create a personalized experience for consumers.

Building a brand that’s human is key to retention in DTC

Aisling Organics stands not only for their clean products but also the personalized experience that comes from consumers engaging in a personable marketing experience with the founder

The brand has experienced growth by prioritizing customer feedback and adjusting to their needs and treating customers and an essential part of their business

Consumers are treated as more than just buyers and retention is accomplished by creating a personable experience  

The brand has fostered further entrepreneurship opportunities by staying authentic with their SMS strategies and marketing posts

Joanne recommends working smarter not harder and the best way to accomplish tasks is to do little things throughout the day.

Stay tuned as Joanne discusses effective retention strategies.

If you’d like to learn more about Trend and our influencer marketing platform for influencers and brands visit You can also follow us for tips on growing your following and running successful campaigns on Instagram and LinkedIn.

Mentioned Links:

Aisling Organics website:

Joanne Coffey twitter: